From the rugged American West to serene Japanese islands, these are the places capturing travelers’ imaginations.
As wanderlust for 2026 begins to set in, a new report from travel giant Expedia is providing a glimpse into the future of our vacation plans. If you’re tired of the same old tourist traps and crowded cities, you’re in luck. The findings, based on a comprehensive analysis of millions of flight and hotel searches, reveal a significant shift in traveler preferences. The verdict is in: adventurers are seeking fresh, unique experiences far from the beaten path. This comprehensive data highlights the top travel destinations gaining buzz, pointing towards a year of exploration and discovery.
The core takeaway from the report is a clear departure from “over-tourism.” Travelers are increasingly prioritizing destinations that offer a sense of space, authentic culture, and distinct style. Instead of flocking to predictable hotspots, they are casting a wider net, drawn to locations that promise both adventure and tranquility. This trend is not just about finding a new place to visit; it’s about redefining what a dream trip looks like. The list of rising stars includes a fascinating mix of international gems and a couple of surprising American getaways that are rapidly climbing the ranks.
The New King of the West: Big Sky, Montana
Leading the charge with a monumental surge in interest is Big Sky, Montana. This American destination has taken the top spot, and it’s not hard to understand its appeal. For years, travelers seeking the beauty of the American West have defaulted to more crowded national parks and ski towns. Big Sky offers a compelling alternative: all the rugged, majestic scenery with a fraction of the people. It has quickly become one of the top travel destinations gaining momentum for those who crave wide-open vistas and a connection to nature.
The allure of Big Sky lies in its blend of untamed wilderness and sophisticated comfort. Visitors can enjoy world-class skiing in the winter and fly-fishing, hiking, and wildlife spotting in the summer. Tucked into this breathtaking landscape are luxury resorts that provide a perfect base for exploration without sacrificing comfort. It’s an ideal choice for the modern traveler who wants to disconnect from the hustle of daily life and reconnect with the great outdoors. The focus here is on experience, whether it’s carving down a pristine ski slope or simply gazing at the star-filled night sky.
Beyond Tokyo: The Rise of Okinawa, Japan
Across the Pacific, another destination is capturing the attention of globetrotters. For decades, travel to Japan has centered around the bustling metropolises of Tokyo and the historic temples of Kyoto. Now, travelers are looking south to the islands of Okinawa. With its distinct culture, subtropical climate, and laid-back atmosphere, Okinawa is booming in popularity. It represents a different side of Japan—one that is relaxed, vibrant, and deeply connected to the sea.
Okinawa’s appeal is multifaceted. Adventure seekers are drawn to its world-class snorkeling and diving spots, while those seeking relaxation can unwind on its pristine beaches. The island’s unique Ryukyuan culture offers a rich history to explore, from ancient castles to traditional crafts and cuisine. Wellness tourism is also a major draw, with many visitors seeking the healthy lifestyle and sense of well-being the islands are known for, often backed by scientific reviews on longevity and health benefits. It’s a destination that perfectly caters to the desire for both cultural immersion and restorative escape.
European Elegance Without the Crowds
Europe remains a perennial favorite, but travelers in 2026 are looking for smarter ways to experience its charm. Enter Sardinia, Italy, and Savoie, France. Among the top travel destinations gaining traction in Europe, Sardinia offers the quintessential Mediterranean experience with a fraction of the tourists found on the Amalfi Coast or Capri. Its coastline is a stunning collection of crystal-clear coves, dramatic cliffs, and chic beach towns. The island’s rugged interior also provides opportunities for hiking and exploring ancient ruins, offering a vacation that is both glamorous and grounded.
Meanwhile, the Savoie region in the French Alps is seeing a similar bump in interest. Known for its world-famous ski resorts like Chamonix and Courchevel, Savoie is now being recognized as a year-round mountain paradise. In the summer, its alpine villages become hubs for hiking, cycling, and enjoying the breathtaking scenery. This region appeals to travelers who want an active, nature-focused vacation, trading city streets for mountain trails and fresh alpine air.
“The modern traveler is a curator of experiences. They are not just looking for a destination, but a story—one that is authentic, personal, and hasn’t been told a million times before.” – Travel Industry Analyst
Emerging Hotspots: Phu Quoc and Fort Walton Beach
The search for undiscovered gems has also led travelers to Southeast Asia. Phu Quoc, an island in Vietnam, is rapidly transforming from a local’s secret into Asia’s next major beach destination. Its appeal lies in the stunning contrast of modern, luxurious resorts set against a backdrop of dense jungle and a protected national park. With its long, sandy beaches and calm waters, it’s an ideal spot for a tropical getaway that still feels fresh and exciting. Visitors can explore local pepper farms and fish sauce factories, though they should still heed general health warnings when sampling new and exotic foods.
For those who prefer to stay stateside, the report highlights another rising star: Fort Walton Beach, Florida. This Gulf Coast destination is emerging as a top pick for its convenience, beautiful white-sand beaches, and laid-back atmosphere. It offers a classic Florida beach vacation without the sticker shock or overwhelming crowds of some of the state’s bigger-name resorts. It’s a practical and relaxing choice for families and couples looking for an easy, sun-soaked escape.
What This Means for Travel in 2026
The report highlights a clear pattern among the top travel destinations gaining popularity: a desire for authenticity and variety. Travelers in 2026 are predicted to be more adventurous and intentional with their choices. This manifests in trends like “mix-and-match” itineraries that combine different types of experiences, an increase in off-peak season travel to avoid crowds, and a willingness to explore second-tier cities and regions. These locations are focusing on sustained excellence in tourism to manage this new influx of visitors responsibly.
| Destination | Primary Appeal | Best For |
|---|---|---|
| Big Sky, Montana, USA | Rugged nature, luxury resorts, skiing | Outdoor Adventurers, Luxury Seekers |
| Okinawa, Japan | Unique culture, beaches, relaxation | Culture Enthusiasts, Beach Lovers |
| Sardinia, Italy | Stunning coastline, chic towns, fewer crowds | Discerning Europe Travelers |
| Phu Quoc, Vietnam | Modern resorts, unspoiled nature | Tropical Escapists, Trendsetters |
| Savoie, France | Alpine scenery, skiing, year-round activities | Mountain Lovers, Active Travelers |
| Fort Walton Beach, Florida, USA | Convenience, relaxed beaches, value | Families, Budget-Conscious Travelers |
As you begin to dream about your 2026 adventures, these top travel destinations gaining buzz offer incredible alternatives to the familiar. They represent a chance to be ahead of the curve, to discover a place before it becomes a global phenomenon. Whether you’re booking a grand international journey or a simple domestic getaway, the message for the coming year is clear: it’s time to be bold and explore somewhere new.
Which of these trending destinations is calling your name? Do you have another hidden gem you think will be popular in 2026? Let us know in the comments below, and be sure to share this article with your favorite travel companions to start planning your next great adventure!
