Analysing our dream destinations
Online research suggests remoteness equates with appeal.
International tourism has officially roared past pre-pandemic levels for the first time, sparking a global wave of wanderlust.
To find out where travellers are fantasising about escaping to next, digital entertainment platform JB.com conducted a comprehensive study analysing online search interest, Instagram hashtags, actual visitor numbers and traveller wish lists across 100 dedicated Reddit threads.
The findings reveal a fascinating trend: the world’s most desired destinations are often defined by their remote appeal, untamed landscapes or distinct cultural experiences, rather than ease of access.
Securing the crown as the world’s absolute top dream destination is Japan. Dominating online travel discussions with over 1,620 dedicated mentions on Reddit, the country already welcomes 42.7 million tourists annually.
Yet, the craving for Japan remains unquenched. It continues to rule social media feeds, boasting a staggering 191 million Instagram hashtags that showcase its fusion of futuristic cities and ancient traditions.
New Zealand — which seems remote to people in Europe and the United States — claims a stunning second place, appearing in nearly 1,400 bucket lists. Interestingly, it is one of the least-visited spots in the top 10, drawing just 3.5 million actual visitors a year.
Despite this lower footprint, its pristine, cinematic landscapes hold immense aspirational value.
Perennial favorite Italy captures third place with 1,210 mentions. As the world’s most-visited nation, welcoming a massive 185 million tourists each year, Italy’s timeless romantic charm remains undefeated.
More than two million people search for Italian vacation tips every month, and the country boasts 176 million Instagram photos.
Rounding out the top five are two Nordic wonders: Iceland and Norway. Fourth-place Iceland yields 1,090 mentions; though its remote location and high costs keep actual visitation under two million, over a million people search for travel costs monthly, biding their time to book. Norway follows closely in fifth with 970 mentions thanks to the allure of the northern lights and dramatic fjords.
The top 10 dream destinations rounds out with Australia, Canada, Greece and Scotland.
Summing up the data, a JB.com spokesman noted: “If something’s hard to reach, the fantasy stays alive longer.”
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