Honestly, we’ve all seen Bali splashed across our Instagram feeds for years now. The beaches, the rice terraces, the temples…it’s stunning, there’s no question about that. Yet something interesting is happening in the travel world right now, and American Express has put real numbers behind it.
Based on global American Express Card Member travel bookings in 2025 and insights from Amex Travel’s global network of Travel Consultants, the 2026 Trending Destinations list offers inspiration for where travelers are actually heading next year.
Here’s the thing: the 2026 survey confirms a shift towards more meaningful and distinctive travel, and often to destinations that are further off the beaten track. People are tired of the crowds. They want something different, something real. So let’s dive in and explore these seven remarkable destinations that are capturing the imagination of travelers worldwide.
Indian Himalayas: Where the World Touches the Sky
The Indian Himalayas have been named the top trending travel destination for 2026 by American Express Travel, ahead of global hotspots like Las Vegas and Morocco’s Marrakech. Let’s be real, this is massive. The shift away from beach destinations toward mountain adventures says something profound about where we are as travelers.
This vast mountain region offers breathtaking vistas of soaring peaks, glaciers, and lush valleys, as well as some of the world’s highest road passes and railways. Discover vibrant Buddhist monasteries and centuries-old traditions in the Ladakh and Sikkim regions, or visit Dharamshala, the spiritual home of the Dalai Lama.
The cultural richness here runs deeper than most places on Earth. Nature enthusiasts should keep watch for snow leopards, Bengal tigers, ibex, and blue sheep – particularly in and around Khangchendzonga National Park. The best periods to visit are March to May and September to November, when the weather is clear and pleasant, ideal for trekking.
- Best Time to Visit: March-May and September-November
- Key Regions: Ladakh, Sikkim, Himachal Pradesh, Uttarakhand, Arunachal Pradesh
- Top Activities: Trekking, monastery visits, wildlife spotting, yoga retreats
- Why It’s Trending: Travelers seeking transformative, off-the-beaten-path experiences and authentic cultural encounters
Killarney, Ireland: The Emerald Isle’s Hidden Gem
Killarney is a town in County Kerry, Ireland, celebrated for its breathtaking landscapes, historic landmarks, and wealth of outdoor activities – all centred around the magnificent Killarney National Park, Ireland’s first national park. Here’s what surprised me: while everyone flocks to Dublin, Killarney offers something genuinely magical without the tourist chaos.
The region is home to the McGillycuddy’s Reeks (Ireland’s highest mountain range), the serene Lakes of Killarney, and the elegant Muckross House and Gardens. From there, venture into Killarney National Park to experience quintessential Irish scenery, spot native red deer, and explore the stately Muckross House. It was famously visited by Queen Victoria and members of the royal family in 1861. There’s a timeless quality to this place that modern resorts simply cannot replicate.
- Annual Visitors: Approximately 1.1 million tourists, with over 60% from international locations
- Population: 14,412 (2022 census) – Ireland’s second-largest town in County Kerry
- Key Attractions: Killarney National Park (26,000 acres), Ross Castle, Muckross House, Torc Waterfall, Gap of Dunloe
- Tourist Heritage: Welcoming visitors for over 250 years, since Thomas Browne (Lord Kenmare) first promoted the area
San Juan Mountains, Colorado: America’s Switzerland
Dubbed “the Switzerland of America,” the San Juan Mountains have one of North America’s highest concentrations of peaks reaching over 14,000 feet in elevation. This is one of only two U.S. destinations making the list, which tells you something about its extraordinary appeal.
The destination offers adventure during all four seasons. In winter, the area offers “bargain skiing,” but also luxury alpine resorts like the Madeline Hotel & Residences in Telluride. In warmer months, you can hike hut-to-hut, explore wildflower-strewn meadows, or take scenic road trips through the San Juan Skyway. Step back in time on this vintage steam train, with unforgettable views of the landscape along the historic Durango and Silverton route. After all that adventure, unwind in natural mineral baths in the region’s hidden springs.
- Area Coverage: Over 12,000 square miles in southwestern Colorado
- 14ers: 13 peaks over 14,000 feet in elevation
- San Juan Skyway: 236-mile scenic loop connecting historic mining towns
- Key Towns: Telluride, Durango, Silverton, Ouray, Pagosa Springs
- Wilderness Areas: Weminuche Wilderness (Colorado’s largest at 499,771 acres), Lizard Head, South San Juan
Las Vegas: Entertainment Reimagined
Las Vegas was the #1 destination for hotels booked by American Express Card Members through Amex Travel in 2024. Wait, isn’t Vegas already popular? Sure, yet there’s a reason it’s trending even harder now.
Since 2023, the Las Vegas Grand Prix has blended F1’s high-octane competition with the shimmering rush of nights on the strip. Las Vegas hotels will also head into the new year with a refresh: the MGM Grand capped a $300 million renovation in 2025, while the FountiaineBleu expanded its LIV beach club into 80,000 square feet of revelry. The city isn’t resting on its laurels. It’s constantly evolving, constantly surprising, and that nonstop energy draws people back again and again.
- 2024 Visitor Numbers: 41.6 million tourists
- 2026 Projection: Expected to rebound to 40.1 million visitors (up from 39.1 million in 2025)
- Major Developments: $600 million Las Vegas Convention Center expansion (30% capacity increase), MGM Grand $300 million renovation, Venetian’s $1.5 billion remodel
- New Attractions: Expanded convention facilities, Formula 1 Las Vegas Grand Prix (through 2027), new luxury dining and entertainment venues
- Top Honor: Named #1 nightlife destination in the world by Time Out magazine
Marbella, Spain: Andalusian Luxury Meets Mediterranean Dreams
Luxury, glamour, and old-world Andalusian charm blend easily with a pulsating nightlife, fabulous restaurants, rich history, and warm culture. Marbella represents something special on this list because it balances elegance with authenticity.
Take in the picturesque cobblestone streets of Marbella Old Town, notable for its whitewashed buildings, designer boutiques, and scented orange trees. Nearby Puerto Banus Marina is a must-stop for views of multimillion-dollar yachts, luxury sports cars, and more high-end shopping and fine dining. Many Americans are relocating there for the lifestyle, food, and weather. There’s a reason for that. The quality of life here rivals anywhere in Europe.
- Location: Costa del Sol, Andalusia, southern Spain
- Climate: Year-round mild Mediterranean weather with over 300 days of sunshine
- Key Areas: Marbella Old Town (Casco Antiguo), Puerto Banús Marina, Golden Mile
- Appeal: Combination of luxury amenities, Andalusian cultural heritage, beach lifestyle, and fine dining scene
Marrakech, Morocco: A Gateway to Wonder
Marrakech has come to be known as Morocco’s cultural capital, famous for its historic medina and Jemaa el-Fna square, palaces, and mosques, offering both colorful landscapes and serenity. This destination feels like stepping through a portal into another world entirely.
There are many somewhat cliched traditions one has to experience in Marrakech, not least its famous bazaars, markets, and souks. Yet beyond the traditional must-sees, there are dozens of off-the-map experiences to sample, like hot-air balloon rides, cycling tours, or luxury spa retreats. The sensory overload here is part of the magic. The colors, the sounds, the aromas of spices and mint tea…it creates memories that photographs simply cannot capture.
- UNESCO Status: Historic medina designated as a UNESCO World Heritage Site
- Must-Visit: Jemaa el-Fna square, Koutoubia Mosque, Bahia Palace, Majorelle Garden
- Experience Highlights: Traditional souks and bazaars, hammam spas, rooftop dining, desert excursions
- Cultural Capital: Gateway to North African culture, blending Arab, Berber, and French influences
Okinawa Islands, Japan: A Different Side of Japan
An archipelago in southern Japan comprised of 160 islands, Okinawa visitors can expect warm temperatures year-round and world-class diving and snorkeling in its picturesque bays. Most people think of Tokyo or Kyoto when they imagine Japan, yet Okinawa offers something genuinely distinct.
Okinawans are culturally distinct from mainland Japanese, just like the Ainu of Hokkaido, giving you a more nuanced glimpse into life in Japan. Okinawa was identified as a destination that particularly appeals to families, offering nature-based experiences, outdoor activities, and a relaxed atmosphere. The coral reefs here rival the best in the world, and the longevity of Okinawan residents has fascinated researchers for decades. Maybe there’s something in the air…or perhaps it’s just the slower pace of island life.
- Islands: 160 islands in the archipelago
- Climate: Subtropical with warm temperatures year-round
- Top Activities: World-class diving and snorkeling, pristine coral reefs, beach relaxation
- Cultural Distinction: Unique Ryukyuan culture, separate from mainland Japan
- Family-Friendly: Ideal for families seeking nature-based experiences and outdoor activities in a relaxed setting
- Blue Zone: Known for residents’ exceptional longevity and healthy lifestyle
So there you have it. Seven destinations that represent a fundamental shift in how we think about travel. An overwhelming 87% of respondents said they are seeking hotels that feel connected to their destination – moving away from minimalist, anonymous décor towards properties that are deeply rooted in local culture. This isn’t just about changing locations. It’s about seeking authenticity, meaning, and experiences that transform us rather than simply entertain us.
The question is: which one will you choose first?
