Vietnam has emerged as this summer’s ‘it’ destination but the timeless allure of France remains.
These are among the results of a major travel survey just ahead of the start of what is the annual getaway for many people.
As international travel reaches a fever pitch this summer, Emirates’ latest analysis of global booking data and search patterns reveals where travellers are dreaming of and escaping to in July and August, with a shift towards new cultural experiences and off-the-beaten-track locales.
Vietnam has emerged as this summer’s “hot” destination, stealing the spotlight with a robust 61% leap in interest, and an uplift in booking demand.
Vietnam’s vibrant third metropolis is a gateway to a trio of UNESCO World Heritage treasures and over 3,000km of untouched coastline. For culinary adventurers, Vietnamese cuisine is a story in every bite. From bustling street food markets to hidden local gems, the country’s dining scene promises an unforgettable experience.
Emirates flies to three points in Vietnam with 25 weekly flights.
France, however, is again in the top five of the most popular travel destinations, with a solid 25% boost.Emirates says it is helping meet traveller demand this summer, serving Paris with 21 weekly flights, including 3 daily A380 flights; a daily A380 service to Nice; and a daily A350 flight to Lyon.
The survey shows that flight searches for summer travel have climbed 7% compared to last year, with France leading the charge, experiencing a remarkable 35% increase in outbound travel searches, followed by Ireland, Canada and Saudi Arabia. Germany and the United Arab Emirates (UAE) are also seeing strong momentum, highlighting robust travel intent across key markets.
In 2025, a few breakout stars have emerged as the top summer destinations, says Emirates, and they’re largely concentrated in the Far East, Indian Ocean and Europe.
Close behind Vietnam is the island nation of Mauritius which continues to charm travellers, with searches for flights rising 41% as the second most in-demand destination on the Emirates network this summer. Sri Lanka has seen a 32% increase as a clear favourite for its rich cultural tapestry, pristine beaches, ‘tea country’ and affordable luxury experiences.
Japan continues its magnetic pull on global explorers, growing 28% in flight searches compared to last year, with its unique culture, stunning landscapes, modern cities, and delectable cuisine blending balance and artistry. Emirates operates 21 weekly flights to three Japanese points – Tokyo Narita, Tokyo Haneda and Osaka.
In the UAE, Emirates has seen a 13% rise in flight searches overall, and the airline has witnessed a year-on-year increase for searches to destinations like Sri Lanka, Jordan, France, India, Lebanon, and Morocco. Emirates forecasts healthy inbound passenger traffic to Dubai during the summer months this year, demonstrating the ongoing global appeal of the city as a ‘must visit’ destination year-round.
Solo travellers dominate nearly half of all US, Indian, and Australian visitors, mixing business with leisure during stays averaging just over one week.
Family travel tells different stories by nationality. About one-third of US and Indian visitors travel as families, though preferences diverge—Indian families favour shorter getaways while American families typically explore Dubai for 1-2 weeks. UK families represent the majority of British visitors, often extending their Dubai experience beyond two weeks.
Couples form another significant segment. Younger Australian and German couples embrace extended stays ranging from two weeks to an entire month, maximising their time to discover Dubai.
*Data reflects searches and website bookings on emirates.com for flights between 1 July -30 August 2025, in addition to year-over-year comparisons.
