Key takeaways

• Last year, Americans expected to spend about $10,600 on trips and vacation, but 31% now say they’re financially worse off than a year earlier
• 45% of Americans choose budget-friendly destinations to save money, and 38% prioritize staying under budget when planning trips
• Swapping a marquee destination for a dupe can potentially reduce trip costs by an estimated 30%–50%
• 63% prioritize cultural experiences and 58% seek authenticity when choosing where to go

Destination “dupes” are hidden-gem locations that offer more affordable alternatives to traditionally popular hotspots and can deliver comparable experiences. The trend toward these travel twins may be reshaping the economics of tourism, and 2026 could be a hallmark year for the shift.

The latest dupe craze isn’t handbags or fashion — it’s travel locations. Some vacationers are pivoting toward “destination dupes” — lesser-known places that offer a similar look and feel to popular, bucket-list locales, but with lower price tags, fewer crowds, and sometimes a more authentic experience. According to Expedia Group’s Unpack ’26 report, many travelers are turning toward emerging destinations that haven’t gone viral yet.¹

Cost-and-crowd-driven swaps from premium destinations to roads less traveled are gaining traction as smart hacks for wanderlusters — think Ljubljana, Slovenia instead of Paris, France, or Naples, Florida instead of Italy’s Amalfi Coast, and Albania instead of Turkey.² The #dupe hashtag has more than 6.5 billion views on one social media platform, and one major credit card network reports hotel transactions across dupe destinations were 9% higher than more well-known counterparts.^3,4 And while the “here instead of there” approach may not promise an exact replica of a destination, it does create the potential for travelers to enjoy similar landscapes and architecture, cuisine, cultural vibes, or overall experience — for less money and more elbow room. In fact, a recent survey revealed that 63% of travelers now prefer destination dupes over the real thing and swapping destinations can save travelers $2,262 on average.⁵

Read more: Half of Americans say vacation memories are priceless, yet 1 in 3 plan to cut back travel spending

Cost pressures a big driver

Last year, Americans expected to spend about $10,600 on trips and vacations on average. But costs may be a growing barrier that’s shaping how and where people travel. Heading into the 2025 holiday travel season, nearly one-third (31%) of consumers said they were doing worse financially than the prior year, putting added pressure on discretionary spending like travel.⁶ Rather than canceling plans outright, many travelers are adjusting their approach.

For 38% of travelers, staying under budgets is a priority — and destination dupes offer a creative workaround without giving up the experience. Nearly half of Americans (45%) say choosing budget-friendly destinations is a key cost-saving strategy, signaling a shift away from more traditional bucket-list travel toward more intentional planning. Swapping a premium hotspot for a lower-profile alternative potentially can translate into savings across the board — from airfare and accommodations to dining and activities. By some estimates, swapping a big-name destination with a dupe can save as much as 30%-50%.⁷ Many dupe locations can offer more favorable pricing and fewer added costs, allowing travelers to stretch their dollars without sacrificing the core elements they value most — essentially reallocating spending toward experiences that feel worth it.

Read more: Road trips race ahead in popularity as people stretch travel dollars

Finding meaning off the beaten path

The appeal of destination dupes goes beyond affordability. As some iconic destinations grapple with overcrowding, some travelers are seeking alternatives that offer a sense of exclusivity defined not by price and name recognition, but by the value of the experience. Even among some luxury travelers, there’s growing interest in hidden gems that feel undiscovered — not because they’re cheaper, but because they’re quieter, immersive, and feel authentic.⁸

That shift reflects a broader rethinking of what makes a trip meaningful. While 44% of Americans say the memories they make on vacation are priceless, increasingly, some are questioning whether crowded landmarks and rushed itineraries actually deliver on that promise. A desire for experiences plays an important role in choosing destinations: 63% consider range and quality of cultural activities and natural sights, 62% want dining options, 61% are looking to explore someplace new, and 58% seek authenticity.⁹

Movies and TV shows like HBO’s “White Lotus”, along with social media influencers, are also sparking interest in exotic, less-traveled locales with main character energy.¹⁰ Often these destinations allow for deeper engagement — lingering meals, spontaneous conversations with locals, and experiences that don’t revolve around checking off must-see sights. These under-the-radar spots can also foster a stronger sense of connection, whether through local traditions, regional cuisine or landscapes that haven’t been optimized for mass tourism. Without the pressure to “see it all,” travelers may find more room to slow down, explore intentionally, and define their own version of a great trip.¹¹

Read more: Money meets lifestyle: Around the world in 80 extreme day trips

Value and experience converge

In a travel landscape shaped by high costs, crowd fatigue, and evolving expectations, travel twinning reflects a broader recalibration and destination dupes are emerging as more than a passing trend. As travelers continue to rethink where their dollars go, some trips may not be to the most famous places, but to the ones that feel familiar enough to inspire, different enough to surprise, and affordable enough to enjoy without compromise.

Read more: Money meets lifestyle: Sports tourism is on a $1.3 trillion trip