Expedia’s latest report, “Unpack ’26,” reveals significant shifts in travel preferences among UAE travelers, highlighting emerging trends such as sustainable tourism, unique sporting experiences, and set-jetting.
Expedia Group has released its annual travel report, “Unpack ’26: The Trends in Travel™,” which highlights evolving traveler behaviors and emerging destinations for 2026. The report, following the debut of UAE-specific insights last year, provides a detailed analysis of how travel preferences are changing, focusing on sustainable and meaningful travel experiences.
Destinations of the Year
The report identifies “Destinations of the Year,” highlighting locations with rising interest that meet the criteria for Expedia’s new Smart Travel Health Check. This framework, inspired by the World Travel & Tourism Council (WTTC), aims to promote sustainable tourism by recognizing destinations that manage tourism effectively. Notable destinations include Big Sky, Montana, and Okinawa, Japan, which have seen significant increases in search interest.
Fan Voyage: A New Wave of Sports Tourism
Expedia’s Fan Voyage trend points to a growing interest in local and immersive sporting experiences. With 86% of UAE travelers expressing interest in attending regional sports events, activities such as sumo wrestling in Japan and Muay Thai in Thailand are gaining popularity. This trend emphasizes the cultural and community aspects of sports tourism, appealing particularly to Gen Z and Millennial travelers.
The Rise of Set-Jetting
Set-Jetting, the trend of traveling to destinations featured in films and TV shows, is experiencing a resurgence. According to the report, 81% of UAE travelers have shown increased interest in set-jetting trips over the past year. This trend is projected to become a significant industry, with locations like Yorkshire, U.K., and Tuscany, Italy, gaining attention as cinematic travel destinations.
Additional Travel Trends for 2026
The report also highlights several other travel trends:
Salvaged Stays: Travelers are showing interest in hotels that combine historical architecture with modern amenities, such as upcycled retreats in former schoolhouses or train stations. – **Hotel Hop**: More than half of UAE travelers are booking multiple hotels within a single destination to explore different neighborhoods and experiences.
Readaways: Literary-themed travel is on the rise, with a significant increase in interest for book club retreats and reading-focused getaways.
Farm Charm: The slow travel movement is gaining traction, with travelers seeking farm stays that offer activities like hiking, animal interactions, and gardening.
