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Phu Quoc Named a Global Spotlight Destination for 2026

October marks the season when travel trend reports begin shaping the global tourism outlook for the coming year. Recently, Expedia Group, a leading global travel service company, released its annual research report “Unpack ‘26: The Trends in Travel.” The report highlights emerging patterns and predicts the shifts that will define travelers’ preferences in 2026.

Emerging Travel Trends for 2026
Drawing insights from over 24,000 global travelers, Expedia’s findings reveal evolving interests and behaviors among tourists worldwide. Many of the trends that gained momentum in 2025 are expected to flourish even further in 2026. Among them, the pursuit of new and lesser-known destinations stands out as a defining movement, reflecting travelers’ growing desire for authentic, crowd-free experiences.

The “Destinations of the Year” list was compiled based on millions of daily searches across Expedia’s platforms. Six of these destinations also meet the standards of Expedia’s new Smart Travel Health Check program, inspired by the World Travel & Tourism Council (WTTC), which recognizes locations committed to sustainable and responsible tourism practices.

Phu Quoc Rises as an Asian Highlight
With a 53 percent surge in search volume, Phu Quoc (Vietnam) and Okinawa (Japan) have emerged as the only two Asian destinations on Expedia’s global spotlight list. This achievement underscores Phu Quoc’s growing appeal among international travelers and the effectiveness of ongoing tourism promotion efforts on the island.

Other destinations gaining attention include Big Sky in Montana, Fort Walton Beach in Florida, Ucluelet in Canada, Sardinia in Italy, the Cotswolds in England, San Miguel de Allende in Mexico, Savoie in France, and Hobart in Australia. Most of these places are lesser-known gems, favored by travelers seeking authentic cultural and natural experiences away from overcrowded tourist hubs.

Cultural Sports, Cinematic Inspiration, and Heritage Hotels
The report also identifies travel experiences that blend sports and culture, such as watching sumo in Japan, Muay Thai in Thailand, baseball in South Korea, or rugby in Australia, as continuing to shape travel motivations in 2026. Another emerging trend is “multi-stay travel,” where visitors book multiple hotels within a single destination for diverse experiences.

Moreover, books and films are increasingly influencing travelers’ choices, inspiring visits to locations featured in popular media. A particularly distinctive trend is the rise in demand for hotels converted from historical buildings, such as old schools, banks, or train stations. Notable examples include the Seiryu Kyoto Kiyomizu Hotel in Japan, once a former school; the Bodmin Jail Hotel in the United Kingdom; and Union Station Nashville Yards in the United States.

Sustainable and Slow Travel Remains a Priority
Expedia’s research also reaffirms that “slow travel” and countryside retreats remain enduring favorites. Travelers are showing stronger interest in farm stays, eco-friendly lodgings, and experiences that reconnect them with nature. These preferences reflect a broader shift toward mindful travel, journeys that balance discovery, relaxation, and sustainability, setting the tone for a more conscious and meaningful way to explore the world in 2026.