Okinawa Ranks No. 2 on Expedia's 2026 Destinations List
Key points
- Expedia's Unpack '26 ranks Okinawa second among 2026 Destinations of the Year
- Search interest for Okinawa rose 71% year over year based on Expedia flight and accommodation queries for 2024 versus 2025 travel windows
- Okinawa is flagged under Expedia's new Smart Travel Health Check, a WTTC-inspired framework for responsible tourism
- The 2026 list is driven by real-time first-party search data across Expedia's site and app
- Blue Zones research often cites Okinawa for longevity-linked lifestyle factors and community wellbeing
Expedia named Okinawa, Japan, the No. 2 "Destination of the Year" for 2026, noting a 71% year-over-year rise in flight and accommodation searches for travel dated January 1 to December 31, 2024 compared with January 1 to December 31, 2025. The recognition sits within Expedia's Unpack '26 trends release, which also introduced a Smart Travel Health Check to spotlight destinations working to manage visitor growth responsibly. For travelers, this points to stronger demand in 2026 and a wider set of experiences beyond the main island's beaches.
Okinawa's position on the 2026 list
The 10-destination lineup is led by Big Sky, Montana, with Okinawa in second place ahead of Sardinia, Phu Quoc, Savoie, Fort Walton Beach, Ucluelet, the Cotswolds, San Miguel de Allende, and Hobart. Expedia calls out six destinations, including Okinawa, that align with its Smart Travel Health Check, a new rubric inspired by the World Travel & Tourism Council's destination stewardship principles. The aim is to highlight places balancing community needs, environmental protection, and tourism benefits while interest rises.
Why traveler interest is surging
Okinawa's growth reflects a broader swing toward slower, more nature-forward itineraries that still offer deep cultural texture. The prefecture's subtropical climate, offshore island diversity, and reef-fringed bays support snorkeling, paddling, and hiking, while traditional crafts, cuisine, and Ryukyu heritage add year-round depth. That blend shows up in real-time search data, which Expedia aggregates across its site and app to determine trending destinations for the year ahead.
Background: Smart Travel Health Check and Blue Zones context
Expedia's Smart Travel Health Check draws on WTTC-inspired criteria such as community empowerment, transparent reinvestment of tourism revenue, and data-driven planning. Its purpose is to guide travelers toward destinations taking practical steps to handle growth thoughtfully. Separately, Okinawa is frequently referenced in "Blue Zones" research, which examines lifestyle patterns associated with longevity, including social connection and diet. While academic debate continues around measurement methods, the cultural framing remains a useful lens for visitors seeking wellness-inflected travel grounded in place.
Planning implications for 2026
Demand signals typically translate into earlier sell-outs at sought-after hotels and on limited inter-island flights and ferries, especially around school holidays, Golden Week, and late-spring beach season. Booking flexible, cancellable rates months in advance preserves selection as prices adjust. Itineraries that mix the main island with time in Miyako or Yaeyama can distribute crowding and widen experiences, from mangrove kayaking to stargazing under dark-sky conditions. On the ground, look for operators that publish environmental practices and work with local communities, a practical application of the Smart Travel Health Check ethos.
Final thoughts
Okinawa's No. 2 ranking on Expedia's 2026 Destinations of the Year signals a strong year ahead for the archipelago. Travelers who plan early, spread nights across multiple islands, and seek community-positive operators will benefit most as demand and pricing firm into 2026.