Top 10 Trending Destinations Worldwide for 2026

1. Okinawa Islands, Japan

Why Okinawa is trending

Okinawa is one of the strongest cross-platform destinations for 2026. Expedia reported a 71% increase in travel interest, while American Express also included the Okinawa Islands on its 2026 Trending Destinations list. The region benefits from the continuing popularity of Japan while providing a tropical, less urban alternative to Tokyo, Kyoto and Osaka.

Okinawa combines beaches, snorkeling, diving, Ryukyuan history, island culture, wellness and Japanese service standards. It is particularly attractive to travelers who have already visited mainland Japan and want a second, more relaxed itinerary.

Best clients for Okinawa

• Couples and honeymooners.
• Luxury beach travelers.
• Divers and snorkelers.
• Families seeking a Japan-and-beach combination.
• Repeat visitors to Japan.
• Wellness and slow-travel clients.
• Small groups interested in culture and nature.

Main selling advantages

• A fresh way to sell Japan: Advisors can pair Tokyo, Kyoto or Osaka with several nights in Okinawa, creating a city-and-beach itinerary that feels more complete than a traditional sightseeing circuit.
• Strong experiential value: The destination offers marine excursions, island hopping, local cuisine, cultural villages, war-history sites and traditional Ryukyuan experiences.
• Broad hotel range: Travelers can choose from international resorts, boutique properties, family-friendly hotels and premium island retreats.
• High repeat-travel potential: Clients who already know mainland Japan may see Okinawa as an entirely different vacation rather than a repeat of the same destination.

Challenges and disadvantages

• Okinawa is not reached by high-speed rail from mainland Japan; flights and sometimes ferries are required.
• Clients may underestimate the distance between islands and attractions.
• Island-hopping itineraries require careful connection planning.
• Weather can be humid, and tropical storms may affect travel during parts of the year.
• English may be less widely spoken outside major hotels and tourism areas than in central Tokyo.
• Premium beachfront resorts can be expensive during high-demand periods.

Advisor booking notes

Avoid presenting Okinawa as one single resort area. Determine whether the client wants the main island, Ishigaki, Miyakojima or a multi-island experience. Each offers a different atmosphere and requires different transportation arrangements.

Build in sufficient connection time when combining Okinawa with an international departure from Tokyo or Osaka. For clients with expensive long-haul tickets, an overnight on the mainland before the return flight can reduce misconnection risk.

2. Coastal Vietnam

Phu Quoc, Mũi Né and Nha Trang

Why Vietnam is trending

Vietnam has several destinations appearing across 2026 travel-demand reports. Expedia recorded a 53% increase for Phu Quoc, Booking.com selected Mũi Né as a must-visit destination, and more recent Expedia data identified substantial increases in interest for Nha Trang. Together, they demonstrate that travelers are discovering Vietnam beyond Hanoi, Ho Chi Minh City and Ha Long Bay.

Vietnam also aligns with a major 2026 purchasing behavior: travelers are considering where their money provides greater value. Mastercard found that 85% of surveyed international travelers had chosen, or would choose, a destination because of favorable exchange rates.

Best clients for coastal Vietnam

• Value-conscious couples.
• Honeymooners seeking affordable upscale resorts.
• Families.
• Food-focused travelers.
• Beach and wellness clients.
• Southeast Asia combination itineraries.
• Travelers comfortable with an emerging destination.

Main selling advantages

• Strong perceived value: Accommodation, dining, spa services and local experiences can compare favorably with more established Asian resort destinations.
• Easy combination potential: Advisors can package the coast with Ho Chi Minh City, Hanoi, Hội An, Cambodia, Thailand or Singapore.
• Diverse experiences: Depending on the location, clients can enjoy beaches, seafood, fishing villages, dunes, water sports, night markets and resort entertainment.
• Wide product range: Vietnam can be positioned as affordable, premium or luxury rather than strictly as a budget destination.
• Food-driven appeal: Local cuisine gives agents numerous opportunities to add tours, cooking classes and market experiences.

Challenges and disadvantages

• Weather patterns vary significantly between northern, central and southern Vietnam.
• A month that is ideal for one region may be rainy in another.
• Resort development is rapid in areas such as Phu Quoc, and some zones can feel more commercial than culturally immersive.
• Road travel may take longer than clients expect.
• Traffic and street-crossing conditions can overwhelm first-time visitors.
• Beach quality and seasonal sea conditions vary by coast and time of year.

Advisor booking notes

Do not sell “Vietnam weather” as though the entire country has one climate. Match the destination to the month of travel. Clarify whether the client wants:

• A self-contained resort vacation.
• A culturally immersive itinerary.
• A beach extension after a guided tour.
• Nightlife and entertainment.
• A quieter boutique experience.

Travelers should also be reminded to verify entry requirements according to their nationality. The current U.S. advisory recommends normal precautions while noting that petty crime occurs.

3. Sardinia, Italy

Why Sardinia is trending

Expedia reported a 63% year-over-year increase in interest for Sardinia, making it one of the strongest-growing destinations on its 2026 list. Separate Expedia data also showed rapidly growing attention for Alghero, reinforcing the island’s momentum.

Sardinia appeals to travelers who love Italy but want an alternative to Rome, Venice, Florence and the Amalfi Coast. It offers turquoise water, Mediterranean cuisine, archaeological sites, mountain landscapes and some of Europe’s most exclusive resorts.

Best clients for Sardinia

• Luxury couples and honeymooners.
• Beach-focused travelers.
• Repeat visitors to Italy.
• Yacht and sailing clients.
• Multigenerational families.
• Food and wine travelers.
• Premium small groups.

Main selling advantages

• Recognizable country, fresh destination: Italy is easy to market, but Sardinia gives the client something less familiar and more distinctive.
• Multiple price levels: The island includes ultra-luxury areas such as Costa Smeralda as well as more accessible towns, villas and beach hotels.
• Excellent pre- or post-cruise potential: Sardinia can work with mainland Italy, Corsica or a broader Mediterranean itinerary.
• High-quality experiential sales: Boat trips, agriturismo stays, wine tastings, archaeological visits and culinary experiences increase package value.
• Strong visual appeal: Sardinia performs well in social media and image-led marketing because of its dramatic coastline and clear water.

Challenges and disadvantages

• The most famous coastal areas can be extremely expensive in July and August.
• Rental cars are highly useful and sometimes essential.
• Public transportation is not equally convenient across the island.
• Distances can look short on a map but involve slower roads.
• Some resorts and tourism businesses operate seasonally.
• Peak-period availability can disappear early.

Advisor booking notes

Sell Sardinia by region rather than offering “any hotel in Sardinia.” Northern Sardinia, Alghero, Cagliari, the eastern coast and the southwest differ considerably.

For clients seeking luxury, book early and pre-arrange transfers, restaurant reservations and boat experiences. For value-sensitive travelers, recommend June, September or early October rather than the peak of summer.

4. Costa Rica’s Caribbean Coast and Papagayo Peninsula

Why Costa Rica is trending

Skyscanner recorded a remarkable 286% rise in flight-search interest for Limón, placing it first on its 2026 rising-destination list for U.S. travelers. American Express separately selected Costa Rica’s Papagayo Peninsula as a 2026 Trending Destination. This indicates demand at both ends of the market: adventurous Caribbean-coast travel and high-end Pacific luxury.

Costa Rica also aligns with the demand for nature, wildlife, wellness and meaningful experiences. American Express found strong interest among younger travelers in authentic activities, local culture, nature and wildlife.

Best clients for Costa Rica

• Families and multigenerational groups.
• Adventure travelers.
• Wildlife and nature enthusiasts.
• Wellness clients.
• Honeymooners.
• Eco-conscious luxury travelers.
• Active groups.
• First-time visitors to Central America.

Main selling advantages

• Wide audience: Few destinations can work equally well for families, couples, luxury travelers, adventure seekers and nature groups.
• Easy package-building: Rainforests, volcanoes, beaches, wildlife, rafting, ziplining, hot springs and wellness can be combined in one itinerary.
• Strong educational value: Costa Rica is highly marketable to families because the experience can be both entertaining and educational.
• Caribbean and Pacific options: Advisors can match clients with two very different coastlines.
• High-value land services: Private transfers, guided wildlife activities and lodge stays can create healthy package value beyond the hotel alone.

Challenges and disadvantages

• Travel times between regions are often longer than maps suggest.
• Roads and transfers can be tiring for clients expecting a simple resort vacation.
• Rainfall varies by coast and microclimate.
• Wildlife sightings cannot be guaranteed.
• Some eco-lodges have limited air conditioning, accessibility or connectivity.
• Mosquitoes and tropical conditions should be discussed honestly.
• Costa Rica is no longer uniformly inexpensive, especially in luxury areas.

Advisor booking notes

Ask whether the client prioritizes beaches, wildlife, adventure, relaxation or luxury. Trying to include every region in one week can create an exhausting itinerary.

Private transfers are often worth the additional cost, especially for families and upscale travelers. Travel protection should cover weather disruptions and adventure activities, subject to policy terms.

As of April 2026, the U.S. State Department lists Costa Rica at Level 2, advising increased caution because of crime. Advisors should direct clients to current official guidance and recommend normal destination-awareness practices.

5. Marrakech, Morocco

Why Marrakech is trending

Marrakech appears on American Express Travel’s 2026 Trending Destinations list and continues to benefit from demand for immersive food, design, shopping and cultural experiences.

The destination fits particularly well with the movement toward trips that generate memorable stories rather than passive sightseeing. American Express reported that 83% of surveyed Millennial and Gen Z travelers prioritize unique, authentic experiences over conventional tourist attractions.

Best clients for Marrakech

• Couples.
• Luxury and boutique-hotel travelers.
• Food and shopping enthusiasts.
• Design and architecture clients.
• Small groups.
• Celebration trips.
• Travelers combining Europe and North Africa.
• Clients interested in the desert and Atlas Mountains.

Main selling advantages

• Highly distinctive atmosphere: Riads, souks, gardens, hammams, rooftop dining and traditional architecture produce an experience unlike a typical European city break.
• Excellent itinerary extensions: Marrakech can be combined with the Atlas Mountains, Essaouira, Casablanca, Fez or a desert circuit.
• Luxury at several levels: Clients can choose historic riads, internationally branded resorts, palace hotels or stylish boutique properties.
• Strong experience inventory: Food tours, cooking classes, guided souk visits, spa treatments and desert excursions create upselling opportunities.
• Convenient short-break potential: Marrakech can be sold as a standalone trip or combined with Spain, Portugal or France.

Challenges and disadvantages

• The medina can feel intense, crowded and confusing.
• Aggressive selling and unsolicited guiding may make some travelers uncomfortable.
• Summer heat can affect sightseeing and client satisfaction.
• Driving times to desert areas are frequently underestimated.
• Property access can be complicated inside pedestrian sections of the medina.
• Cultural expectations regarding clothing, alcohol and public behavior should be explained respectfully.
• Travelers seeking a completely relaxed experience may prefer a resort outside the medina.

Advisor booking notes

For first-time visitors, include private airport transfers and at least one licensed guided city experience. A riad should be selected carefully: some are romantic and intimate, but narrow stairs, limited vehicle access and small rooms may not suit every client.

Do not market a quick desert excursion as though every itinerary reaches the major Sahara dunes. Confirm the actual destination, driving time and type of desert landscape included.

The current U.S. travel advisory recommends increased caution in Morocco because of terrorism risk. Clients should review official guidance before departure.

6. Bilbao and Spain’s Basque Country

Why Bilbao is trending

Booking.com selected Bilbao as one of its must-visit destinations for 2026, while Skyscanner also featured it among its rising destinations. The city’s appeal comes from its combination of modern architecture, Basque gastronomy, cultural attractions, rugged coast and access to green countryside.

Bilbao benefits from travelers searching for a less crowded and more experiential alternative to Barcelona or Madrid.

Best clients for Bilbao

• Culinary travelers.
• Art and architecture enthusiasts.
• Couples.
• Premium city-break clients.
• Small groups.
• Repeat visitors to Spain.
• Wine travelers.
• Northern Spain road-trip clients.

Main selling advantages

• Exceptional food positioning: Pintxos tours, markets, Michelin-recognized dining and nearby wine regions make Bilbao highly sellable through culinary experiences.
• Compact and manageable: The city can be easier to navigate than larger European capitals.
• Excellent regional combinations: Advisors can connect Bilbao with San Sebastián, La Rioja, Santander, Asturias, Galicia or southwest France.
• Cultural credibility: The Guggenheim gives Bilbao a world-famous anchor while the old town provides history and local atmosphere.
• Good shoulder-season potential: Northern Spain can be promoted when southern European destinations are excessively hot.

Challenges and disadvantages

• Northern Spain is greener partly because it receives more rain than many clients associate with Spain.
• Travelers seeking a classic Mediterranean beach vacation may misunderstand the product.
• High-end dining reservations can be difficult during busy periods.
• Bilbao itself may only require a few days, so it is best incorporated into a wider regional itinerary.
• Road trips require careful planning around parking and one-way rental conditions.
• Some clients may be unfamiliar with Basque cultural and language distinctions.

Advisor booking notes

Position Bilbao as the gateway to the Basque Country rather than only as a museum city. A three- to seven-night regional itinerary generally provides a stronger product than a long stay in Bilbao alone.

Sell the food experience deliberately. Pre-book guided pintxos tours and explain that dining customs and meal times differ from those in the United States.

The current U.S. advisory lists Spain at Level 2 because of terrorism and unrest considerations. Clients should check current official information before travel.

7. India Beyond the Golden Triangle

Jaipur, Kochi and the Indian Himalayas

Why India is trending

India appears in several distinct 2026 data sets. Skyscanner reported a 107% increase in search interest for Jaipur, Booking.com highlighted Kochi, and American Express selected the Indian Himalayas as a Trending Destination. This suggests that demand is expanding beyond a single itinerary and into wellness, food, nature and regional cultural travel.

Best clients for India

• Cultural and historical travelers.
• Guided groups.
• Spiritual and wellness clients.
• Luxury experiential travelers.
• Photography enthusiasts.
• Food-focused clients.
• Adventure travelers.
• Repeat visitors seeking regional depth.

Main selling advantages

• Extraordinary itinerary variety: Advisors can sell forts and palaces, backwaters, wildlife, Himalayan landscapes, temples, cuisine, wellness and luxury rail experiences.
• Strong guided-tour product: India is particularly well suited to escorted circuits and private driver-guide itineraries.
• Excellent luxury potential: Heritage palaces, premium trains and internationally recognized hotels give advisors access to highly distinctive upscale packages.
• Year-round regional possibilities: Although no single season is ideal everywhere, India’s size allows advisors to shift between regions.
• High perceived experience value: Even shorter itineraries can feel culturally rich and transformative.

Challenges and disadvantages

• The country’s scale is frequently underestimated.
• Traffic and domestic transfers can make overpacked itineraries exhausting.
• Weather, elevation and seasonal conditions vary dramatically.
• Food and water precautions require careful client education.
• Air quality may affect certain cities at particular times.
• Sensory intensity can be challenging for some first-time travelers.
• Hotel standards and room categories should be reviewed closely rather than assumed.
• Accessibility can vary significantly.

Advisor booking notes

Match the region to the season and the client’s comfort level. Avoid combining too many flights, long drives and one-night stays merely to increase the number of destinations. First-time travelers often benefit from:

• Private airport assistance.
• A reputable driver and guide.
• Carefully selected hotels.
• Planned rest periods.
• A moderate rather than aggressive itinerary.
• Clear health and food guidance from qualified authorities.

Jaipur works well within a Golden Triangle itinerary; Kochi is an excellent gateway to Kerala; and the Himalayas suit wellness, trekking, nature and spiritual travel. These should be treated as three separate products rather than interchangeable versions of “India.”

8. Savoie and the French Alps

Why Savoie is trending

Expedia recorded a 51% increase in interest for Savoie and identified it as one of the destinations equipped to manage tourism growth responsibly.

The French Alps are no longer only a winter ski product. Travelers are showing growing interest in cooler summer destinations, mountain wellness, hiking, cycling, lakes, gastronomy and scenic rail travel.

Best clients for Savoie

• Ski travelers.
• Active families.
• Wellness clients.
• Luxury mountain travelers.
• Hiking and cycling groups.
• Multigenerational families.
• Couples seeking scenic relaxation.
• France and Switzerland combination itineraries.

Main selling advantages

• Two-season selling: Winter supports skiing and snow experiences, while summer supports hiking, cycling, lakes and wellness.
• Premium lodging: Chalets, spa resorts and mountain hotels provide strong luxury-product opportunities.
• Cooler summer alternative: The Alps can appeal to clients concerned about extreme heat in southern Europe.
• Excellent combination options: Advisors can pair Savoie with Lyon, Geneva, Provence, Paris, northern Italy or Switzerland.
• Strong group potential: Ski clubs, cycling groups, wellness retreats and family groups can all be targeted.

Challenges and disadvantages

• Transfer logistics can be complicated, especially in winter.
• Saturday arrival and departure traffic can be severe in peak ski periods.
• Snow conditions vary by altitude and season.
• Resort towns differ considerably in atmosphere, elevation and suitability.
• Ski-in/ski-out claims should be checked carefully.
• Mountain weather can change rapidly.
• Summer opening dates for lifts, restaurants and activities are not uniform.
• Premium ski weeks can be extremely expensive.

Advisor booking notes

Do not sell “the French Alps” as a single interchangeable region. Confirm elevation, village access, ski level, childcare, après-ski preferences and non-skier activities.

For winter clients, package equipment, lift passes, lessons and transfers before arrival. For summer clients, verify lift operations and seasonal activity schedules.

9. San Miguel de Allende, Mexico

Why San Miguel is trending

Expedia reported a 30% increase in interest for San Miguel de Allende for 2026.

The city provides a strong alternative to Mexico’s beach destinations, combining colonial architecture, boutique hotels, culinary experiences, art, weddings, wellness and a highly walkable historic center.

Best clients for San Miguel

• Couples.
• Destination-wedding groups.
• Food and wine travelers.
• Art and design enthusiasts.
• Luxury boutique-hotel clients.
• Celebration trips.
• Wellness groups.
• Repeat visitors to Mexico.

Main selling advantages

• A different Mexico product: Advisors can offer culture, gastronomy and romance rather than another beach-resort stay.
• Strong group and celebration potential: Weddings, birthdays, retreats and small incentive groups fit the destination well.
• High-end boutique inventory: Historic mansions, rooftop restaurants and design-forward hotels support premium packages.
• Excellent experiential content: Cooking classes, vineyard visits, art workshops, hot-air-balloon rides and nearby historic towns add value.
• Good visual marketing: Colorful streets and colonial architecture make the destination attractive for social media campaigns.

Challenges and disadvantages

• San Miguel does not have a major international airport in the city.
• Ground transfers are required from airports such as Querétaro, León or Mexico City.
• Cobblestone streets and hills may be difficult for clients with mobility limitations.
• Weekend weddings and events can increase rates and reduce availability.
• Nighttime temperatures can be cooler than travelers expect.
• Mexico safety conditions vary by state and route, requiring current itinerary-specific review.
• The destination is culturally rich but not appropriate for clients primarily wanting a beach vacation.

Advisor booking notes

Private transfers are highly recommended. Verify both the airport and the transfer duration before quoting.

Ask hotels about elevator access, stairs and vehicle drop-off points. For wedding and group business, secure room blocks early because many desirable boutique properties have limited room counts.

10. Tasmania, Australia

Hobart and Beyond

Why Tasmania is trending

Expedia reported a 25% increase in interest for Hobart and recognized it as one of the destinations meeting its tourism-management criteria. Booking momentum also reflects demand for cooler climates, food and wine, wildlife, wilderness and slower travel.

Tasmania offers a significantly different product from Sydney, Melbourne, the Gold Coast or Australia’s tropical north.

Best clients for Tasmania

• Nature and wildlife travelers.
• Food and wine enthusiasts.
• Luxury lodge clients.
• Road-trip travelers.
• Active couples.
• Small groups.
• Repeat visitors to Australia.
• Clients seeking cooler summer destinations.

Main selling advantages

• High-quality food and beverage product: Seafood, wine, whisky, farm experiences and destination dining create strong culinary itineraries.
• Distinctive wilderness: National parks, coastlines, wildlife and walking routes provide major experiential appeal.
• Premium lodge opportunities: Tasmania has a compelling collection of intimate, nature-led upscale stays.
• Easy mainland extension: Hobart or Launceston can be added to Sydney or Melbourne itineraries by air.
• Ideal for slower travel: Clients looking to escape overcrowded cities can enjoy a more relaxed itinerary.

Challenges and disadvantages

• Long-haul access makes short standalone trips less practical for many international travelers.
• A rental car is often necessary outside the cities.
• Driving times and winding roads should not be underestimated.
• Weather can change quickly.
• Premium lodges have limited rooms and may require early booking.
• Wildlife and outdoor experiences are weather-dependent.
• Clients must be comfortable driving on the left when self-driving.
• One-way rentals and ferry plans require careful coordination.

Advisor booking notes

Allow at least five to seven nights for a meaningful Tasmania itinerary; longer is preferable for multiple regions. Avoid building a fast circuit around the entire island.

Discuss self-drive confidence before booking. Clients uncomfortable with left-side driving may be better suited to private touring, escorted programs or a Hobart-based itinerary with guided excursions.