A new study conducted by travel experts at Rustic Pathways has revealed the top countries to visit in 2025, based on Instagram's most popular travel-related hashtags.
Researchers analyzed millions of Instagram posts across countries’ hashtags related to travel - including ‘#[country]travel’ and ‘#[country]vacation’ - to identify the most Instagram-worthy destinations to visit in the New Year.
Each country was evaluated based on the total number of posts under each hashtag. The number of posts under each were then averaged to reveal the final rank of the most popular places to visit.
Japan ranked as the best country to visit with over an average of 3.2 million posts under travel-related hashtags. The most popular hashtag was #japantravel, attracting 6.4 million posts—more than any other hashtag analyzed in the research.
Italy followed in second place with an average of 2,287,000 Instagram posts. Italy is the second-most popular country under both ‘travel’ and ‘vacation’ type hashtags with 4.3 million under #italytravel and 274,000 posts under #italyvacation.
Thailand ranked third with an average of 1,475,500 posts under travel hashtags. The country saw 2.9 million posts under #thailandtravel and only 51,000 posts under #thailandvacation. This suggests it’s better for long-term exploration than shorter trips.
India came fourth with an average of 1,057,100 travel posts, including 2.1 million posts under #indiatravel. As the seventh-largest country, there are vast landscapes and cultural treasures to explore, making it best suited for longer journeys. This is reflected by having far fewer posts under #indiavacation (14,200).
Iceland, famous for its clean landscapes and geothermal waters, ranked fifth with an average of 1,004,371 posts under travel-related Instagram hashtags. The country saw the most posts under #icelandtravel at two million posts.
Taiwan claimed the sixth spot with an average of 951,310 travel posts. The country’s rich culture draws visitors from all over the world, but it is less of a short-term vacation spot with only 2,619 posts under #taiwanvacation.
Sri Lanka ranked as the seventh-best country to visit with an average of 906,600 posts under travel hashtags including 1.8 million under #srilankatravel. Its stunning scenery and rich culture make it a unique travel destination for all types of travel.
Vietnam secured the eighth spot with an average of 856,800 travel posts on Instagram. On average, Americans search ‘Vietnamese food near me’ 98,000 times per month.
Spain ranked in ninth with an average of 782,450 posts under travel-related hashtags. Whether for city tours or relaxing getaways, Spain offers diverse experiences with 1.5 million posts under #spaintravel and 64,900 under #spainvacation.
Mexico rounds out the top ten best countries to visit according to Instagram with an average of 762,450 travel posts. It recorded 1.4 million posts under #mexicotravel and 125,000 under #mexicovacation, making it the perfect destination for adventure.
The top ten Instagram travel destinations
Shayne Fitz-Coy, CEO of Rustic Pathways commented on the results: “Instagram has become an invaluable tool for prospective travelers, offering a more personal perspective on popular destinations. The results of the study highlight not only the most visually stunning locations, but also those that offer diverse travel experiences for all.
“While some posts may be filtered or curated, with some of us experiencing the ‘Instagram vs reality’ effect, they still provide a more authentic glimpse into real travel experiences compared to traditional advertisements. The platform’s diversity of content—from hidden gems to iconic landmarks—makes it a fantastic resource for planning your next adventure.
“Just remember, popular spots may come with larger crowds, so balance inspiration with your own travel preferences for the best experience.”
