Many of us get our travel inspiration from films and television – after the success of season two of The White Lotus, there is sure to be a bump in trips to Sicily booked.
However, younger travellers are looking to online mood boards for their inspiration, often building an image of their ideal getaway through sites like Pinterest, Instagram, or even TikTok. This could cover everything from bars and restaurants to hidden streets and scenic landmarks, anything that evokes a feeling or tells a story.
Because of this, a country or city's aesthetic – or its imagined aesthetic – has never been more important.
'Travel aesthetics' is a burgeoning travel trend, though it's nothing new. The same ravenous appetite for photo-worthy locations has led to the closure or restriction of some famous global landmarks, such as the Hanoi Train Street, where cafés and shops were ordered to close last year due to tourist crowding.
Research by swimwear brand Pour Moi examined how much travel is influenced by aesthetic, and whether some of the countries and cities favoured live up to the hype.
The company analysed Google searches for '[country or city] + aesthetic' globally, and compared the year-on-year data. They found an increase in searches based on 2022 and 2021 data vs 2020 and 2019 data, globally, according to Google Keyword Planner.
They also looked at Pinterest data and the number of pins used on Pinterest boards about each country or city.
Japan topped the list for the most aesthetic country, with videos and images of the aesthetic including a mix of neon lights, crowded streets, blush pink blossoms and lush green forests.
Stunning sights such as cherry blossoms during sakura season, Tokyo's bustling streets, traditional temples and food that goes between artful presentation and playful cuteness.
Greece snagged the second spot, famed for its hills of whitewashed houses and sea-blue details. Historical sights such as ruined temples, dazzling sunsets and flower-laden streets also feature.
France rounds out the top three, an easily romanticised country filled with breathtaking cities and famous landmarks. Whether it's a sunny walk through the French countryside, a steaming hot chocolate on the ski slopes, or a moody walk through the iconic streets of Paris, France has oodles of inspiration.
Our own Emerald Isle made the top 20, coming in at #17 with 1,361 Google searches for 'Ireland aesthetic' and Pinterest boards.
Top 20 travel aesthetics by country (based on Google searches and Pinterest boards):
- Japan, Asia - 23,198
- Greece, Europe - 9,099
- France, Europe - 9,097
- Italy, Europe - 7,996
- India, Asia - 7,697
- Brazil, South America - 5,362
- Mexico, North America - 4,995
- China, Asia - 4,062
- England, Europe - 3,864
- Spain, Europe - 3,602
- USA, North America - 2,767
- Germany, Europe - 2,689
- Egypt, Africa - 2,143
- Australia, Oceania - 2,039
- Canada, North America - 1,984
- Singapore, Asia - 1,701
- Ireland, Europe - 1,361
- Switzerland, Europe - 1,339
- South Korea, Asia - 1,193
- Turkey, Europe - 1,186
As for cities, Paris, France nabbed the top spot, while New York City came in second and London, England came in third.
Top 10 travel aesthetics by city (based on Google searches and Pinterest boards)
- Paris, France - 15,798
- New York, US - 15,797
- London, England - 7,596
- Tokyo, Japan - 4,515
- Miami, US - 4,063
- Los Angeles, US - 3,467
- Seoul, South Korea - 2,731
- Dubai, United Arab Emirates - 2,719
- Chicago, US - 2,307
- Las Vegas, US - 2,107
Interestingly, their research also found that France proved to be the most disappointing location to travel to. They surveyed 1,300 people to find out where in the world hasn't lived up to the online hype, with Spain taking the second slot and the USA coming in third.
