The Pinterest travel index
As winter draws to a close, attention inevitably turns to summer travel plans. And if you’re suffering from a bit of wanderlust, then where better to turn for inspiration than Pinterest?
Pinterest is the perfect place to discover new travel destinations, plan your itinerary, and find helpful tips and advice from fellow travelers.
But which destinations have been trending on the platform in the last twelve months?
Pinterest Trends gives each keyword an index score out of 100, which shows its relative popularity over time. We’ve analyzed these scores for some of the most popular travel hotspots and tourist attractions to reveal which destinations we are searching for more than ever and which have seen a decline in our attention.
While Rio de Janeiro has experienced something of a boom in the last twelve months, other destinations such as Dubrovnik have seen visitors look elsewhere. Check out the full list of the risers and fallers below!
Which destinations have grown in popularity the most?
1. Rio de Janeiro, Brazil - 286% increase
Taking first place is Rio de Janeiro, Brazil, which has seen its searches on Pinterest increase by an incredible 286% in the last twelve months.
Rio is known for its stunning beaches, such as Copacabana and Ipanema. The beaches are known for their crystal-clear waters, soft sand, and stunning views of the surrounding mountains. Visitors can sunbathe, swim, surf, and participate in a variety of beach activities.
The city also hosts annual events such as Carnival, which is known worldwide for its vibrant music, dance, and colorful costumes.
One of the reasons interest has been on the up could be that it has recently taken steps to improve its safety for tourists. The city has increased its police presence, implemented surveillance cameras, and invested in other security measures to reduce crime rates. As a result, tourists can now enjoy the city's attractions whilst feeling safe.
2. Ubud, Indonesia - 284% increase
In second, narrowly missing out on the top spot is Ubud, a town in Bali, Indonesia, where interest has increased by 284% since last year. Bali in general has experienced an increase in popularity in recent years, due to its stunning natural beauty, unique culture, and affordable prices.
The town of Ubud though has specifically grown in popularity due to its growing cultural scene, featuring a traditional art market, and with festivals such as the Ubud Food Festival (UFF) being founded recently.
The town is also known for its population of monkeys. The Ubud Monkey Forest sanctuary is one of the area’s most popular attractions, home to over 700 Balinese long-tailed monkeys.
Ubud’s unique blend of culture, spirituality and natural beauty makes it an attractive destination for those seeking a more authentic and immersive travel experience.
3. Jaipur, India - 154% increase
Another Asian destination comes in third place, with Pinterest searches for Jaipur in India increasing by 154% in the last year.
Known as the “Paris of India” and the “Pink City” due to its pink sandstone buildings, Jaipur is popular due to its rich history, cultural heritage, and stunning architecture.
The city's most famous landmarks include the Hawa Mahal, a palace with a beautiful facade made of pink sandstone, and the Amer Fort, a sprawling hilltop palace complex with ornate courtyards, gardens, and temples. Visitors can also explore the City Palace, which houses an impressive collection of art, artifacts, and weapons.
Tourism to India has been rising more generally in recent years and Jaipur’s popularity has also increased after the recent modernization and expansion of the airport made it more accessible to visitors.
Which destinations have declined in popularity the most?
1. Dubrovnik, Croatia - 42% decrease
One of the destinations where Pinterest popularity has declined the most in the last twelve months is Dubrovnik, Croatia.
Located on the Adriatic Sea in the southern part of Croatia, Dubrovnik is a historic city with a rich cultural heritage and stunning natural beauty that attracts visitors from all over the world.
However, spurred on by acting as a filming location for Game of Thrones, there’s a feeling that Dubrovnik has been suffering from over-tourism in recent years.
Perhaps this explains why its popularity on Pinterest has dropped by 42%, with travelers looking to avoid the crowds.
2. Amalfi Coast, Italy - 27% decrease
The Amalfi Coast is a stunning coastal region located in southern Italy, along the Sorrentine Peninsula, known for its beautiful natural scenery, charming towns, and historic landmarks.
Like Dubrovnik, the Amalfi Coast is undoubtedly beautiful and charming, but this has also led to huge numbers of tourists, which may take the magic away for some.
The huge number of vehicles traveling to the area has led to new rules restricting the number of tourists. During peak hours in peak season, drivers whose number plate ends in an odd number can only access roads on odd-number days and vice versa for even numbers.
The sheer number of people visiting the area may be putting off people visiting, with Pinterest searches down by 27% in the last year.
3. Shanghai, China - 26% decrease
Not too far behind the Amalfi Coast with a 26% decrease is Shanghai, China. The reason for this is likely tied to the continuing COVID rules in China, with the government still imposing strict restrictions.
Until recently, China had been continuing to pursue a ‘zero COVID’ policy, enforced by strict lockdowns. When fully open, Shanghai is a vibrant and cosmopolitan city that offers a unique blend of modernity and tradition, with its stunning skyline, world-class cuisine, rich cultural heritage, and vibrant nightlife.
Which tourist attractions have grown in popularity the most?
1. Palace of Versailles, France - 56% increase
In terms of tourist attractions, the one that has seen the biggest increase in popularity on Pinterest over the last year is the Palace of Versailles in France.
The Palace, also known as Château de Versailles, has seen its popularity increase by 56% in the last twelve months.
Originally built as a hunting lodge by King Louis XIII in the 17th century, the Palace was later expanded and transformed into a magnificent palace by his son, King Louis XIV, and is renowned for its lavish architecture, stunning gardens, and rich history
2. Eiffel Tower, France - 48% increase
In second is another iconic French landmark, the Eiffel Tower, with a 48% increase in Pinterest searches.
The Eiffel Tower is, of course, one of the most well-known landmarks in the world, so it’s somewhat surprising that its popularity is still increasing. The City of Light has also experienced a new wave of interest after the success of the Netflix show Emily in Paris launched in 2020.
Designed by Gustave Eiffel and completed in 1889, the tower was built to serve as the entrance arch for the World's Fair held that year. It quickly became a symbol of Paris and a must-see attraction for tourists from all over the world. As well as admiring it from afar, tourists can also visit the top of the tower with multiple levels to access.
3. Disneyland Paris, France - 40% increase
Interestingly, all three of the top three attractions are located in Paris, with searches on Pinterest for Disneyland Paris increasing by 40% in the last year.
Also known as Euro Disney, the park is located in Marne-la-Vallée, a suburb of Paris, and opened in 1992. It has since become one of the most popular tourist destinations in Europe, attracting millions of visitors every year. The last year marked the park’s 30th anniversary, which could have contributed to the increase in interest.
Which tourist attractions have declined in popularity the most?
1. Golden Gate Bridge, United States - 43% decrease
The attraction where searches on Pinterest have decreased the most is the Golden Gate Bridge, dropping by 43%. The Golden Gate Bridge is an iconic suspension bridge located in San Francisco, California, USA.
It spans the Golden Gate strait, connecting San Francisco to Marin County. The bridge is considered one of the world's most beautiful bridges and is one of the most recognized landmarks in the United States.
Tourism to California has experienced a relatively slow recovery after the pandemic with the state also suffering from wildfires.
2. Colosseum, Italy - 41% decrease
Another iconic landmark that has seen its Pinterest popularity decline in the last year is the Colosseum in Rome.
The Colosseum is an ancient amphitheater that was built almost 2,000 years ago during the Flavian dynasty and was originally called the Flavian Amphitheatre. The construction of the Colosseum began in AD 72 and was completed in AD 80.
Over the centuries, the Colosseum has suffered damage due to earthquakes, fires, and vandalism. Despite this, it remains one of the most impressive and iconic structures of ancient Rome.
3. Tulum, Mexico - 31% decrease
The attraction with the third biggest decrease is Tulum, in Mexico, which saw searches decrease by 31% in the last year. The archaeological site, also known as the Mayan ruins of Tulum, is an important historical and cultural landmark located in the town of Tulum on the eastern coast of the Yucatan Peninsula in Mexico.
The ruins of Tulum were once part of a thriving Mayan city that was at its peak from the 13th to the 15th centuries. However, there have been concerns about the ecological impact of the large numbers of tourists visiting the site, which may have put some people off.
Methodology
First, we used various articles to identify some of the most popular travel destinations and tourist attractions in the world, which you can view here.
For each destination, we took the Pinterest Trends index score for the week ending February 16, 2023, and compared this to the score for the week ending February 17th, 2022, calculating the difference between them.
The Pinterest Trends index score is a measure of the popularity of a search term relative to its popularity over time. It is calculated by comparing the search volume for a given keyword during a specific period to the search volume for the same keyword during a baseline period.
Over the selected period, the week saw the peak searches for that term score 100, with the scores for all other weeks being calculated relative to this.
