London – The Times and Sunday Times Travel Awards 2025 have officially opened voting, calling on global travelers to select the destinations, airlines, cruise operators, and hotels that define excellence in travel. The most prestigious recognition remains the award for Best Country, highlighting the importance of destination appeal in the international tourism market.
Nearly half a million votes were cast in the 2024 edition, underscoring the influence of travelers’ opinions in shaping perceptions of global destinations. Last year, Italy was voted the best country in Europe, while New Zealand secured the global category. Both countries have consistently dominated top rankings in recent years, alongside the UK.
Italy continues to attract voters with its unparalleled combination of art, history, cuisine, and lifestyle, while New Zealand has earned admiration for its landscapes, cultural richness, and reputation as one of the most unique travel experiences worldwide. The UK, despite competition, remains popular for its coastal beauty and cultural heritage, particularly among domestic and regional travelers.
Industry research reinforces these trends. According to YouGov, the top six European destinations for British travelers in 2025 are Spain, the UK, Italy, Greece, France, and Portugal. Kuoni highlights the Maldives, Thailand, Mauritius, and Sri Lanka as long-haul leaders, with the United States also enjoying strong demand despite political uncertainties.
The voting process offers more than recognition—it also engages participants with the chance to win significant travel prizes, including a £45,000 tour of India and an Antarctic expedition worth £20,000. For travel brands, destinations, and tourism boards, these awards serve as a valuable barometer of consumer sentiment and shifting preferences in a competitive global market.
As voting progresses, the industry will watch closely to see whether Italy and New Zealand retain their crowns or if other destinations emerge as global favorites. With 195 recognized countries worldwide, the results may highlight both established leaders and rising contenders in the tourism economy.
Your voice, as a traveler, remains central to defining which countries represent the best in global tourism. Voting for the 2025 awards is open now, with results set to shape the year’s most influential travel rankings.
