The dramatic increase in Expedia searches suggests that travelers are expanding their exploration maps, seeking out less mainstream destinations that offer the potential for unique experiences.
Expedia has just announced its list of 10 destinations of the year 2027 ( Destinations of the Year 2027) in its Unpack '27 report, based on the growth in flight and accommodation searches on Expedia between September 1, 2025 and July 27, 2026, compared to the same period before.
This data is noteworthy because the list not only reflects already popular destinations, but also focuses on places that are rapidly gaining popularity.
Leading the way is South Lake Tahoe in the US with a 195% increase in searches. Second is Hyogo in Japan, with a 95% increase; followed by Punta del Este in Uruguay with a 65% increase; Sedona in the US with a 55% increase; and Busan in South Korea with a 50% increase.
Six of the 10 destinations were also marked by Expedia's Smart Travel Health Check, a set of criteria designed to identify places with rich cultural and natural experiences while avoiding the overcrowding often found in large tourist cities.
South Lake Tahoe topped the rankings with a 195% increase in searches, far surpassing all other destinations. Located on Lake Tahoe in the Sierra Nevada mountain range, the city boasts stunning mountain scenery, a vast lake, and a thriving system of outdoor activities year-round.
In winter, the area is attractive for skiing and snow activities. When the weather warms up, visitors switch to kayaking, paddleboarding, hiking, and exploring the lakeside landscape.
South Lake Tahoe doesn't need a massive man-made landmark to attract visitors. Its natural landscape has become a complete tourism product, capable of serving a wide range of tourists and seasons.