A recent report from MarketWide Research revealed that the demand for group travel is on the rise, with consumers eager for immersive adventures in many different destinations. Market Research Future projects the global group travel market will grow to $651 billion by 2034, leaving travel advisors with many opportunities to boost their revenues.

And as group travel continues to thrive, this year offers advisors a chance to encourage clients to discover unexpected group destinations – many with fewer crowds and more opportunities to create unforgettable memories.

Colleen Adams, Group Center Sales and Service Leader for Envoyage in Montvale, N.J., says her team is seeing a trend with groups seeking more long-haul destinations, especially in Europe.

“People are looking for more experiences now – they want an adventure rather than just laying on a beach, and I think that’s why there’s more interest in these destinations,” says Adams.

Here are a few emerging destinations group travel advisors should keep on their radar in 2025.

Italy

From immersive culinary experiences to historic pilgrimages, more groups are drawn to Italy, notes Adams.

“This is the year of the jubilee, so Italy is very popular this year – everybody wants to go there for all the celebrations,” she explains.

Occurring once every 25 years, the Rome Jubilee – a rich tradition in the Catholic church dating back to 1300 – attracts millions of visitors from around the world as the eternal city becomes a lively gathering spot.

Rome’s ancient ruins, magnificent cathedrals and delicious food appeal to all types of travelers. Groups can then add visits to Italy’s countryside, beautiful coastline and vineyards to their journey, adds Adams, noting that Sorrento is a top pick for travelers.

Croatia

Croatia celebrated a record-breaking 2024 with more than 776,000 U.S. travelers visiting this year-round destination thanks to improved air connectivity including United Airlines’ expanded direct flights between Newark/New York and Dubrovnik. Groups can enjoy hiking and exploring the area’s national parks in the spring, water sports and coastal adventures along the Adriatic Sea during summer months, wine harvest festivals, olive picking and truffle hunting through the fall and plenty of cultural activities all winter.

“Croatia has a beautiful coastline and nice beaches, and it’s really not built up a lot yet, so there aren’t as many crowds,” notes Adams.

Alongside better-known spots like Dubrovnik, Split and Rovinj, advisors can steer clients to other areas like Lastovo Island, which faces Korcula, or Motovun in Istria.

France

“In France, Paris is the usual site people want to see, but we’re seeing more travel on the outskirts of Paris,” says Adams.

The region of Brittany tops many forecaster’s lists as a spot where groups can experience unique culture, historic granite castles, scenic coastal walking paths and cobblestone streets.

From there, advisors can tack on an unforgettable daytrip to the medieval abbey of Mont-Saint-Michel, a UNESCO World Heritage Site.

“Normandy is popular with a lot of history buffs,” she adds.

Asia

Adams says parts of Asia are also on the radar for 2025, especially Thailand, Bali and Japan.

“We’re starting to get more inquiries for all of them,” she notes.

The region of Nikko in Japan made it to American Express Travel’s annual trending destinations list. This mountain retreat features stunning waterfalls and many hiking trails active customers will love. Standing at the entrance to Nikko’s Shinto shrines and Buddhist temples is the Shinkyo bridge, one of Japan's three finest bridges. This area is one of the best to take in Japan’s famous spring cherry blossoms.

In Thailand, the 88-square-mile Koh Samui’s pristine beaches, turquoise sea and lush jungles have become a popular draw since the television show ‘White Lotus’ filmed here – it’s a great spot to refer set-jetting groups.

Canada

With the American dollar stretching further in this destination, more groups are eager to explore northern regions, reports Adams. Surrounded by beaches, forests and mountains, Vancouver, British Columbia is a top choice for groups.

“We have had inquiry for Vancouver for pre- and post-cruise trips when booking an NCL cruise to Alaska or Hawaii,” she says.

“Vancouver offers adventure and exploration combining culture, history and some nightlife. Then, it’s onto a bucket list cruise destination, so this is a great combination for an amazing experience.”

Malta

Despite its small size, Malta provides a wide variety of historic appeal for groups. It’s UNESCO-listed capital, Valletta, boasts gorgeous Baroque architecture, ancient temples and churches to explore. There’s also an excellent food scene with group cooking classes offered. With its dramatic cliffs, bright blue waters, world-class diving and a series of sea caves called the Blue Grotto, it’s a haven for nature lovers. Malta’s temperate Mediterranean climate makes it a great choice for groups at any time of the year.

“I have heard some interest for Malta; it’s an up-and-coming destination for us,” says Adams.

Colombia

Colombia's rich cultural heritage, diverse natural beauty and luxury culinary experiences make it a top choice for groups wanting to explore South America. Especially popular with cruisers – all major cruise lines have ports of call in Cartagena on their southern Caribbean sailings – Colombia is emerging as a stunning area to explore. The country’s UNESCO-listed capital city, Bogotá, is located in the upper Andes Mountain Range, where groups can find plenty of things to do, including guided coffee farm and cacao plantation tours.

Scandinavia

With coolcations continuing to top trend lists worldwide in the face of climate change, groups are flocking to areas in Northern Europe to escape the heat. Some cities that are especially group-friendly include the colorful Danish capital, Copenhagen, thanks to attractions such as the 17th century Nyhavn waterfront, the Glyptotek Art Museum, the old-world charm of Tivoli Gardens and the 400-year-old Rosenborg Castle in the city center. Copenhagen’s thriving Nordic food scene includes everything from Michelin-star fine dining to casual group-friendly food markets like Torvehallerne and Reffen. In Norway, groups can board the Flåm Railway for an unforgettable journey through the country’s majestic fjords or wander through both medieval and contemporary Nordic architecture in Oslo. In Sweden, visitors can experience Stockholm’s top museums or unwind while forest bathing. And in Finland, guests can soak up Helsinki’s history, which dates back to the Stone Age, spot the Northern Lights or retreat to Lapland to meet the Sámi, traditional reindeer herders.