American Express released its annual trending destination list for 2024 with a list of ‘dupes” or alternative places to visit based on bookings and recommendations from their consultants.
Dupes is regarded as one of the big travel trends for the year ahead in reaction to over-tourism and pushback from residents in the most visited cities and towns of the world.
For instance, if travellers enjoyed Sedona, Arizona, they might consider visiting Santa Fe, New Mexico, for a similar cultural and natural experience.
Off-the-beaten-path destinations like the northern Indian province of Rajasthan and San Miguel de Allende, Mexico, were among the top five fastest-growing destinations in 2023. These lesser-known places offered unique experiences and saw significant increases in bookings.
Japan’s popularity extended beyond its famous cities like Tokyo and Osaka. Travelers now consider it a potential ski destination, leading to increased bookings. The country’s appeal has grown year-round and is the second most popular country for trips globally, just behind Italy.
In 2023, Japan experienced a significant increase in bookings from Millennial and Gen-Z travellers, making it the fastest-growing destination. American Express reported a rise of over 1,300pc in bookings compared to pre-pandemic levels in 2019. Other countries that saw substantial growth included Australia and Italy.
Looking ahead to 2024, American Express recommends alternative destinations:
- If you like Blue Mountains, Australia, try: Adelaide Hills, Australia
- If you like Istanbul, Turkey, try: Bodrum, Turkey
- If you like Amalfi, Italy, try: Porto Cervo, Italy
- If you like the US Virgin Islands try: St. Kitts & Nevis
- If you like Sapporo, Japan, try: Niseko, Japan
- If you like Riviera Maya, Mexico, try: San Miguel De Allende, Mexico
- If you like Sedona, Arizona, try: Santa Fe, New Mexico
- If you like the Maldives try: The Seychelles
- If you like Agra, India, try: Udaipur, India
- If you like the Dolomites try: Zermatt, Switzerland
