British Airways Travel Trends Report: Most Sought-After Destinations in 2024

St Kitts

There's a lot to see and do; the appeal covers in St Kitts for a day as well as a more leisurely trip. The island is home to Brimstone Hill Fortress National Park, dating back to 1690. This UNESCO-recognised fort provides a glimpse into the harsh life experienced by early settlers and is a top draw for most tourists.

If you’re in the mood for a picturesque island tour, hop on the St Kitts Scenic Railway. Originally built for transporting sugarcane, this railway now provides tourists a full-circle tour of the island with open-air viewing decks to admire the lush landscapes. From the train, you can see stretches of the Atlantic Ocean and later relax on the southern beaches near Basseterre. For more adventurous activities, you can climb Mt. Liamuiga, an extinct volcano offering panoramic views, or go snorkelling and diving at White House Bay.

These attractions are the reason behind St Kitt’s remarkable 97% increase in popularity among travellers, making it one of the fastest-growing destinations in 2024. If you’re using British Airways Avios, you can get return off-peak Premium Economy reward seats for 95,000 Avios and £330 and off-peak Business Class reward seats for 180,000 Avios and £450.

Jamaica

Jamaica is one of the largest islands in the Caribbean, with plenty of things to do. For those looking to mix nightlife with good food and natural beauty, Montego Bay, Ocho Rios, and Kingston offer many choices. Jamaica is the home of reggae and music lovers can visit the Bob Marley Museum and Peter Tosh Museum in Kingston to look back at the journey of these musical icons. If you’re up for a little more adventure, explore Jamaica’s Luminous Lagoon, just outside Montego Bay. It’s one of only four such bioluminescent lagoons in the world and provides a memorable experience. 

Visitors can also take a day trip from Kingston to the Blue Mountains for a sip of the world’s most expensive coffee. You can also go bobsledding in the Jamaican Mystic Mountain Adventure Park or climb up to Dunn’s River Falls if you’re in the mood for a more family-centric adventure. For a relaxing day, visit Negril, which offers rest for travellers who prefer to unwind on its famous seven-mile beach.

With so much to offer, it’s little wonder that Jamaica has experienced a substantial 73% increase in popularity, making it a top choice for travellers in 2024. For those looking to use British Airways Avios, you can choose between return off-peak Premium Economy reward seats for 95,000 Avios and £330 or return off-peak Business Class reward seats for 180,000 Avios and £450.

Malta

Malta may be the tenth smallest country in the world in terms of area, but it packs a punch for tourists. A visit to Valletta is a must for those who prefer history. Constructed on a small peninsula, this historical city was declared a World Heritage site by UNESCO and features the ‘Saluting Battery’ of cannons that go off at noon and 4 pm every day. Other highlights include St John’s Co-Cathedral, built between 1573-78, the Grand Master’s Palace, and the Upper Barrakka Gardens.

More adventurous travellers can test their skills on the 12 km long hike from Mgarr Harbour to the bays around Xlendi. Learning enthusiasts can gain knowledge of interesting facts at Esplora, which is one of Europe’s best interactive science centres. Or, for a more relaxed feel, take a stroll through Mdina's historic il-Foss. If you’re lucky, you might even catch a festival or concert taking place while you’re there. Other activities include kayaking around the Gozo coastline or diving into the 82ft deep Blue Hole. 

Malta has seen a significant 58% rise in popularity, reflecting its growing appeal among travellers in 2024. As far as reward seats are concerned, a return off-peak Economy seats will set you back 27,500 Avios and £1, and return off-peak Business Class reward seats are available for 48,500 Avios and £1.

Gran Canaria

Gran Canaria’s diverse landscape has earned it the title of a “mini continent.” It’s the second most visited Canary Island with a range of natural attractions. First on every traveller’s list is walking along the Maspalomas Dunes. These sandy dunes lead to the Playa Maspalomas beach, which provides a great contrast.

The Playa del Ingles provides plenty of bars and entertainment for a more nightlife and party vibe. Adventure seekers can explore underwater wonders aboard a submarine tour from Puerto de Mogán or join a boat cruise to watch dolphins in their natural environment. If you’re visiting as a family, the Palmitos Park is a great attraction for kids as it features exotic animals and birds in natural surroundings.

However, no trip to Gran Canaria is complete without visiting its iconic rock formation. Situated within Nublo Rural Park, Roque Nublo and Roque de la Rana are two giant slabs of rock formations that provide a beautiful contrast against the skyline. 

Gran Canaria has experienced a 58% increase in popularity, making it one of the top destinations for 2024. Travellers can use British Airways Avios for reward flights to Gran Canaria by either opting for return off-peak Economy reward seats for 27,500 Avios and £1 or return off-peak Business Class reward seats for 48,500 Avios and £1.

Tokyo

Travellers on a London Tokyo flight need to allocate their time efficiently to savour the breadth of experiences on offer in the city. Start by watching kabuki (theatrical dance) at the Kabuki-za theatre in Ginza for a closer look into the rich cultural legacy of Tokyo. For a stroll through pop culture, visit the Akihabara neighbourhood, and while you’re at it, browse through Chuo Dori stores for a trip down memory lane of arcade games and comics.

With over 200 Michelin stars awarded in this city, Tokyo is a foodie’s version of heaven. The Tsukiji fish market is a seafood lover’s paradise. Fashion mongers should head to Harajuku to immerse themselves in cutting-edge street fashion. For sports fans, catching a live Sumo wrestling match at Ryogoku Kokugikan is a must — just be sure to keep a close eye on the schedule at Ryogoku Kokugikan to align your trip with these annual events, which take place in January, May, and September.

Tokyo's popularity has increased by 42% in 2024 and British Airways has seen a sharp rise in London Tokyo flights this year. Travellers can purchase return off-peak Premium Economy reward seats for 100,000 Avios and £380 and return off-peak Business Class reward seats for 200,000 Avios and £550.

Lanzarote

One of the smaller Canary Islands, Lanzarote makes up for its limited size with a wide variety of attractions. Puerto del Carmen is a favourite among visitors for its lively array of restaurants, bars, and clubs that stay open late. Costa Teguise is home to the island's largest waterpark, and Playa de las Cucharas beach is a must-visit for its popularity and scenic beauty.

For those looking to take boat trips, Playa Blanca offers the perfect solution, with a ferry ride to Fuerteventura. Other attractions include the Timanfaya National Park, which takes visitors on a bus ride through the volcanic landscape, and the Haria Valley, commonly known as the valley of the 1000 palms.

With attractions such as these, Lanzarote has experienced a notable 31% increase in popularity. Travellers can get return off-peak Economy reward seats for 27,500 Avios and £1 and return off-peak Business Class reward seats for 48,500 Avios and £1.

Let the trends guide you

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