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Expedia’s new Smart Travel Health Check exposes the world’s most crowded spots

Expedia launches Smart Travel Health Check to spotlight destinations managing tourism responsibly

By Emily Caldwell Oct 26, 2025 6:00 AM

A wing of an airplane mid flight — Rachel Dennis / The Manual

Expedia just launched a first-ever framework, inspired by the World Travel & Tourism Council (WTTC), designed to expose the world’s most crowded spots and tackle one of tourism’s biggest challenges: Overcrowding. Introduced in Expedia’s newest Unpack ’26: The Trends in Travel report, this innovative initiative, coined the Smart Travel Health Check, recognizes travel destinations that offer meaningful travel experiences and that proactively and sustainably manage tourism (helping to ease the strain on the world’s most crowded cities).

“Expedia responded to WTTC’s Call to Action on Destination Stewardship with the Smart Travel Health Check launch. This innovative initiative reflects the urgent need to embrace responsible growth models that safeguard communities, protect cultural and natural heritage, and ensure the long-term resilience of destinations,” added Christopher Imbsen, Vice President Policy at WTTC. “By applying WTTC’s framework, Expedia is celebrating destinations that work collaboratively to empower residents, strengthen stewardship, and deliver richer, more meaningful travel experiences.”

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As part of the newly launched Unpack ’26: The Trends in Travel report, Expedia highlights six standout destinations that meet the new Smart Travel Health Check criteria. Some examples of destinations that meet the criteria include Big Sky, Montana, Okinawa, Japan, and Savoie, France. Each offers meaningful, high-quality travel experiences, eases the strain on overcrowding, and proactively manages tourism for long-term sustainability.

Ariane Gorin, CEO of Expedia Group, added, “Some of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-traveled destinations. With 1 billion average monthly travel searches, Expedia Group isn’t just a travel marketplace — we’re a catalyst for positive change. We have a responsibility to shape the future of travel: one that’s smarter, more sustainable, and deeply respectful of the places we go.”

Emily is a Features Writer at The Manual, where she specializes in food, beverage, and travel content. She focuses on weaving… Read Full Bio

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