Are Travelers Done With Overcrowded Destinations?

by Mia Taylor
Last updated: 5:00 PM ET, Fri May 23, 2025

So long Miami, hello Chicago. Or should we say, so long Havana, hello Bali? Or so long Berlin, hello Innsbruck…

Are you sensing a pattern here?

If not, here it is: The trend of travelers skipping historically overcrowded tourist destinations in favor of slightly lesser traveled locales is truly gaining traction.

That’s according a new year-over-year analysis of Google search data for flights, hotels and itineraries, which was conducted by travel insurance provider InsureandGo.

The company’s research revealed that traditional holiday favorites like Miami and Las Vegas are seeing significant drops in global interest, while Chicago has seen a huge spike among travelers.

The conclusion drawn by researchers is that travelers are increasingly turning away from of the planet’s classic  hotspots to explore new, and less crowded, locations.

“While big-name cities will always have their place, the data shows travelers are becoming more experimental,” says Letitia Smith, Head of Communications at InsureandGo. “People are craving new experiences, deeper connections to places, and often, a break from the crowds or even the hotter weather in classic sun-drenched destinations where temperatures are rising.”

Some of the destinations that stand out when it comes to experiencing a global decline in interest include

• Havana (-28%) ➝ Bali (+16% search increase YoY)
• Miami (-15%) ➝ Chicago (+41%)
• Kingston (-11%) ➝ Nassau (+31%)
• Berlin (-4%) ➝ Innsbruck (+2.9%)

“With once iconic cities losing their appeal, visitors are looking elsewhere for slower, more meaningful adventures, whether it’s for sustainability, wellness, or just something a little more unexpected,” according to the report.

Here’s a closer look at some of the destination swaps and the report’s explanation for those swaps.

Havana for Bali

Havana’s retro charm isn’t pulling in the crowds like it used to, says the report.

“In its place is Bali, the sun-soaked sanctuary where interest is up 16 percent year-on-year,” explains the report. “The Indonesian Island continues to charm visitors with its rice terrace views, slow-living retreats, and spiritual energy, making it a magnet for solo travelers and digital nomads alike.”

Miami for Chicago 

Miami’s beach buzz seems to be cooling off, with a 15 percent drop in travel searches.

Based on existing visitor numbers, if this drop in search intent was to reflect actual traveler numbers, Miami could see a drop of around 4 million tourists compared with previous years, says the report.

“Meanwhile, Chicago is soaring (up over 41 percent) as travelers trade swimsuits for skyline views and city soul,” the report explains.

With its bold architecture, neighborhood jazz joints, lakefront energy and deep-dish pizza tours, the Windy City seems to be attracting new tourists for 2025. 

Aerial view of Nassau and Paradise Island (Photo Credit: Courtesy AdobeStock)

Kingston for Nassau 

“In the Caribbean, there’s a clear change. Jamaica’s capital Kingston is seeing travel interest drop by 11 percent, while Nassau in the Bahamas is up 31 percent,” says the report.

Tourists, it seems, are leaning into calm, trading city rush for pastel resorts, coral reefs and that signature Bahamian ease.

“For Kingston, if this decrease in search intent mirrors actual visitor numbers, that shift could mean nearly 98,000 fewer arrivals through Norman Manley International Airport in the coming year,” says the report.

Berlin for Innsbruck 

Berlin’s urban edge appeal may be softening, while alpine towns like Innsbruck are quietly rising, according to the report.

“Tucked among the Tyrolean peaks, Innsbruck has seen a 2.9 percent bump in travel interest, offering pastel-painted old towns, mountain views, and après-ski charm,” the report explains. “It’s a refreshing switch from techno clubs and graffiti tours to snowy serenity.”

10 cities on the rise in 2025

• Tokyo, Japan: up 65%
• Rio de Janeiro, Brazil: up 60%
• Beijing, China: up 60%
• Lucerne, Switzerland: up 51%
• Kuwait City, Kuwait: up 44%
• Seville, Spain: up 43%
• Chicago, Illinois: up 41%
• Belize City, Belize: up 39%
• Chiang Mai, Thailand: up 38%
• Tbilisi, Georgia: up 37%

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