Expedia’s Unpack ’26 report reveals the next wave of must-visit destinations.

Expedia has unveiled its 2026 Destinations of the Year, showcasing where global travel interest is surging. The list is spotlighted in the Unpack ’26 travel trends report and powered by real-time data from millions of daily searches across Expedia’s site and app.

“From Big Sky in Montana to Savoie in France, Expedia’s data clearly shows which places are on 2026 itineraries,” comments Melanie Fish, VP of Communications at Expedia Group. “This is the first time Expedia has assessed the destinations for how ready they are to welcome a surge, without damaging the community. It’s not just about over-tourism; it’s about smart planning.” 

Six of the featured destinations also meet the criteria for Expedia’s new Smart Travel Health Check – a first-in-travel framework inspired by the World Travel & Tourism Council (WTTC). This framework evaluates destinations against six key principles of sustainable tourism management, including community empowerment, transparent reinvestment of tourism revenue, and data-driven planning. Destinations that meet these standards are better equipped to manage tourism responsibly, protect local environments, and support local communities. 

Expedia’s 2026 Destinations of the Year – Beyond the Crowds*: 

• Big Sky, Montana, U.S. (+92%) ✔️ 

• Okinawa, Japan (+71%) ✔️ 

• Sardinia, Italy (+63%) 

• Phu Quoc, Vietnam (+53%) 

• Savoie, France (+51%) ✔️ 

• Fort Walton Beach, Florida, U.S. (+45%) 

• Ucluelet, Canada (+44%) ✔️ 

• Cotswolds, U.K. (+39%) ✔️ 

• San Miguel de Allende, Mexico (+30%) 

• Hobart, Australia (+25%) ✔️ 

“Expedia responded to WTTC’s Call to Action on Destination Stewardship with the launch of the Smart Travel Health Check. This innovative tool 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,” said 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.” 

Explore each 2026 Destination of the Year here. 

Notes to Editors 

*Expedia — 2026 Destinations of the Year 

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. 

About Unpack ’26 

Q: What is Unpack ’26? 
A: Unpack ’26 is the annual global travel insights report from Expedia Group, building on years of trend forecasting and traveler behavior analysis. It draws on first-party data from Expedia, Hotels.com, and Vrbo, along with insights from 24,000 travelers across 18 countries, making it one of the most comprehensive travel trend reports in the industry. 

Q: What makes Unpack ’26 a credible source for travel trends? 
A: The report combines real-time platform data from millions of users with third-party research conducted by OnePoll, following the Market Research Society’s Code of Conduct. Its findings are backed by behavioral insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travelers alike. 

Q: Where can I access the full Unpack ’26 report and assets? 
A: Visit www.expedia.com/newsroom for the full Unpack ’26 report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo.