Every year, the world’s biggest travel platforms release data on where people are actually searching for and booking trips. A numbers reveal some genuinely interesting shifts. Rather than relying on any single source, this roundup pulls from Tripadvisor’s Travellers’ Choice Awards, Expedia’s Unpack ’26 report, Kayak’s search trend data, and booking data from eDreams ODIGEO to build a fuller picture of where the world is actually heading this year. Topernews has covered Top Travel destinations across the world.
Madeira, Portugal | The World’s #1 Trending Destination
Tripadvisor’s Travellers’ Choice Awards named Madeira the single most trending destination on Earth, based on 12 months of review data across its global travel community. This Portuguese archipelago in the Atlantic has built its appeal on genuine geographic isolation — dramatic volcanic landscapes, black-sand beaches, and a mild, stable microclimate that hovers in the mid-to-high 70s°F year-round, earning it comparisons to Hawaii. Beyond the well-known towns of Funchal and Ponta do Sol, quieter spots like São Vicente on the island’s north coast offer the kind of under-the-radar experience Madeira is becoming known for.
Big Sky, Montana
While Tripadvisor crowned Madeira the top trending destination globally, Expedia’s separate Unpack ’26 report — based on real-time search and booking data — named Big Sky, Montana as its own top pick, with search interest up 92% year-over-year. The broader pattern across Expedia’s full top-10 list favors destinations that blend natural beauty with a sense of still being ahead of mass tourism: Okinawa, Japan; Sardinia, Italy; Phu Quoc, Vietnam; Savoie, France; and the Cotswolds in the UK — the only British entry on the list — round out the rest of the top 10.
Bangkok — The Most Searched and Booked City Globally
According to booking data from eDreams ODIGEO, Bangkok holds the title of most searched and most booked city globally. The Thai capital’s enduring pull comes from a genuinely rare combination: significant cultural and historical depth, an internationally renowned street food scene, and some of the best value-for-money travel in Southeast Asia. Worth knowing before booking, though: Thailand has introduced stricter new rules restricting daytime alcohol sales, a detail worth factoring into trip planning if nightlife is part of your itinerary.
Sardinia and the Rise of Italy’s “Understated” Regions
Sardinia’s search interest is up 63% according to Expedia’s data, reflecting a broader shift toward Italy’s less-obvious regions beyond Rome, Venice, and the Amalfi Coast. Sardinia delivers turquoise waters and rugged cliffs at Costa Smeralda and Cala Goloritzé, alongside genuine historical depth through the mysterious Bronze Age Nuraghi towers scattered across the island’s interior. Italy’s broader moment is amplified further by the country hosting the Winter Olympics in Milan and Cortina d’Ampezzo, which opened February 6 and has drawn heavy global attention to the country’s northern regions as well.
Christchurch and New Zealand — Up Nearly 200%
Few destinations have surged as sharply as Christchurch, New Zealand, with search interest up almost 200% year-over-year according to Expedia’s data. Part of the driver is “set-jetting” — travel motivated by a destination’s appearance on screen — with New Zealand’s dramatic landscapes featured in major releases. The wider region rewards travelers who go beyond the city itself: Aoraki/Mount Cook and the Southern Alps, the fjords of Milford Sound, and Lake Tekapo’s UNESCO-certified Dark Sky Reserve all sit within striking distance of Christchurch, making it a strong base for a longer South Island itinerary.
The “Set-Jetting” Effect: Peloponnese, French Riviera, and Yorkshire
Set-jetting has become a genuinely measurable travel trend rather than a niche curiosity — it’s now an $8 billion industry in the US alone, and 81% of Gen Z and Millennial travelers say they now plan holidays around film and TV locations. Greece’s Peloponnese region is standout example, driven directly by “The Odyssey,” shot entirely on IMAX film cameras across the region’s coastline and released in July 2026 — search volume for the Peloponnese spiked sharply in the weeks following release, a pattern that’s held consistently across previous set-jetting surges. The French Riviera (tied to a major ongoing TV production), Yorkshire in England, and Croatia’s Dalmatian Coast round out this year’s biggest screen-driven destinations.
Fastest-Rising European Cities: Prague, Sofia, and Krakow
Beyond headline destinations, Kayak’s search data points to a quieter but genuinely significant trend: Central and Eastern European cities are climbing fast among American travelers specifically. Prague leads with search interest up 180%, followed by Sofia (+136%) and Krakow (+106%) — all offering considerably more affordable travel than Western Europe’s more established capitals, likely a real factor in their rising appeal given the value-consciousness showing up across travel data more broadly.
Why Value Is Shaping Travel Decisions
A consistent thread runs beneath nearly all of this year’s destination data: travelers are chasing genuine value more deliberately than in recent years. Survey data shows a significant share of travelers feel trips are financially out of reach right now, and yet most still consider travel too important to skip entirely — reflected in the popularity of affordable Caribbean routes like the Cayman Islands, Nassau, and Cancún, alongside the rise of budget-friendly Central European cities. This value-consciousness, more than any single destination, may be the defining travel trend overall.
The Bottom Line
No single ranking captures travel landscape completely — Tripadvisor, Expedia, Kayak, and eDreams each surface a genuinely different picture depending on whether they’re measuring reviews, search volume, or actual bookings. But a few threads run through all of them: a clear pull toward under-the-radar destinations over overtouristed hotspots, screen-driven travel becoming a real and measurable planning factor, and value-consciousness shaping decisions even among travelers still determined to see the world this year.
Frequently Asked Questions
What is the top trending travel destination?
According to Tripadvisor’s Travellers’ Choice Awards, Madeira, Portugal is the world’s #1 trending destination. Separately, Expedia’s own data names Big Sky, Montana as its top pick, reflecting different methodologies between platforms.
What is the most searched travel destination?
Bangkok, Thailand holds the title of most searched and most booked city globally, according to booking data from eDreams ODIGEO.
What does “set-jetting” mean in travel?
Set-jetting refers to travelers choosing destinations specifically because of their appearance in films or TV shows. It’s now an $8 billion industry in the US alone, with 81% of Gen Z and Millennial travelers reporting that they plan trips around on-screen locations.
Which European cities are trending fastest?
According to Kayak’s search data, Prague, Sofia, and Krakow are the fastest-growing European city destinations among US travelers, with search interest up 180%, 136%, and 106% respectively.
What is the UK’s top trending destination?
The Cotswolds is the only UK destination to appear on Expedia’s top-10 trending destinations list, prized for its classic English countryside scenery and charming villages.