Travel destinations all have a unique appeal, but some evoke a special sense of wonder and adventure and almost transport visitors to another world.
Whether they have other-worldly natural beauty or are part of ancient local myths and legends, these destinations captivate the imagination.
But which of these fairytale destinations are the most loved? To find out, the team at Slingo has analysed each based on its popularity on Google and social media and the number of Tripadvisor reviews that mention the place being “magical.”
What are the most magical destinations overall?
1. Machu Picchu, Peru - 9.64 out of 10
Annual Google searches: 19.3 million
Instagram posts: 2.4 million
TikTok posts: 196,100
“Magical” Tripadvisor reviews: 4.2%
Machu Picchu, the ancient Incan city set high in the Andes Mountains of Peru, is the most magical destination. Renowned for its archaeological significance and breathtaking scenery, it attracts millions of curious travellers yearly. The site, built in the 15th century and later abandoned, remains shrouded in mystery and wonder. With nearly 20 million annual Google searches and a strong presence on social media, Machu Picchu continues to captivate a global audience. Its high percentage of "magical" reviews on TripAdvisor underscores its magical allure, making it the perfect mythical destination.
2. Petra, Jordan - 9.21 out of 10
Annual Google searches: 9.3 million
Instagram posts: 1.8 million
TikTok posts: 135,900
“Magical” Tripadvisor reviews: 3.8%
Petra, often referred to as the "Rose City" due to the colour of the stone from which it is carved, is Jordan's most treasured historical site. This ancient city, once the thriving capital of the Nabataean kingdom, is famous for its rock-cut architecture and water conduit system. Visitors to Petra can explore the iconic Treasury, the Monastery, and countless tombs and temples that blend seamlessly into the surrounding desert landscape. With over 9 million annual Google searches and a substantial presence on Instagram and TikTok, Petra's beauty and history continues to enchant visitors.
3. Stonehenge, United Kingdom - 8.54 out of 10
Annual Google searches: 12 million
Instagram posts: 924,917
TikTok posts: 23,400
“Magical” Tripadvisor reviews: 3.6%
Stonehenge, located in Wiltshire, England, is one of the most famous prehistoric monuments in the world. This enigmatic stone circle, believed to have been constructed between 3000 BC and 2000 BC, continues to intrigue scholars and tourists alike, and the purpose and method of its construction remain subjects of speculation. Stonehenge's enduring appeal is evident in the millions of Google searches it generates annually and its significant presence on Instagram, appearing in almost a million posts. With 3.6% of reviews on TripAdvisor describing it as “magical,” Stonehenge captures the imagination as a site of ancient mystery and significance.
What is the most searched magical destination?
Stonehenge, United Kingdom - 19.3 million searches
Stonehenge, located in Wiltshire, England, stands as one of the most iconic and enigmatic prehistoric monuments in the world, and it’s also the most searched magical destination, with over 19 million. This ancient stone circle, believed to have been constructed between 3000 BC and 2000 BC, continues to draw fascination and speculation about its origins, purpose, and the methods used for its construction.
What is the most picturesque magical destination?
Sintra, Portugal - 2.5 million Instagram posts
Sintra, a picturesque town in the foothills of Portugal's Sintra Mountains, is renowned for its stunning landscapes, historic palaces, and enchanting gardens. Known as a fairytale destination, Sintra's romantic architecture and lush scenery have made it a favourite among travellers and photographers. This has led to its status as the most Instagrammed magical destination, appearing in 2.5 million posts.
What is the most viral magical destination?
Machu Picchu, Peru - 196,100 TikTok posts
Machu Picchu, the ancient Incan city perched high in the Andes Mountains of Peru, is one of the most remarkable archaeological sites in the world. Known for its historical significance and breathtaking scenery, Machu Picchu has become the most TikToked magical destination, appearing in almost 200,000 posts highlighting its beauty and mystery.
What is the top fairytale destination?
Sintra, Portugal - 7.87 out of 10
Visiting Sintra is often described as stepping into a fairytale, and it takes its place as the top fairytale destination on our list, with the combination of grand palaces, historic castles, and lush gardens creating a sense of wonder. Sintra’s historical and cultural significance is enhanced by its UNESCO World Heritage status, which recognises the town's unique contribution to the world’s cultural heritage.
What is the top otherworldly destination?
Pamukkale, Turkey - 7.50 out of 10
Pamukkale, located in the Denizli Province of southwestern Turkey, is renowned for its surreal landscape of terraced hot springs and travertine pools. Known as the "Cotton Castle" for its white, cotton-like appearance, Pamukkale is a natural wonder that mesmerises visitors with its otherworldly beauty.
What is the top mythical destination?
Machu Picchu, Peru - 9.64 out of 10
Having already come out on top overall, it’s no surprise that Machu Picchu is also the highest-ranked mythical destination. Its rich history, stunning architecture, and breathtaking natural scenery make it a top destination, especially for those fascinated by ancient civilisations like the Incas.
The best “hidden gem” magical destinations
We also wanted to reveal more magical destinations that might fly under the radar. These places have many reviews describing them as “magical” but aren’t yet that popular on Google or social media.
1. Avenue of the Baobabs, Madagascar
The Avenue of the Baobabs in Madagascar is a surreal landscape lined with ancient baobab trees, some over 800 years old. These iconic trees create a majestic and otherworldly avenue, especially at sunrise and sunset. Despite its stunning beauty, this destination remains relatively undiscovered according to searches and social media stats, making it a true hidden gem for those seeking a mystical natural experience.
2. Reed Flute Cave, China
Reed Flute Cave in Guilin, China, is an impressive natural limestone cave adorned with multicoloured lighting that highlights its stunning stalactites, stalagmites, and rock formations. Often referred to as the "Palace of Natural Arts," the cave's illuminated interior creates an ethereal and otherworldly environment. Despite its awe-inspiring beauty, it remains less known to international tourists, making it a perfect hidden gem.
3. Waitomo Glowworm Caves, New Zealand
The Waitomo Glowworm Caves in New Zealand are renowned for their breathtaking display of bioluminescent glowworms. Visitors can take boat tours through the caves, where the glowworms create a starry-night-like effect on the cave ceiling. This enchanting and otherworldly experience attracts many visitors, yet due to the unique and magical nature of the glowworms, it still feels like a hidden wonder with low numbers, particularly on TikTok.
Methodology
A list of ‘magical’ destinations was created using the following sources:
- https://www.thediaryofanomad.com/fairytale-destinations-magical-places/
- https://www.earthtrekkers.com/fairytale-destinations-around-the-world/
- https://www.projectinspo.com/2016/09/12-magical-destinations-witness-in-your-lifetime/
- https://www.plumguide.com/journal/fairytale-destinations
Each destination was assigned a category (fairytale, otherworldly, or mythical) and then analysed on the following factors:
- The number of global Google searches for the destination between April 2023 and March 2024, sourced using Google Ads Keyword Planner.
- The number of Instagram posts that mention the destination using hashtags as of May 15th, 2024.
- The number of TikTok posts that mention the destination using hashtags as of May 15th, 2024.
- The percentage of reviews for the destination on Tripadvisor that contain the word “magical” as of May 15th, 2024.
Each destination was given a normalised score out of 10 for both factors before the scores were averaged.
The same process was followed for the “hidden gems” section, but lower figures scored higher for the first three factors to show the places with low popularity but a high number of “magical” reviews.
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