Unexpected destinations: America’s top 10 favorite places

From surfing in Madagascar to camel racing in the United Arab Emirates to attending one of the world’s hippest musical festivals in Iceland…these are just some of Americans’ favorite things to do and reflect the trend that personal interests play  a major role in vacation planning.

According to the survey conducted by American Express Travel, 87% of respondents indicated that personal interests drove the majority of their vacation plans and 57% said they were willing to travel any distance to explore their personal interests. Below are some of America’s top ten passions – and unexpected destinations in which they can be discovered:

1. Culinary – While Europe, and in particular, Italy, comes to mind, private culinary shopping tours and cooking classes in Vietnam are increasingly popular. France’s colonization left a profound imprint on Vietnam’s gastronomic fare, resulting in a unique blend of tastes and textures that cannot be experienced anywhere else in Asia.

 2. Family Events – Lake Garda, Italy’s largest lake region, is an ideal location for a family vacation. Located near Lake Cuomo and nestled between the glamorous capitals of Venice and Milan, the region is a favorite among Italians, Germans and Swiss because it offers something for everyone – kid-friendly attractions, golf, spa, shopping, nightlife and fine dining – among awe-inspiring scenery.

3.  Music – Iceland is the locale for those in search of a vibrant music scene with popular indie bands, punk rock, electronic music and Icelandic folk music acts. Iceland Airwaves, an annual music festival held in Reykjavik every October, has become the showcase for emerging talent and a “must-do” for music insiders. Indeed, Rolling Stone magazine dubbed it, “the hippest long weekend on the annual music-festival calendar.” 

4.  Fitness and Exercise – Madagascar, an island in the Indian Ocean off the southeastern coast of Africa, doesn’t typically come to mind as a surfing destination. However, it is increasingly known for its impressive waves and incredible scenery. And for now, the best part is that most surfers will have the waves to themselves.

5.  Education/Learning – Situated on the Malabar Coast of India, Kerala offers travelers a wealth of knowledge. Its region is especially known for ecotourism, and its cultural landscape includes historical monuments, forts, palaces, and memorials. Its Madurai, is an ancient temple of learning, and a voyage through Kerala’s village life, studded with paddy farmers and floating markets, aboard a traditional rice boat, is a one-of-a-kind educational experience.

6.  History – Not many history buffs would consider St. Augustine, Florida their ultimate destination. However, this city celebrated its 400th birthday back in 1965. Founded by the Spanish in 1565, it is where the nation’s first schools, hospitals and banks were built. St. Augustine lays claim to the first European birth in the New World and is the oldest town plan in the United States. It was here where the first Thanksgiving actually took place, not at Plymouth Rock.

7.  The Arts –  It’s not Cannes, but Beirut, Lebanon is home to one of the largest film industries in the Middle East. Launched to encourage young talent and create awareness of film in the region, the highly competitive Beirut International Film Festival, regarded as the region’s most prestigious, is held each year in October and screens feature and student films from all over the Middle East. 

8.  Wines/Champagne – Thomas Jefferson helped launch the wine industry in Virginia more than 200 years ago when he set out to turn a corner of his world into an area that rivaled Europe’s most celebrated wine regions. Today, Virginia is considered the sixth most important wine region in the United States, with over 130 wineries, harvesting noteworthy Chardonnays, Cabernet Francs, Petit Verdots, Viogniers and wines made from the state’s native Norton grape, that have won both national and international accolades. More than 30 of Virginia’s wineries are found within 40 miles of Thomas Jefferson’s former hometown and attract half a million tourists every year.

9.  Fashion/Shopping – Far from the catwalks of fashion capitals Milan, Paris and New York, Durban, South Africa boasts a thriving fashion scene, and its annual Sanlam SA Fashion Week (SSAFW) is the pinnacle. Since its inception ten years ago, SSAFW has become South Africa’s most visible fashion forum, showcasing the country’s emerging and top designers.

10. Sporting Events – Racing aficionados can add a new form of this spectator sport to their roster by taking in some camel racing— a popular sport in Saudi Arabia, Bahrain, Qatar and the United Arab Emirates. Racing in the United Arab Emirates takes place every week during the cooler winter months and culminates with their annual festival in April. An unexpected, but popular, destination for camel racing is Australia for the annual Camel Cup held at Alice Springs.

By Chitra Mogul