In response to the era of overtourism and soaring prices at the world's most recognizable spots, travelers are embracing a new form of creativity known as "destination dupes." This term, borrowed from the cosmetic industry where 'dupe' refers to a cheaper equivalent of a luxury product, has gained immense traction in travel conversations on platforms like TikTok and Instagram. As travelers seek alternatives to overcrowded and expensive destinations, this trend has blossomed into a movement advocating for more sustainable travel choices.

Airbnb has recognized this shift and in 2026, they plan to formalize the concept by publishing their own list of destinations intended to serve as substitutes for popular tourist hotspots such as Santorini, Bali, or Prague. Their "Dupe-It List for 2026" aims to be more than just inspirational; it offers practical guidance for discovering authentic and local experiences at places that offer a similar ambiance and aesthetic to world-renowned icons but without the stress of large crowds and high costs. Airbnb’s initiative reflects a growing desire for a more balanced approach to tourism.

By promoting these alternatives, Airbnb is not only catering to changing traveler preferences but also encouraging a shift towards sustainable tourism. They argue that dispersing tourist traffic to less frequented locations can lead to more meaningful travel experiences and support local economies. The push for destination dupes represents a significant shift in the travel industry, aiming to transform how people perceive and engage with tourism in an increasingly crowded world.