Travel in 2026 is shifting from destinations to experiences. According to the Unpack ’26 report by Expedia, Hotels.com, and Vrbo, travelers are looking for journeys that bring authentic emotions, cultural immersion, and personal meaning.
Experience-Driven Journeys
One of the standout trends is the “Fan Voyage” — trips centered around local sports and cultural events, such as sumo wrestling in Japan or curling tournaments in Canada. These trips combine fandom with exploration.
Another growing trend, “Salvaged Stay,” highlights travelers’ desire for unique accommodation — staying in repurposed schools, railway stations, or banks that merge heritage with modern comfort.
The “Hotel Hop” trend is also gaining traction: two-thirds of millennial travelers now book several hotels in one trip to explore different neighborhoods and diversify their experience.
The New Hotspots
Expedia’s top destinations for 2026 include Big Sky (USA), Okinawa (Japan), Hobart (Australia), and Savoie (France) — all recognized by the Smart Travel Health Check system of the WTTC for sustainable and meaningful tourism.
Expedia Group CEO Ariane Gorin emphasized that travelers increasingly value local culture, community support, and exploration of lesser-known destinations.
Meaningful Travel and Slow Living
A Vrbo study found that 91% of travelers will prefer relaxing, family-oriented vacations focused on reading, peace, and quality time — inspiring a new trend called “Readaways”. Mentions of reading-related trips have nearly tripled in guest reviews.
At the same time, the “Farm Charm” movement is flourishing: 84% of respondents are interested in farm stays and rural life experiences.
The comeback of “Set-Jetting” continues — film-inspired travel to places featured in movies and series. Tuscany (Italy) and Yorkshire (UK), filming locations for Wuthering Heights and Downton Abbey, are among the 2026 favorites.
The Bigger Picture
From digital innovation to sustainable travel and slow tourism, the global industry is evolving fast. Travelers no longer just seek rest — they seek meaning, culture, and personal connection.
For both global and Ukrainian travelers, the new era of tourism is about discovering, not escaping.