China, Malta and Slovenia Emerge as Top Travel Destinations for 2027

China Takes the Top Position

China leads Fora's 2027 Hot List, recording a 184% year-on-year increase in hotel bookings made through the company's travel advisors.

The country's appeal lies in the variety of experiences available to visitors. Travellers can explore Beijing's imperial landmarks, experience Shanghai's modern food and hospitality scene, or travel to Hangzhou for its tea culture and lakeside scenery.

China's extensive high-speed rail network also makes it possible to combine several destinations within one holiday, giving visitors more flexibility when planning longer journeys.

The booking increase is particularly notable because it comes as international travellers show renewed interest in destinations that offer a combination of history, contemporary culture and distinctive local experiences.

However, the figure reflects bookings through Fora's network. It should not be interpreted as a 184% increase in China's overall international tourist arrivals.

Malta and Slovenia Strengthen Their Appeal

Malta and Slovenia take second and third place, respectively, with both destinations recording substantial booking growth.

Malta: Mediterranean History and Coastal Experiences

Malta recorded a 129% increase in hotel bookings through Fora.

The Mediterranean destination offers a combination of historic architecture, coastal scenery and a relaxed island atmosphere. Its capital, Valletta, is known for its Baroque buildings, while Mdina offers visitors an opportunity to explore narrow streets and medieval architecture.

Beyond its historic towns, Malta attracts visitors with its beaches, waterfront restaurants and access to smaller islands such as Gozo.

Its relatively compact size also makes it suitable for travellers who want to explore several attractions without spending too much time moving between destinations.

Slovenia: Nature, Mountains and Outdoor Exploration

Slovenia recorded an even stronger booking increase of 152%, placing it among the fastest-growing destinations in Fora's analysis.

The country offers a different kind of European holiday, with opportunities for hiking, cycling, lakeside relaxation and exploring small towns.

Lake Bled remains one of its most recognisable attractions, while the Julian Alps provide opportunities for outdoor activities. Visitors interested in food and wine can also explore the vineyards of Goriška Brda.

Slovenia's appeal reflects growing interest in destinations where nature, outdoor experiences and local culture can be combined within a single trip.

Egypt Returns to the List as Interest in Cultural Travel Grows

Egypt is another notable destination in the report, returning to Fora's Hot List for the first time since 2023.

Hotel bookings increased by 140% year-on-year, according to the company.

The country's archaeological heritage remains a major attraction, but new developments are giving travellers additional reasons to consider a visit.

The Grand Egyptian Museum is expected to play an important role in attracting visitors interested in ancient Egyptian history. Nile cruises also continue to provide opportunities to explore historical sites along the river.

Another major event expected to attract international attention is the total solar eclipse on August 2, 2027, which will pass over Luxor.

The combination of archaeological attractions, cultural experiences and a significant astronomical event gives Egypt a distinctive position among the destinations to watch.

Seven Travel Destinations to Watch in 2027

Beyond the leading three, Fora's report identifies several other destinations attracting attention.

1. Egypt: A growing interest in archaeological attractions, the Grand Egyptian Museum and Nile cruises.
2. Vietnam: A combination of street food, historic towns, coastal destinations and expanding luxury accommodation.
3. Finland: Known for its lakes, saunas, winter experiences and opportunities to see the Northern Lights. Hotel bookings through Fora increased by 138%.
4. Taiwan: A mix of urban culture, night markets, historic temples and mountain landscapes.
5. Alaska: An attractive destination for travellers interested in glaciers, wildlife and expedition-style cruises.
6. St. Thomas and St. John: Two Caribbean islands offering beaches, sailing and outdoor experiences.

Together, these destinations demonstrate the variety of experiences gaining attention, from cultural exploration and nature-focused holidays to luxury escapes.

Travellers Are Beginning to Rethink the Traditional Holiday

Destination rankings are only part of Fora's report. Its research also identifies several travel preferences that could influence holiday planning in 2027.

One notable finding is the growing interest in visiting fewer destinations and spending more time exploring each one.

According to Fora's survey of 713 travel advisors, 28% said their clients wanted to visit fewer places and travel at a slower pace.

This approach gives travellers more time to understand a destination, explore local communities and enjoy experiences that might be missed during a tightly scheduled itinerary.

Instead of visiting several cities within a few days, a traveller might choose to spend an entire week exploring one region, discovering its food, culture and surrounding attractions.

The idea is not necessarily to take longer holidays. It is to make better use of the time available.

The Rise of Anti-Algorithm Travel

Another trend identified by Fora is what it calls anti-algorithm travel.

Social media platforms have become influential sources of travel inspiration. A destination can attract enormous attention after appearing in viral videos, influencer recommendations or popular travel posts.

However, repeated exposure can also make popular destinations feel predictable and overcrowded.

Fora's research suggests that some travellers are becoming more interested in recommendations based on personal experience rather than simply choosing places that frequently appear in their social media feeds.

Thirteen percent of surveyed advisors said avoiding heavily visited tourist attractions had become a priority for their clients.

This preference could create more opportunities for smaller towns, independent hotels, local businesses and destinations that receive less international attention.

For travellers, it may also mean discovering places that offer a more personal connection with the communities they visit.

Holidays Built Around Personal Interests

Travel is also becoming an opportunity to spend more time doing activities people already enjoy.

Fora identifies hobby-led holidays as another emerging trend, with examples ranging from knitting retreats and padel weekends to literary getaways organised around reading and book clubs.

This approach changes the way a holiday is planned.

Rather than choosing a destination first and deciding what to do after arriving, travellers can begin with an interest and select a destination that supports it.

A group of friends interested in cycling might organise a weekend around cycling routes and local food. Book lovers could choose a hotel with a strong literary programme, while sports enthusiasts might plan a trip around a particular event or activity.

The result is a holiday that feels more closely connected to the traveller's interests.

Other Travel Trends Expected to Shape 2027

Fora's report identifies seven major travel trends, including several that reflect the growing importance of comfort, personalisation and specialised experiences.

VIP airport services: Premium airport assistance, private transfers and personalised services are becoming part of the wider holiday experience for travellers who want smoother journeys.

Slow-fast travel: Travellers are showing interest in exploring fewer destinations more deeply, even when taking relatively short breaks.

Anti-algorithm trips: More people are looking for recommendations beyond heavily promoted tourist attractions and familiar social media destinations.

Expedition cruising: Smaller vessels are creating opportunities to explore remote destinations, including Antarctica, the Galápagos Islands and Australia's Kimberley coast.

Hobby-led holidays: Trips are increasingly being planned around activities such as sports, reading and creative interests.

Longevity getaways: Wellness travel is expanding beyond traditional spa experiences, with more attention given to sleep, nutrition and long-term wellbeing.

Luxury all-inclusive holidays: Premium accommodation, fine dining and organised activities are being brought together in more personalised holiday packages.

New Hotels and Luxury Experiences to Watch

The report also highlights several hotel and travel developments expected to attract attention in 2027.

Among them is St. Clement in London, the first independent hotel from Soho House founder Nick Jones. The property is expected to introduce new dining and hospitality experiences to the city.

In Botswana, Singita Elela is scheduled to open in the Okavango Delta in December 2026, expanding the luxury safari operator's presence in the region.

Luxury hospitality brand Aman is also preparing to introduce its first yacht, Amangati, in spring 2027. The vessel is expected to feature 47 suites and planned itineraries across the Mediterranean and Caribbean.

Another anticipated opening is The Nell New York, a luxury hotel project at Rockefeller Center expected to open in autumn 2027.

These developments reflect continued investment in specialised accommodation and experiences designed for travellers seeking more than a conventional hotel stay.

How Fora Selected Its Top Destinations

The 2027 Hot List introduces Fora's Taste Index, a ranking method that combines hotel booking activity, travel advisor feedback, new hotel openings and new flight routes.

The index is weighted as follows:

1. 50%: Year-on-year growth in hotel bookings made through Fora advisors.
2. 35%: Insights from Fora travel advisors.
3. 10%: New hotel openings.
4. 5%: New nonstop flight routes from US airports.

The booking analysis compares reservations made between September 15, 2025, and September 14, 2026, with the preceding 12-month period.

Fora also surveyed 713 of its travel advisors between September 8 and September 14, 2026.

This methodology is important when interpreting the results. The rankings reflect activity and opinions within Fora's own travel network, which is primarily connected to US-based customers and advisors. They are not a comprehensive ranking of global tourist arrivals or worldwide travel demand.

What the 2027 Travel Trends Mean for Holidaymakers

Fora's findings suggest that the next year could bring greater interest in personalised travel, cultural discovery and destinations that offer experiences beyond the conventional tourist itinerary.

China's leading position highlights the growing attention it is receiving among Fora's customers. Malta and Slovenia demonstrate the continued appeal of European destinations, while Egypt's return points to renewed interest in historical and cultural exploration.

The trends also suggest that travellers are becoming more deliberate about how they spend their holidays. Some want to slow down, others want to build trips around their hobbies, and many are looking for experiences that feel less influenced by social media.

For anyone planning a holiday in 2027, the report provides a useful starting point. The most memorable trip may not necessarily be the one that covers the most destinations, but the one that offers the right experiences, at the right pace, in a place worth discovering.