In 2026, travellers will be searching for new destinations to avoid the crowds, while others will be booking regional sporting experiences (59%) and some will be staying in holiday parks and escaping to smaller towns in search of peace (50%), according to the Unpack 26 trend report from Wotif, Expedia and Stayz.
This year, Expedia has also launched the new Smart Travel Health Check, a tool that recognises cities that offer meaningful experiences and manage tourism in a sustainable manner, easing the strain on overcrowded destinations.
Some of the top destinations in this category that have experienced increased searches include Big Sky, Montana (+92%); Okinawa, Japan (+71%); Sardinia, Italy (53%); Phu Quoc, Vietnam (+53%); Savoie, France (+51%); and Fort Walton Beach, Florida (+45%).
“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,”said Christopher Imbsen, VP Policy at WTTC.
Expedia also revealed that ‘readaways’ are increasingly becoming popular, with 94% of Aussies seeking holidays focused on reading and relaxation in retreats such as Lyra in Kangaroo Valley, Fingal House in Victoria or Palm Pavilion in Church Point.
Slow travel will move towards farm stays, with 91% of Australian travellers expressing interest in staying on or near one and mentions of related experiences in guest reviews surging by 300% year-on-year. Top activities include hiking trails (71%) and animal interactions (63%).
Meanwhile, the set-jetting trend will continue to be popular next year, as guests continue to be inspired by TV shows and film for their holidays, whether it’s The White Lotus’ next location in France, Moana in Samoa or Downton Abbey in Yorkshire.
Sports travel trend kicks goals in 2026
Sports will also feature prominently in travellers’ 2026 plans according to Expedia, but in a year featuring the FIFA World Cup and the Winter Olympics, it may not be the ones you are expecting.
In line with the idea that travellers are seeking genuine experiences, Expedia has seen a significant increase in intent to witness local sports.
Fifty-seven percent of travellers say they’re likely to attend a local sporting event while travelling, rising to 68% among Gen Z and Millennials combined.
Expedia Senior Director of Market Management, Darren Karshagen, said that while there is a raft of big sports set to take place next year, it was really about the local ones, and that the industry would benefit from leaning into them.
“We’ll have the big sporting events like the soccer World Cup, but it’s really about those authentic experiences that they have through sport into next year.
“I think the one I would call out is Aussie Rules (AFL) – if I look at inbound travel, it’s all around how they connect with that local culture, that Aussie experience, and AFL is a great way to do that.”
Sports that Expedia highlighted as having significant interest from travellers included curling in Canada, hurling in Ireland, caber tossing in Scotland, Banana Ball in the US, as well as lucha libre in Mexico and capoeira in Brazil.
