American Express has released its annual Trending Destinations list, which draws on booking data from American Express Card Members around the world, as well as insights from the company’s global network of travel consultants.
While the 2025 survey revealed that 89% of people were most excited about travelling to new destinations or hotels, the 2026 survey confirms a shift towards more meaningful and distinctive travel, and often to destinations that are further off the beaten track. Whether travellers are seeking more unusual adventures or sticking to tried-and-tested favourites, it seems that the appetite for overcrowded hotspots and littered beaches is waning. Is this a sign that the discussion around overtourism is starting to have an impact?
Audrey Hendley, President of American Express Travel, said that the 2026 findings show that travellers are looking for curated inspiration for the range of trips they want to take. She also told Forbes that people increasingly want “hotels that reflect the destinations they’re exploring, with meaningful local touches, unique activities, and memorable culinary experiences.”
This year’s top ten destinations demonstrate a marked preference for unique locations over the more conventional resort choice. This preference is echoed in the destinations selected by Delta for its new platform, Delta Locals.
Without further ado, here are American Express Travel’s top ten trending destinations for 2026:
- The Indian Himalayas
- Killarney, Ireland
- Las Vegas, USA
- Marrakech, Morocco
- Marbella, Spain
- Okinawa Island, Japan
- Panama City, Panama
- Papagayo Peninsula, Costa Rica
- San Juan Mountains, Colorado, USA
- St Julian’s, Malta
Spanning continents, climates, and styles of travel, the list ranges from the snow-capped Indian Himalayas and the neon lights of Las Vegas to the palaces and souks of Marrakech, the beaches of Marbella, and the wildlife-rich Papagayo Peninsula in Costa Rica. According to the Amex survey, the thread uniting them is the growing importance travellers place on where they stay.
An overwhelming 87% of respondents said they are seeking hotels that feel connected to their destination – moving away from minimalist, anonymous décor towards properties that are deeply rooted in local culture. Among the hotels highlighted by Amex for their sense of place are The Phoenicia Malta in St Julian’s and the Sofitel Legend Casco Viejo in Panama City.
Consequently, 80% said they preferred hidden gems, unique stays with a strong sense of place. Examples include Dunton Hot Springs in Colorado and The Killarney Park in Ireland.
Food remains a major deciding factor, ranking among the top three considerations for 72% of travellers. Both Marbella and Las Vegas were cited for their standout restaurant scenes, while 59% prioritised sports and entertainment options.
Family travel continues to play an important role, particularly among millennials and Gen Z travellers. Okinawa and Costa Rica were identified as destinations that particularly appeal to families, offering nature-based experiences, outdoor activities, and a relaxed atmosphere.
These findings suggest that popular destinations dictated by social media may soon become a thing of the past, with a renewed appetite for discovery and authenticity shaping the way people will travel in 2026.
