With Amex’s 2023 Global Travel Trends reporting that 86% of Canadians want to travel to a place they’ve never been before and 73% wanting to explore lesser-known destinations, American Express Travel’s just-released 2024 trending report leans into the non-traditional, going beyond well-known vacation spots to uncover hidden gems and new experiences that travellers, particularly Millennials and Gen-Z, are looking for.

The Trending Destinations list features 10 vacation spots based on global American Express Cardmember travel bookings plus recommendations from Amex Travel’s team of 6,000 travel consultants.

“People are looking for new experiences and to immerse themselves in the local culture when they travel,” says American Express Travel President Audrey Hendley. “Whether you crave a new adventure or just want to beat the crowds, this list is a great place for every type of traveller to find their next vacation destination.

The Trending Destinations list offers a trip for all kinds of travellers. For example:

• Adelaide Hills, Australia for an Australian rural retreat (instead of popular destination: Blue Mountains, Australia)

• Bodrum, Turkey for bustling bazaars, fresh seafood, active nightlife, and beaches on the sparkling blue Aegean (instead of popular destination: Istanbul, Turkey)

• Porto Cervo, Italy for celebrity glamour and mouth-watering cuisine (instead of popular destination: Amalfi Coast, Italy)

• St. Kitts and Nevis for sparkling seas, friendly locals, and historic culture (instead of popular destinations: St. Thomas and St. John in the US Virgin Islands)

• Niseko, Japan for an unforgettable winter sports experience (instead of popular destination: Sapporo, Japan)

• San Miguel de Allende, Mexico for beautiful scenery and vibrant food and culture (instead of popular destination: Riviera Maya, Mexico)

• Santa Fe, New Mexico for a blend of American Southwest culture, history, and natural beauty (instead of popular destination: Sedona, Arizona)

• Seychelles for paradise, along with expansive biodiversity and multicultural vibrancy (instead of popular destination: Maldives)

• Udaipur, India for an uber-romantic city of lakes and palaces (instead of popular destination: Agra, India)

• Zermatt, Switzerland for picturesque skiing with a charming feel (instead of popular destination: Dolomites, Italy)