Overview: What to Expect in 2026
The travel landscape is evolving fast, and Trip.com Group has unveiled a forward-looking view of how travelers will explore the world in 2026. While long-haul journeys remain a staple, new patterns are reshaping itineraries: rising destinations, a surge in entertainment-led experiences, and a growing appetite for culturally diverse and immersive stays. This is good news for both leisure seekers and business travelers who want richer, more connected trips.
China and Türkiye: Rising Global Destinations
Two destinations stand out in Trip.com’s 2026 outlook: China and Türkiye. For travelers from Southeast Asia and Europe, these markets are projected to move from niche or regional options to essential components of cross-border itineraries. China’s vast urban hubs, iconic landmarks, and culturally rich regions offer a broad spectrum of experiences—from ancient wonders to modern skylines. Türkiye’s unique bridge between Europe and Asia, with its layered history, diverse landscapes, and vibrant culinary scene, adds a compelling, comparatively accessible option for multi-destination trips.
Industry observers note that improved visa policies, improved flight networks, and concerted marketing by tourism boards are helping to unlock these markets for international visitors. The result could be more multi-stop trips that weave in Türkiye’s coastlines or China’s megacities with other popular routes, expanding the draw of unconventional but deeply rewarding travel experiences.
Entertainment-Led Travel Continues to Grow
Entertainment-led travel is moving from a niche trend to a mainstream preference. Travelers are prioritizing visits to amusement parks, live concerts, theme parks tied to popular franchises, and experiential experiences that blend storytelling with destination exploration. This shift reflects a broader desire for memorable moments and social media-worthy experiences, rather than passive sightseeing alone. Destinations that package convenient access to iconic venues, themed attractions, and seamless ticketing are likely to attract more visitors.
Implications for Destinations and Businesses
For cities and tourism boards, the rising demand for entertainment-based itineraries means investing in diversified entertainment ecosystems, accessible transport, and cross-promotional partnerships with global franchises. Hotels and travel providers can capitalize by offering themed packages, early-bird access to events, and flexible cancellation policies to appeal to travelers who plan around entertainment calendars.
Other Notable Trends for 2026
- <strongExperiential and sustainable travel: Travelers seek authentic local experiences with sustainable practices, supporting communities while reducing environmental impact.
- <strongFlexible planning: Dynamic itineraries and easier changes reflect the continued importance of adaptability in travel planning.
- <strongTech-enhanced convenience: Mobile bookings, digital passes, and smart itinerary tools simplify complex trips, especially multi-destination journeys.
What This Means for Travelers
Whether you’re a Southeast Asian explorer, a European vacationer, or a global wanderer, the 2026 trends suggest a blended approach to travel. Prioritize destinations like China and Türkiye for their evolving infrastructure and diverse experiences, and consider entertainment-led elements to amplify your trip’s impact. By aligning with these trends, travelers can craft richer itineraries that balance culture, entertainment, and personal discovery.
Bottom Line
Trip.com Group’s travel trends for 2026 point to a more connected, immersive, and entertainment-forward era. With strategic destinations gaining momentum and the growing appeal of franchise-themed experiences, the coming year offers abundant opportunities for memorable journeys across continents.
