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Travel trends 2026: Sustainability and set jetting in focus!
Expedia presents the top travel destinations of 2026 and trends such as sustainable tourism, sporting events and set jetting experiences.
Travel trends 2026: Sustainability and set jetting in focus!
On October 16, 2025, the travel trend report “Unpack ’26” was published by Expedia and FeWo-direkt. This comprehensive study is based on a survey of 24,000 travelers and an analysis of search and booking data. The focus of the report is on sustainable tourism and cultural experiences. Loud Leadersnet The featured travel destinations for 2026 are very popular and have been determined using real-time data regarding global interest.
A total of ten top travel destinations were identified for the coming year. This includes:
- Big Sky, Montana, USA
- Okinawa, Japan
- Sardinien, Italien
- Phu Quoc, Vietnam
- Savoie, Frankreich
- Fort Walton Beach, Florida, USA
- Ucluelet, Kanada
- Cotswolds, Vereinigtes Königreich
- San Miguel de Allende, Mexiko
- Hobart, Australien
Sustainability and sporting events
Six of these destinations meet Expedia's new Smart Travel Health Check, which is based on the World Travel and Tourism Council (WTTC) principles for sustainable tourism management. Ariane Gorin, CEO of Expedia Group, has stressed the need to discover lesser-known places and support the local economy. In particular, the “Sports Exploring” trend highlights that 57% of respondents plan to specifically attend sporting events during their travels, with interest among 18 to 44 year olds reaching as high as 68% Day ticket reported.
Latest forms of vacation
In addition to sporting events, the trend for “readaways” is also becoming increasingly popular. 91% of vacationers are interested in trips that emphasize reading and relaxation. Almost half of travelers (49%) want a reading holiday with friends. Another growing trend is “farm charm,” with 84% of respondents expressing interest in staying on farms. Popular activities include walks (73%), animal encounters (62%) and gardening (42%).
A special highlight is traveling to locations for films and series, known as set jetting. 53% of travelers said they had increased interest in it over the last year. Generation Z and Millennials are particularly enthusiastic: 81% of these age groups choose travel destinations based on places they know from TV shows and films. Predicted set jetting destinations for 2026 include:
- Yorkshire, UK
- Toskana, Italien
- Samoa, Polynesien
- Dalmatinische Küste, Kroatien
- Peloponnes, Griechenland
- Los Angeles, USA
- Wellington, Neuseeland
- Palawan, Philippinen
In summary, it can be seen that vacations in 2026 will be more conscious, diverse and inspired, which will benefit not only the travelers but also the regions visited.