Emirates reveals 5 most popular booking destinations for summer

Dubai-based Emirates Airline has analysed search data across its global booking platforms to identify traveller trends for summer 2025.

Flight searches for summer 2025 travel have climbed 7% for the period between July 1, 2025 to August 30, 2025, compared to the same period in 2024. 

For July and August escapes, Emirates says that while perennially popular destinations such as France still feature high on the list, travellers are increasingly leaning towards “new cultural experiences and off-the-beaten track locales”.

This is aligned with Wego’s latest data, which suggests growing demand from GCC travellers for "authentic, experience-led holidays that offer deeper engagement". 

When it comes to rising stars, Vietnam is the hottest destination, followed by Mauritius, Sri Lanka and Japan, with long-time favourite France taking fifth spot.

1 Vietnam With searches up 61%, the Southeast Asian nation is pulling in visitors thanks to its beaches, history, culture and cuisine, plus good air connectivity that sees Emirates operate 25 weekly flights to Ho Chi Minh City, Hanoi and Da Nang.

Vietnam is an increasingly important market for GCC travellers, in particular, with Wego recently reporting a staggering 322.43% surge in search volume by Saudi travellers to Vietnam, largely thanks to the increase in luxury halal-compliant resorts.