Published on
October 20, 2025
By: Tuhin Sarkar
In 2026, the US joins Mexico, Japan, Italy, and Australia in becoming the ultimate trendsetter in travel, leading a new wave of destinations and experiences that are set to redefine the future of tourism. These travel trends, unlike anything you’ve seen before, are transforming the way people explore the world.
With hidden gems gaining unprecedented popularity, the US and its fellow countries are shaping the travel landscape, offering unprecedented opportunities for adventure and culture. Don’t miss out on the next big thing in global travel – read on to discover the trends you won’t see coming and be the first to experience them!
United States: Big Sky, Montana, and Fort Walton Beach Lead the Charge
The United States is witnessing a surge in interest for destinations that were previously off the radar. In 2026, Big Sky, Montana, is experiencing a 92% increase in search demand, while Fort Walton Beach, Florida, saw a 45% uptick in interest. These destinations are gaining momentum as travellers look for alternatives to mainstream tourist spots. Big Sky’s vast open landscapes and outdoor activities appeal to nature lovers, while Fort Walton Beach’s family-friendly vibe draws those seeking a more relaxed coastal experience.
These destinations, along with others like San Miguel de Allende and Savoie, France, show a shift in preference towards quieter, more peaceful getaways. This trend also aligns with Expedia’s Smart Travel Health Check, which recognises destinations that focus on sustainability and responsible growth.
Mexico: San Miguel de Allende’s Cultural Appeal
Mexico’s San Miguel de Allende has become a prime destination, with search interest growing by 30%. Renowned for its colonial architecture, vibrant arts scene, and thriving food culture, the town has become increasingly popular among those seeking an immersive cultural experience. The rise of interest in San Miguel de Allende is part of a broader trend of travellers looking for destinations that offer both rich cultural experiences and scenic beauty.
Alongside this, sports tourism in Mexico is also flourishing, with events such as Lucha Libre drawing visitors from around the world. This cultural immersion, combined with sports, has become a key factor in Mexico’s growing tourism sector.
Japan: Okinawa’s Cultural Appeal and Sports Tourism Growth
In Japan, Okinawa leads the charge with a 71% increase in search interest. Known for its tropical climate, crystal-clear waters, and rich cultural heritage, Okinawa is becoming a popular spot for travellers seeking both relaxation and immersion in local culture. Okinawa is one of the six destinations selected for Expedia’s Smart Travel Health Check, aligning with the company’s sustainability goals.
Furthermore, sports tourism in Japan is set to thrive. Sumo wrestling, a traditional Japanese sport, is highlighted as a major draw for international visitors in 2026. This trend of combining sports with cultural experiences is seeing increased interest, particularly among younger generations, with 69% of Singaporean Gen Z travellers likely to attend regional sports events during their trips.
Italy: Sardinia and Sustainable Travel Choices
Sardinia, Italy, is one of the standout destinations for 2026, with search interest increasing by 63%. Known for its stunning beaches, rich history, and gastronomic delights, Sardinia offers an ideal mix of relaxation and adventure. The island’s sustainable travel initiatives, including eco-friendly accommodations and responsible tourism practices, align with the growing demand for sustainable travel options.
With more travellers seeking destinations that promote environmental sustainability, Sardinia’s efforts to preserve its natural beauty through responsible tourism are being recognised globally. Sardinia, along with other Italian regions, is positioning itself as a leader in the growing trend of sustainable tourism.
Vietnam: Phu Quoc’s Rising Popularity
Vietnam’s Phu Quoc island, with a 53% increase in search demand, is set to become a major travel hotspot in 2026. Known for its beautiful beaches, pristine waters, and vibrant local culture, Phu Quoc is an ideal destination for those seeking an exotic beach vacation with a touch of local charm. The rise in interest reflects a broader trend in Vietnam, as the country’s tourism sector continues to grow, with more travellers looking for eco-conscious and sustainable holiday options.
Expedia’s focus on Smart Travel Health Check further highlights Phu Quoc’s commitment to maintaining its ecological balance while offering unforgettable travel experiences.
Australia: Hobart, Tasmania Gains Popularity
In Australia, Hobart, located in Tasmania, is attracting attention with a 25% increase in search demand. Known for its picturesque landscapes, unique wildlife, and vibrant arts scene, Hobart is an ideal destination for travellers looking to escape the crowds of Australia’s larger cities. The city offers a mix of outdoor activities, including hiking and wildlife tours, making it a top choice for nature enthusiasts.
The rise of Hobart as a top destination ties into the broader trend of travellers seeking quieter, less commercialised locations that provide an authentic experience. Hobart’s sustainable travel practices also align with the growing desire for eco-friendly tourism options in Australia.
France: Savoie and the Demand for Ski Tourism
In France, Savoie, a ski region known for its stunning Alpine views and world-class resorts, is seeing a 51% increase in search interest for 2026. The trend towards winter sports destinations, particularly ski holidays, is gaining traction as travellers look for active vacations in scenic locations. The demand for ski tourism is expanding, with more visitors seeking adventure, relaxation, and breathtaking views.
Savoie’s emphasis on sustainable tourism practices, including eco-friendly accommodations and responsible skiing operations, aligns with the increasing demand for more sustainable options within the travel industry.
United Kingdom: Cotswolds’ Timeless Charm
The Cotswolds in the United Kingdom is a destination that appeals to those seeking an idyllic rural getaway. With a 39% increase in search demand, this charming region, known for its rolling hills, quaint villages, and historic cottages, is becoming increasingly popular among travellers looking for a peaceful retreat. The area is ideal for hiking, cycling, and exploring traditional English countryside life.
The rise in demand for the Cotswolds is part of a broader trend of seeking quieter, less commercialised destinations that offer natural beauty and a slower pace of life.
The Shift Towards Sustainable and Unique Travel Experiences
The findings from Expedia’s Unpack ’26: The Trends in Travel™ report highlight a key shift in the global travel industry: travellers are increasingly seeking emerging destinations that offer a mix of sustainability, culture, and unique experiences. From the hidden gems of the U.S. and Japan to the natural beauty of Vietnam and Australia, these destinations are rising in popularity as more people look beyond traditional tourist hotspots.
With trends such as Fan Voyage, sustainable accommodations, and Set-Jetting, the travel landscape for 2026 promises to be diverse, responsible, and immersive. The data points to a future where travellers prioritise responsible growth, cultural immersion, and environmental stewardship, ensuring a more sustainable and rewarding travel experience for all.
Input: Expedia
