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 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
• Portgual

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.

Autumn season and Mountain Fuji at Kawaguchiko Lake, Japan. (Photo Credit: Goway Travel/tawatchai1990/Adobe Stock)

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. But travel industry experts say that’s no mistake.

“Fall travel to Japan is hugely popular, surpassed only by cherry blossoms season [in the spring,]” says Adeline Kuroki, of Savor & Soak Travel, which offers custom crafted Japan vacations. “Fall in Japan is beautiful with the autumn foliage in Japanese gardens and temple grounds and the weather is cool and very mild.”

Julian Kheel, founder and CEO of Points Path, a flight award search engine, says his company’s data shows that Tokyo remains one of the most searched fall destinations for travelers originating from large US cities. That even includes individuals from distant East Coast cities such as New York, Washington DC, and Atlanta.

“Japan is by far the number one destination in Asia searched for by our users,” Kheel says. “I’ve been there multiple times myself, and it’s a unique country with absolutely fascinating cities and regions, which is probably why it continues to remain popular.”

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.

Still, 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, says Kuroki.



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, says Kuroki.

“With the weaker yen, transportation, food, and activity costs are very reasonable compared with what they were pre-Covid,” Kuroki continues. “But with the huge influx of tourists the past two years, we’ve definitely seen a big increase in accommodation costs, which is not quite offset by the weaker Yen.”

Ponte Vecchio, Florence, Italy (Photo Credit: Courtesy AdobeStock)

Italy’s fall surge

While Italy is an eternally popular destination each summer, its newfound fall popularity is an intriguing development.

Danielle Oteri, founder of Feast Travel, which offers consultations, custom itineraries and small group tours that explore off-the-beaten-path regions of Italy, says the shift to fall travel may be a deliberate bid to avoid the summer crush.

“October is busier than the summer months this year because many people are trying to avoid the large crowds they saw on social media last year,” says Oteri.

Meanwhile, the so-called ‘White Lotus’(the popularity of Sicily driven by the so-named White Lotus Netflix series) effect is having a significant impact on prices tourists are finding once they arrive. Meaning, the average $8,029 price-tag for a trip to Italy is hardly surprising to Oteri.

“The White Lotus effect has caused three- and four-star hotels in Sicily to be renovated into 5-star hotels, causing an overall shortage of affordable places to stay,” she explains. “The infrastructure of Lake Como, a luxury destination since Roman antiquity, is strained as budget travelers arrive seeking to experience what they have seen on TikTok, causing big problems for locals, and a downgrade in the quality of services, as providers struggle to deliver at volume.”

The good news, adds Oteri, is that both the crowds and the high prices can be easily avoided if travelers are willing to look beyond the Instagram hot spots. In fact, says Oteri, amazing value and high-quality experiences are still abundant in the country.

“Italy has never been better, as services in the less famous areas have upgraded to attract those who seek both a relaxing vacation and an authentic cultural experience,” she says.

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