A newly released travel-trend report names Big Sky, Montana, as the No. 1 global travel destination for 2026, underscoring its growing popularity among travellers seeking wide-open landscapes, natural beauty, and year-round outdoor adventure. Expedia’s annual “Destinations of the Year” list places Big Sky at the top, reporting a 92 percent surge in flight and accommodation searches compared with the previous year.
The report places Big Sky ahead of other strong contenders, including:
- Okinawa, Japan (+71 %)
- Sardinia, Italy (+63 %)
- Phu Quoc, Vietnam (+53 %)
- Savoie, France (+51 %)
- Fort Walton Beach, Florida, USA (+45 %)
- Ucluelet, Canada (+44 %)
- Cotswolds, UK (+39 %)
- San Miguel de Allende, Mexico (+30 %)
- Hobart, Australia (+25 %)
Located in the Rocky Mountains about an hour from Yellowstone National Park, Big Sky has attracted attention for its dramatic alpine scenery and mountain-town charm. Rising 11,166 feet (3403 metres) above the surrounding landscape, Lone Peak defines Big Sky’s skyline and stands at the heart of its renowned outdoor scene, offering exceptional skiing and snowboarding in winter and picturesque hiking and mountain biking during the warmer months.
The resort features expansive golf facilities, a year-round zipline, and fine dining experiences complemented by wine and spirits tastings set against stunning mountain views. It blends a relaxed small-town atmosphere with a bustling events calendar, featuring the vibrant Wildlands Music Festival and the competitive Best in the West Skijoring Showdown, while the iconic Pond Skim is definitely worth marking the calendar for a great winter season finale.
Adventurous travellers can also enjoy a thrilling ride on a dog sledge led by spirited Alaskan Huskies, a unique way to explore the winter wilderness and take in the beauty of the snowy landscape.
Beyond Big Sky, Montana’s natural attractions extend to Glacier National Park, which showcases the state’s vast wilderness, featuring more than 20 glaciers, 170 mountain peaks, and a network of natural hot springs, attracting travellers who seek authentic experiences.
Analysts say the destination’s appeal reflects the growing preference among travellers for less-crowded, nature-rich destinations that offer both outdoor adventure and a sense of escape and tranquillity that contrasts with crowded major tourist centres.
Following closely behind, the no less beautiful islands of Okinawa, Japan, offering completely different dreamy ocean landscapes, rank second on Expedia’s 2026 “Destinations of the Year” list, with searches up 71 percent. While some cities like Kyoto introduce tourist taxes to manage overcrowding, Okinawa has benefited from a surge in travel to Japan in recent years.
Known for its white sandy beaches, turquoise waters and status as a “Blue Zone” where residents often live past 100, Okinawa offers a unique sense of tranquillity and calm unlike any other destination. The archipelago is recognised for sustainable tourism practices, including coral reef restoration, renewable energy use, and cultural and educational experiences for visitors.
“What we see in Okinawa is that they are taking proactive environmental measures like coral reef restoration, they’re moving towards a decarbonized economy by using renewable energy sources,” says Melanie Fish, travel expert for Expedia, Hotels.com, and Vrbo. “They’re celebrating local heritage and making sure visitors have educational opportunities,” she added.
Destinations like Big Sky and Okinawa are now gaining their deserved moment in the spotlight. The rapid popularity raises potential planning implications: visitors may need to book earlier, expect growing interest, and keep in mind seasonal timing. Travel experts interpret the trend as part of a broader shift away from widely-visited urban destinations toward more remote, scenic locales that remain off many radars.
