Expedia’s first-ever Smart Travel Health Check tackles
tourism’s biggest challenge: overcrowding.
From sports you’ve never heard of, to book club retreats,
salvaged hotels, and farm stays, 2026 trends flip the script on traditional
getaways.
(BUSINESS WIRE) -- Today, Expedia Group released Unpack ’26:
The Trends in Travel™. The annual global report, following last
year’s debut of UAE insights, highlights shifts in traveler behavior and the
destinations set to dominate itineraries in 2026.
From Destinations of the Year to salvaged hotels and reading
retreats, to Banana Ball and the return of Set-Jetting, the mix of trends in
Unpack ’26 offers a look at the future of travel. Each trend is backed by
first-party data and insights from 24,000 UAE-based and global travelers.*
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1. |
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Destinations of the Year: Expedia’s 2026
Destinations of the Year list highlights where interest is rising fast, even
in destinations that haven’t yet gone viral. |
Six of these hotspots also meet the criteria for Expedia’s
new Smart Travel Health Check — a first-in-travel framework from Expedia,
inspired by the World Travel & Tourism Council (WTTC). The Smart Travel
Health Check recognizes destinations that offer meaningful travel experiences
and proactively manage tourism in a sustainable way, helping to ease the strain
on the world’s most overvisited cities.
Ariane Gorin, CEO of Expedia Group, added, “Some of my most
unforgettable travel moments come from immersing myself in local cultures,
supporting local economies, and exploring less-traveled destinations. With 1
billion average monthly travel searches, Expedia Group isn’t just a travel
marketplace — we’re a catalyst for positive change. We have a responsibility to
shape the future of travel: one that’s smarter, more sustainable, and deeply
respectful of the places we go.”
“Expedia’s Smart Travel Health Check is an innovative
initiative that reflects the urgent need to embrace responsible growth models
that safeguard communities, protect cultural and natural heritage, and ensure
the long-term resilience of destinations,” added Christopher Imbsen, Vice
President Policy at WTTC. “By applying WTTC’s framework, Expedia is celebrating
destinations that work collaboratively to empower residents, strengthen
stewardship, and deliver richer, more meaningful travel experiences.”
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2026’s Destinations of the Year — Beyond
the Crowds* |
|||
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Destination |
% Search Increase |
Destination |
% Search Increase |
|
Big Sky, Montana, U.S. ✔️ |
+92% |
Fort Walton Beach, Florida, U.S. |
+45% |
|
Okinawa, Japan ✔️ |
+71% |
Ucluelet, Canada ✔️ |
+44% |
|
Sardinia, Italy |
+63% |
Cotswolds, U.K. ✔️ |
+39% |
|
Phu Quoc, Vietnam |
+53% |
San Miguel de Allende, Mexico |
+30% |
|
Savoie, France ✔️ |
+51% |
Hobart, Australia ✔️ |
+25% |
Explore each Destination of the Year here.
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2. |
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Fan Voyage: 2026 is a huge year for
international sports, but there’s a new wave of fanaticism all about
immersive, local experiences. Expedia’s Fan Voyage trend reveals
a surge in uniquely regional sporting experiences, with 86% of UAE travelers
saying they're likely to attend one while on a trip. |
From sumo wrestling in Japan to Muay Thai in Thailand, UAE
travelers — particularly Gen Z and Millennial travelers (80%) — are seeking
front-row seats to learn about timeless traditions. Fan Voyage shows it’s not
just about the game — it’s about community, culture, and feeling like a local.
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2026’s Hottest Fan Voyage Tickets* |
|||
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Sport |
Location |
Sport |
Location |
|
Sumo Wrestling |
Japan |
Banana Ball |
U.S. |
|
Muay Thai |
Thailand |
Capoeira |
Brazil |
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Curling |
Canada |
Lucha Libre |
Mexico |
|
Baseball |
South Korea |
Hurling |
Ireland |
|
Australian Rules Football |
Australia |
Caber Tossing |
Scotland, U.K. |
Check out how to get seats to Fan Voyage events here.
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3. |
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The 2026 Set-Jetting Forecast: Set-Jetting is
back — and bigger than ever. First spotlighted by Expedia in 2022 and
reintroduced with UAE insights last year, this trend of traveling to
destinations inspired by TV shows and movies is now projected to become a
potential $8 billion industry in the U.S. alone.* Interest is accelerating: |
|
|
• |
81% of UAE travelers say their desire to take a
set-jetting trip has increased in the past year. |
|
|
• |
59% of the emirate’s Gen Z travelers now plan getaways
based on what they’ve seen on screen. |
With The White Lotus’s next location in France still to be
officially confirmed, the 2026 Set-Jetting Forecast reveals the next wave of
cinematic escapes — from Greece as the backdrop of this year’s most-anticipated
film, to the mosaic hills of Tuscany. Set-Jetting is turning binge-worthy
moments into bucket-list adventures.
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The 2026 Set-Jetting Forecast |
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Location |
Film/Series Inspiration |
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Yorkshire, U.K. |
Wuthering Heights and Downton Abbey: The Grand Finale |
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Tuscany, Italy |
Jay Kelly (Netflix) |
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Samoa, Polynesia |
Moana (Live Action) |
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Dalmatian Coast, Croatia |
People We Meet on Vacation (Netflix) |
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Peloponnese, Greece |
The Odyssey |
|
Los Angeles, U.S. |
Nobody Wants This (Netflix) |
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Wellington, New Zealand |
Avatar: Fire & Ash |
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Palawan, Philippines |
The Last Resort |
Read more about Set-Jetting here.
Other Travel Trends coming in 2026:
Today’s travelers aren’t just seeking “hidden gems” or
“must-sees”; they’re focused on maximizing meaningful experiences and memories
on every trip. In today’s fast-paced world, Expedia has observed trends that
emphasize the emotional and inspirational value of travel.
- Salvaged
Stays: Next year, travelers are putting the “rest” in restoration
by checking into hotels that combine historical architecture with modern
amenities. There has been a surge in demand for upcycled retreats such as
former schoolhouses, train stations, and banks that offer guests a
comfortable stay filled with unique character and cultural relevance.
- Hotel
Hop: More than half of UAE travelers (81%) are making every trip
count by booking multiple hotels within a single destination. This
emerging trend — dubbed Hotel Hop — is driven by travelers’ desire to:
- Explore
different neighborhoods (52%)
- To
experience a budget stay and a luxury hotel (46%)
City breaks, island escapes, and event-driven travel such as
concerts and festivals are key motivators. The Hotel Hop trend is especially
popular among Gen Z and Millennial travelers, with one in four seeing
“bleisure” (business leisure) trips as the perfect opportunity to hop from one
stay to the next.
- Readaways: Trips
in 2026 are getting “lit” — literally. Travelers are seeking getaways
focused on reading, relaxation, and quality time with loved ones. As
#BookTok continues to dominate social media, interest in literary-themed
travels is surging with Pinterest searches for "book club retreat
ideas" up 265%.*
- Farm
Charm: The slow travel movement is gaining ground, with 84% of
travelers expressing interest in staying on or near a farm. Travelers are
searching for starlit skies over busy city lights in 2026. Farm Charm is
about unplugging and reconnecting with nature. Top activities for
travelers include:
- Hiking
trails (73%)
- Animal
interactions such as collecting eggs, feeding animals, or birdwatching
(62%)
- Gardening
or harvesting produce (42%).
Learn more about the travel trends in Unpack ’26.
Visit expedia.ae/newsroom for Unpack ’26 assets and more news from
Expedia.
*Notes to Editor:
Expedia — 2026 Destinations of the Year:
Beyond the Crowds
Destinations of the Year list based on increases in flight +
accommodation searches on Expedia for travel on January 1-December 31, 2024 vs.
January 1-December 31, 2025.
✔️ denotes destinations that meet
the Smart Travel Health Check framework, aligned with World Travel + Tourism
Council (WTTC) principles. The Smart Travel Health Check helps travelers
identify destinations that offer rich cultural and natural experiences without
the overcrowding seen in many of the world’s most popular cities.
Fan Voyage
Top unique sporting activities based on global consumer
survey data.
2026 Set-Jetting Forecast
Set-Jetting projection based on consumer survey data showing
13% of US travelers have booked a trip after seeing a location featuring
on-screen. Of these, 25% noted they spent between $1,000 and $2,000 on the
trip. If applied to the U.S. adult population (~260m), the potential projected
impact on the travel industry is $8.45bn.
Readaways
Pinterest data based on Pinterest 2025 Summer Trend
Report.
Third-Party Methodology
Third-party research was conducted by market research
partner OnePoll in accordance with the Market Research Society’s Code of
Conduct. The Study was conducted online among 24,000 adult respondents across
18 countries, who are planning domestic or international travel in the next
three years. Gen Z respondents are defined as those aged 18 to 24, while the
combined Gen Z and Millennial group includes all respondents aged 18 to 44.
About Expedia
Expedia® is one of the world's leading
full-service travel brands, with a mission of helping travelers get the most
out of every trip they take by providing everything they need all in one place,
ensuring they are getting the most out of every trip they take, and above all
else, feel supported every step of the way.
Our commitment to insights matched with our unprecedented
scale allows us to understand our travelers better than anyone else, delivering
exactly what they need, when they need it.
Our personalized experiences, backed by incredible
technology enable us to deliver the widest selection of product offerings
across accommodations, transportation, activities and experiences that help you
get the most out of your journey.
Use our mobile app or visit https://www.expedia.ae to
plan your journey with us.
© 2025 Expedia, Inc., an Expedia Group company. All rights
reserved. Expedia and the Expedia logo are trademarks of Expedia, Inc. in the
U.S. and/or other countries. All other trademarks are the property of their
respective owners. CST# 2029030-50.
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Contacts
Expedia UAE Press Office:
Hussein Abdi - hussein.abdi@bursonglobal.com
Rowana Parker - rowana.parker@bursonglobal.com
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