Article Highlights:

  • The northern lights, Kenya safari, and Galapagos Islands are the top dream destinations for 2025.
  • Women favor Japan’s cherry blossoms, while men rank a Kenya safari as their second most desired experience.
  • Interest in traditional tourist attractions like New Year’s Eve in NYC, Italy’s Coliseum, and the Running of the Bulls is declining.

 

In recent years, travel has evolved beyond mere sightseeing, with more travelers seeking immersive and transformative experiences. According to last year’s Global Rescue survey results, travelers prioritize destinations differently, with men and women exhibiting distinct preferences when exploring the world.

The 2025 Global Rescue Winter Traveler Sentiment and Safety Survey provides fresh insights into where the world’s most seasoned travelers dream of going and what they hope to experience for the first time. The results reveal a growing desire for nature-focused, experiential travel, with destinations such as the northern lights, a Kenya safari, and the Galapagos Islands topping the list of dream experiences.

These breathtaking locations offer unique natural phenomena, rich ecosystems, and unparalleled wildlife encounters, making them the leading choices for adventure-seekers and nature enthusiasts.

 

The purple and green aurora of the northern lights over a the water.
The northern lights’ spectrum of dazzling colors.

 

Canadian Wildlife Adventures owner, Patti McNeil, said the northern lights generally was not promoted in the past by the travel industry as a standalone experience, but that’s changed. “Clients are coming and being blown away by what they see when the lights choose to create their breath-taking displays. We have couples, solo guests, and groups, and they are all extremely impressed with the experience,” she said.

For others, previous efforts to witness the aurora borealis left them disappointed and now make more concerted attempts, according to Arctic Kingdom’s Katherine Johnson. “We get lots of guests who have tried to view the northern lights in other places and finally find our remote, exotic location to enjoy an experience of a lifetime.”

 

A male lion lies on the ground on red dirt while a safari vehicle in zebra livery looks on.
This cat’s “lion” around for these safari onlookers.

The Top Dream Destinations for 2025

The survey reveals that many of the world’s most seasoned travelers dream of visiting places they have never been. The leading dream destinations for 2025 are:

  • The Northern Lights – One of the most magical natural phenomena on Earth, the aurora borealis continues to captivate travelers with its vibrant, celestial displays.
  • Kenya Safari – The ultimate adventure for wildlife lovers, Kenya offers an authentic safari experience with its vast landscapes and diverse wildlife, including the iconic Big Five.
  • Galapagos Islands – A UNESCO World Heritage Site, the Galapagos Islands are renowned for their evolutionary significance, pristine beaches, and endemic wildlife.

While men and women placed the Northern Lights and the Galapagos Islands high on their lists, gender differences emerged in other top choices. Women ranked the blooming of cherry blossoms in Japan as their most desired experience, followed by the northern lights and the Galapagos Islands. In contrast, men placed a Kenya safari second, after the northern lights, with the Galapagos Islands in third. Notably, men ranked Japan’s cherry blossom season sixth, showcasing a stronger inclination toward adventure-based travel.

 

A woman sits on the grass high above Machu Picchu
The ruins of Machu Picchu, Peru.

Other Aspirational Travel Experiences

Beyond the top three, experienced travelers also expressed dreams of visiting:

  • The Great Barrier Reef, Australia – A world-famous marine wonder teeming with biodiversity.
  • Machu Picchu, Peru – The awe-inspiring Incan citadel nestled in the Andes.
  • The Great Pyramids of Giza, Egypt – A testament to human ingenuity and ancient history.
  • The Great Wall of China – One of the most iconic structures on the planet, steeped in history.

 

A Shift Toward Nature-Focused Travel

While travelers dream of breathtaking landscapes and wildlife encounters, they also move away from traditional, crowded attractions. The survey results show that travelers are least interested in:

  • The Running of the Bulls in Pamplona, Spain
  • Spending New Year’s Eve in New York City
  • Visiting the Colosseum in Italy

This shift highlights a growing preference for unique, immersive experiences over traditional tourist hotspots.

Travelers prioritize destinations based on different factors, with 35% favoring landscapes and natural beauty, while 31% prioritize adventure activities. Gender preferences also vary, as 37% of female travelers prioritize scenic landscapes, whereas 37% of male travelers focus on adventure experiences.

 

A young woman stands near the edge of a cliff overlooking tree-covered mountains.
There’s been a shift to cliffs (and other natural wonders) in traveler destination preferences recently.

 

This division underscores a notable trend—while men and women seek enriching travel experiences, women generally lean toward visually stunning locations, while men are drawn to high-energy adventures.

“Travelers are evolving beyond superficial experiences and, instead, seek the authenticity of natural phenomena like the northern lights, the connection to the unique ecosystem in the Galapagos Islands, and the wildlife adventure of a safari,” said Dan Richards, CEO of The Global Rescue Companies. He further emphasized that the availability of reliable traveler protection services enables more individuals to explore remote destinations with greater confidence.

Richards noted that understanding traveler preferences is crucial for the travel industry. “Our survey provides valuable insights into how priorities vary by gender. Women often gravitate toward scenic landscapes and cultural experiences, while men are more drawn to adventure. This understanding enables travel providers to tailor their offerings better to suit the diverse interests of their customers.”

 

Looking Ahead: The Future of Dream Destinations

As more women engage in adventure sports and explore remote destinations, these preferences may continue to evolve. “The survey results emphasize the significance of landscapes and adventure trips in travel decisions while also highlighting the changing nature of traveler preferences,” Richards added. “With more women participating in adventure activities, we may see a shift in these preferences in the future.”

For now, the top dream destinations reflect the world’s enduring fascination with nature, wildlife, and unique cultural experiences. Whether it’s witnessing the ethereal glow of the northern lights, embarking on a Kenya safari, or exploring the untouched wonders of the Galapagos Islands, 2025 is set to be a year of incredible travel aspirations.