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As 2026 begins, the travel landscape is evolving faster than ever, driven by shifting priorities and technological leaps. Early trends point to a desire for purpose-driven journeys that go beyond sightseeing, while AI-powered tools are enabling hyper-personalised itineraries tailored to individual preferences. Travellers are increasingly seeking wellness retreats and quiet escapes, alongside niche, authentic experiences—from immersive food tours to adventure-focused “run-cations.” Sustainability remains a guiding principle, yet modern travellers still expect high-tech convenience. The year promises travel that is thoughtful, tailored, and transformative.
Why It Matters
Travellers in 2026 are seeking more than leisure—they want trips that resonate with their identities, passions, and values. Holidays are increasingly seen as opportunities for transformation, self-expression, and meaningful engagement, rather than just sightseeing or ticking boxes. Ethical choices, cultural connection, and activities aligned with personal interests are driving the way people plan and experience travel.
What It Looks Like
Journeys may centre on niche passions, from literary pilgrimages to a favourite author’s home, to fan-focused tours of iconic film locations, or active “run-cations” that combine sightseeing with fitness. Experiences can also involve volunteering, community engagement, or eco-conscious initiatives, ensuring that each trip leaves a lasting impression on both traveller and destination.
Why It Matters
In 2026, AI is redefining how we experience travel. Busy travellers want seamless, stress-free journeys that reduce decision fatigue, allowing them to switch off and enjoy each moment. Hyper-personalised planning ensures trips are meaningful, efficient, and tailored to individual tastes, rather than generic or overwhelming.
What It Looks Like
Smart platforms can suggest quiet gallery hours, curate boutique dining experiences, or pre-arrange hidden patisserie visits. A weekend in Paris might combine a private Louvre tour with hand-picked neighbourhood cafés—all automatically planned. The key is avoiding “AI slop”: the best tools blend automation with human insight, ensuring every itinerary feels personal, engaging, and authentic.
Why It Matters
Sustainability has been a travel trend for years, but in 2026 it has evolved from a “nice-to-have” to an expectation. Travellers are no longer just avoiding harm—they want their trips to actively benefit communities and ecosystems. Regenerative tourism is gaining ground, focusing on leaving destinations better than they were found. Conscious, eco-friendly choices are now baseline, reflecting a broader shift toward responsible, thoughtful travel that balances environmental care with enriching experiences.
What It Looks Like
Visitors might stay in eco-lodges supporting reforestation, join community-led cultural initiatives, or opt for low-carbon transport. Farm-to-table dining, wildlife conservation programmes, and volunteer opportunities offer ways to make a tangible, positive impact. Even in a familiar trend, the emphasis is on authenticity, engagement, and measurable benefits for both people and the planet.
Why It Matters
In 2026, travellers are seeking experiences that go beyond typical tourist paths. The focus is on authenticity—connecting with local culture, cuisine, and communities in ways that feel real and memorable. Niche interests, whether culinary, fitness, or pop-culture oriented, are guiding travel choices, reflecting a desire for experiences that resonate personally rather than simply being “seen and photographed.” This shift highlights a broader trend: people want to explore destinations on their own terms, discovering hidden gems and immersing themselves in everyday life.
What It Looks Like
Trips might include “shelf discovery” food experiences, where visitors explore local markets and artisanal products, or “run-cations” that combine sightseeing with jogging through scenic routes. Pop-culture fans may try “set-jetting” to visit film and TV locations, while others dive into “grocery tourism” or cooking classes. Each journey taps into local life and passions, creating memorable, highly personalised experiences that go beyond the standard tourist itinerary.
Why It Matters
In 2026, the journey itself is becoming part of the adventure. Travellers are turning to transport modes that offer experience and immersion—not just point‑to‑point movement. Boats and trains are seeing renewed interest as slower, more scenic, and culturally rich ways to travel, appealing to those who want to savour every moment of their trip rather than rush between destinations.
What It Looks Like
Expect a rise in yacht and small‑boat voyages that explore coastlines, secluded bays and lesser‑visited islands, offering privacy and freedom along the way. On land, heritage and luxury train journeys—from historic routes to panoramic sleepers—are gaining traction as immersive alternatives to flights, blending nostalgia with modern comfort.
What’s driving travel in early 2026?
Trips are increasingly meaningful and personalised, with people chasing purpose‑led journeys, wellness, sustainability, and niche experiences that reflect their identities and passions.
How is technology changing travel planning?
AI tools now help create hyper‑personalised itineraries, reduce decision fatigue and make planning more seamless — but the best results still balance automation with human insight.
Is sustainability still important?
Absolutely — sustainability is now a baseline expectation, with many travellers choosing regenerative options that positively impact communities and ecosystems.
What kind of new experiences are popular?
Authentic, niche experiences like local food discovery, pop‑culture set‑jetting, “run‑cations” and immersive cultural activities are gaining traction
