The study by the travel experts at Bounce analysed Pinterest Trends Index scores, to reveal the global destinations increasing (& decreasing) the most in popularity.
Top 10 Destinations Increasing in Popularity:
| Rank | Destination | Country | Pinterest Index Score Increase (%) |
| 1 | Rio de Janeiro | Brazil | 286% |
| 2 | Ubud | Indonesia | 284% |
| 3 | Jaipur | India | 154% |
| 4 | Hawaii | United States | 127% |
| 5 | Austin | United States | 113% |
| 6 | Kuala Lumpur | Malaysia | 111% |
| 7 | Stockholm | Sweden | 107% |
| 8 | Amsterdam | Netherlands | 100% |
| 9 | Kyoto | Japan | 96% |
| 10 | Cairo | Egypt | 90% |
Taking first place is Rio de Janeiro, Brazil, which has seen its searches on Pinterest increase by an incredible 286% in the last twelve months. Rio is known for its stunning beaches, such as Copacabana and Ipanema. The city has also recently taken steps to improve its safety for tourists, by increasing security measures.
In second, narrowly missing out on the top spot is Ubud, a town in Bali, Indonesia, where interest has increased by 284% since last year. Bali in general has experienced an increase in popularity in recent years, due to its stunning natural beauty, unique culture, and affordable prices.
Top 10 Destinations Decreasing in Popularity:
| Rank | Destination | Country | Pinterest Index Score Decrease (%) |
| 1 | Dubrovnik | Croatia | -42% |
| 2 | Amalfi Coast | Italy | -27% |
| 3 | Shanghai | China | -26% |
| 4 | Las Vegas | United States | -24% |
| 5 | Santorini | Greece | -24% |
| 6 | San Francisco | United States | -23% |
| 7 | Cinque Terre | Italy | -22% |
| 8 | Istanbul | Turkey | -19% |
| 9 | Philadelphia | United States | -15% |
| 10 | Naples | Italy | -14% |
Destinations where Pinterest popularity has declined the most in the last twelve months include Dubrovnik, Croatia (42% decline). The historic city has a rich cultural heritage and stunning natural beauty. However, spurred on by acting as a filming location for Game of Thrones, there’s a feeling that Dubrovnik has been suffering from over-tourism in recent years.
The Amalfi Coast, Italy has also seen a decrease in Pinterest searches (27%). Like Dubrovnik, the Amalfi Coast is undoubtedly beautiful and charming, but this has also led to huge numbers of tourists, which may take the magic away for some.
Further Study Insights
When analysing tourist attractions, the Palace of Versailles, France, has seen the greatest increase in popularity (56%). However, Golden Gate Bridge, San Francisco, has seen the greatest decrease (43%).
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