Montana's Big Sky Crowned Top Destination for 2026

According to a recent report, the resort town of Big Sky, Montana has been crowned the top destination for 2026. The town, known for its iconic Lone Peak and world-class skiing and hiking, has seen a 92% surge in flight and lodging searches over the past year.

While researchers did not provide a definitive explanation for the spike in interest, the "Yellowstone Effect" from the hit Paramount Network series may be a contributing factor. The show, which stars Kevin Costner, is set in a fictional ranch located in Montana's Yellowstone National Park, and the storylines often revolve around attempts to develop the state's pristine wilderness.

The report also found that the slow travel movement, where quality and simplicity are emphasized over quick, fast-paced travel, is gaining ground. 84% of travelers expressed interest in staying on or near a farm, with popular activities including collecting eggs, feeding animals, and gardening or harvesting produce.

Additionally, the trend of "set-jetting" – traveling to destinations inspired by TV shows and movies – is projected to become a potential $8 billion industry in the U.S. alone. The 2026 set-jetting forecast includes destinations like Los Angeles for the show "Nobody Wants This" and Yorkshire in the U.K. for the Wuthering Heights movie and Downton Abbey: The Grand Finale.