Global Travel Platform Reveals Surprise Destination Surging with Tourist Demand
Japan may have dominated global travel trends this year, but the tides are turning. A new report by global travel platform Expedia reveals that a remote mountain region in the United States — Big Sky, Montana — is set to become the most sought-after travel destination for 2026.
According to Expedia’s Unpack Trends in Travel report, powered by millions of real-time searches, Big Sky has experienced a 92% jump in global interest for flights and accommodation compared to 2024. Known for its breathtaking scenery, expansive ski terrain, and proximity to Yellowstone National Park, the destination is fast becoming a favorite for international travellers, including Australians.
Expedia’s senior director Darren Karshagen described Big Sky as “a picturesque mountain resort with world-class skiing, ice-climbing, and access to Yellowstone — a perfect mix for adventurous travellers.”
Japan’s Popularity Slips
While Japan has been a top travel choice for Australians since 2023, recent Australian Bureau of Statistics data shows it slipped out of the top 10 countries visited by Aussies in August 2025. The top destinations were Indonesia, New Zealand, and the UK, followed by the USA, Thailand, and Fiji.
Despite Japan’s drop, Okinawa is still holding strong — ranking second on Expedia’s 2026 list with a 71% increase in search volume, thanks to its tropical islands and cultural experiences.
Changing Travel Patterns
Interestingly, the U.S. overall has seen a decline in Australian visitors over the past decade, with 25% fewer trips compared to 2014–15. Travel experts suggest this may be due to rising political tension and costs.
However, demand for specific U.S. destinations like Big Sky and Fort Walton Beach, Florida continues to grow. “Travellers are shifting from traditional cities to immersive experiences,” Karshagen explained. “It’s less about visiting a country and more about discovering unique locations.”
Other Hotspots for 2026
🏝 Okinawa, Japan – Up 71% in searches
🇮🇹 Sardinia, Italy – Third place overall
🇦🇺 Hobart, Australia – The only Aussie entry in the top 10, with a 25% rise in searches
Expedia also introduced a new “Smart Travel Health Check” category this year, highlighting destinations that balance tourism growth with sustainability and community benefit.
Travel Takeaway
From the ski slopes of Montana to the beaches of Okinawa, the 2026 travel landscape is shaping up to be all about immersive, nature-based experiences. Whether travellers are chasing snow, sun, or serenity, the next wave of global tourism is proving more adventurous than ever.
