What to expect in Travel Trends 2026
The travel industry is gearing up for a dynamic shift in 2026, driven by evolving traveler preferences and the growing breadth of global connectivity. According to Trip.com Group’s latest insights, destinations across Southeast Asia, Europe, and beyond are poised to surge in popularity. The report highlights two parallel trends: the ascent of specific international destinations and a broader appetite for entertainment-led experiences. For travelers, this means more options, more themed attractions, and more culturally immersive itineraries.
Rising destinations: China and Türkiye move up the ladder
Among the most notable projections are China and Türkiye. With enhanced flight networks, improved visa facilitation, and renewed cultural interest, these countries are expected to attract more travelers from Southeast Asia and Europe. For Southeast Asian travelers, China offers a mix of historic sites, modern cities, and a growing number of boutique experiences beyond the usual tourist routes. Türkiye, straddling Europe and Asia, provides a rich tapestry of historic ruins, vibrant markets, and coastal getaways that appeal to both short city breaks and longer cultural trips.
Regional shifts: Southeast Asia and Europe as steady demand bases
Travelers from Southeast Asia continue to explore a broader set of European destinations, while European travelers increasingly look toward Southeast Asia for warm-weather escapes, culinary adventures, and off-the-beaten-path experiences. The 2026 outlook suggests that efficient rail networks, improved digital travel tools, and localized experiences will help these corridors grow. Budget-conscious and experiential-minded travelers alike will find compelling itineraries that blend nature, history, and modern city life.
Entertainment-led travel: parks, concerts, and franchise experiences
Entertainment-led travel is a standout trend for 2026. Tourists are planning trips around amusement parks, major concerts, and franchise-themed attractions that offer immersive storytelling and shareable moments. This shift reflects a broader desire for experiences that feel like events—photo-worthy, social-media-friendly, and emotionally resonant. Travel planners are responding with package deals that tie entertainment venues to hotels, dining, and guided tours, creating seamless experiences that maximize time and value.
Practical implications for travelers
For travelers, the 2026 trend set means prioritizing flexible itineraries, travel insurance, and a mix of classic sightseeing with contemporary entertainment options. When considering a trip to China or Türkiye, savvy planne rs are weighing visa requirements, local guidelines, and seasonal considerations to optimize weather, crowd levels, and costs. For entertainment-led trips, booking early for parks, concerts, and franchise events is essential, as tickets can sell quickly during peak windows.
What this means for the travel industry
Hotels, airlines, and experience providers should anticipate growing demand in the highlighted regions and within the entertainment segment. Partnerships between destinations, venue operators, and hospitality brands will help create cohesive packages that deliver value and reduce friction for travelers. As digital tools mature, personalized recommendations and curated itineraries will become the norm, guiding travelers toward the right balance between cultural discovery and high-energy entertainment.
Bottom line: a balanced, experience-first approach
The Travel Trends 2026 outlook reinforces a simple idea: travelers want richer, more diverse experiences that combine culture, convenience, and fun. Whether exploring the streets of a historic Turkish city, savoring Chinese cuisine and scenery, or enjoying a park-filled family vacation, the key is thoughtful planning and flexible options. By embracing these trends, travelers can craft memorable journeys that resonate long after the return home.
