The Trendiest Off-the-Beaten-Path Destinations

American Express Travel has unveiled its 2024 Trending Destinations list spotlighting the most popular travel destinations for the year ahead. This year’s list focuses on a group of lesser-known vacation spots that provide ideal alternatives to some of the world's most popular places.

Amex Travel’s 2023 Global Travel Trends report found that 89 percent of respondents want to travel to destinations they’ve never visited before and 68 percent are in agreement that they pride themselves on finding lesser-known vacation spots before they become popular.

Based on Amex Travel online booking data, these are 10 of the trendiest off-the-beaten-path destinations around the world for 2024.

Interest in Australia is on the rise as the continent has seen a nearly 800 percent increase in bookings amongst Gen-Z and Millennials from 2019 to 2023. If you like Blue Hills National Park, Australia, an off-the-beaten-path alternative is Adelaide Hills, a gorgeous locale in South Australia boasting scenic trails, wildlife encounters and tremendous wines.  

If you fancy a trip to Istanbul, Turkey but aren't keen on the crowds, try Bodrum. This inviting city on the Aegean Sea boasts an abundance of natural beauty as well as rich history and culture on display in the form of captivating castles and other historic structures.

Italy's Amalfi Coast is undeniably beautiful but is hardly flying under the radar heading into 2024. Travelers to Europe may instead visit Cervo, a tiny ancient town in the Italian Riviera oozing with old-school charm and intriguing history.

In the Caribbean, Americans with updated passports can skip the U.S. Virgin Islands for St. Kitts & Nevis, a dual-island nation with scenery in bunches. Visitors can enjoy beautiful beaches and spectacular hiking trails and learn about the destination's past while discovering former sugar plantations.

If you like Sapporo, Japan, consider Niseko instead. According to American Express Travel, Japan is the number one fastest-growing travel destination for Gen-Z and Millennials globally, with a more than 1,300 percent increase in travel bookings from 2019 to 2023. Niseko offers sensational skiing but also a plethora of activities visitors can partake in year-round.

From 2019 to 2023, San Miguel de Allende, Mexico has seen an over 400 percent increase in bookings amongst Gen-Z and Millennials compared to only 57 percent amongst Global Gen-X and older travelers, American Express Travel found. The charming colonial-era city is an awesome alternative to Mexico's Riviera Maya.

Trade in the red rocks and vortexes of Sedona, Arizona for Santa Fe, New Mexico in 2024. This one-of-a-kind city is arguably the most historic and artistic destination in the country appealing to travelers of all types and interests. Visitors can look forward to fascinating museums and landmarks, mesmerizing architecture and a burgeoning foodie scene.

The Maldives are beloved but you might try Seychelles. This archipelago includes more than 100 islands off the coast of East Africa in the Indian Ocean and is a nature lover's paradise as it features numerous beaches, coral reefs and nature areas. Visitors may even encounter the rare Aldabra giant tortoise.

Many travelers would love to check the Taj Mahal off their bucket list but Udaipur, India is a solid alternative to Agra. The unique city in western India boasts plenty to explore, including sparkling lakes and lavish royal palaces. Udaipur is also ideal for couples as its been dubbed one of the world's most romantic cities.

It's tough to beat Switzerland when it comes to winter bliss and a world-class ski vacation. But if you like St. Moritz, American Express Travel recommends Zermatt, another mountain resort destination with stellar slopes and opportunities for once-in-a-lifetime experiences in addition to access to charming shops and restaurants.