Data from Google Flights shows Rio de Janeiro is the most-searched international destination for American travellers planning trips over the Christmas and New Year period, the travel outlet Travel + Leisure reported.
The search trend, measured as year-on-year rises for journeys departing U.S. airports between Dec. 21 and Jan. 4, placed the Brazilian seaside city above other popular winter escapes as Americans look to trade cold-weather holidays for warmer climates and cultural experiences.
Rio de Janeiro drew interest for its beaches, nightlife and cultural attractions, including museums, restaurants and nearby natural landscapes that appeal to holiday travellers seeking sun and activity rather than traditional European winter markets or ski resorts. The tropical island of St. Lucia ranked second on the list of trending destinations, while Marrakech, Morocco, placed third, offering milder winter temperatures, historic architecture and markets.
The findings mark a shift from patterns reported last year. Data from Airbnb covering the previous holiday season showed family-focused demand concentrated in colder, more traditionally festive destinations: Rovaniemi in Finnish Lapland — widely promoted as the official home of Father Christmas — topped that list, followed by the French ski area La Plagne-Tarentaise. European Christmas market cities such as Cologne, Prague and Strasbourg also remained popular in those rankings.
Travel + Leisure noted that the Google Flights analysis specifically measured increases in search activity compared with the prior year for trips during the Dec. 21–Jan. 4 window. Such search-based measures capture consumer interest rather than confirmed bookings, and they reflect where potential travellers are researching options ahead of the holiday period.
The travel outlet also highlighted separate seasonal search trends for Thanksgiving travel within the United States, where Columbia, South Carolina, was the most-searched destination for the Thanksgiving period and Bozeman, Montana, ranked second. Those results illustrate differing patterns for shorter domestic holiday breaks versus longer international winter escapes.
Analysts and travel companies say holiday travel patterns can shift year to year as consumers weigh factors including flight availability, pricing, weather preferences and the desire for new experiences. This year’s Google Flights data suggests an increased appetite among U.S. travellers for warm-weather destinations and cultural city breaks during the traditional winter holiday window.