Someone you know has been to Iceland recently. Or is planning to go to Iceland. Guaranteed. This tiny island, way up in the North Atlantic Ocean, is so popular right now it seems almost every traveller has it on their "visit next" list. Iceland is in fashion. It's on trend.
You may not think of travel as a pastime that responds to fashions, but your choice of holiday destination is often subtly determined by the places everyone else is visiting. Maybe you'll see that country on TV. Maybe you'll hear about it on social media. Maybe you'll have friends who've been. And suddenly you'll want to visit.
Iceland is a case in point, but there are many other countries currently capturing attention. Think Cuba, where the world's tourist hordes are now flocking. Or Japan, which is the all-time most searched-for destination on traveller.com.au. A country's popularity can skyrocket, and there is a range of factors that contributes to that success.
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"It can actually be hard to pin down why some destinations are hot while others with seemingly similar ingredients are not," says Rafat Ali, the founder and chief executive of global travel industry analyst Skift. "Usually the rise of a destination is a combination of many factors: PR buzz, airline routes that make it accessible, and especially low cost airlines. There's also ease of travel within the destination, and food choices are becoming a big deal."
Social media also plays a large part – there's nothing like seeing friends enjoying an amazing location to make you want to go too. And even reality TV can have an influence. too. After a series of Canada's Next Top Model was filmed in Morocco, Intrepid Travel reported traffic on its website from Canadians searching for Morocco trips immediately jumped by 15 per cent.
"Any aspect of popular culture can have a really big impact on why people travel to a destination," says James Thornton, chief executive of Intrepid Travel. "Look at The Lord of the Rings into New Zealand, it was a huge motivator.
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Geopolitical factors also play a role. Colombia, Myanmar, Sri Lanka, Iran, places that had political unrest four or five years ago – today they're pretty hot destinations." But other once mighty destinations like the US continue to struggle. "You can literally line our sales and booking numbers with the change in [US] administration," says Intrepid's Thornton. "When Donald Trump was announced in the middle of November, sales slowed, and the minute the first travel ban came in at the end of January, sales dropped by 30 per cent."
Then there are other factors, including a strengthening US dollar, are also turning people off. It wasn't so long ago that Turkey was "the" place to visit too, being Peregrine Travel's No.1-selling destination in 2015. Today, however, Peregrine's sales are down 60 per cent, and visitor numbers to the country have dropped due to escalating terror attacks, unstable domestic politics, and the country's proximity to Syria.
However, other countries beset with similar drawbacks for visitors, such as Egypt, are slowly recovering, says Thornton, though it is still nowhere near the passengers we were carrying in 2010. "Our fifth-best selling trip, globally, used to be the one-week itinerary in Egypt. Now I think that trip is about number 220." Tourists are slowly returning to Egypt, but it will take time?"
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Of course, for every destination that falters for some reason there's always another one waiting to replace it in the hearts and minds of fashion-conscious and trend-led travellers. Here's our a choice of countries that are at the height of fashion.
ICELAND
THE HOT SPOT For such a small island, there's plenty to see and do in Iceland: hot springs, volcanic landscapes, fiords, lava fields, waterfalls, and no shortage of culture in the capital, Reykjavik. "It's an all-year-round destination," says James Thornton, CEO of Intrepid Travel. "It's popular in summer for all of the outdoor activities, and in winter people are seeing the Northern Lights."
WHY NOW Three words: Game of Thrones. Ever since Jon Snow started wandering around in his black cloak moodily staring at things "north of the wall", interest in Iceland has surged. Five seasons of the iconic show have been filmed there, and in that time visitor numbers have gone from 566,000 in 2011, to 1.7 million in 2016.
See also: The truth about Jon Snow's nude cave dip
MORE iceland.is; traveller.com.au/iceland.
JAPAN
THE HOT SPOT There's so much to love about Japan, from its powder-covered ski slopes to its warm onsen baths, its hyper-modern culture of fashion, music and gaming to its deeply respected traditions and beliefs. Though the yen is strengthening, Japan is also an affordable destination.
WHY NOW Japan is also seen by travellers as a safe option, says Thornton: "You've seen security challenges in Europe and the Middle East, there's been Ebola in Africa and Zika in South America, but Japan has not been in the news too much. Plus there are good flight routes in, especially low-cost carriers." Japan will also host the 2019 Rugby World Cup and the 2020 Olympic Games, which is sure to fuel more interest.
See also: 20 things that will surprise first time visitors to Japan
MORE intrepidtravel.com/japan; traveller.com.au/japan.
CANADA
THE HOT SPOT Pretty much every province or territory in Canada would be worthy of a visit to the country alone, from the Rockies of BC in the west to the rugged Atlantic coastline of Nova Scotia in the east. There's plenty to do in the great outdoors in Canada, but cultural attractions such as the food of Quebec and the wine of BC are also enticing.
WHY NOW One of the main factors setting Canada apart right now from its nearest neighbour and competitor, the US, is the simple fact it's not the US. There's no Trump in Canada. No looming threats of a travel ban. Canada is well known as a friendly, safe destination that right now is booming thanks to its huge number of attractions, and its perceived difference to the States.
MORE canada.travel; traveller.com.au/canada.
SRI LANKA
THE HOT SPOT There are some who describe Sri Lanka as being "India Light": many of the same attractions you'll find in India are also present in this island nation, including rich diversity, ancient sites, beautiful beaches and amazing food, only with a small fraction of the hassles that usually go with a trip to the sub-continent.
WHY NOW "Sri Lanka is the right mix of ease and exoticism right now, and in a general world of turmoil, it is benefiting from peace and positive PR," says Rafat Ali from Skift. It's also extremely affordable, and there's a real buzz about it in Australia – sales of G Adventures' "Sri Lanka Encompassed" trip are up 400 per cent among Australian and New Zealand passengers.
MORE srilanka.travel; traveller.com.au/sri-lanka.
PORTUGAL
THE HOT SPOT Portugal is Europe's sleeper hit, a country with many of the cultural attractions that visitors look for in the continent – bustling cities, unique architecture, a great culinary scene and excellent local wine, as well as some extremely friendly people – but at a bargain-basement price that only adds to the appeal.
WHY NOW Portugal suffered a severe financial crisis in the first half of this decade, and while it is now on the road to recovery, it's still an extremely affordable destination for Europeans, as well as Australians. Travellers are always looking for something different, and Portugal's relative isolation from the well-trodden western European path helps it maintain an air of exclusivity.
MORE visitportugal.com; traveller.com.au/portugal.
CUBA
THE HOT SPOT Cuba has been on many travellers' radars for a while now, thanks in large part to its time-capsule atmosphere. Those vintage cars, the crumbling city facades, the stone-paved streets and the billboards splashed with images of Fidel Castro and Che Guevara are just as attractive as the warm weather and the Caribbean coastline – but Cuba won't stay the same forever.
WHY NOW In short: the Americans are coming. En masse. "It's the easing of the [restrictions] that has done the work for Cuba; the Americans are rushing in," says Ali. Australians, too, are joining the crowd, says Chad Carey, co-founder of Latin American travel specialist Chimu Adventures: "Our largest proportional growth has been for Cuba, which has almost doubled in the last year. If there was an infrastructure improvement [in terms of accommodation] within Cuba, those growth numbers could be even higher."
MORE chimuadventures.com/cuba; traveller.com.au/cuba.
MOROCCO
THE HOT SPOT There's much to love about Morocco, and much to see, from the heights of the Atlas Mountains to the heat of the Sahara Desert, the beauty of beaches in Essaouira to the bustle of the ancient medina of Fes. This country has long been an exotic destination, with its rich mix of Berber, Arabic and French influences.
WHY NOW Morocco's current surge in popularity has a lot to do with its relative stability. "It's seen as an alternative to Turkey," says Thornton: "It's got real diversity, just like Turkey does, and it's a destination that appeals to people on short trips as well as long trips. It's also got very good flight links in from key destinations."
MORE visitmorocco.com/en; traveller.com.au/morocco.
SOUTH AFRICA
THE HOT SPOT If you've had friends visit South Africa recently – and you probably have – then their photos would provide all the explanation needed for the country's popularity. This is one spectacularly beautiful place, from the wine lands of Stellenbosch to the coast of KwaZulu-Natal, the savannah of Kruger National Park to the might of the Drakensberg Mountains.
WHY NOW South Africa is close – surprisingly close. It's a 14-hour direct flight from Sydney to Johannesburg. And once you're there, the exchange rate is extremely friendly to Australians. "The Ebola recovery is also a driver," says Thornton, "[even though it] never touched South Africa. Madrid was closer to Sierra Leone than Johannesburg. But it's very much a perception thing."
MORE southafrica.net; traveller.com.au/south-africa.
AUSTRALIA
THE HOT SPOT Staycations: they're so hot right now. In a world that looks increasingly unstable, many Australians are now choosing to do their holidaying at home. Intrepid Travel's bookings into Tasmania are up a colossal 441 per cent. Its Perth to Adelaide trip is up 342 per cent. People are keen to experience the natural beauty and cultural diversity that Australia has to offer while the wider world struggles.
WHY NOW Uluru is eternally popular; however, Tasmania and the West Coast are booming, and Qantas has seen a rise in traveller numbers to Darwin and Lord Howe Island.
MORE australia.com; traveller.com.au/australia.
JORDAN
THE HOT SPOT The attractions in this Middle Eastern kingdom roll off the tongue so easily: the rock-hewn ruins of Petra; the chance to float in the Dead Sea; a desert excursion to Wadi Rum. Jordan is the sort of country that can be "done" in a single week, making it an attractive proposition for travellers looking to dip their toe into the Middle East.
WHY NOW Jordan has benefited from the decline in interest in some of its neighbours, the likes of Turkey, Syria and Lebanon. "It's perceived to be a safe part of the Middle East," says James Thornton from Intrepid. "It's been relatively untouched by any terror challenges. It's a pretty stable kingdom, and it's also very accessible from the UK and North America, and Australia as well."
See also: Why this world wonder continues to woo tourists
MORE visitjordan.com; traveller.com.au/jordan.
CHILE
THE HOT SPOT Chile has been criminally underrated as a destination for some time now, overshadowed by the likes of Peru and Brazil. However, this is a country with incredible natural diversity, from Patagonia all the way up to the Atacama Desert, and is a safe and easy place to navigate.
WHY NOW LATAM Airlines' recent announcement of direct flights from Melbourne to Santiago from October 2017 is sure to further increase interest in an already popular destination that is eminently affordable and accessible to Australian travellers. G Adventures' South America bookings are already up 26 per cent year on year, and Qantas also reports rising passenger numbers to Santiago – clearly, Australians are looking to Chile as a place for adventure in relative safety.
MORE chile.travel/en; traveller.com.au/chile.
ECUADOR
THE HOT SPOT You may have heard of a little island chain called the Galapagos. Ecuador has other attractions, including a large swathe of the Amazon, as well as Andean highlands and a few spectacular sections of coastline; however, it's the unique landscape and wildlife of the Galapagos that drives much of the country's tourism.
WHY NOW As interest in South America increases, and travellers take their second or third journey to the continent, so destinations like Ecuador are benefiting. "Ecuador has seen around 15 per cent growth and we put this down to a lot of promotion of Ecuador and the Galapagos recently within Australia," says Chad Carey from Chimu Adventures. "The South America travel expos held in Melbourne and Sydney last year had a heavy Galapagos focus. Recent documentaries on the Galapagos have also helped."
See also: Incredible luxury in the middle of a cloud forest
MORE ecuador.travel; traveller.com.au/ecuador.
FIVE DESTINATIONS THAT ARE ALWAYS IN VOGUE
NEW ZEALAND
For Australians, a trip across to the Shaky Isles will always have appeal. There's so much to love about New Zealand: the skiing, the hiking, the huge network of cycling trails, the wineries, and even the food over there is top notch. And it's close enough to duck over for just a few days. See newzealand.com.
ITALY
Italy isn't just perennially popular – it's booming. Sicily is one of the most searched-for destinations on traveller.com.au. Intrepid Travel's bookings to Italy are up 41 per cent. Along with southern European siblings such as Croatia and Montenegro, Italy is seen as safe, affordable, and above all else, delicious. See italiantourism.com.
INDONESIA
Australians will always want to go to Bali. But there's more to Indonesia than that, and with destinations such as Lombok, the Gili Islands and even Nusa Tenggara going mainstream, there's plenty of reason for people to take a second or third trip over there to explore. See indonesia.travel.
VIETNAM
There's plenty going for this south-east Asian hotspot, including diverse culture, incredibly good food, affordability once you're on the ground, and no shortage of budget airlines to get you there. It's for these reasons, plus a stable political climate, that Vietnam remains ever popular. See vietnamtourism.com.
BRITAIN
Despite this week's tragic events, Britain remains a perennially popular destination for Australians, and any Brexit rumblings are not about to change that. Britain, particularly outside of London, has been largely untouched by the security issues in mainland Europe, and flights are cheap right now, making it high on many lists. See visitbritain.com/au/en.
FIVE TRAVEL TRENDS TAKING OVER THE WORLD
FOOD
Travellers have become obsessed with that they eat, choosing their destinations and experiences in large part by the food on offer. "Our food tours, globally, are up about 30 per cent this year," says Intrepid CEO James Thornton. "People enjoy cooking, they enjoy watching food shows, and they want to combine their hobbies with travel."
SAILING
Cruising, obviously, is an extremely popular way to travel, forming a huge part of the market. However, a sub-sector of that market that's gaining a lot of traction is small-boat cruising, often under sail, whether that's touring around the Croatian islands, relaxing in the Bahamas, or doing something more adventurous in the Galapagos.
CYCLING
Cycling holidays are so hot right now, but not with the people you might think. "It's travellers just trying to combine a bit of exercise with travel," says James Thornton. "It might be people who ride to work, or that just enjoy an occasional spin class. It's not necessarily people who are doing 200 kilometres every weekend."
MULTI-GENERATIONAL TRAVEL
Now more than ever, entire families are choosing to travel together – we're talking grandparents all the way down to toddlers. Canada is a particularly popular destination for multi-generational groups, though western Europe, particularly on tours or river cruises, is also big.
SINGLES
There have always been single travellers. However, those going solo are no longer just backpackers – there has been a large rise in travellers in the 50-plus age bracket going it alone. There are entire travel companies now dedicated to this growing market.
See also: 23 things you must do before you head off on a trip
See also: TripAdvisor names the world's top landmarks for 2017
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