The Maldives, Bangladesh, Colombia, Congo, and Scotland have seen growth in popularity among Australian tourists aged 55+, with rises up to 257%. Meanwhile, traditionally popular destinations like the Cook Islands, China, Switzerland, Czechia, and Hong Kong have declined in appeal, with drops as high as 97%.

As travel patterns shift in response to evolving global dynamics, the preferences of Australian travellers over the age of 55 have radically changed in recent years. Once attracted to traditional, well-known destinations, this demographic is now exploring lesser-known parts of the world, driven by an appetite for meaningful and authentic experiences. Factors such as political stability, cultural immersion, and biodiversity are a lynchpin in shaping their travel decisions. Alongside qualitative insights into travel motivations, quantitative data—including crime and safety indices, biodiversity rankings, and health scores—paint a clearer picture of the rise and fall of various global travel destinations among older Australians.

For countries like the Maldives and Saudi Arabia, rising in popularity can be attributed to enhanced accessibility, safety improvements, and the allure of unspoilt nature or rich cultural heritage. By contrast, previously popular destinations such as the USA and China are seeing a drop in interest due to over-tourism, political instability, and currency fluctuations. The changing preferences reflect a growing trend among over-55 travellers to seek deeper, more enriching journeys, eschewing over-commercialised locations in favour of emerging destinations that offer both adventure and tranquillity.

Forward Travel’s study draws on a range of factors, including Australian Government Department of Home Affairs Overseas Arrivals and Departures (2018–19 and 2022–23), advisory information from Smartraveller, political stability data from World Bank, UNESCO World Heritage sites, health and crime indexes, and even the Köppen Climate Classification to understand the nuanced reasons behind these shifts. Ultimately, the findings reveal that older Australian travellers are not just seeking relaxation but are actively looking for personal growth, discovery, and opportunities for meaningful cultural exchanges in their adventures abroad.

Shifts in Destination Preferences Among Over-55 Australian Tourists

The countries that have seen the biggest shifts in appeal comparing 2018/19 vs. 2022/23.

Destinations Rising in Popularity Among Australian Tourists 55+

Destination	Rise in Popularity (%)
Maldives	257%
Bangladesh	165%
Colombia	145%
Congo	145%
Scotland	65%
Saudi Arabia	65%
Kuwait	58%
Kosovo	58%
Grenada	47%
Ethiopia	46%
Turkey	39%
India	37%
Iran	30%
Fiji	22%
North Korea	11%

Source: Australian Government Department of Home Affairs Overseas Arrivals and Departures (2018–19 and 2022–23)

Destinations Declining in Popularity Among Australian Tourists 55+

Destination	Decline in Popularity (%)
Cook Islands	97%
China	95%
Switzerland	91%
Czechia	86%
Hong Kong	85%
Finland	85%
Tonga	84%
Myanmar	76%
Nauru	75%
Kenya	74%
Sudan	74%
Brunei	72%
USA	65%
Peru	63%
Ireland	61%
South Africa	61%
Morocco	60%
Mauritius	57%
Jordan	57%
Chile	53%

Source: Australian Government Department of Home Affairs Overseas Arrivals and Departures (2018–19 and 2022–23)

Why Some Destinations Are Gaining and Others Are Losing Popularity Among Australian Travellers Aged 55+

Below are key qualitative insights from David Smyth (Founder & Director at Forward Travel) into what’s driving the destination popularity trends:

Rising in Popularity

• Congo: Travellers are magnetised by its unspoiled wilderness that offer opportunities for gorilla trekking and wildlife experiences far from the usual tourist trails. Its raw biodiversity creates a sense of adventure and authentic connection with nature.
• Saudi Arabia: The recent opening to international tourism has unveiled ancient cities, UNESCO heritage sites, and rich cultural traditions that have piqued the interest of older Australians interested in historical depth.
• Ethiopia: The country's ancient history, archaeological treasures, and cultural diversity—86 ethnic groups—make it a fascinating and educational destination for those seeking to learn more about the "cradle of humanity."
• India: India's spiritual and historical legacy, alongside its storied cities, temples, and palaces, offers older travellers a sensory-rich journey that is deeply transformative, which is why it appeals to those looking for more than just relaxation.

Losing Popularity

• USA: Over-commercialisation, overcrowded tourist spots, and the unfavourable AUD exchange rate have made once-iconic destinations like New York and Los Angeles less attractive to seasoned travellers.
• Jordan: While Petra remains a must-see, the over-tourism problem is making the experience less intimate, prompting travellers to seek similar experiences elsewhere, in quieter, less commercialised destinations.
• Mauritius: This island country was once favoured for its luxury resorts, but older travellers are now moving away from resort-based tourism and opting for destinations that promise more immersive and culturally engaging experiences.
• Chile: Post-COVID, Chile's introduction of new visa requirements, coupled with growing interest in other South American destinations like Colombia, has caused its appeal to diminish.

What Over-55 Travellers Want in a Trip Today

Travellers aged 55 and over are redefining what it means to explore the world. This generation is more active, curious, and focused on meaningful experiences than ever before. They are moving away from the traditional notion of a quiet, beachside holiday or cruise and looking for journeys that challenge them physically and intellectually, that allow them to engage deeply with local cultures and environments. In short, these travellers are more like explorers than tourists. Here is what they are seeking in a trip:

• A thirst for authenticity: Over-55 travellers today don’t just want to visit a place—they want to connect with it. This means seeking out lesser-known destinations, connecting with local communities, and foraying into novel cultural experiences.
• Adventure over comfort: Far from the stereotypical "relaxation" holiday, many are opting for adventure—whether it's hiking in the Andes, tracking wildlife in Africa, or exploring ancient ruins. They want trips that keep them active and challenged.
• Post-COVID perspective: The pandemic shifted the way people think about travel. Rather than simply ticking off tourist spots, there’s a growing desire for trips that feel purposeful and transformative—whether it’s reconnecting with nature or discovering something new about themselves.

What They Avoid in a Trip

Today’s discerning travellers tend to steer clear of anything that feels overly commercialised or inauthentic. The last thing they want is to feel like just another tourist in a crowd. This is what they dislike:

• Crowded and artificial experiences: Mass tourism, crowded attractions, and places that cater primarily to tourists have lost their appeal. They prefer authenticity over convenience.
• Touristy activities: Think cultural shows designed for tourists or shops filled with generic souvenirs. They crave something deeper, a real connection to the destination, rather than scripted or overly commercial experiences.

“Well-travelled and knowledgeable, these individuals have spent much of their lives exploring the world, often driven by a sense of urgency as time goes on. While they recognise that it's impossible to see everything, they have clear interests and passions that guide their travel choices. Cost is not their primary concern. For example, some are deeply intrigued by indigenous cultures, leading them to destinations like Africa, India, or South America. For others, it’s about collecting unique experiences that make for compelling dinner party stories. The years lost to COVID have made people reassess their priorities. I think it was a kind of awakening, that complacency shouldn’t be a thing. Life is to be lived, now!” — David Smyth

Regional Trends

Region	Destination	Rise in Popularity (%)
Asia	Maldives	257%
Asia	Bangladesh	165%
Americas	Colombia	145%
Africa	Congo	145%
Europe	Scotland	65%
Middle East	Saudi Arabia	65%
Middle East	Kuwait	58%
Europe	Kosovo	58%
Americas	Grenada	47%
Africa	Ethiopia	46%
Europe	Turkey	39%
Asia	India	37%
Middle East	Iran	30%
Pacific	Fiji	22%
Asia	North Korea	11%
Region	Destination	Fall in Popularity (%)
Pacific	Cook Islands	97%
Asia	China	95%
Europe	Switzerland	91%
Europe	Czechia	86%
Asia	Hong Kong	85%
Europe	Finland	85%
Pacific	Tonga	84%
Asia	Myanmar	76%
Pacific	Nauru	75%
Africa	Kenya	74%
Africa	Sudan	74%
Asia	Brunei	72%
Americas	USA	65%
Americas	Peru	63%
Europe	Ireland	61%
Africa	South Africa	61%
Africa	Morocco	60%
Africa	Mauritius	57%
Middle East	Jordan	57%
Americas	Chile	53%

An overall score for each region—factoring in both rising and falling trends—provides a clearer picture of how different parts of the world are faring among Australian travellers aged 55 and over.

Combined Popularity

The Middle East shows the strongest overall rise, with a positive score of 24.0%. This suggests a healthy interest in the region, with travellers attracted to its historical and cultural experiences.

Asia also remains a strong contender, with a moderate overall increase of 17.75%. The mix of rising and falling destinations balances out to reflect a continued interest in Asia as a destination for adventure and cultural immersion.

The Americas show a slight overall increase, with a score of 2.2%. While some countries are losing popularity, this balanced score reflects a region that still offers appealing travel options for older Australians.

Africa, Europe, and the Pacific have all experienced overall declines:

• Africa has seen a drop of -19.29%, indicating a waning interest, possibly due to political instability or safety concerns in certain destinations.
• Europe has fallen by -23.0%, as older travellers seem to be turning their attention to newer, less crowded places.
• The Pacific shows the sharpest decline with a score of -58.5%, suggesting a massive shift away from traditional beach destinations, with older Australians perhaps seeking more far-flung destinations.

Travel Trends Based on Smartraveller Safety Advice

The list of countries rising and falling in popularity among Australian travellers aged 55+ reveals interesting insights, especially when paired with the travel advice issued by Smartraveller. Here's a breakdown of key observations:

Rising in Popularity

High Popularity Despite Safety Concerns

Countries like the Maldives (+257%), Bangladesh (+165%), and Colombia (+145%) are seeing great increases in popularity, even though they come with higher safety risks. The Maldives and Colombia are rated "2 - Exercise a high degree of caution", while Bangladesh has the strictest rating of "4 - Do not travel". Despite safety warnings, these destinations attract older travellers.

Congo (+145%) and Ethiopia (+46%) have similar concerns, with travel advisories ranging from "3 - Reconsider your need to travel". Yet, these countries are still rising in popularity, perhaps due to their natural beauty and off-the-beaten-path appeal.

Moderate Popularity with Safer Precautions

Scotland (+65%), Saudi Arabia (+65%), and Kosovo (+58%) also show strong growth, but with a travel advisory of "2 - Exercise a high degree of caution". These countries are considered moderately risky but still appeal to older tourists interested in historical and cultural exploration.

Destinations like India (+37%) and Turkey (+39%) fall into the same advisory level, indicating that older Australian tourists are willing to visit places that have potential risks, but are still manageable with appropriate precautions.

Destinations with No Major Warnings

Some countries, like Fiji (+22%), have a "1 - Exercise normal safety precautions" rating, indicating a relatively safe destination for older travellers. Fiji's moderate rise in popularity shows that safety is a priority for some tourists.

Grenada (+47%) has no specific travel advice, possibly reflecting its safety and growing popularity.

Extreme Risks

Iran (+30%), Bangladesh (+165%), and North Korea (+11%) are under the strictest travel advisories ("4 - Do not travel"), yet still see interest from a subset of adventurous travellers.

Falling in Popularity

Safer Destinations Losing Popularity

Several countries with the safest ratings ("1 - Exercise normal safety precautions") are seeing sharp declines in popularity. These include:

• Cook Islands (-97%)
• Switzerland (-91%)
• Czechia (-86%)
• Finland (-85%)
• Tonga (-84%)

This suggests that older tourists may be moving away from traditional "safe" destinations in favour of more thrilling, risky experiences.

Moderate Safety Concerns

Countries like China (-95%), Hong Kong (-85%), Kenya (-74%), and South Africa (-61%) are advised under "2 - Exercise a high degree of caution". The decline in popularity for these destinations may reflect travellers' growing concern over political instability or safety issues, leading them to reconsider such locations.

Countries Under High-Risk Advisories

Some destinations under the "4 - Do not travel" advisory are seeing massive drops in popularity, such as Myanmar (-76%) and Sudan (-74%). This suggests that the strict travel warnings are indeed influencing older tourists to avoid these regions.

Stable and Safe

The USA (-65%), Ireland (-61%), Mauritius (-57%), and Brunei (-72%) all have lower travel advisories ("1 - Exercise normal safety precautions"), yet they are still experiencing declines. This could indicate that older travellers are seeking more exotic or less familiar destinations instead of returning to traditionally safe locations.

Travel Trends Concerning Political Stability

Country	Rise in Popularity	2018 Political Stability	2022 Political Stability	Differencey
Maldives	257%	59.42	69.81	10.39
Bangladesh	165%	14.15	13.21	-0.94
Colombia	145%	18.87	23.11	4.24
Congo	145%	34.43	46.23	11.8
Scotland	65%	50.47	62.26	11.79
Saudi Arabia	65%	23.11	32.08	8.97
Kuwait	58%	51.89	54.25	2.36
Kosovo	58%	22.17	37.26	15.09
Grenada	47%	83.02	85.38	2.36
Ethiopia	46%	10.85	4.72	-6.13
Turkey	39%	No data	No data	No data
India	37%	13.68	24.53	10.85
Iran	30%	9.91	8.49	-1.42
Fiji	22%	74.53	73.11	-1.42
North Korea	11%	35.38	30.19	-5.19
Country	Fall in Popularity	2018 Political Stability	2022 Political Stability	Differencey
Cook Islands	97%	80.19	91.98	11.79
China	95%	36.32	28.3	-8.02
Switzerland	91%	94.81	92.45	-2.36
Czechia	86%	86.32	75	-11.32
Hong Kong	85%	71.23	66.51	-4.72
Finland	85%	77.83	79.72	1.89
Tonga	84%	75	89.15	14.15
Myanmar	76%	11.32	2.83	-8.49
Nauru	75%	80.66	78.3	-2.36
Kenya	74%	12.26	15.09	2.83
Sudan	74%	6.13	5.19	-0.94
Brunei	72%	92.45	94.81	2.36
USA	65%	58.96	45.28	-13.68
Peru	63%	37.26	27.83	-9.43
Ireland	61%	85.38	78.77	-6.61
South Africa	61%	38.21	19.81	-18.4
Morocco	60%	33.96	34.43	0.47
Mauritius	57%	76.89	75.47	-1.42
Jordan	57%	32.55	35.38	2.83
Chile	53%	60.85	51.42	-9.43

Source: World Bank

The relationship between the rise or fall in popularity of various countries and their political stability scores reveals interesting trends. Here's an overview of key observations:

Rising in Popularity

Countries Gaining Popularity with Increased Stability

Maldives (+257%) has seen a 10.39 point increase in political stability, moving from 59.42 in 2018 to 69.81 in 2022. This improved stability is likely contributing to its surge in popularity.

Congo (+145%) experienced an 11.8 point increase in stability, a great improvement that aligns with its growing appeal to older travellers seeking adventurous destinations.

Scotland (+65%) and Kosovo (+58%) both saw substantial stability increases, with 11.79 and 15.09 points respectively. This rising stability likely makes them more attractive for older travellers looking for safe experiences.

Colombia (+145%) also shows a 4.24 point rise in political stability, likely making it a more appealing choice for those seeking adventure with an increased sense of security.

Countries Gaining Popularity Despite Limited Stability Improvements

Saudi Arabia (+65%) saw a moderate stability increase of 8.97 points, suggesting growing confidence in its security, which may attract tourists drawn to its culture.

Kuwait (+58%) and Grenada (+47%) both saw minor increases in stability, around 2.36 points, which likely supports their steady rise in popularity.

India (+37%) has gained 10.85 points in stability, indicating improved safety, which might explain its increasing popularity among older tourists.

Countries Rising in Popularity Despite Declining Stability

Bangladesh (+165%) and Ethiopia (+46%) have both seen declines in political stability by -0.94 and -6.13 points, respectively. Despite this, these countries are rising in popularity.

North Korea (+11%), with a drop of -5.19 points in stability, still holds some interest for highly adventurous travellers despite the risks.

Iran (+30%) experienced a small -1.42 point drop, yet still attracts certain travellers interested in its history and culture.

Falling in Popularity

Countries Falling in Popularity with Declining Stability

The USA (-65%) has seen a sharp decline in popularity, likely tied to its -13.68 point drop in political stability. This loss of stability might explain why fewer older travellers are choosing to visit.

South Africa (-61%) and Peru (-63%) have seen even steeper declines in stability, by -18.4 and -9.43 points, respectively. These large drops in political stability likely play a major role in their decreased appeal.

China (-95%) has faced a -8.02 point drop in stability, and Czechia (-86%) has seen a -11.32 point drop, both of which may explain their falling popularity.

Myanmar (-76%) and Sudan (-74%) also show immense drops in stability, by -8.49 and -0.94 points, aligning with their decreased popularity.

Countries Falling in Popularity Despite Stable or Increasing Stability

Switzerland (-91%), Ireland (-61%), and Mauritius (-57%) have seen slight drops in stability (-2.36, -6.61, and -1.42 points, respectively), though their political environment remains relatively safe. This suggests that their decline in popularity may be due to other factors such as over-tourism or shifting traveller preferences.

Hong Kong (-85%) has seen a -4.72 point drop in stability, which may partially explain the decline in popularity, as political unrest continues to affect its appeal.

Brunei (-72%), despite an increase in stability (+2.36 points), is still losing popularity, possibly due to its limited appeal for older tourists.

Countries with Stability Increases but Still Losing Popularity

Cook Islands (-97%) and Tonga (-84%) both experienced increases in political stability (11.79 and 14.15 points, respectively), yet are seeing major declines in popularity. This suggests that despite being politically stable, other factors, such as a shift away from traditional beach holidays, may explain the fall in interest.

Stable Countries with Decreased Popularity

Finland (-85%) and Nauru (-75%) saw minor stability changes, with +1.89 and -2.36 points, respectively. These small changes do not explain the sharp drop in popularity, which may be due to a preference for more adventurous or exotic destinations among older Australian travellers.

Travel Trends Based on Religious Diversity

Country	Rise in Popularity	Religious Diversity Index (RDI)
Maldives	257%	Low - 0.4
Bangladesh	165%	Low - 2.1
Colombia	145%	Low - 1.6
Congo	145%	Low - 2.9
Scotland	65%	Low - 5.1
Saudi Arabia	65%	Low - 1.5
Kuwait	58%	Low - 4.8
Kosovo	58%	Low - 2.6
Grenada	47%	Low - 0.8
Ethiopia	46%	Moderate - 5.6
Turkey	39%	Low - 0.4
India	37%	Low - 4.0
Iran	30%	Low - 0.1
Fiji	22%	Moderate - 5.8
North Korea	11%	Moderate - 5.3
Country	Fall in Popularity	Religious Diversity Index (RDI)
Cook Islands	97%	Low - 0.9
China	95%	Very high - 7.3
Switzerland	91%	Low - 3.7
Czechia	86%	Low - 4.1
Hong Kong	85%	Very high - 7.2
Finland	85%	Low - 3.5
Tonga	84%	Low - 0.3
Myanmar	76%	Low - 4.0
Nauru	75%	Low - 4.1
Kenya	74%	Low - 3.1
Sudan	74%	Low - 2.0
Brunei	72%	Low - 4.8
USA	65%	Low - 4.1
Peru	63%	Low - 1.0
Ireland	61%	Low - 1.7
South Africa	61%	Low - 3.6
Morocco	60%	Low - 0.0
Mauritius	57%	High - 6.7
Jordan	57%	Low - 0.6
Chile	53%	Low - 2.2

Source: Pew Research

Rising in Popularity

Countries with Low Religious Diversity but High Popularity

Several countries rising in popularity, such as the Maldives (+257%), Bangladesh (+165%), and Colombia (+145%), have low religious diversity scores (below 5.1). Despite this, their appeal likely stems from other factors, such as natural beauty (Maldives), cultural heritage, and travel experiences. These destinations, although not religiously diverse, may still have important religious or cultural attractions (e.g., Islam in Maldives and Bangladesh).

Saudi Arabia (+65%) has a low RDI score of 1.5, but its importance as the birthplace of Islam and home to sacred sites like Mecca and Medina continues to draw many visitors.

Countries with Moderate Religious Diversity

Ethiopia (+46%) and Fiji (+22%) both have moderate religious diversity scores of 5.6 and 5.8, respectively. These countries are attracting older tourists, possibly because of their profound cultural and religious histories. Ethiopia, for example, has a strong Christian heritage in the form of the Ethiopian Orthodox Church, while Fiji presents a blend of Christianity, Hinduism, and Islam.

Religious Diversity Does Not Always Correlate with Popularity

Kosovo (+58%) and Kuwait (+58%) have low RDI scores of 2.6 and 4.8, but both are seeing increased popularity. Kosovo is predominantly Muslim, and Kuwait's rising popularity may stem from its Middle Eastern allure rather than religious diversity.

Similarly, Iran (+30%), despite its very low religious diversity score of 0.1, remains an attraction due to its deep Islamic heritage and historic cities like Isfahan and Persepolis.

Unique Cultural Appeal Despite Religious Diversity

North Korea (+11%) and India (+37%) both show moderate and low religious diversity, respectively, but their appeal remains strong. India's major draw is its Hindu heritage and religious festivals, while North Korea presents a unique cultural experience despite its closed-off nature.

Falling in Popularity

Countries with High Religious Diversity

China (-95%) and Hong Kong (-85%) are both highly diverse religiously, with RDI scores of 7.3 and 7.2. Despite this, their popularity is falling, likely due to political unrest and strict travel restrictions rather than a lack of cultural or religious appeal.

Mauritius (-57%) has a high religious diversity score of 6.7, yet it is experiencing a decline in popularity. This could be due to the shift in travel preferences toward more unusual destinations, even though Mauritius offers a rich blend of Hinduism, Christianity, and Islam.

Travel Trends Related to Biodiversity

Country	Rise in Popularity	Biodiversity Index
Maldives	257%	32.31
Bangladesh	165%	87.33
Colombia	145%	369.76
Congo	145%	122.96
Scotland	65%	37.67
Saudi Arabia	65%	63.32
Kuwait	58%	34.39
Kosovo	58%	No data
Grenada	47%	25.53
Ethiopia	46%	128.21
Turkey	39%	92.15
India	37%	301.63
Iran	30%	106.71
Fiji	22%	41.85
North Korea	11%	41.55
Country	Fall in Popularity	Biodiversity Index
Cook Islands	97%	52.13 (with New Zealand)
China	95%	365.84
Switzerland	91%	36.52
Czechia	86%	34.03
Hong Kong	85%	365.84 (as part of China)
Finland	85%	29.72
Tonga	84%	32.51
Myanmar	76%	221.77
Nauru	75%	6.43
Kenya	74%	179.72
Sudan	74%	124.29
Brunei	72%	77.39
USA	65%	280.13
Peru	63%	330.12
Ireland	61%	30.33
South Africa	61%	207.94
Morocco	60%	67.26
Mauritius	57%	32.95
Jordan	57%	52.12
Chile	53%	84.76

Source: The Swiftest

Biodiversity is an important factor for many older travellers, especially those interested in nature, wildlife, and the environment. Some countries with high biodiversity scores are rising in popularity, while others are experiencing a decline. Here's a breakdown of the key insights:

Rising in Popularity

Highly Biodiverse Destinations Seeing a Rise

Colombia (+145%) has an extremely high biodiversity score of 369.76, making it one of the most biodiverse countries on the planet. Its diverse ecosystems, from tropical rainforests to mountainous regions, are likely drawing travellers looking for nature and adventure.

India (+37%), with a biodiversity score of 301.63, is another major attraction. The country's rich flora and fauna, from the Himalayan ranges to tropical jungles, offer travellers a wide range of wildlife experiences, including iconic species like tigers and elephants.

Congo (+145%) is also highly biodiverse with a score of 122.96. The country's forests are home to rare species like gorillas, which appeal to tourists interested in wildlife safaris and ecological travel.

Moderate Biodiversity and Growing Popularity

Ethiopia (+46%) and Iran (+30%) both have moderate biodiversity scores of 128.21 and 106.71, respectively. These countries are attractive to travellers interested in exploring unique wildlife and landscapes. Ethiopia, for instance, offers distinct environments from the highlands to the Rift Valley, which are appealing to adventurous travellers.

Turkey (+39%), with a score of 92.15, also has a rich variety of ecosystems, ranging from mountains to coastal areas, making it a popular destination for both nature and cultural experiences.

Lower Biodiversity but Still Popular

Maldives (+257%) and Bangladesh (+165%) have biodiversity scores of 32.31 and 87.33, respectively. Despite their lower scores, these destinations are popular for other reasons. In the case of the Maldives, it’s likely the marine life, coral reefs, and pristine beaches that are drawing visitors.

Scotland (+65%) and Saudi Arabia (+65%) have lower biodiversity scores (37.67 and 63.32), yet they still attract older travellers interested in landscapes, history, and wildlife specific to their regions.

Countries With No Biodiversity Data

Kosovo (+58%) does not have available data on biodiversity, but the rise in popularity could be tied to its natural beauty and emerging eco-tourism opportunities.

Falling in Popularity

Highly Biodiverse Destinations Seeing a Decline

China (-95%) has a very high biodiversity index of 365.84, but political and travel restrictions may be the main reasons for its decline in popularity, rather than any lack of appeal from a natural standpoint.

Peru (-63%), with a biodiversity score of 330.12, remains one of the most biodiverse countries in the world. Its Amazon rainforest and rich ecosystems continue to attract nature lovers, but safety concerns or accessibility may explain the fall in interest.

Myanmar (-76%) and Kenya (-74%) also have high biodiversity scores (221.77 and 179.72), but political instability and safety concerns likely play a larger role in their decline, despite their rich natural environments.

Moderate Biodiversity and Declining Popularity

South Africa (-61%) and Chile (-53%) have respectable biodiversity scores (207.94 and 84.76), offering unique wildlife and landscapes. However, factors like over-tourism or competition from other destinations may be contributing to their decline.

Brunei (-72%) has a biodiversity score of 77.39, but despite its natural beauty, it is experiencing a fall in popularity, possibly due to its limited accessibility and small size compared to other regional competitors.

Low Biodiversity and Falling Popularity

Cook Islands (-97%), Switzerland (-91%), and Czechia (-86%) have lower biodiversity scores, which may explain their drop in popularity. Tourists looking for more diverse natural experiences might be seeking other destinations with richer ecosystems.

Nauru (-75%) has a very low biodiversity score of 6.43, which might contribute to its lack of appeal. The island's limited ecological variety makes it less attractive compared to other more biodiverse destinations.

Finland (-85%), Ireland (-61%), and Mauritius (-57%) also have relatively low biodiversity scores, suggesting that travellers may be opting for destinations with richer wildlife experiences or more diverse environments.

Travel Trends Related to UNESCO World Heritage Sites

Country	Rise in Popularity	UNESCO Sites
Maldives	257%	0
Bangladesh	165%	3
Colombia	145%	9
Congo	145%	2
Scotland	65%	6
Saudi Arabia	65%	8
Kuwait	58%	0
Kosovo	58%	4
Grenada	47%	0
Ethiopia	46%	12
Turkey	39%	21
India	37%	43
Iran	30%	28
Fiji	22%	1
North Korea	11%	2
Country	Fall in Popularity	UNESCO Sites
Cook Islands	97%	0
China	95%	59
Switzerland	91%	13
Czechia	86%	17
Hong Kong	85%	1
Finland	85%	7
Tonga	84%	0
Myanmar	76%	2
Nauru	75%	N/A (not part of the UNESCO body)
Kenya	74%	8
Sudan	74%	3
Brunei	72%	0
USA	65%	26
Peru	63%	13
Ireland	61%	2
South Africa	61%	12
Morocco	60%	9
Mauritius	57%	2
Jordan	57%	1
Chile	53%	7

The number of UNESCO World Heritage Sites often reflects a country’s cultural and natural importance, but it doesn’t always directly correlate with its popularity among travellers. Here are key insights from the data:

Rising in Popularity

Countries with Few or No UNESCO Sites Seeing a Surge

Maldives (+257%), despite having no UNESCO sites, remains one of the most popular destinations. Its appeal likely stems from its luxurious resorts and natural beauty, particularly its coral reefs and beaches, which attract travellers more than cultural landmarks.

Kuwait (+58%) and Grenada (+47%) also have no UNESCO World Heritage Sites, but they are seeing growing interest. This suggests that travellers may be drawn to these destinations for other reasons, such as modern attractions or local culture.

North Korea (+11%) has only 2 UNESCO sites, but its controlled, enigmatic appeal continues to draw curious travellers.

Countries with a Moderate Number of UNESCO Sites

Bangladesh (+165%), with 3 UNESCO sites, is seeing a strong rise in popularity. Its historical sites, such as the ancient city of Bagerhat and Paharpur, are key attractions for those interested in heritage and history.

Ethiopia (+46%) boasts 12 UNESCO sites, including the famous rock-hewn churches of Lalibela and the Aksum obelisks. These sites offer historical richness that attracts travellers, contributing to the country’s growing appeal.

Saudi Arabia (+65%) has 8 UNESCO sites, including the Al-Hijr Archaeological Site (Madâin Sâlih), a major draw for cultural and historical tourism.

Countries with Numerous UNESCO Sites

India (+37%) and Turkey (+39%) are among the most culturally rich countries, with 43 and 21 UNESCO sites, respectively. India’s Taj Mahal, Agra Fort, and Rajasthan’s hill forts, alongside Turkey’s Cappadocia, the Hagia Sophia, and other ancient wonders, are key attractions that continue to draw older travellers seeking historical depth.

Iran (+30%) is home to 28 UNESCO sites, including Persepolis and the Golestan Palace. These historical treasures are likely a major reason for its continued draw, despite travel restrictions and political instability.

Countries Offering Natural and Cultural Diversity

Colombia (+145%), with 9 UNESCO sites, offers a mix of natural attractions and historical landmarks. Sites like the Coffee Cultural Landscape and Cartagena’s historic port are part of what makes it attractive to travellers.

Falling in Popularity

Highly Popular Countries with Many UNESCO Sites Declining

China (-95%) has an impressive 59 UNESCO sites, including the Great Wall and the Forbidden City, making it one of the most culturally important countries in the world. Despite this, political issues and travel restrictions may explain its drop in popularity.

Switzerland (-91%) and Czechia (-86%) both boast a high number of UNESCO sites (13 and 17 respectively), yet they are seeing declining interest. This may reflect a shift away from familiar European destinations as older travellers seek less crowded, more novel experiences.

Countries with Few UNESCO Sites and Declining

Cook Islands (-97%), Tonga (-84%), and Brunei (-72%) have either no or very few UNESCO sites. Their drop in popularity may indicate that travellers are looking beyond traditional island destinations and seeking more culturally immersive locations.

Nauru (-75%), which is not part of the World Heritage Convention, has also seen a decline, possibly due to its limited attractions compared to more biodiverse and culturally rich islands.

Culturally Rich Countries with Stable Appeal

Peru (-63%), with 13 UNESCO sites, including Machu Picchu, continues to appeal to many travellers despite its declining popularity. Peru’s drop may be due to political unrest or the challenges of accessing some of its major sites.

South Africa (-61%), with 12 sites, and Morocco (-60%), with 9 sites, remain culturally and historically important, but may be losing ground to other up-and-coming destinations.

Countries with Fewer UNESCO Sites but Still Holding Interest

Mauritius (-57%) and Jordan (-57%) each have only 1 or 2 UNESCO sites, but they remain travel-worthy. Jordan’s Petra and Mauritius’ Aapravasi Ghat hold strong cultural appeal, though changing traveller interests may explain the decline in numbers.

Ireland (-61%) and Myanmar (-76%) each have 2 UNESCO sites, but their recent political instability and safety concerns might be discouraging tourists from visiting.

While the number of UNESCO sites is an important factor for some travellers, it’s clear that it’s not the sole determinant of popularity. Some destinations, like the Maldives and Kuwait, have little or no UNESCO heritage but continue to attract visitors due to luxury resorts, cultural experiences, or natural beauty. On the other hand, countries rich in UNESCO sites, like China, Switzerland, and Czechia, are seeing a decline, perhaps indicating that travellers are seeking less mainstream locations or destinations with fewer crowds.

Travel Trends Based on Distance

Country	Rise in Popularity	Distance (km)
Maldives	257%	8962
Bangladesh	165%	8990
Colombia	145%	14392
Congo	145%	13463
Scotland	65%	16955
Saudi Arabia	65%	12598
Kuwait	58%	12742
Kosovo	58%	15505
Grenada	47%	15839
Ethiopia	46%	12408
Turkey	39%	14463
India	37%	10331
Iran	30%	12779
Fiji	22%	3448
North Korea	11%	8587
Country	Fall in Popularity	Distance (km)
Cook Islands	97%	5172
China	95%	8987
Switzerland	91%	16557
Czechia	86%	16001
Hong Kong	85%	7365
Finland	85%	15177
Tonga	84%	3797
Myanmar	76%	8021
Nauru	75%	4271
Kenya	74%	11900
Sudan	74%	13366
Brunei	72%	5710
USA	65%	15909
Peru	63%	12824
Ireland	61%	17197
South Africa	61%	10796
Morocco	60%	17777
Mauritius	57%	8851
Jordan	57%	13905
Chile	53%	11294

Source: Distance Between Countries

Distance plays a role in travel preferences, especially for older travellers who may consider ease of access when choosing destinations. Here's a breakdown of the data on rising and falling popularity alongside the distance from Canberra to the capitals or major cities in each country.

Rising in Popularity

Far-Travel Destinations Gaining Popularity

Many of the countries rising in popularity are quite far from Australia. Colombia (+145%) is one of the most distant, at 14,392 km from Canberra, followed by Congo (+145%, 13,463 km). Travellers seem to be willing to undertake long-haul flights for destinations that offer adventure, nature, or cultural richness.

Scotland (+65%) is also distant, at 16,955 km, yet it remains attractive to older tourists, possibly for its mix of scenic landscapes and history.

Moderately Distant Destinations

Saudi Arabia (+65%) and Kuwait (+58%) are both around 12,500 km away, yet they’re seeing increased interest. This distance makes them fairly accessible compared to destinations like Europe, and their cultural heritage and recent opening to tourism (especially Saudi Arabia) likely draw travellers.

Ethiopia (+46%, 12,408 km) also fits into this category, appealing to travellers looking for nature, history, and a moderate flight length.

Closer Destinations

Fiji (+22%) stands out as one of the closest rising destinations, at 3,448 km from Canberra. As a nearby tropical getaway, it appeals to older Australians seeking relaxation without a long journey.

India (+37%, 10,331 km) and North Korea (+11%, 8,587 km) are closer options compared to European destinations, which could explain their steady rise in popularity.

Relatively Shorter Long-Haul Flights

Turkey (+39%, 14,463 km) and Iran (+30%, 12,779 km) are long-haul destinations but not as distant as other options in Europe or South America. Their appeal may lie in the balance between travel distance and the wealth of experiences offered.

Falling in Popularity

Far-Travel Destinations Losing Appeal

Some of the most distant countries are experiencing a decline in popularity. Ireland (-61%) is 17,197 km away, and Morocco (-60%) is 17,777 km. The sheer distance may be a factor contributing to the decline, as older travellers may opt for destinations closer to home.

Switzerland (-91%, 16,557 km) and Czechia (-86%, 16,001 km) also fall into this group of distant European destinations that may be losing appeal due to their long travel times.

USA (-65%, 15,909 km) and Peru (-63%, 12,824 km) are seeing drops despite their popularity in the past. These long-haul destinations may be facing competition from newer, less well-trodden spots or perhaps travellers are seeking alternatives due to the long flight times.

Relatively Close Destinations Also Dropping

Cook Islands (-97%, 5,172 km) and Tonga (-84%, 3,797 km) are some of the closest international destinations to Australia, yet they’re seeing major declines. This could suggest that older tourists are moving away from traditional Pacific Island holidays, perhaps in search of more varied experiences elsewhere.

Nauru (-75%, 4,271 km) is another relatively close destination that’s falling in popularity, likely due to its small size and limited travel appeal.

Moderate-Distance Destinations Declining

Kenya (-74%, 11,900 km) and South Africa (-61%, 10,796 km) are moderate-distance destinations, but their appeal may be declining due to safety concerns or competition from other regions.

China (-95%, 8,987 km) and Myanmar (-76%, 8,021 km) are both fairly close by Asian standards, but political instability and travel restrictions may be contributing to their falling popularity.

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