Travel Event 2026: Discover the new trends for sustainable tourism!

Travel Event 2026: Discover the new trends for sustainable tourism!

Expedia Group released the “Unpack ’26” travel trends report on October 15, 2025, highlighting both current and future travel trends. The report is based on internal data and a survey of 24,000 travelers and addresses, among other things, the urgent problem of overtourism and new trends that will be observed in 2026. The report also reveals a list of six destinations that have passed the so-called Smart Travel Health Check.

The Smart Travel Health Check assesses travel destinations according to the World Travel and Tourism Council (WTTC) principles for sustainable tourism. These destinations are attractive in different ways and offer travelers a positive experience while respecting the local culture and environment.

Six travel destinations for 2026

The following destinations have been identified for 2026 that have high growth potential, according to the report:

• Big Sky, Montana, USA (+92%)
• Okinawa, Japan (+71%)
• Sardinien, Italien (+63%)
• Phu Quoc, Vietnam (+53%)
• Savoie, Frankreich (+51%)
• Hobart, Australien (+25%)

Additionally, Fort Walton Beach, Florida, USA (+45%), Ucluelet, Canada (+44%), Cotswolds, England (+39%) and San Miguel de Allende, Mexico (+30%) are mentioned as promising travel destinations.

Trends in rice behavior

When it comes to traveler interests, the report traces several exciting trends. The Sports Explorer trend shows that 57% of travelers are interested in local sporting events, with interest among young adults aged 18-44 at 68%. Popular sports in 2026 include sumo wrestling in Japan, Muay Thai in Thailand and curling in Canada.

Another promising trend is “Readaways”, where 91% of holiday home holidaymakers find reading holidays attractive. There has also been a 265% increase in searches for book club retreats.

The “farm charm” concept is also gaining popularity, with 84% of travelers interested in vacationing on a farm. Activities such as hiking (73%), interactions with animals (62%) and gardening (42%) are very popular.

Another notable trend is “set jetting”, where 53% of travelers are interested in traveling to film and series locations. The market volume for this type of travel is estimated at around $8 billion in the USA. Predictions for set jetting destinations in 2026 include Yorkshire in the UK, Tuscany in Italy and Los Angeles in the USA.

Challenges of overtourism

The issue of overtourism is becoming increasingly critical. According to an analysis by McKinsey, 80% of travelers visit only 10% of tourist destinations. This leads to infrastructure overload and has fatal effects on natural and cultural heritage. The small Austrian town of Hallstatt, for example, has only 800 residents but receives up to 10,000 visitors per day in high season.

Cities like Venice have already taken measures to reduce overcrowding by introducing a €5 fee for access to the city center in high season from 2024. In Athens, too, the number of visitors to the Acropolis was limited to 20,000 per day. These efforts aim to reduce locals' frustration and make the flow of visitors manageable.

Overcrowded destinations not only suffer the consequences of mass tourism, but travel also creates significant ecological footprints. In fact, tourism activities account for 8% of global carbon emissions.

To combat overtourism, travel providers are introducing alternative, less crowded destinations. Initiatives like Hotelbeds's, which promote emerging destinations, offer travelers the chance to enjoy authentic experiences away from the crowds. For example, Reims is recommended as a romantic alternative to Paris, while Taipei is highlighted as an option for travelers to Asia.