According to Unpack ’26, travelers are shifting away from crowded landmarks to serene, culture-rich destinations. Among the top rising stars are Big Sky in the U.S., Okinawa in Japan, Savoie in France, Cotswolds in the U.K., Ucluelet in Canada, and Hobart in Australia. Each of these hotspots aligns with Expedia’s Smart Travel Health Check a framework recognizing destinations that promote sustainable tourism and community engagement. These are not just places to visit but spaces to experience authenticity and balance.

2026 will witness a surge in “Fan Voyage” experiences where sports tourism evolves beyond stadiums into immersive cultural encounters. Expedia’s data shows that 86% of UAE travelers plan to attend local sporting events during their trips. From sumo wrestling in Japan to Muay Thai in Thailand and Capoeira in Brazil, travelers are engaging with traditions that reflect the heartbeat of each culture. Sports are no longer just games; they’ve become windows into the identity of nations.

The Set-Jetting trend traveling to destinations seen in movies or TV shows continues to dominate wanderlust. Over 80% of UAE travelers expressed interest in exploring such cinematic locations. Tuscany’s rolling hills, Greece’s scenic coastlines, and New Zealand’s dramatic landscapes are now must-see spots for fans chasing the magic of their favorite scenes. This movement shows how storytelling and travel are merging, turning fantasy worlds into real-life adventures.

Gone are the days of standard hotel chains. 2026 introduces Salvaged Stays reimagined spaces like old banks, train stations, and schools turned into stylish hotels blending history with comfort. Meanwhile, Hotel Hop has become the new normal, with travelers booking multiple hotels within one trip to explore different neighborhoods or shift between luxury and simplicity. This shift reflects a growing desire for variety, authenticity, and local connection over repetitive routines.

In a fast-paced world, travelers are rediscovering the charm of slowing down. Farm Charm retreats invite guests to embrace rural living collecting eggs, tending gardens, or hiking under starlit skies. Around 84% of travelers now seek these restorative escapes, trading the noise of cities for the rhythm of nature. It’s a return to simplicity and mindfulness, redefining what it means to recharge while traveling.