More travelers are heading to the mountains: Big Sky, Montana was named the top trending travel destination for 2026, according to a new report from Expedia, Hotels.com and Vrbo.
The report ranks 10 global destinations on the rise based on increased flight and accommodation searches on Expedia from 24,000 global travelers over the last year.
Big Sky, the Rocky Mountains town an hour’s drive from Yosemite, may seems like it “came out of nowhere,” but it’s “long been known for world-class outdoor recreation, skiing and snowboarding in the winter and hiking, mountain biking and rafting in the summer,” says Melanie Fish, travel expert for Expedia, Hotels.com, and Vrbo. Also adding to its charm are an evolving dining scene, growth in family-friendly offerings, community events and cultural activities, she tells CNBC Make It.
Here are the top 10 hotspots for travelers in the coming year and how much search interest has risen from 2024:
- Big Sky, Montana, USA: 92% increase
- Okinawa, Japan: 71% increase
- Sardinia, Italy: 63% increase
- Phu Quoc, Vietnam: 53% increase
- Savoie, France: 51% increase
- Fort Walton Beach, Florida, USA: 45% increase
- Ucluelet, Canada: 44% increase
- Cotswolds, U.K.: 39% increase
- San Miguel de Allende, Mexico: 30% increase
- Hobart, Australia: 25% increase
Okinawa, a chain of islands with a subtropical climate in southern Japan, is the No. 2 trending destination for 2026, per Expedia searches.
Travel to Japan surged in recent years thanks to a weak yen and lifted Covid restrictions, but some cities like Kyoto have introduced so-called tourist taxes to curb overcrowding. Meanwhile, Expedia recognized Okinawa for meeting its “Smart Travel Health Check” framework, aligned with World Travel and Tourism Council principles, for the region’s efforts to offer cultural and natural experiences without the overcrowding seen in many major global cities.
“Expedia doesn’t feel like it should or could be the arbiter of where travelers should visit or should want to visit, but we do play a role in informing travelers of what’s happening in the places that they’re making plans to travel to,” Fish says about recognizing places that support sustainable travel practices.
Kabira Bay, Ishigaki, Okinawa, Japan. The bay forms part of the Iriomote-Ishigaki National Park.
Sean Pavone | Istock | Getty Images
“What we see in Okinawa is that they are taking proactive environmental measures like coral reef restoration, they’re moving towards a decarbonized economy by using renewable energy sources,” Fish says. “They’re celebrating local heritage and making sure visitors have educational opportunities.”
Rounding out the top three is Sardinia, another rising destination beyond hotspots like Rome, Florence or Venice. The island is the Mediterranean’s second-largest after Sicily and is sometimes referred to as “the Maldives of Europe” because of its beaches.
Parts of the region are considered a “Blue Zone,” an area of the world where people tend to live exceptionally long lives, thanks to healthy lifestyle habits, access to fresh food, and focuses on strong social ties and spirituality.
“Sardinia is going to take a little bit more effort to get to than the destinations that we are so familiar with, like Rome and Florence,” Fish says, but travelers are finding it worthwhile to enjoy the island’s beaches, food and diverse landscapes.
“There are beautiful coastlines, but then there’s a mountainous interior, and then those charming towns,” she says. “That’s really the trifecta of what travelers are looking for.”
Photo taken in Bosa, Oristano, Sardinia, Italy.
Ellen Van Bodegom | Moment | Getty Images
