Stewardship in the Spotlight: The Smart Travel Health Check Initiative

This is arguably the most forward-thinking element of the entire forecast. The “Destinations of the Year” list isn’t just a vanity project; it’s the core output of the **Smart Travel Health Check** initiative. Inspired by the World Travel & Tourism Council (WTTC) framework, this tool applies six principles of sustainable tourism management to the rising hotspots.

Assessing the New Guard: Who Earned the “Check”?

A “tick” (✔️) next to a destination means it’s not just popular; it’s actively working to manage that popularity responsibly. It signals a commitment to proactive stewardship, ensuring that the influx of visitors strengthens, rather than strains, the local community, culture, and environment. Let’s look at the celebrated group:

• Big Sky, Montana, U.S.: Surged by +92% and boasts the STHC check. This isn’t just skiing; it’s about preserving the wide-open Rocky Mountain experience.
• Okinawa, Japan: With a +71% increase, Okinawa is balancing its unique island culture with environmental preservation, including coral reef restoration efforts.. Find out more about 2026 travel trends forecast Expedia Vrbo.
• Savoie, France: Up **+51%**, this alpine region is proving that stunning scenery can coexist with sustainable alpine tourism management.
• Ucluelet, Canada: A rugged coastal gem seeing a +44% lift, Ucluelet is near the iconic Pacific Rim National Park, making its stewardship vital.

Sardinia, Italy (+63%), is also celebrated for its appeal, though not all highly-searched locations met the measurable criteria for the initial STHC framework. The overarching goal? To facilitate a travel future where discovery and preservation march in lockstep. This is the year, 2026, where *meaningful* exploration takes precedence. If you are planning travel in the coming year, seeking out locations that openly embrace their stewardship responsibilities is a practical way to ensure your trip leaves a positive footprint. You can read more about the WTTC’s vision for destination management.

Actionable Takeaway: The Conscious Traveler’s Checklist

For the traveler who wants to align their itinerary with their values, start asking questions of the destination’s tourism board or your accommodation provider:

1. What specific local conservation projects does my tourism dollar support?. Find out more about Data-driven travel behavior shifts 2026 guide.
2. Are there verified programs that encourage support for local, non-chain businesses?
3. How does this location manage seasonal visitor peaks to prevent infrastructure strain?

When a destination like Big Sky proudly points to its sustainability efforts, it’s a sign that they value the resource (the landscape) that brings you there. That’s a future-proof destination.

The Quiet Revolution: Beyond the Beach and the City Center. Find out more about Rising travel hotspots identified for 2026 tips.

While the global hotspots grab headlines, the underlying *behavioral* trends point toward a desire to slow down, to get lost in a good book, or to reconnect with something profoundly basic—like the earth. These aren’t just fringe interests; they represent a significant, data-backed segment of the future traveler cohort.

Farm Charm: Trading Screen Time for Starlit Skies

The slow travel movement isn’t just a quaint idea; it’s a massive market segment, confirmed by Vrbo data. A staggering **84% of travelers** expressed interest in staying on or near a farm. Furthermore, mentions of farm-related experiences in Vrbo guest reviews have surged by **300% year-over-year**!. This isn’t about pitching in for a 12-hour shift; it’s about immersion. Top activities travelers are looking for include:

• Hiking trails (73%)
• Animal interactions (collecting eggs, feeding animals) (62%)
• Gardening or harvesting produce (42%). Find out more about Destinations of the Year 2026 growth management strategies.

This trend, “Farm Charm,” signifies a genuine desire to unplug and reconnect with nature’s rhythm. If you’re looking for a truly different kind of relaxation, investigating farm stay vacation rentals might be your perfect 2026 escape.

Readaways: The Literary Journey Takes Center Stage

Fueled in part by the viral momentum of book communities, “Readaways”—trips centered around reading, relaxation, and quality time—are shaping up to be a major draw, with **91% of travelers** expressing interest in this concept. Vacation rentals, often offering more seclusion and space than traditional hotels, are the natural setting for this introspective travel style. Imagine a cozy cottage in the Cotswolds, not for sightseeing every minute, but for finishing that epic novel you started last winter. This is travel as self-care, plain and simple.

The Rise of the Multi-Faceted Trip: Hotel Hopping and Fan Voyages

The idea that one trip must equal one base camp is officially obsolete. In 2026, travelers are embracing *variety within a single geography*, leading to two distinct, major trends on the hotel and experience front.

Hotel Hop: Why Settle for One Vibe?

More than half of travelers (**54%**) are now planning to book multiple hotels within a single destination. This “Hotel Hop” trend is fundamentally about maximizing neighborhood exploration. Why choose between the trendy downtown loft and the serene riverside boutique when you can do both? The primary drivers are clear:

1. Explore different neighborhoods (**50%**).. Find out more about 2026 travel trends forecast Expedia Vrbo insights.
2. Keep the trip varied and exciting (**52%** for UK travelers, **52%** in a related metric).
3. Unlock better deals (**35%**).

This behavior is particularly prevalent among Gen Z and Millennials, who view a multi-stay trip as the ultimate way to capture the full flavor of a city—a fantastic opportunity for urban city break itinerary planning.

Fan Voyage: Cultural Immersion Through Sport. Find out more about Data-driven travel behavior shifts 2026 insights guide.

It’s not just about the stadiums; it’s about the *culture* surrounding the game. The “Fan Voyage” trend signals a massive appetite for attending unique, regional sporting experiences—from Sumo wrestling in Japan to Curling in Canada. **57% of travelers** say they are likely to attend one such event while on a trip. This trend recognizes that sport is often the most authentic window into a local community’s passion and tradition. Forget the standard museum tour; spending an afternoon watching a local league game can offer infinitely more connection.

The Power of the Screen: Set-Jetting Evolves

Set-Jetting—travel inspired by movies and TV shows—is not just alive and well; it’s evolving into a multi-billion-dollar industry. First noted by Expedia back in 2022, the trend is projected to be worth **$8.45 billion in the U.S. alone**.

Data Doesn’t Lie: Gen Z and Millennials Lead the Way

The acceleration is undeniable: **53% of travelers** say their desire for a set-jetting trip has increased in the past year. But the real fuel comes from the younger generations: **81% of Gen Z and Millennial travelers** are now planning getaways based on what they see on screen. What’s new in 2026 is the *type* of content inspiring travel. While big productions still drive interest (think the locations from the latest cinematic releases), the data suggests a turn toward deeper connections with the source material, whether it’s a beloved long-running series or an independent film. Travelers aren’t just snapping a photo at the famous spot; they are seeking to *live* the scene. For those looking to capitalize on this visual storytelling, understanding the relationship between media and tourism is key to effective **travel marketing strategies**.

Conclusion: Charting a Course for Meaningful Exploration in 2026

The portrait of the 2026 traveler, painted with the data from the “Unpack ’26” forecast, is one of intentionality. They are not necessarily traveling *less*, but they are certainly traveling *better*. They are using their search power to find pockets of rich, authentic experience—whether that’s the high-altitude splendor of Big Sky, the quiet immersion of a Farm Charm stay, or the cultural education found at a local sporting event. The core message, echoing from the CEO down to the data scientists, is clear: travel should be a catalyst for positive change, a force that respects the places we are privileged to visit. The traveler of 2026 is actively choosing destinations that have earned their stripes through proactive stewardship via the Smart Travel Health Check. They are looking for depth over breadth, quality over quantity, and sustainability over easy consumption.

Key Takeaways and Your Next Steps

If you are a traveler, use this insight to refine your next adventure:

• Go Second Tier (For Now): Target the “Destinations of the Year” like Ucluelet or Sardinia while they still offer that sense of discovery before they reach peak viral status.
• Embrace the Slow: Seriously consider a “Farm Charm” or “Readaway” trip. The data shows this desire for disconnection is potent.
• Be an Active Participant: Prioritize destinations with the Smart Travel Health Check validation—you are voting with your dollar for responsible tourism.

For industry professionals, the takeaway is an imperative: data *is* the new landscape architect. Your efforts in responsible growth management (the STHC criteria) will directly correlate with where the most conscious, engaged, and valuable travelers choose to spend their time and money in 2026. The future of travel isn’t about finding new places; it’s about finding new, better ways to *be* in the places we discover. What trend from the “Unpack ’26” forecast are *you* most excited to explore? Share your thoughts and your 2026 destination picks in the comments below!