Australia
From carefree escapes to hobby-inspired travel, travellers in 2027 are choosing trips that feel more personal and purposeful
5 October 2026, SYDNEY— Today, Expedia Group unveiled Unpack ’27: The Trends in Travel™, the annual global travel trends report from Expedia, and Stayz that details the destinations and travel behaviours expected to shape the year ahead. Powered by a combination of first-party data, insights from a survey of 26,000 travellers, and social listening, Unpack ’27 reveals five trends — from reclaiming child-like joy, to making holidays all about hobbies and the fastest-growing travel destinations.
“Travel is about creating memories and Unpack ’27 uncovers the destinations and experiences shaping those moments,” said Ariane Gorin, CEO of Expedia Group. “In 2027, travellers are being more intentional in choosing their next adventure, seeking experiences that are more personal and purposeful to them. We’re making it easier to discover, plan, and book the right trip, so travellers can spend less time managing the details and more time enjoying the moments that matter.”
Expedia – 2027 Destinations of the Year
Expedia’s 2027 Destinations of the Year list spotlights some of the fastest-growing travel destinations, based on real search data that identifies where traveller interest is surging.
To help encourage travel with care, six destinations also earned Expedia’s Smart Travel Health Check for managing tourism responsibly while offering rich experiences. This Expedia framework was introduced with last year’s Unpack ’26 report and inspired by principles from the World Travel & Tourism Council’s (WTTC) report on actions for sustainable tourism management.
| 2027 Destinations of the Year3 | ||
| Destination | % Search Increase | Activities |
| South Lake Tahoe, California, U.S. | +195% | Alpine adventure, crystal-clear waters, year-round mountain escape |
| Hyogo, Japan ✓ | +95% | Centuries-old heritage, healing hot springs, unforgettable coastal cuisine |
| Punta del Este, Uruguay | +65% | Chic coastal escape, golden beaches, laid-back glamour |
| Sedona, Arizona, U.S. ✓ | +55% | Red-rock vistas, spiritual calm, adventure under endless blue skies |
| Busan, South Korea ✓ | +50% | Vibrant seaside city, buzzing markets, big-city energy |
| Holbox, Mexico | +45% | Barefoot beaches, bioluminescent waters, laid-back island ease |
| Perugia, Italy ✓ | +35% | Medieval streets, storied art, unforgettable food |
| The Tweed, New South Wales, Australia ✓ | +35% | Golden beaches, lush hinterland, relaxed coastal charm |
| Niagara-on-the-Lake, Canada | +35% | Storybook streets, scenic vineyards, lakeside charm |
| Chichester, U.K. ✓ | +30% | History, creative culture, scenic countryside near the coast |
Explore the 2027 Destinations of the Year here.
Expedia – Un-Adulting
Un-Adulting is grownup getaways full of kid-like activity. In 2027, Expedia data shows travellers are embracing Un-Adulting by swapping adult responsibilities for playful getaways that reawaken childlike joy. From theme parks to nostalgic activities, Un-Adulting trips are about wanting a carefree day (67%), a genuine break from responsibilities (56%), and want to relive childhood memories (40%).1
Demand for adults-only trips is growing:
- 50% of Aussie travellers say they’re likely to book an Un-Adulting trip in 2027, rising to 74% of Gen Z and Millennials.1
- Social media mentions of carefree, adult-only trips are up 41% year-over-year.4
Across the travel industry, more adults-only experiences are now available, from Walt Disney World’s kid-free GEO-82 lounge at EPCOT and its late-night After-Hours events to Universal Studios Japan’s adults-only Halloween Horror Nights overnight experience.
| 2027 Un-Adulting Experiences to Try | |||
| Activity/Destination | Location | Activity/Destination | Location |
| Tokyo Disneyland | Tokyo, Japan | Universal Studios Hollywood | Los Angeles, U.S. |
| Colour Factory Chicago | Chicago, U.S. | Niagara Falls Zipline | Niagara Falls, Canada |
| Park Xcaret | Cancun, Mexico | Princess Senses The Mangrove Resort | Green Island, Jamaica |
| Gold Coast: Dreamworld | Gold Coast, Australia | Walt Disney World Resort | Orlando, U.S. |
| Museum of Ice Cream | New York, U.S. | ||
Discover more about Un-Adulting here.
Expedia — The 2027 Set-Jetting Forecast
Set-Jetting, travel inspired by TV shows and movies, is now an established travel behaviour. Five years after Expedia first named Set-Jetting as a travel trend, nearly 1 in 5 travellers now report having booked a trip to a destination after seeing it featured in a TV show or movie.7
In 2027, the films and shows that will drive the Set-Jetting trend are highly anticipated new seasons, sequels, and extensions of franchises and fandoms travellers love. The anticipation effect is real:
- Nearly half of the travellers (48%) surveyed reported proactively researching or booking trips to destinations from upcoming TV shows and movies that haven’t even been released yet, rising to 57% among Gen Z and Millennials. 1
- More than 25 years on, The Lord of the Rings remains the world’s No.1 top set-jetting driver (27%) over Emily and Paris (21%) and Yellowstone (18%).
- With The Lord of the Rings: The Hunt for Gollum and The Legend of Zelda set to hit screens next year, New Zealand is primed for a fresh wave of set-jetting demand. Wellington in particular has secured a spot among the world’s top set-jetting destinations for 2027, ranking fifth globally
- Searches for Monaco spiked by over 120% in the 30 days after Emily in Paris season 6 was confirmed to be filming there. 7
- On social media, mentions of travelling to Miami increased by 64% year-over-year driven by the upcoming Miami Vice reboot. 7
From famous movie settings to TV show filming locations, the rise in film tourism and movie-inspired holidays is turning on-screen backdrops into next year’s must-visit spot.
| 2027 Set-Jetting Forecast | |||
| Destination | Inspired By | Destination | Inspired By |
| Greece | Emily in Paris Season 6 | Wellington, New Zealand | The Lord of the Rings: The Hunt for Gollum |
| Monaco | Emily in Paris Season 6 & Ocean’s Eleven prequel | Miami, U.S. | Miami Vice ’85 |
| Cannes and Saint-Tropez, France | The White Lotus Season 4 | Seoul, South Korea | K-Pop: The Debut |
| Lake Michigan, U.S. | Beach Read | Tenerife, Spain | Day Drinker |
| Toronto and Montreal, Canada | Heated Rivalry Season 2 | ||
View the latest Set-Jetting destinations here.
Stayz – Hobby Hubs
Holidays in 2027 are increasingly being fuelled by hobbies, making Hobby Hubs — Stayz holiday rentals booked specifically for everything from crafting weekends and photography retreats to mahjong game nights and antiquing escapes — the perfect way to get away.
- 88% of Aussie travellers say they’re likely to take a hobby-focused trip in 2027, climbing to 93% of Gen Z and Millennials.
- 31% of Aussie travellers say hobbies play a bigger role in how they travel compared to five years ago.2
Connection is key for those looking to engage in hobby holidays. The leading motivations for booking a Hobby Hub are:
- Spending time with people who share similar interests (51%)
- Enjoying a hobby in a new setting (46%)
- Spending time on a hobby (37%)2
Puzzles and board games are the most popular hobbies Aussie travellers want to do on holiday with family or friends, followed by photography, crafting, and stargazing.
Check out more Hobby Hubs here.
Stayz – Heartland Holidays
Some of the most exciting local destinations for 2027 are landlocked. Heartland Holidays, Stayz’s hottest emerging holiday spots, may lack ocean views but make up for it with plenty of local culture and charm. Interest is for inland getaways is strong, made up of burgeoning foodie and wine towns, alongside mountain escapes from Canberra, ACT, to Blue Mountains, NSW.
Nearly 57% of travellers have gone on holidays to non-coastal destinations in the past 12 months. The top driver for visiting landlocked locales is interest in the local culture, food, and art scenes, followed by a desire to explore off-the-beaten-path places, and affordability.2
| 2027 Heartland Holiday Destinations7 | ||
| Destination | % Search Increase | Activities |
| Canberra, ACT | +55% | National history, parliamentary landmarks, museum hopping and nearby wine regions |
| Crackenback, NSW | +45% | Alpine adventures, skiing, mountain biking |
| Mount Hotham, VIC | +40% | Skiing, snow sports, alpine hiking |
| Dubbo, NSW | +20% | Safari style zoo encounters, family adventures, outback experiences |
| Blue Mountains, NSW | +20% | Bushwalking, scenic lookouts, small town adventures |
| Nannup, WA | +15% | Mountain biking, forest trails, artisan experiences including nearby wine tasting |
| Hahndorf, SA | +15% | Heritage charm, boutique shopping, German-inspired food and drinks |
| Southern Highlands, NSW | +15% | Cool-climate wineries, country estates, garden touring |
| Tamborine Mountain, QLD | +15% | Rainforest walks, galleries, cellar doors |
| Yarra Valley, VIC | +10% | Wine tasting, gourmet dining, hot air ballooning |
To learn more about the travel trends in Unpack ’27, visit www.expedia.com.au/unpack27.
Visit http://www.expedia.com.au/newsroom for Unpack ’27 assets and more news from Expedia, and Stayz.
Notes to Editor
Data Sources:
- Third-party research was conducted by market research company OnePoll in accordance with the Market Research Society’s code of conduct. The study was conducted online between 4 August, 2026, and 14 August, 2026, among 2,000 adult respondents across Australia, who are planning domestic or international travel in the next three years.
- Third-party research was conducted by market research company OnePoll in accordance with the Market Research Society’s code of conduct. The study was conducted online between August 4, 2026, and 18 August, 2026, among 1,000 adults across Australia who have stayed in a holiday rental.
- Destinations of the Year: Based on increases in flight and accommodation searches on Expedia from 1 September, 2025, to 27 July, 2026, vs. 1 September 1, 2024, to 27 July, 2025.
A checkmark denotes destinations that meet the Smart Travel Health Check framework, aligned with World Travel & Tourism Council (WTTC) principles. The Smart Travel Health Check helps travellers identify destinations that offer rich cultural and natural experiences without the overcrowding seen in many of the world’s most popular cities.
- Un-Adulting: Social media data based on mentions of “Un-Adulting,” “carefree travel,” and similar terms on X, Reddit, Instagram, TikTok, and Facebook from 15 April to 30 June, 2026, versus the same period in 2025.
- Heartland Holidays: Based on holiday rental searches on Stayz.com.au from 1 September, 2025, to 31 May, 2026, versus 1 September, 2024, to 30 April, 2025.
- Set-Jetting: Search data based on accommodation, flight, and/or package searches on Expedia Group brands in the 30 days after relevant title or filming announcements versus the prior 30 days.
Social media data based on mentions of the shows/films along with travel terms on online news outlets, blogs, and social channels including X, Reddit, Instagram, TikTok, and Facebook from 1 March, 2026, to 10 June, 2026, compared to the same period the previous year.
- Third-party research was conducted by market research company OnePoll in accordance with the Market Research Society’s code of conduct. The study was conducted online between 4 August, 2026, and 1 September, 2026, among 26,000 adult respondents across 16 countries, who are planning domestic or international travel in the next three years.
###
About Unpack ’27
Q: What is Unpack ’27?
A: Unpack ’27 is Expedia Group’s annual global travel insights report, built on years of trend forecasting and traveller behaviour analysis. It draws on first-party data from Expedia, and Stayz, along with insights from 26,000 travellers globally across 16 countries, making it one of the most comprehensive travel trend reports in the industry.
Q: What makes Unpack ’27 a credible source for travel trends?
A: The report combines real-time platform data from millions of users with third-party research conducted by OnePoll, following the Market Research Society’s Code of Conduct. Its findings are backed by behavioural insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travellers alike.
Q: What is the Smart Travel Health Check and how is it used in Unpack ’27?
A: Expedia’s Smart Travel Health Check assesses destinations based on the World Travel and Tourism Council’s (WTTC) six principles for sustainable tourism management. Destinations that meet these criteria are better equipped to manage tourism sustainably, protect local environments, and support communities. Destinations without a check mark may not yet meet or have measurable data for all six principles; however, they still offer rich travel experiences. Their inclusion reflects Expedia’s commitment to showcasing a diverse range of destinations while encouraging progress toward sustainable tourism.
Q: How are destinations evaluated for the Smart Travel Health Check?
A: The Smart Travel Health Check indicates that a destination has been assessed against six key principles to ensure responsible and resilient tourism. These include having stewardship bodies with legitimacy and funding, a shared vision with local communities, data-driven planning, smart monitoring systems, transparent reinvestment of tourism revenue, and meaningful empowerment of residents. Destinations that meet these criteria are better equipped to manage tourism sustainably, protect local environments, and support communities. To read more about WTTC’s research, visit researchhub.wttc.org.
Q: What are the latest travel trends for 2027?
A: The Unpack ’27 report spotlights several major trends shaping travel in 2027:
- 2027 Destinations of the Year: destinations with the fastest-growing search interest
- Set-Jetting: travel inspired by television shows and films
- Un-Adulting: playful, carefree getaways for adults
- Hobby Hubs: holiday rentals organised around shared interests
- Heartland Holidays: inland destinations with local culture and charm
Q: What destinations are trending for 2027?
A: The 2027 Destinations of the Year are Expedia’s list of the fastest-growing travel locations based on flight and accommodation search interest from the millions of daily visits to the Expedia site and app. The 2027 Destinations of the Year are:
Q: What are the best adult-only holidays?
A: Adult-only holidays, or Un-Adulting as Expedia calls it, are trips built around playful getaways, like adults-only cruises and theme parks, that reawaken childlike joy, with one rule: zero obligations. The top Un-Adulting activities and destinations are:
- Tokyo Disneyland — Tokyo, Japan
- Universal Studios Hollywood — Los Angeles, U.S.
- Colour Factory Chicago — Chicago, U.S.
- Park Xcaret — Cancun, Mexico
- Princess Senses The Mangrove Resort — Green Island, Jamaica
- Walt Disney World Resort — Orlando, U.S.
- Gold Coast: Dreamworld — Gold Coast, Australia
- Museum of Ice Cream — New York, U.S.
Q: What are the best travel destinations for engaging in hobbies?
A: Stayz’s Hobby Hubs are holiday rentals booked around a specific hobby, like crafting, photography, mahjong, or antiquing, so travellers can connect with others who share their interests. The top holiday rentals for enjoying hobbies are:
- The Play House — Winchelsea South, Victoria, Australia
- The Hikers House — Jarrahdale, Western Australia, Australia
Q: What are the best rural or small-town getaways?
A: Stayz’s Heartland Holidays are inland, landlocked destinations, like small foodie and wine towns alongside mountain escapes that offer emerging local culture and charm away from crowded coastal spots. The top small-town getaways are:
Q: What is Set-Jetting?
A: Set-Jetting is travel inspired by TV shows and movies in which travellers visit destinations after seeing them on screen. Nearly 1 in 5 travellers globally have booked a trip this way. The top Set-Jetting locations are:
- Greece — Emily in Paris Season 6
- Monaco — Emily in Paris Season 6 & Ocean’s Eleven prequel
- Cannes and Saint-Tropez, France — The White Lotus Season 4
- Toronto and Montreal, Canada — Heated Rivalry Season 2
- Wellington, New Zealand — The Lord of the Rings: The Hunt for Gollum
- Miami, U.S. — Miami Vice ’85
- Seoul, South Korea — K-Pop: The Debut
- Lake Michigan, U.S. — Beach Read
- Tenerife, Spain — Day Drinker
Q: Where can I access the full Unpack ’27 report and assets?
A: Visit www.expedia.com.au/newsroom for the full Unpack ’27 report, downloadable assets, and brand-specific insights from Expedia, and Stayz.
Assets can be seen here
