Expedia 2026 Travel Trends: Top Destinations in Japan, Italy, U.S., Thailand, France, and Australia, Immersive Experiences, and Unique Travel Styles Shaping the Future of Tourism

Published on
October 15, 2025

Expedia Group has unveiled its annual global travel trends report, Unpack ’26: The Trends in Travel, which delves into the shifts in traveler behavior and forecasts the destinations and experiences set to dominate the global travel landscape in 2026. This report highlights key insights into the emerging travel preferences and behaviors that will shape how people explore the world in the coming years. From Destinations of the Year to immersive sports tourism, and the rise of Set-Jetting, Expedia’s 2026 report offers a glimpse into the evolving dynamics of sustainable and experiential travel.

With data gathered from over 24,000 travelers in the UAE and across the globe, this report is based on first-party insights and real-world travel behavior, making it a valuable resource for understanding the future of travel.

Destinations of the Year: Exploring the Underrated Hotspots

Expedia’s 2026 Destinations of the Year list shines a spotlight on rising hotspots that are experiencing a surge in interest. These destinations have not yet gone viral, yet their appeal is growing rapidly due to the desire for less crowded and more sustainable travel options. Among the destinations highlighted are Big Sky, Montana (+92% search increase), Okinawa, Japan (+71%), and Sardinia, Italy (+63%). These emerging locations reflect a growing trend toward destinations that offer authentic and culturally rich experiences without the over-tourism seen in major cities.

Additionally, six of these destinations meet the criteria for Expedia’s Smart Travel Health Check—an innovative framework developed in collaboration with the World Travel & Tourism Council (WTTC). This framework recognizes destinations that offer rich travel experiences while proactively managing tourism in a way that respects both the local environment and the communities that call these places home. This initiative supports the growing emphasis on sustainable travel, ensuring that tourism does not compromise the local culture or natural resources.

Ariane Gorin, CEO of Expedia Group, emphasized that some of the most unforgettable travel moments come from immersing oneself in local cultures and supporting local economies. She pointed out that with 1 billion average monthly travel searches, Expedia Group is not just a marketplace but a catalyst for positive change in travel, championing responsible growth models that benefit both tourists and the destinations they visit.

Fan Voyage: Immersive Sporting Experiences on the Rise

The Fan Voyage trend captures the growing demand for immersive, local sports experiences. As international sports events grow in popularity, travelers are increasingly seeking ways to experience regional sporting traditions up close, rather than just attending major events. 86% of travelers from the UAE expressed interest in attending local sporting events as part of their trips, with Gen Z and Millennial travelers leading the charge.

From sumo wrestling in Japan to Muay Thai in Thailand, sports tourism is shifting from being just about watching a game to engaging with the culture and community that surrounds it. Banana Ball in the U.S., capoeira in Brazil, and baseball in South Korea are just a few examples of how travelers are getting in touch with the unique sporting traditions of various regions. For travelers, it’s not just about the sport itself—it’s about feeling like a local and connecting with the community on a deeper level.

The trend is expected to see major growth, with new and exciting sporting activities attracting adventurous travelers looking for authentic, off-the-beaten-path experiences.

The 2026 Set-Jetting Forecast: Traveling to Iconic Film Locations

The Set-Jetting trend continues to soar in popularity, with 81% of UAE travelers reporting increased interest in travelling to destinations inspired by their favorite films and TV shows. This phenomenon, which was first spotlighted by Expedia in 2022, has exploded into a potential $8 billion industry in the U.S. alone, with 59% of Gen Z travelers already planning getaways based on locations they’ve seen on-screen.

The 2026 Set-Jetting Forecast highlights some of the hottest cinematic escapes for 2026. From the picturesque hills of Tuscany, Italy, featured in Jay Kelly (Netflix), to the Peloponnese region of Greece, the backdrop for the epic The Odyssey, travelers are increasingly inspired to visit places they have seen in their favorite films and series. Other notable set-jetting destinations include Yorkshire, U.K. (inspired by Downton Abbey: The Grand Finale), Samoa, Polynesia (from Moana), and Dalmatian Coast, Croatia (featured in People We Meet on Vacation (Netflix)).

As travelers seek to step into the scenes of their beloved films, Set-Jetting is reshaping how people approach travel, transforming binge-watching into bucket-list adventures.

Emerging Travel Trends: Salvaged Stays, Hotel Hop, and Readaways

Expedia’s 2026 report also shines a light on several other noteworthy travel trends. These trends emphasize the emotional value of travel and the growing desire for meaningful, purpose-driven experiences.

• Salvaged Stays: More travelers are opting for upcycled hotels that preserve historical architecture while offering modern amenities. These include repurposed schoolhouses, train stations, and banks, offering guests a unique cultural experience.
• Hotel Hop: Travelers, particularly Gen Z and Millennials, are embracing the trend of booking multiple hotels within a single destination to experience different neighborhoods, luxury and budget stays, and even city breaks intertwined with events like concerts and festivals.
• Readaways: The surge in literary-themed travel has sparked a rise in demand for reading retreats, where travelers can unwind with their favorite books. This trend is driven by the BookTok phenomenon and has resulted in a 265% increase in Pinterest searches for “book club retreat ideas.”
• Farm Charm: With 84% of travelers expressing interest in staying on or near a farm, the slow travel movement is gaining momentum. Travelers are seeking unplugged experiences, such as birdwatching, gardening, and animal interactions to reconnect with nature.

Conclusion: The Future of Travel in 2026

As the travel industry continues to evolve, Expedia’s Unpack ’26 report offers a comprehensive look at the trends that will shape tourism in 2026 and beyond. From rising destinations and immersive sports experiences to the return of Set-Jetting and a focus on sustainable travel practices, the future of tourism looks bright and full of opportunities for both travelers and destinations. With these new trends gaining momentum, the future of travel is all about creating authentic, meaningful experiences that connect travelers with local cultures and offer new ways to explore the world.

[Source: Businesswire]