The irresistible allure of return destinations

Why are there places we just can’t get enough of?

No two travels are exactly same, even it means going back to the same favorite place over and over again. It’s Japan for me. I won’t tire of Tokyo’s 24/7 energy, Osaka’s food scene, and Kyoto’s sublime beauty. Hong Kong and Bangkok, too, are places I find myself returning to every now and then. 

Returning gives travelers the chance to witness transformations, providing a unique perspective on the changes a place has undergone over time.

Even the most intrepid travelers have a few places they find themselves booking a ticket to over and over again. I’m sure you can think of at least one destination, be it here on the good ol’ islands or somewhere beyond our shores. Is it Baguio for its cool breeze and artsy scene? Or Boracay for its sensational powder-white sand? Maybe New York City and its shiny skyscrapers and cosmopolitan vibe?

So why do travelers repeat destinations? Why are there places that don’t fall out of favor?

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The fab four

Data from the United Nations World Tourism Organization or WTO (see visualization here), shows that from 1997 to early 2020s, the same countries comprise the top five most visited destinations, only swapping places every now and then. Those five are France, Spain, Italy, the USA, and China

We don’t need reminding that 2020 was the first year which saw the world gripped by an unprecedented health emergency, and that year saw China slip quite quickly out of the top 15. As the world slowly emerged from the pandemic, a new country rose from the ranks to clinch the fifth place: Turkey

We have yet to see which countries will make it to the top five this year, and whether or not Turkey will get to keep its sweet spot or if China will stage a comeback—or maybe the entire top tier will see a rejig. After all, Mexico, Thailand, and even Vietnam have been seeing a surge in popularity among travelers, especially the younger, more adventurous ones.

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The Amalfi Coast in Italy has charmed travelers for years. The boot-shaped European country received 57 million tourists in 2023. All photos from Unsplash
France is more than just Paris—just look at this stunning lavender field in Provence.

For now, one thing is as clear as day: France, Spain, Italy, and the USA have been consistent travel favorites. These places draw travelers in the millions. In 2023, according to the WTO, France welcomed about 100 million visitors, Spain at least 85 million, the US saw 67 million travelers, and Italy had 57 million. 

Despite the horrors of 9/11 and shooting incidents, the US remains a steady favorite among travelers. The tried-and-tested troika of France, Italy, and Spain are staples in travel bucket lists, despite the occasional political upheaval and social unrest (Remember France’s Charlie Hebdo shooting and the 2015 Paris Attacks?). More recently, at least in some parts of España, a new travel challenge has emerged—hostile locals.  

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Playing favorites

It’s Japan for me. I won’t tire of Tokyo’s 24/7 energy, Osaka’s food scene, and Kyoto’s sublime beauty.

Going back to our central question, here are some reasons why travelers choose to revisit destinations rather than constantly seeking new ones. 

First is nostalgia. Returning to a familiar place evokes nostalgic and comforting feelings, according to an article in Intrepid Traveler. Travelers can reconnect with experiences that hold personal significance, allowing for introspection on how they have changed over time while looking back on fond memories. This is the reason why I love going back to the places I mentioned earlier. Hong Kong and Japan (and to some degree Italy, France, and Spain), are places that remind me of so many fun family moments. 

Return visits also allow for deeper connections with locals and cultures, per an article on the Huffpost. We’ve been to Japan often enough for us to no longer book hotels in places where we have made friends, such as Yokohama, Yamanashi, and Shizuoka. They would always insist on us staying over rather than booking a place to stay. They make the best tour guides, too!

Another reason is that warm fuzzy feeling of safety and comfort. We feel safer in familiar environments and this can enhance our overall enjoyment when traveling. The more frequent you visit a place, the more you feel secure. A word of caution, though, we must never be complacent despite knowing a place pretty well. I got pickpocketed at the Champs-Élysées-Clemenceau metro station in Paris before, and the experience still sends chills down my spine. 

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New York is one of those cities many tourists visit over and over.
Barcelona’s art treasures, such as Antoni Gaudí’s Parc Guell, make it a destination worth coming back to again and again.

Knowing the layout of a place also reduces stress associated with travel logistics, making it easier for travelers to explore at their own pace. I’ve grown to be quite familiar with Tokyo’s railway system—often described like a dish of spaghetti—which saves us time and keeps us from getting lost. In the few instances we lose our bearings, well, it’s just another opportunity to discover a new favorite place in our favorite city!

The pull of going back is also strong in places like the fab four. Countries like Italy, France, Spain, the US beg for a return ticket for one simple reason: once is never enough. These destinations have so much to offer, and going back is a chance to have a more nuanced understanding and deeper appreciation of a particular place.

There’s more to France than Paris, for example. Italy’s landscape to its north changes so dramatically when you start traveling down to the south. Spain’s and Japan’s comunidades/prefectures each have their own must-try culinary delights that a single trip (perhaps even a lifetime!) is not enough.  

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Lastly, it’s nice going back to a place and seeing how much it has evolved. Returning gives travelers the chance to witness transformations, providing a unique perspective on the changes a place has undergone over time. I first visited Bangkok in 1997, and back then it looked uncannily like home. I’ve returned a few times since, with every visit a (heartbreaking) reflection on how Metro Manila could have been had we elected better public servants.

These said, no two travels are exactly same, even it means going back to the same favorite place over and over again. So when you’re feeling that all-too familiar pull to your go-to destination, go ahead, book that flight and make new memories at an old favorite.

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