Set-jetting and sport shape 2026 bookings for UAE travellers

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Palawan in the Philippines, filming location for The Last Resort

Expedia has revealed the trends set to shape travel behaviour next year, with insights from UAE travellers pointing to a shift towards cultural connection, cinematic discovery and creative accommodation choices.

From sports to set-jetting, remote retreats to hotel hopping, Expedia says the results of Unpack 26: The Trends in Travel “flips the script” on traditional getaways.

Among UAE travellers, film- and television-inspired trips remain on the rise, with the trend expected to carry through beyond this year.

Expedia’s 2026 Set-Jetting Forecast shows four in five (81%) respondents have shown greater interest in visiting on-screen locations over the past year, while 59% of Gen Z respondents say their next trip will be shaped by their favourite shows or movies.

Popular set-jet locations in 2026 include Yorkshire in the UK – thanks to upcoming film Wuthering Heights and Downton Abbey – as well as Croatia’s Dalmatian Coast (Netflix’s People We Meet On Vacation), Tuscany in Italy (Jay Kelly on Netflix) Wellington in New Zealand (Avatar: Fire & Ash) and Palawan in the Philippines (The Last Resort).

Yorkshire Dales, the filming location for Wuthering Heights, airing February 2026

Interest in travel inspired by books is also trending, reports Expedia, with ‘Readaways’ (reading retreats) gaining momentum thanks to #BookTok and similar social media movements shaping travel habits.

Supporting these findings, Skyscanner’s 2026 trends report shows that 78% of global respondents have considered book-themed destinations, and hotel searches using the platform’s ‘library’ filter have jumped 70% year on year.

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Sport is also playing a major role in travel decisions, with 86% of UAE travellers likely to attend a live sporting event while overseas.

Gen Z and Millennial travellers are particularly drawn to local sporting traditions such as sumo wrestling in Japan, Muay Thai boxing in Thailand, baseball in South Korea and caber tossing in Scotland.

These findings echo recent research from Hilton showing 45% of UAE travellers plan full holidays around sporting events, expecting to take part in an average of 12 activities and attend seven events in the year ahead.

Four Seasons Resort in Koh Samui muay thai boxing

Muay thai boxing ring at Four Seasons Resort in Koh Samui

Travellers seeking more creative accommodations

Expedia’s report also points to travellers seeking more meaningful and inventive ways to stay.

‘Salvaged Stays’ or repurposed spaces such as old banks or train stations, are rising in popularity, while ‘Hotel Hopping’ is gaining traction among UAE guests keen to explore more within one trip.

Some 81% of respondents say they book stays at multiple properties, balancing premium and budget options to extend trips or add variety.

Demand is also increasing for farm stays and other back-to-basics escapes, with UAE travellers looking beyond traditional city breaks in search of slower, more mindful journeys.

As for rising destinations, the study identifies a number of places yet to reach social media saturation, including Big Sky in Montana, Okinawa in Japan, Sardinia in Italy the Cotswolds in the UK, Phu Quoc in Vietnam, Savoie in France and Hobart in Australia.

Expedia’s research draws on feedback from 24,000 travellers across 18 countries, including the UAE.

For more information, visit expedia.ae