Australians Favor New Travel Destination Over Japan
Recent data from the Australian Bureau of Statistics reveals a significant shift in travel preferences among Australian tourists. For years, Japan was a favored destination, attracting millions with its rich culture and cuisine. However, it has recently been overshadowed by emerging hotspots such as Indonesia and the USA.
Aussie Travelers Shift Preferences
In August, Indonesia emerged as the top travel destination for Australians, followed by New Zealand, the UK, the USA, Thailand, Fiji, Vietnam, Italy, China, and India. Notably, Japan, previously ranked third, fell to sixth and was completely absent from the top ten list that month.
Japan’s Declining Popularity
For the first five months of 2023, Japan maintained its position as a leading destination, but it failed to sustain that momentum. The country dropped to fourth place in June and sixth in July, ultimately vanishing from the top ten in August. Furthermore, major travel platform Expedia reassessed Japan’s popularity, predicting in its 2026 travel report that it would rank second, with a lesser-known region in the USA, Big Sky, taking the top spot.
Big Sky: The New Favorite
Big Sky, Montana, has emerged as a standout destination for 2026. This picturesque region is known for its ski resorts and beautiful wilderness. It recorded a 92% increase in flight and accommodation searches this year compared to 2024. Featuring over 40 ski lifts and an average snowfall exceeding 10 meters, Big Sky has become a favorite among travelers.
- Average Snowfall: Over 10 meters
- Number of Ski Lifts: 40
- Terrain Parks: 6
Factors Influencing Tourism Trends
Darren Karshagen, Expedia’s senior director in market management, noted the growing interest in Big Sky, particularly among Australians. The resort’s proximity to Yellowstone National Park complements its ski offerings, attracting diverse visitors.
Moreover, the USA experienced a drop in travel interest from Australia, with 746,220 visits in 2024-25, reflecting a 25% decline compared to a decade ago. Factors such as political uncertainty may contribute to this downturn, according to University of Queensland Professor Sara Dolnicar.
Other Notable Destinations
In the upcoming year, Japan’s Okinawa maintains its standing as a popular destination, showing a 71% increase in interest. Italy’s Sardinia follows closely behind in popularity. Australia’s own Hobart also makes the list, with a 25% uptick in flight and accommodation searches.
Recognition for Sustainable Travel
In a recent initiative, Expedia introduced a ‘smart travel health check’ recognition for destinations that prioritize sustainability. Six of the top ten locations received this acknowledgment, aligning with the World Travel and Tourism Council’s vision for responsible tourism management.
As Australians plan their travels for 2026, destinations like Big Sky may redefine tourist preferences, leaving Japan and other traditional hotspots to reassess their appeal.
