This underappreciated U.S. mountain town has been named the number one travel destination for 2026

A recent study from Expedia Group highlights the destinations travelers are most eager to visit in 2026, and the leader is a surprise. Instead of traditional favorites like Paris or Rome, the top spot goes to Big Sky, Montana. According to the newly released Unpack 26: The Trends in Travel report, searches for this mountainous retreat have climbed 92% compared to last year, making it the fastest-rising global destination for the upcoming year.

The report is based on millions of searches across Expedias travel platforms, revealing a shift in traveler preferences toward open landscapes and serene getaways rather than bustling urban centers. Expedia also listed nine additional Destinations of the Year, including Okinawa, Japan; Sardinia, Italy; the Cotswolds, England; and San Miguel de Allende, Mexico. Each location was chosen for its authentic cultural experiences, natural beauty, and sustainable tourism efforts, evaluated through Expedias Smart Travel Health Check developed in partnership with the World Travel & Tourism Council.

Destinations to Watch in 2026

• Big Sky, Montana, U.S. (+92%): A gateway to Yellowstone featuring breathtaking alpine scenery, boutique lodges, and year-round adventures.
• Okinawa, Japan (+71%): Known for coral reefs, longevity hotspots, and a laid-back lifestyle.
• Sardinia, Italy (+63%): Mediterranean charm with coastal villages and turquoise bays.
• Phu Quoc, Vietnam (+53%): Tropical beaches, bustling night markets, and eco-friendly resorts.
• Savoie, France (+51%): Alpine gastronomy, wine, cheese, and ski-friendly landscapes.
• Ucluelet, Canada (+44%): A quiet surf town offering an alternative to more popular destinations.
• Cotswolds, U.K. (+39%): Iconic English countryside with stone cottages and scenic trails.
• Fort Walton Beach, Florida, U.S. (+45%): Family-friendly Gulf Coast destination with soft white sand beaches.
• San Miguel de Allende, Mexico (+30%): Vibrant arts scene, colonial architecture, and culinary attractions.
• Hobart, Australia (+25%): Tasmanias cultural hub with contemporary art, waterfront dining, and mountain views.

Six destinationsBig Sky, Okinawa, Ucluelet, the Cotswolds, Savoie, and Hobartreceived Expedias Smart Travel Health Check, recognizing their efforts to manage tourism responsibly while preserving culture and environment.

Expedia Group CEO Ariane Gorin emphasized the importance of sustainable and meaningful travel experiences: Some of my most memorable trips come from connecting with local communities, supporting their economies, and exploring less crowded destinations. Its our responsibility to guide travel toward a smarter, more sustainable future.

The key message for 2026: travelers are increasingly seeking destinations that offer tranquility, authenticity, and thoughtful engagement with local culture, moving away from heavily visited tourist hubs.

Author: Sophia Brooks