Sumo wrestling in Japan, towns where travellers trade hustle for harmony, trips to destinations inspired by TV shows and movies – all of these are among the trends identified in the latest Unpack ’26, the Expedia Group’s annual global travel insights report.
Built on years of trend forecasting and traveller behaviour analysis, Unpack ’26 delivers proven insights and visions into the future of travel.
The report draws on first-party data from Expedia, Wotif, and Stayz, along with information from 24,000 travellers across 18 countries – making it one of the industry’s most comprehensive travel trend reports.
Here are some prime insights:
Expedia — Fan Voyage: 2026 is a huge year for international sports, but there’s a new wave of fanaticism all about immersive, local experiences. Expedia’s Fan Voyage trend reveals a surge in uniquely regional sporting experiences, with 59% saying they’re likely to attend one while on a trip.
From sumo wrestling in Japan to Muay Thai in Thailand, Aussie travellers — particularly Gen Z and Millennial Aussie travellers (74%) — seek front-row seats to learn about timeless traditions. Fan Voyage shows it’s not just about the game — it’s about community, culture, and feeling like a local.
2026’s Hottest Fan Voyage Tickets |
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| Sport | Location | Sport | Location |
| Sumo Wrestling | Japan | Banana Ball | U.S. |
| Muay Thai | Thailand | Capoeira | Brazil |
| Curling | Canada | Lucha Libre | Mexico |
| Baseball | South Korea | Hurling | Ireland |
| Australian Rules Football | Australia | Caber Tossing | Scotland, U.K. |
Check out how to get seats to Fan Voyage events here.
Wotif — Parks with Spark: From glamping tents with designer touches to resort-style pools and sleek amenities, Aussie holiday parks are stepping up — and travellers are taking notice. Demand for holiday parks on Wotif is up 13% year-on-year, as more Aussies seek elevated experiences without straying from the classic holiday park charm.
Now, it’s not just families rolling into holiday parks. With modern upgrades attracting a wider crowd, couples now make up the largest group of holiday park guests (56%), followed by families (40%) — notably, over half of these couples are Gen Z and Millennials.
2026’s Parks with Spark:
- Discovery Parks Cradle Mountain, Tasmania, Australia
- Wilderluxe Lake Keepit, New South Wales, Australia
- Ingenia Holidays Byron Bay, New South Wales, Australia
Check out the Aussie holiday parks turning heads here.
Actor and storyteller Karissa Lane brings Hobart history to life on the popular MACq01 Walking Tour. Hobart was the venue for the launch of Unpack ’26.
Wotif — Slow Down Towns: Aussies are trading hustle for harmony. In 2026, half of Aussies (50%) say they’ll swap the stress of over-planned trips for peaceful escapes in smaller towns, where the pace is gentler, there are smaller crowds (80%), and everything they need is close by (78%).
Travellers will even feel better about it, with most Aussies reporting that they leave a slower-paced destination feeling relaxed (67%), less stressed (54%), and truly recharged (52%).
Wotif’s 2026 Slow Down Towns
- Nagambie, Victoria, Australia
- Trinity Beach, Queensland, Australia
- Huskisson, New South Wales, Australia
- Robe, South Australia, Australia
- Mollymook, New South Wales, Australia
Explore the towns that are slowing it down here.
Stayz — Readaways: Trips in 2026 are getting “lit” — literally. Stayz reveals that 94% of Aussie travellers seek getaways focused on reading, relaxation, and quality time with loved ones. As #BookTok continues to dominate social media, interest in literary-themed travels is surging. Pinterest searches for “book club retreat ideas” up 265%, and reading-related terms in guest reviews nearly tripled.
Recommended Rentals for Readaways:
- Lyra — Kangaroo Valley, New South Wales, Australia
- Palm Pavillion — Church Point, New South Wales, Australia
- A Shore Thing — Noosa, Queensland, Australia
- Fingal House — Fingal, Victoria, Australia
- Highbury’s Peaceful Retreat — Tootgarook, Victoria, Australia
See more inspiration on Readaways here.
Stayz — Farm Charm: The slow travel movement is gaining ground, with 91% of Aussie travellers expressing interest in staying on or near a farm. Mentions of farm-related experiences in guest reviews have also surged 300% year-over-year, signalling how travellers search for starlit skies over busy city lights in 2026.
Farm Charm is about unplugging and reconnecting with nature. Top activities for travellers include:
- Hiking trails (71%)
- Animal interactions such as collecting eggs, feeding animals, or birdwatching (63%)
- Relaxing hobbies such as crafting, knitting or reading (47%)
Top Farm Charm Finds:
- Barakee Homestead — Rosevale, Queensland, Australia
- Leighton House — Evandale, Tasmania, Australia
- Hilltop Farm Stay — Comboyne, New South Wales, Australia
- Monterey Stud — Shoreham, Victoria, Australia
- Black Star — Kangaroo Valley, New South Wales, Australia
Explore more properties with Farm Charm here.
The 2026 Set-Jetting Forecast: Set-Jetting is back — and bigger than ever. First spotlighted by Expedia in 2022, this trend of travelling to destinations inspired by TV shows and movies is now projected to become a potential $8 billion industry in the U.S. alone. Interest is accelerating with 44% of Aussie travellers saying their desire to take a set-jetting trip has increased in the past year.
With The White Lotus’s following location in France still to be officially confirmed, the 2026 Set-Jetting Forecast reveals the next wave of cinematic escapes — from the U.K.’s rolling hills of Yorkshire to the epic coastlines of Croatia. Set-Jetting is turning binge-worthy moments into bucket-list adventures.
| The 2026 Set-Jetting Forecast | |
| Location | Film/Series Inspiration |
| Yorkshire, U.K. | Wuthering Heights and Downton Abbey: The Grand Finale |
| Tuscany, Italy | Jay Kelly |
| Samoa, Polynesia | Moana (Live Action) |
| Dalmatian Coast, Croatia | People We Meet on Vacation |
| Peloponnese, Greece | The Odyssey |
| Los Angeles, U.S. | Nobody Wants This |
| Wellington, New Zealand | Avatar: Fire & Ash |
| Palawan, Philippines | The Last Resort |
Read more about Set-Jetting here.
To learn more about the travel trends in Unpack ’26, visit www.expedia.com.au/unpack26. Visit www.expedia.com.au/newsroom for Unpack ’26 assets and more news from Expedia, Wotif, and Stayz.
Edited by Peter Needham in Hobart, Tasmania
BIO
With more than 35 years in travel journalism, Peter Needham has filed stories from Fleet Street to Fiji and almost everywhere. As Managing Editor (Australasia) for Global Travel Media, he shapes the site’s industry coverage while continuing to write with the flair and authority honed over decades.
Since turning freelance in 1993, Peter’s byline has graced mastheads ranging from the Sydney Morning Herald and Australian Financial Review to Reader’s Digest and Qantas’ inflight magazines. He edited Inside Tourism for seven years, contributed a long-running “Travel Tales” column to Vacations & Travel, and even penned copy for Tourism Australia ahead of the Sydney 2000 Olympics.
Peter has travelled widely, a Reuters, Guardian, and AAP veteran, from South American backpacking trails to a Saudi Arabian military hospital, collecting stories as only a true newspaperman can.
