Fall Travel 2024: Higher Prices, More People Traveling and Italy Reigns Supreme

While it may be hard for more than a few of us to accept, summer is rapidly coming to a close.

It’s nearly time to say goodbye to those free-flowing, sun-drenched getaways and days filled with exploring (or lounging) to your heart’s content. School has already started in many places and fall is just around the corner.

Still, it seems not all travelers are ready to hang up their luggage.

New data from the travel insurance marketplace Squaremouth shows that despite the threat of frequent travel disruptions and an extremely active hurricane season looming, travel activity this fall is up by more than 8 percent.

Boomers are leading the travel game this fall, making up nearly half of all travelers at 47 percent, up from 34 percent last year.  Gen Z accounts for the smallest percentage of travelers for the coming months at 9 percent, down more than 18 percent from last year.

The Silent generation, meanwhile, seems to have generated the biggest leap in the number of travelers this fall, up 44 percent from last year at this time.

It’s not just Squaremouth data that’s showing a busy fall season ahead. A separate report from Virtuouso, the global luxury network of leisure travel advisors, reveals that sales for fall are up 27 percent versus 2023 and bookings are up 23 percent compared to last fall.

Italy is back on top

Italy also appears to be emerging as the clear winner this fall. For the first time in more than a decade, it is the most popular destination for Squaremouth users this coming season, surpassing the U.S. and Mexico. In fact, more than 12 percent of American travelers are opting to travel to Italy this fall, compared to about 8 percent during fall 2023, per Squaremouth.

Landing in second place for the fall popularity contest among Squaremouth globetrotters is the United States, followed by Mexico in third, Great Britain, and Spain.

Rounding out the top 10 most popular fall destinations are:

• France
• Canada
• Greece
• Japan
• Portugal

The Virtuouso data, meanwhile, also shows Italy faring well this fall, landing in second place in popularity behind the United States. Virtuoso’s top 10 list for the coming season is rounded out by France, Mexico, the United Kingdom, Spain, Saint Bart’s, Portugal, Canada, and Japan

This fall also marks the first time Portugal has made it into the list of top 10 destinations (on the Squaremouth list).”

Finally, the Squaremouth data analysis reveals that trip costs continued to rise throughout 2024 and that trend will continue into fall. The sticker price for the average fall trip has increased 36 percent year-over-year, ticking upwards from $5,907 in 2023 to a staggering $8,056 this fall.

Of the top 10 fall destinations in Squaremouth’s report, the priciest getaway is Japan, with an average trip cost in excess of $9,000 or more than double that of Mexico, where the average trip comes in at about $3,526.

The cost of visiting popularity-contest-winner Italy, meanwhile, is about $8,029 on average. A U.S.-based vacation costs about $4,908.

Japan’s continued popularity amid excessive trip costs

With such a steep sticker price, it may be puzzling to see Japan holding steady among the most popular destinations this fall.

The cost of visiting Japan, especially for higher end trips with five-star hotels, guides, and private drivers, can come as a surprise for travelers who expect prices to be similar to other bargain Asian destinations.

Amid recent headlines about the weaker Yen, the steep price tag for a vacation in Japan may be especially shocking. But there is some cost savings to be had in the country amid the Yen’s decrease in value compared to the dollar.

Japan also offers visa-free entry for US citizens on stays up to 90 days long and there are multiple non-stop flights each day that depart from many major US hubs – all of which is likely contributing to its ongoing popularity.

This article originally appeared in TravelPulse.