#Japan #Tokyo #travel trends #Expedia Group #Summer 2026

Unpacking Summer 2026: Key Travel Trends

Expedia Group has recently revealed its travel report titled "Unpack ’26 Summer", showcasing the anticipated trends for summer travel in 2026. Building on data from searches and bookings made on Expedia and Hotels.com, the report outlines the behaviors and plans of travelers for the upcoming summer season.

1. Hot Domestic Destinations

This summer, interest in domestic travel has surged globally, with a staggering 77% increase in social media posts about domestic trips compared to the previous year. According to search data from Expedia in Japan, tourist interest is gravitating toward hot spring areas, natural surroundings, and cities easily accessible from larger urban areas.

Among the Japanese prefectures, Tokyo saw an impressive 48% increase in search interest, followed by Shiga Prefecture at 32%—home to Japan's largest lake, Lake Biwa. Both Fukuoka and Gunma Prefectures ranked third, each with a 22% increase, offering a spectrum of urban sightseeing, hot springs, nature, and gourmet experiences. The rankings are summarized as follows:


On the city level, Hakone leads with a 51% increase in searches, celebrated for its hot springs and natural beauty, followed by Kanazawa and Miyako Island, with 36% and 31% increases respectively, both noted for their cultural richness and idyllic landscapes.

2. High Demand Due to Major Soccer Events

With the anticipation of major soccer events taking place this summer, travel needs are sharply rising, especially toward North America as we move into June and July. Search data across nine global nations reveals heightened interest in U.S. cities like Kansas City and Philadelphia, as well as Monterrey in Mexico, as potential viewing destinations for fans.

In Japan, search interest for Dallas, the host city for Japan's matches, skyrocketed by 6,655% year-on-year, while Monterrey saw a 75% increase. This trend reflects a broader surge in demand for North America among Japanese travelers.


With traveler preferences split between vibrant event experiences and quieter getaways, there’s movement toward selecting less crowded, economical destinations. Notably, hotel prices in popular European and Asian destinations are projected to drop by as much as 25%, which heightens their attractiveness amidst increasing traveler interest.

3. Locations Inspired by Popular Media

Another compelling trend is the rise of “Location Tours” driven by popular movies and TV shows. Following notable releases, there's been a distinct uptick in searches for filming locations. For instance, travel searches for Yorkshire surged by 60%, correlating with the release of a classic literature adaptation.

Key locations such as Williamsburg (USA) and the Dolomites (Italy) are also expected to see increased travel demand as tourists flock to experience scenes reminiscent of their favorite media. The report highlights how this trend is shaping travel choices this summer, with upcoming releases continuously driving interest in lesser-known destinations.

In Conclusion

In summary, the travel trends unveiled by Expedia Group for summer 2026 suggest a significant shift towards domestic markets and unique personal experiences, influenced both by major global events and cultural media. As travel interest grows, travelers are encouraged to embrace these emerging trends to maximize their summer adventures.

For more detailed insights and updates, you can explore Expedia Group's newsroom for the complete report and additional resources.