Expedia has released its annual Unpack '27 trends report, naming South Lake Tahoe in California as its 2027 Destination of the Year. The list of ten destinations spans the globe, but only two are in Europe: Perugia in Italy and Chichester in the United Kingdom.
The ranking is based on search data, with South Lake Tahoe seeing a 195% increase in searches compared to 2025. The alpine lake, the largest in North America, offers skiing in winter and kayaking or paddleboarding in summer, making it a year-round draw.
Europe's two representatives
Perugia, the capital of Italy's Umbria region, came in seventh place with a 35% rise in searches. Its 14th-century hilltop centre is a historic treasure, but the city's jazz and chocolate festivals are also major attractions. Chichester, on the UK's West Sussex coast, secured the ninth spot with a 30% increase. Known for its Roman ruins and a city walls trail, it also offers easy access to the South Downs National Park, West Wittering Beach, and Arundel Castle.
The limited European presence in the list reflects a broader trend of travellers seeking less crowded, off-the-beaten-path destinations. Expedia's Smart Travel Health Check, introduced last year, highlights places that manage tourism responsibly while offering rich experiences. Hyogo in Japan, which took second place, was singled out for this recognition.
Hyogo, with a 95% surge in searches, is described as one of Japan's most underrated regions, combining coastline, mountains, and castles in a single stretch. Punta del Este in Uruguay ranked third, with a 65% increase, praised for its glamorous beaches and nightlife. Sedona in Arizona took fourth, celebrated for its yoga retreats and hiking trails, while Busan in South Korea rounded out the top five, known for its beaches and film festival.
The rest of the list includes Holbox in Mexico, The Tweed in New South Wales, Australia, and Niagara-on-the-Lake in Canada. These choices suggest a shift towards smaller, more sustainable destinations, a trend that European tourism boards may need to watch.
For European travellers, the report offers a mix of familiar and exotic options. While Perugia and Chichester are well within reach, the top picks require longer journeys. As travel patterns evolve, European destinations may need to emphasise their unique cultural and natural assets to compete with these emerging global hotspots.
Expedia's list also comes at a time when the travel industry is adapting to new challenges, from climate concerns to overtourism. The EU's green capital initiatives are one example of how European cities are trying to balance tourism with sustainability. Meanwhile, the planned cross-Channel train services could make European travel more accessible, potentially boosting destinations like Chichester.
As the 2027 travel season approaches, it remains to be seen whether these trends will hold. For now, Expedia's picks offer a snapshot of where travellers are looking, and Europe's modest showing is a reminder that the continent faces stiff competition from other regions.
