Most Popular Travel Aesthetics In The World

With the winter season in full swing, many of us will be daydreaming about our next exciting getaway. Whether it’s a spot of winter sun or a longer break in the summer, there is no doubt that social media will play a huge role in influencing our choice of travel destination.  

A hugely popular trend at the moment is ‘travel aesthetics’, you'll find them all over your Instagram timeline or TikTok For You Page. But what exactly is a travel aesthetic? 

Travel aesthetics are like an online mood board of a country, city or destination. They can be a collection of static images or combination of videos and are regularly seen on Pinterest, Instagram and TikTok. This imagery encapsulates the look, feel and culture of a place, distilling it into a snapshot or ‘aesthetic’.  

With searches for ‘travel aesthetic’ up 81% in the past two years, we decided to delve into the data and used a global analysis of Google searches and the number of pins on Pinterest to reveal where in the world has the top trending aesthetic.  After reading this, you’ll be matching your swimwear to your international travel aesthetic in no time.

Japan sits in first place with a massive 23,198 searches and Pinterest boards. This is more than double the result of both Greece and France, that follow in second and third. Both countries tallied near identical scores of 9,099 and 9,097 searches and pins, respectively.  

Italy comes in at fourth and therefore makes Europe the most popular continent when it comes to travel aesthetics. This perhaps doesn’t come as a surprise when you consider how popular these locations are as film or TV settings, which often romanticise these locations for us.  

Rounding out the top five is India with 7,697 searches. Other Asian countries with popular travel aesthetics are China, Singapore, South Korea, Thailand, Indonesia and the Philippines.  

For North America, Mexico has a more popular travel aesthetic than the US or Canada, and for Oceania, Australia beats New Zealand. 

The only African country to feature is Egypt, with 2,143 searches and boards for the historic country’s aesthetic.   

Top 25 Travel Aesthetics (by country) 

If your aesthetic involves stunning mountainous scenery, rich cultural history and a love of kawaii culture, then Japan is the place for you. Surround yourself in Eastern traditions while you tap into your inner zen by exploring temples, shrines and magical cherry blossom gardens – imagery of which all feature highly in the ‘Japan aesthetic’. The land of the rising sun is known for its effortless public transportation system which includes the world-famous high speed bullet train, allowing you to travel from city to country to coast with both speed and efficiency. This means that destinations such as Toyko, Yokohama and Osaka feel like a hop, skip and a jump away. Here you’ll be able to indulge yourself in another side of the Japanese aesthetic, including tasty cuisines, high tech shopping districts and futuristic architecture.

It comes as no surprise that Greece features so highly as a popular travel aesthetic. There’s no better feeling than sipping on your favourite cocktail while taking in one of the Mediterranean country’s unforgettable and vivid red sunsets, which frequently appear in travel aesthetic images and videos of the country. There’s plenty to explore here too. From taking some time for you and enjoying the thermal hot springs, to stepping back in time to view the Ancient Greek architecture or sampling some beautiful wine and mouth-watering food. Whichever way you choose to spend your time, it’s obvious that Greece has a bit of something for everybody. You’ll be in your own Mamma Mia fantasy before you know it!

France is one of those places that we all romanticise. It’s the home of many elegant cities such as Paris, Nice and Toulouse, as well as the sprawling French countryside – with both sides for France featuring heavily in the country’s travel aesthetic images. Famed for its super chic chateaus that appear like something out of a fairy tale, world-renowned art galleries and highly respected food scene – France is the place to be if you want to experience your own main character moment.

The Italian aesthetic is full of life, colour and vibrancy. In addition to timeless cities, charming towns and spectacular lakeside views, the aesthetic imagery also includes the incredible Italian cuisine that’s among the best tasting in the world. Once you’ve indulged in your favourite pasta, seafood and pizza dishes, there’s many opportunities to wash it down with something sweet. Italy is home to an array of grand vineyards and wine tasting sessions for those who fancy a cheeky midday tipple. Being a fashion hotspot, you’d be silly not to check out the various shops and markets that boast the best of Italian brands and luxury.  

There’s nowhere in the world quite like India, it’s a true melting pot of culture that’s sure to enlighten you with new, exciting experiences – and its online travel aesthetic certainly reflects that. A haven for foodies, it’s here where you can taste the some of the most flavoursome, succulent cuisine that you’ll find anywhere in the world. Explore the creative architecture that stands tall throughout its cities and be sure to spot must-see attractions such as the Taj Mahal or the Golden Temple in all their delights. If cities aren’t your thing, you can sneak off to the Havelock Islands for some relaxation, privacy and a taste of your own Indian Summer fantasy.

You might now be wondering which city is considered to have the most popular travel aesthetic, and it will not come as a shock to many that Paris, also known as the ‘city of love’, tops the table for this one. Paris is ever so closely followed by New York, which arrives in second place with just one point separating the two of them.  

The London aesthetic comes in at third place with just over 7,500 searches and Pinterest boards, and Japan’s Tokyo and Florida’s Miami complete the top five.  

Throughout the top 20, US cities rank as the most searched, with Los Angeles, Chicago, Las Vegas, Boston, San Francisco and Seattle all featuring.  

Most Popular Travel Aesthetics – by city 

If you’ve watched a little too much Emily in Paris recently, then there’s no doubt you’ll be familiar with the extremely popular Paris aesthetic.  Oozing romance and glamour, with imagery portraying nothing but quaint cafes and glamourous evenings in the French capital. Once you’re there in real life, the most romantic city in the world has plenty to offer, with an abundance of Insta-friendly landmarks to photograph, from the Eiffel Tower to Notre Dame, and of course, the Arc De Triomphe (watch the traffic!). Café culture proves a hit too and it’s the perfect opportunity to sample the famous Parisian hot chocolate.

New York City is a vibe all year round with a great deal of attractions and activities to have you living your best life. The New York aesthetic is equally bustling, with shots of high-rise views, cool bars and even cooler fashion peppered with the greenery of Central Park. Be sure to visit iconic attractions such as Times Square if you want a piece of that Manhattan magic or take yourself off to a cool rooftop bar to watch the sun slowly set over one of the world’s most famous skylines. Don’t miss the chance to sample the many international cuisines that the city has to offer by chowing down on an array of delicious street food from the many vans and markets.

If you’re in love with the idea of lots of history, iconic landmarks and a vibrant art and music scene, then the London aesthetic is for you. Learn about the nation’s Royal Family by touring the famous Buckingham Palace, The Tower of London and Westminster Abbey, and thanks to London’s robust underground Tube system, these landmarks are all within an easy distance from one another. Look no further than Camden Market if you consider yourself to be more edgy with your personal style as there’s an array of markets to browse and shop at, and be sure to visit Primrose Hill for a picnic and some celeb spotting, since many an A-Lister is known to live in the area.

To visit Tokyo is a chance to embrace all things in life that are cute and adorable. Tokyo has a thriving Kawaii (known as the culture of cuteness in Japan) fashion scene that sees people embracing clothing choices that are over-the-top, vibrant and extravagant, taking inspiration from Japanese cartoons known as anime. Visiting Harajuku is a must to capture this subculture in person. Elsewhere, Tokyo is home to an exciting restaurant scene with plenty of Izakaya bars where you can taste impressive cuisine and try some Japanese sake. Be sure to take in capital’s glowing neon-lights and bright advertisements as you walk through the city, all of which feature heavily in the Tokyo aesthetic. There’s also the opportunity to do a spot of hiking with Mount Takao proving a popular choice for people to see breath-taking views of Tokyo at the summit.

The Miami aesthetic is all about that balance of relaxing by day and living it up by night, all with a backdrop of unique art deco pastels and design. The famous Ocean Drive strip is home to Nikki Beach where you’ll have the perfect opportunity to relax in your swimsuit or bikini, enjoy a few drinks on the daybed and absorb that Florida heat before taking on the infamous nightlife scene. Miami is home to numerous club hotspots where your favourite DJ might just be playing that night. Elsewhere, there’s plenty of shopping experiences to take advantage of as well as cuisines from all over the world to enjoy.

We spoke to James Chapman, an independent Travel Counsellor who is also known as @thetravelchappy on Instagram, about travel aesthetics and whether they are a good thing for people planning their next holiday.  

“Anything that gets people excited about travel and exploring new places is great, and part of the enjoyment of a holiday is the pre-trip planning around where to go and what to see” says James. He says he loves the idea of people enjoy travel aesthetic content, but warns that they could lead to disappointed travellers: 

“I think we need to be careful about being caught out with unrealistic expectations. Anywhere that is heavily featured on social media will often be busy with tourists, and there’s always the risk it won’t live up to the perfect online images. Besides, sometimes the most truly breath-taking and beautiful places are those off the beaten track and aren't on everyone's mood boards yet.” 

We surveyed 1,300 people to find out where in the world hasn’t lived up to the online hype, and the results show that interestingly France is the most disappointing travel destination, followed by Spain and the US. 

Top 10 Disappointing Countries To Travel To 

So, bear in mind that even if the aesthetic looks perfect, you might want to do a little more research before you hit that book button. Once you’ve made your decision, it’s time to pick out some new swimwear and get on that 2023 getaway! 

Increase in searches is based on 2022 and 2021 data vs 2020 and 2019 data, globally, according to Google Keyword Planner. 

Google search data was based on searches for ‘[country OR city] + aesthetic’, globally, comparing year on year data.