Not Paris, not London and not even Tokyo. Topping travel giant Expedia's ranking of trending destinations for 2027 is South Lake Tahoe, a California resort town on the shores of a lake in the Sierra Nevada mountains. According to the company, searches for flights and accommodations in the destination surged 195% in a single year. The top 10 includes several other surprises, among them a Japanese prefecture that has outpaced the country's better-known cities, a small island in Mexico and a picturesque Canadian town. Europe, meanwhile, has just two destinations on the list.
The ranking was published as part of Expedia's annual Unpack '27 report, which examines global travel trends ahead of the coming year. The top 10 destinations were ranked according to the increase in searches for flights and accommodations on the platform between Sept. 1, 2025, and July 27, 2026, compared with the same period a year earlier. In other words, these are not necessarily the destinations that attracted the most tourists or recorded the most bookings, but rather those that saw the sharpest rise in interest among users of the website. The broader report also includes a survey of 26,000 travelers across 16 countries, but the destination rankings themselves are based on search data.
Expedia is one of the world's largest online travel companies. Millions of users rely on its platforms to search for and book flights, hotels and vacation rentals, meaning the data it collects can offer an interesting picture of changing interest in travel destinations. However, the figures come from a single commercial company and do not necessarily represent travelers worldwide. Moreover, a sharp percentage increase does not necessarily indicate a large volume of searches. It may also reflect a surge from a relatively low starting point.
This year's ranking is notable for its concentration of nature destinations, rural areas and relatively small resort towns, alongside several major cities. Six of the 10 destinations also received a special designation from Expedia indicating that they met the company's criteria for responsible tourism management, inspired by principles established by the World Travel & Tourism Council (WTTC).
The most striking feature of the list, however, is the absence of many cities traditionally associated with international tourism. Paris, Rome, Barcelona, London and Tokyo are nowhere to be found. Instead, several smaller, lesser-known destinations have made the cut. That does not mean major cities are losing their appeal or that tourists are abandoning them. Demand for these destinations may remain high, even if the rate of growth in searches is lower than that recorded elsewhere.
1. South Lake Tahoe, California, United States
The biggest surprise in the ranking comes from California. South Lake Tahoe, a resort town on the southern shore of Lake Tahoe, near the California-Nevada border, recorded a 195% surge in searches, nearly three times the level seen during the same period the previous year. The region is well known to Americans but is not among California's most internationally recognizable destinations, such as Los Angeles or San Francisco. Lake Tahoe itself is one of the deepest lakes in North America, surrounded by the Sierra Nevada mountains and coniferous forests.
Aerial view of Lake Tahoe, on the California-Nevada border
(Photo: TW Farlow Media / Shutterstock)
Unlike vacation destinations that attract visitors mainly during a particular season, tourism activities in the area change throughout the year. In winter, nearby ski resorts, including Heavenly and Sierra-at-Tahoe, draw visitors to the slopes. In summer, tourists come for the lake's beaches, boating, water sports and mountain hiking trails. One of the area's best-known attractions is Emerald Bay, where a small island sits surrounded by blue water and forested mountains. Despite its position at the top of the ranking, the surge in searches does not necessarily mean South Lake Tahoe is expected to attract more visitors than much larger and better-known cities.
2. Hyogo, Japan
In second place is Hyogo Prefecture, in western Honshu, Japan's main island, with a 95% increase in searches. Its inclusion is particularly interesting given the popularity of better-known Japanese destinations such as Tokyo, Kyoto and Osaka. Hyogo stretches from the Sea of Japan in the north to the Seto Inland Sea in the south, encompassing major cities, mountainous regions, historic towns and natural attractions. One of the prefecture's most prominent landmarks is Himeji Castle, one of Japan's most famous and best-preserved castles, which has been designated a UNESCO World Heritage Site.
Hyogo, Japan: The famous Himeji Castle
(Photo: Shutterstock / DDaisuke.T)
The prefecture's largest city is Kobe, a port city known internationally for the beef that bears its name. Hyogo is also home to several of Japan's best-known hot spring destinations, including Arima Onsen, where visitors come to bathe in traditional hot spring baths. The prefecture offers opportunities to combine visits to historic sites with outdoor excursions and modern urban attractions, and is located a relatively short journey from Osaka. The increase in searches may indicate growing interest in parts of Japan beyond the country's most familiar tourist routes, although the report does not identify a single reason for the rise.
3. Punta del Este, Uruguay
Punta del Este, a resort city on Uruguay's coast, ranked third with a 65% increase in searches. Located on a peninsula between the Rio de la Plata and the Atlantic Ocean, the city has long been one of South America's leading summer vacation destinations. During peak season, it attracts large numbers of visitors from Argentina, Brazil and other countries in the region. Hotels, restaurants, nightclubs and luxury residential developments line the coast, and parts of the city are associated with vacations among wealthy travelers and celebrities.
Punta del Este, Uruguay: The famous hand sculpture on the beach
(Photo: Shutterstock / ThiagoSantos)
One of its most recognizable landmarks is La Mano, or "The Hand," a sculpture featuring five giant fingers emerging from the sand at Brava Beach. Created in 1982 by Chilean artist Mario Irarrazabal, the sculpture has become a popular photography spot. Beyond its beaches, the area offers galleries, restaurants and markets, while summer brings events and parties. Despite its upscale reputation, Punta del Este also has public beaches and natural areas. The increase in searches indicates growing interest in the city, but does not necessarily point to changes in the number or profile of its visitors.
4. Sedona, Arizona, United States
Sedona, a small city in northern Arizona, recorded a 55% increase in searches, placing it fourth. The city lies in the heart of a desert region famous for its red rock formations, whose colors shift throughout the day depending on the angle of the sun. The landscape has attracted hikers, photographers and artists for years, and an extensive network of hiking and cycling trails surrounds the city. Among the area's best-known landmarks are Cathedral Rock and Bell Rock, two formations closely associated with Sedona's distinctive scenery.
Sedona, Arizona: The red rock formations attract travelers from around the world
(Photo: Shutterstock / Bob Pool)
Alongside outdoor tourism, Sedona has developed a tourism industry focused on wellness, spas and activities such as yoga and meditation. Some visitors are also drawn by the belief that the area contains sites with special spiritual energy, known as vortexes, although there is no scientific evidence supporting their existence. This combination of activities has made Sedona attractive to a wide range of visitors, from hikers seeking outdoor adventures to vacationers who prefer hotels and spa resorts. Expedia's data now points to a further increase in interest in the area.
5. Busan, South Korea
Busan, South Korea's second-largest city, ranks fifth with a 50% increase in searches. Located in the southeastern part of the country on the coast of the Sea of Japan, the city is one of South Korea's most important port and commercial centers. Unlike inland Seoul, Busan combines densely populated urban districts and skyscrapers with broad beaches. One of the best known is Haeundae Beach, which attracts large numbers of visitors during the summer months.
Busan, South Korea
(Photo: Shutterstock / Finn stock)
Busan is also known for Jagalchi Fish Market, the coastal Haedong Yonggungsa Temple and the international film festival held in the city each year. Some international audiences may also recognize its name from the successful 2016 South Korean film "Train to Busan." Tourism in the city has benefited in recent years from growing interest in Korean culture, although the report's data does not establish whether that is the main reason for the current surge in searches.
6. Holbox, Mexico
In sixth place is Holbox, an island north of Mexico's Yucatan Peninsula, with a 45% increase in searches. Unlike the large resort areas of Cancun and the Riviera Maya, Holbox is a relatively small island where many roads are unpaved and conventional vehicle traffic is restricted. Visitors primarily get around on foot, by bicycle or in golf carts. Located near protected natural areas, the island is known for its sandy beaches, shallow waters and small accommodations scattered across the island.
Holbox, Mexico: The Caribbean island that saw a 45% surge in searches
(Photo: Shutterstock / Daniel.Petras14)
One of the area's best-known attractions is the opportunity to observe whale sharks during their migration season on regulated tours. Another phenomenon that draws visitors is bioluminescence, the emission of light by tiny marine organisms that, under certain conditions, can make the water appear to glow in the dark. However, the island's growing popularity has also brought environmental and infrastructure challenges, including waste management and the pressures of visitor numbers. The increase in searches could add to those pressures if it translates into a significant rise in tourist arrivals.
7. Perugia, Italy
Perugia, the capital of the Umbria region in central Italy, is the first European destination on the list. The city ranked seventh with a 35% increase in searches. Perched on a hill, Perugia is known for its historic center, with medieval buildings, churches, palaces and ancient squares. One of its most prominent landmarks is the Palazzo dei Priori, a medieval palace that now houses, among other institutions, the National Gallery of Umbria. The city is also a university center, home to a large student population, including many international students.
Perugia, Italy: The city's historic center, ranked seventh on the list
(Photo: Shutterstock / Frank Bach)
Beyond its history and architecture, Perugia is known for the Umbria Jazz festival and the Eurochocolate event, both of which have become closely associated with the city. The wider Umbria region is known for its ancient towns, vineyards, olive oil and local truffles. Unlike Rome, Florence and Venice, Perugia is not among Italy's most heavily visited international destinations. Its position as one of only two European cities on the list highlights the nature of the ranking, which measures the rate of growth in searches rather than overall tourism volume.
8. The Tweed, Australia
The Tweed region, in northern New South Wales, Australia, ranked eighth with a 35% increase in searches. The coastal region lies near the Queensland border, south of the Gold Coast. It includes small towns, beaches, rainforests and agricultural areas. Unlike Australia's major urban tourism centers, much of the tourism activity in the region focuses on nature and rural getaways. Among its better-known communities are Tweed Heads and Kingscliff.
The Tweed region, Australia
(Photo: Shutterstock / Dan Campbell)
One of the region's most distinctive landmarks is Mount Wollumbin, located within an ancient volcanic landscape and considered a site of cultural and spiritual significance to local Aboriginal communities. The area also offers hiking trails, surfing beaches and nature reserves. In recent years, a tourism industry featuring small guesthouses, restaurants and businesses centered on local agricultural produce has developed there. Expedia identifies the Tweed as one of the regions experiencing a significant increase in interest, despite remaining relatively unfamiliar to international travelers.
9. Niagara-on-the-Lake, Canada
Niagara-on-the-Lake, a town in Ontario, Canada, ranks ninth with a 35% increase in searches. The town sits where the Niagara River flows into Lake Ontario, a relatively short drive from the famous Niagara Falls. Unlike the area around the falls, with its large hotels and attractions designed to accommodate substantial numbers of visitors, Niagara-on-the-Lake is primarily known for its historic center, 19th-century buildings, small shops and well-maintained streets.
The historic town of Niagara-on-the-Lake, Canada
(Photo: Shutterstock / JeniFoto)
The surrounding area is one of Canada's important grape-growing and wine-producing regions, with numerous wineries offering tours and tastings. The town is also known for the Shaw Festival, an annual theater festival that attracts visitors from across Canada and beyond. Its location makes it possible to combine a visit to Niagara Falls with a different kind of experience focused on history, culture and wineries. Like several other destinations on the list, Niagara-on-the-Lake is well known domestically but has a relatively limited international profile compared with the nearby attraction.
10. Chichester, England
Rounding out the top 10 is Chichester, a historic city in West Sussex in southern England, which recorded a 30% increase in searches. It is the second and final European destination on the list, after Perugia in Italy. The city's origins date to Roman times, and remnants from that period can still be seen, including sections of the ancient city walls. At its center stands Chichester Cathedral, which dates to the 11th century, surrounded by shopping streets, historic buildings and cultural institutions.
Chichester, England: One of only two European destinations in the top 10
(Photo: Shutterstock / Wirestock Creators)
Chichester also serves as a starting point for exploring the countryside of southern England. Nearby is South Downs National Park, an area of chalk hills, fields and villages, while the beaches of West Wittering are a short drive away. The wider region is also home to historic attractions, including Arundel Castle, as well as cultural and theater events. Although Chichester is far less familiar to international tourists than London, Oxford or Bath, the increase in searches has placed it among the 10 leading destinations in Expedia's new ranking.