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Cultural Forces Shaping Travel in 2026

Travel behaviour in 2026 is being shaped by a renewed interest in culture, meaningful leisure and distinctive local experiences. Insights from Expedia Group’s global report Unpack 26: Travel Trends 2026, developed from proprietary data and feedback from twenty-four thousand international travellers, reveal several emerging movements that will guide how people explore the world in the coming year.

Destinations of the Year
The Destinations of the Year list highlights places with fast-growing search demand. These destinations offer strong cultural character, remain relatively undiscovered and represent rising global travel gems. Phu Quoc in Vietnam is one of only two Asian destinations included in the global top ten for 2026. Other destinations gaining momentum include Big Sky in Montana, Fort Walton Beach in Florida, Okinawa in Japan, Ucluelet in Canada, Sardinia in Italy, the Cotswolds in England, San Miguel de Allende in Mexico, Savoie in France and Hobart in Australia.

Fan Voyage
Travellers in 2026 are increasingly planning trips around regional sports events and traditional athletic experiences such as sumo in Japan or Muay Thai in Thailand. Sixty-eight percent of Generation Z and Millennial travellers are seeking destinations where they can explore long-standing sports traditions that reflect cultural heritage, community values and local identity.

Reimagined Hotels
There is growing demand for hotels created from restored historical buildings that combine unique architecture with modern comfort. Travellers are more willing to spend on stays that offer strong cultural character and refined amenities. The Hotels of the Year list reflects rising interest in repurposed properties such as former schools, train stations and banks that provide a distinctive stay experience.

Hotel Hop
More than half of travellers choose to stay at multiple hotels within one destination. This trend shows that hotels themselves are becoming key attractions offering varied neighbourhood experiences and unique privileges. Short breaks, island escapes and event-driven travel such as concerts and festivals also encourage multi-hotel itineraries. Popular examples include stays in Tokyo moving from Cyashitsu Ryokan Asakusa to Indigo Tokyo Shibuya, in Phuket moving from Four Points by Sheraton Phuket Patong Beach Resort to Metadee Concept Hotel, in London moving from Broadwick Soho to The Petersham, in Paris moving from Hotel Regina Louvre to La Planque Hotel and in Honolulu moving from Four Seasons Resort Oahu at Ko Olina to Wayfinder Waikiki.

Readaways
Travellers are increasingly seeking trips designed for reading, relaxation and quality time with loved ones. Literature-inspired holidays are becoming popular and destinations with peaceful reading spaces, libraries or independent bookstores are expected to attract more visitors in 2026.

Farm Charm
The slow travel movement continues to grow with eighty-four percent of travellers expressing interest in staying at or near a farm. Visitors want to reconnect with nature and join rural activities including hiking, collecting eggs, feeding animals, birdwatching, gardening or harvesting. Favoured farm destinations among luxury travellers include Cider Hill Haven in Vermont, The Haven at Hills Point Farm in Maryland, the Lakeside Farmhouse in Niagara, Moorhall Farm in Worcester and Barakee Farm in Queensland.

Set-Jetting
Travel inspired by films and television continues to expand. Fifty-three percent of travellers are interested in film-themed tours and eighty-one percent of Generation Z and Millennial travellers have already planned a trip influenced by a movie. Leading destinations include Yorkshire in England, Tuscany in Italy, the Dalmatian Coast in Croatia, the Peloponnese in Greece, Los Angeles in the United States, Wellington in New Zealand and El Nido in Palawan.