{"id":61673,"date":"2025-10-15T20:01:37","date_gmt":"2025-10-15T20:01:37","guid":{"rendered":"https:\/\/www.expedia.com\/newsroom\/?p=61673"},"modified":"2025-10-15T20:01:38","modified_gmt":"2025-10-15T20:01:38","slug":"unpack-26-expedia-and-bookabach-reveal-how-travellers-will-explore-the-world-in-2026","status":"publish","type":"post","link":"https:\/\/www.expedia.com\/newsroom\/unpack-26-expedia-and-bookabach-reveal-how-travellers-will-explore-the-world-in-2026\/","title":{"rendered":"Unpack ’26: Expedia and Bookabach reveal how travellers will explore the world in 2026"},"content":{"rendered":"\n

Expedia\u2019s first-ever Smart Travel Health Check tackles tourism\u2019s biggest challenge: overcrowding.<\/em><\/strong> <\/p>\n\n\n\n

From sports you\u2019ve never heard of to book club retreats, to farm stays, 2026 trends flip the script on traditional getaways.<\/em><\/strong> <\/p>\n\n\n\n

16 Oct. 2025, AUCKLAND, NEW ZEALAND \u2013 <\/strong>Today, Expedia Group released Unpack \u201926: The Trends in Travel\u2122. The annual global report highlights shifts in traveller behaviour and the destinations set to dominate itineraries in 2026.\u00a0\u00a0<\/p>\n\n\n\n

From Destinations of the Year and reading retreats, to Banana Ball and farm stays, the five trends in Unpack \u201926 offer a look at the future of travel. Each trend is backed by first-party data and insights from 24,000 global travellers.* <\/p>\n\n\n\n

Expedia<\/strong> <\/strong>\u2014 <\/strong>Destinations of the Year:<\/strong> <\/strong>Expedia\u2019s 2026 Destinations of the Year list \u2014 powered by real-time data from millions of daily visitors to the Expedia site and app \u2014 highlights where global interest is rising fast, even in destinations that haven\u2019t yet gone viral.  <\/p>\n\n\n\n

Six of these hotspots also meet the criteria for Expedia\u2019s new Smart Travel Health Check \u2014 a first-in-travel framework from Expedia, inspired by the World Travel & Tourism Council (WTTC). The Smart Travel Health Check recognises destinations that offer meaningful travel experiences and proactively manage tourism in a sustainable way, helping to ease the strain on the world\u2019s most overvisited cities. <\/p>\n\n\n\n

Ariane Gorin, CEO of Expedia Group, added, \u201cSome of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-travelled destinations. With 1 billion average monthly travel searches, Expedia Group isn\u2019t just a travel marketplace \u2014 we\u2019re a catalyst for positive change. We have a responsibility to shape the future of travel: one that\u2019s smarter, more sustainable, and deeply respectful of the places we go.\u201d <\/p>\n\n\n\n

\u201cExpedia responded to WTTC\u2019s Call to Action on Destination Stewardship with the launch of the Smart Travel Health Check. This innovative initiative 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,\u201d added Christopher Imbsen, Vice President Policy at WTTC. \u201cBy applying WTTC\u2019s framework, Expedia is celebrating destinations that work collaboratively to empower residents, strengthen stewardship, and deliver richer, more meaningful travel experiences.\u201d <\/p>\n\n\n\n

2026\u2019s Destinations of the Year <\/strong>\u2014 Beyond the Crowds*<\/strong> <\/td><\/tr>
Destination <\/strong> <\/td>% Search Increase<\/strong> <\/td>Destination <\/strong> <\/td>% Search Increase<\/strong> <\/td><\/tr>
Big Sky<\/a>, Montana, U.S. \u2714\ufe0f <\/td>+92% <\/td>Fort Walton Beach<\/a>, Florida, U.S. <\/td>+45% <\/td><\/tr>
Okinawa<\/a>, Japan \u2714\ufe0f <\/td>+71% <\/td>Ucluelet<\/a>, Canada \u2714\ufe0f <\/td>+44% <\/td><\/tr>
Sardinia<\/a>, Italy  <\/td>+63% <\/td>Cotswolds<\/a>, U.K. \u2714\ufe0f <\/td>+39% <\/td><\/tr>
Phu Quoc<\/a>, Vietnam   <\/td>+53% <\/td>San Miguel de Allende<\/a>, Mexico  <\/td>+30% <\/td><\/tr>
Savoie<\/a>, France \u2714\ufe0f <\/td>+51% <\/td>Hobart<\/a>, Australia \u2714\ufe0f <\/td>+25% <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Explore each Destination of the Year here<\/a>. <\/p>\n\n\n\n

Expedia<\/strong> <\/strong>\u2014 <\/strong>Fan Voyage<\/strong>: <\/strong>2026 is a huge year for international sports, but there\u2019s a new wave of fanaticism all about immersive, local experiences. <\/strong>Expedia\u2019s Fan Voyage trend reveals a surge in uniquely regional sporting experiences, with 60% of Kiwis saying they’re likely to attend one while on a trip.  <\/p>\n\n\n\n

From sumo wrestling in Japan to Muay Thai in Thailand, Kiwi travellers \u2014 particularly Gen Z and Millennial Kiwi travellers (73%) \u2014 are seeking front-row seats to learn about timeless traditions. Fan Voyage shows it\u2019s not just about the game \u2014 it\u2019s about community, culture, and feeling like a local.  <\/p>\n\n\n\n

2026\u2019s Hottest Fan Voyage Tickets*<\/strong> <\/td><\/tr>
Sport <\/strong> <\/td>Location <\/strong> <\/td>Sport <\/strong> <\/td>Location <\/strong> <\/td><\/tr>
Sumo Wrestling<\/a> <\/td>Japan <\/td>Banana Ball<\/a> <\/td>U.S. <\/td><\/tr>
Muay Thai<\/a> <\/td>Thailand <\/td>Capoeira<\/a> <\/td>Brazil <\/td><\/tr>
Curling<\/a> <\/td>Canada <\/td>Lucha Libre<\/a> <\/td>Mexico <\/td><\/tr>
Baseball<\/a> <\/td>South Korea <\/td>Hurling<\/a> <\/td>Ireland <\/td><\/tr>
Australian Rules Football<\/a> <\/td>Australia <\/td>Caber Tossing<\/a> <\/td>Scotland, U.K. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Check out how to get seats to Fan Voyage events here<\/a>. <\/p>\n\n\n\n

Bookabach<\/strong> <\/strong>\u2014 Readaways<\/strong>: <\/strong>Trips in 2026 are getting \u201clit\u201d \u2014 literally. Bookabach reveals 94% of  Kiwi travellers 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%, and reading-related terms in guest reviews nearly tripling.*  <\/p>\n\n\n\n

Recommended Rentals for Readaways<\/strong>:<\/strong> <\/p>\n\n\n\n