Malaga, in the 'top 10' of the most popular destinations in the world to travel this year

By 2025, Málaga ranks in the 'Top 10' most popular destinations worldwide, according to the annual report published by eDreams Odigeo, one of the leading travel subscription platforms globally and one of the largest e-commerce businesses in Europe. The study 'A year in travel', which examines the behavior of its millions of global customers, highlights the strength of Spain in managing to place four cities on this list, with Barcelona leading the ranking as the most popular destination in the world in 2025, reclaiming the top spot in the global ranking. It is followed by Paris, Palma de Mallorca, and Madrid. The 'Top 10' is completed by London, Rome, Istanbul, Lisbon, Amsterdam, and, in tenth place, Málaga. "Spain continues to triumph among European tourists, with four cities in the list of the ten most popular destinations in 2025 and French tourists leading the visits, followed by Germans and Italians," they detail.

This analysis reveals that the popularity of destinations in South America is growing, consolidating as the emerging region of the year. Rio de Janeiro leads this trend with a spectacular increase in bookings of 164% compared to 2024, followed by Santiago de Chile, with a rise of 102%, and Lima, with an increase of 54%.

As for the trends of Spanish travelers, the study notes that they renew their interest in Asia and emphasize their fondness for exploring medium-sized cities, highlighting the growth of Bordeaux, with an increase of 123%; Venice, with an increase of 71%; Malta, an increase of 37%, and a strong rebound in Tokyo, with an increase of 60%.

Indeed, the flexibility in booking since the pandemic's onset of no cancellation penalties consolidates the phenomenon that Spaniards plan their trips with less anticipation. In fact, they explain that 52% of bookings are made less than a month in advance, and 21% between one and two months before the trip.

Tendencies

Regarding preferences, they include that Spanish travelers continue to choose large cities and sun and beach destinations. Paris maintains its leadership as the favorite destination of the Spaniards in 2025, followed by Palma de Mallorca, Rome, Barcelona, and Tenerife. "On a continental level, the increases of Bordeaux, with a growth of 123% in 2025 compared to 2024, and Venice, with 71% stand out. Also, Malta, Fuerteventura, and Naples see significant increases. Looking ahead to 2026, Paris, London, and Rome continue to dominate the reservations of the Spaniards.

Dana Dunne, CEO of eDreams ODIGEO, explains that "2025 has been a key year for travel, marked by a growing interest in more authentic, flexible, and technology-enhanced experiences. Travelers are no longer just booking vacations; they are designing itineraries that reflect their values, tastes, and personal development desires. From the rise of transformative and wellness-centered journeys to the growing popularity of culturally rich urban getaways, we see a clear shift toward a more personalized way of traveling."

He also notes that "Artificial Intelligence (AI) continues to revolutionize the way we travel. Our proprietary technology is set to offer hyper-personalized experiences to our 7.5 million Prime members. Whether it's real-time itinerary updates, personalized recommendations, or agile bookings, our 6 billion daily predictions allow travelers to take control of their journeys like never before." In this regard, they point out that AI is transforming the purpose of travel, driving experiences of self-care and volunteering, wellness tourism, and local regeneration. It deeply resonates among the youth. "96% of them trust AI tools to plan their trips, and 54% demand flexibility without penalties," he details.