The purpose of travel is shifting from sightseeing to immersive themed activities, in which both accommodation and the journey itself are integral parts of the overall experience. In 2026, the experience itself has become the destination.
Discover the main trends that are gaining traction worldwide in the travel and tourism sector.
Holidays that go beyond books
Literary tourism and romantic retreats are gaining significant relevance. Inspired by the popularity of literature, many guests seek to escape to enchanted worlds, choosing experiences such as stays in castles or book-themed tours.
Eating like a local
At the same time, culinary exploration is redefining what it means to eat like a local. Instead of focusing solely on restaurants, travellers want to visit local supermarkets and discover small markets.
Year-round experiences
At the same time, nature and adventure travel is evolving beyond seasonal sports. Mountains are increasingly seen as destinations for year-round serenity. In addition, this category includes nature-focused trips timed to witness specific events, such as migrations or blooms.
When the stay is the destination
Alongside these trends, the hotel as a destination is becoming more prominent. Hotels are no longer just places to sleep, but one of the main reasons for travelling. And this appreciation can be seen in the most diverse types of accommodation, from architecturally unique properties to hotels offering immersive activities. Restored stays and the charm of farmhouses are gaining popularity as tourists seek meaningful experiences rooted in the territory. Historic spaces, such as old schools and abandoned lighthouses, are gaining a second life as immersive accommodations. Similarly, farm stays are attracting guests seeking contact with rural life and local food production.
Luxury and destinations to explore
Airlines are expanding their premium and executive class capacity, cruise companies are launching smaller, ultra-exclusive ships, and tour operators are designing personalised, high-quality itineraries. Luxury is being redefined.
At the same time, the geography of luxury travel is being redrawn. The African continent is embracing its cultural depth and bringing it to the tourism industry. Emerging wellness retreats, gourmet experiences and design-focused hospitality are captivating discerning travellers from the four corners of the world. Meanwhile, the Asia-Pacific region is experiencing a strong resurgence of luxury, driven by domestic and international demand. Markets such as India, Japan and Indonesia are experiencing growth due to a new generation of travellers with high purchasing power who prioritise authenticity, exclusivity and cultural immersion over traditional displays of opulence.
By 2026, each trip will be more than just a destination: it will be a complete, personalised and transformative experience, tailored to the interests and values of each traveller.
These and other conclusions about the main dynamics of the tourism sector are part of the Global Travel Trends 2026 report, developed by the communications agency Message in a Bottle. Interested in reading more? Contact us.
– Rita Carlos, Communication Consultant
