2026 is shaping up to be a year of reinvention for global tourism. Traveling will no longer just mean moving from one point to another, but doing so in a more conscious, sustainable and meaningful way. This is revealed by Expedia Group in its new annual report Unpack ‘26: The Trends in Travel, a study based on more than 24,000 travelers from around the world that identifies the seven main trends that will define how we explore the planet in the coming months.
According to the report, tourism is heading into a new era: one that combines respect for destinations with authentic experiences, human connection and cultural curiosity.
Smart and sustainable tourism
For the first time, Expedia presents the Smart Travel Health Check, a pioneering tool inspired by the World Travel and Tourism Council (WTTC). Its purpose is to identify and recognize destinations that manage to balance tourism growth with sustainability, protecting their natural environment and cultural identity.
“Some of my most unforgettable travel memories come from immersing myself in local cultures, supporting regional economies and discovering off-the-beaten-path places,” said Ariane Gorin, CEO of Expedia Group. “With one billion monthly searches, we have a responsibility to drive a future of travel that is smarter, more sustainable and respectful of the places we visit.”
The WTTC welcomed this initiative, highlighting that it promotes responsible growth models that strengthen local communities and guarantee the long-term resilience of tourist destinations.
Destinations of the year 2026
Based on millions of daily searches, Expedia highlights destinations that gain popularity before going viral. Several of them meet the criteria of the Smart Travel Health Check, consolidating themselves as models of responsible tourism.
According to the report, these are the most searched destinations:
- Big Sky, U.S. – 92%
- Okinawa, Japan – 71%
- Sardinia, Italy – 63%
- Phu Quoc, Vietnam – 53%
- Savoie, France – 51%
- Fort Walton Beach, U.S. – 45%
- Ucluelet, Canada – 44%
- Cotswolds, U.K. – 39%
- San Miguel de Allende, Mexico – 30%
- Hobart, Australia – (no percentage indicated).
Fan Voyage: sports with a local soul
With 57% of travelers interested, 2026 will be a year to experience the traditional sports of each country: from sumo in Japan to muay Thai in Thailand. Young travelers (Gen Z and millennials) are looking for more than a show: they want to be part of the local culture and community.
Hotels.com: architecture with history and the “Hotel Hop” phenomenon
Hotels.com points to a growing demand for recycled or restored accommodation, such as former schools or stations converted into design hotels, a trend called “Salvaged Stays”.
In addition, the “Hotel Hop” emerged, a practice adopted by 54% of travelers who prefer to stay in several hotels within the same destination to discover different neighborhoods or get better rates. Tokyo, Phuket, London, Paris and Honolulu are among the most popular cities for this trend.
Vrbo: trips to read, relax and reconnect
The vacation rental platform Vrbo highlights two new currents:
- Readaways: getaways inspired by reading, ideal for book clubs and travelers seeking rest, disconnection and intimate moments with their loved ones. Notable examples include The Book House No. 43 (Ohio, EE. UU.), Lyra (Australia) o The Literary House (Sorrento, Italia).
- Farm Charm: the rise of rural tourism, where 84% of travelers are interested in stays on farms, outdoor activities and connection with nature. The most searched activities include hiking (73%), interacting with animals (62%), and harvesting fresh produce (42%). Among the most popular accommodations are Cider Hill Haven (Vermont), Moorhall Farm (Inglaterra) y Bless Homestead (Australia).
Set-Jetting: when series dictate destiny
Traveling to places where series and movies are filmed is back with a vengeance. More than 80% of young travelers plan getaways inspired by their favorite productions, driving a phenomenon that could reach $8 billion in the US alone by 2026.
From the hills of Yorkshire (United Kingdom) to the shores of Croatiatelevision sets become true dream destinations. And while waiting for the next location The White Lotus In France, travelers are already looking to relive their favorite movie moments in real life.
The traveler of the future seeks more human, sustainable and cultural experiences. From literary retreats to rural farms, restored hotels to film sets, Unpack ’26 confirms that the tourism of tomorrow will be as diverse as it is inspiring.
For more details of the report, visit: expedia.com/unpack26.
The post UNPACK ’26: This is how we will travel the world in 2026 according to Expedia, Hotels.com and Vrbo appeared first on Veritas News.
