What Is the Purpose-Driven Travel Trend: The Rise of Meaningful, Immersive Global Exploration Travellers are seeking journeys that express their values, expand their worldviews and deliver emotional impact. They increasingly choose destinations that offer rich culture, learning and connection, transforming travel from a getaway into a personal evolution. Long-Haul Cultural Journeys: Travellers are prioritizing far-flung destinations that offer deep cultural exploration.  Thes

What Is the Story-First Urban Tourism Trend: Cities Become Narratives, Not Just Places A transformative movement where urban destinations shift from selling landmarks to crafting immersive stories and experiences that travelers remember. Destinations are focusing on unique, local-rooted experiences that generate emotional storytelling rather than just check-the-box sightseeing. Instead of promoting generic city tours, cities are highlighting niche experiences—like a grandmoth

What Is the Roadside Motel Renaissance Trend: Design-Driven Nostalgia Meets Modern Hospitality A cultural and industry shift where old, once-forgotten motels are reborn as stylish, experiential boutique destinations. Roadside motels are being reimagined into design-led boutique hotels with strong storytelling and sense of place. What began as humble pit stops for road trippers are now fully transformed destinations offering curated design, elevated amenities, and intentional

What is the Trend: The Ascent of 'Luxury with Legacy' This trend signifies the luxury consumer's deep investment in travel that leaves a positive personal and cultural imprint, valuing meaning over mere materialism. Prioritization of Immersive Cultural Engagement.  Travelers are actively seeking profound, localized interactions, such as engaging with Indigenous culture in the Kimberley. This move indicates that the consumption of prestige is being replaced by the consumption

What is the Destination-Led Decisions  Trend: The Primary Driver of UK Holiday Bookings This trend, highlighted by the ABTA Holiday Habits survey, confirms that destination choice  is the single most powerful factor influencing UK holiday booking decisions, surpassing cost and timing considerations for the majority of travelers. Destination Dominance:  A leading 45%  of respondents prioritize the actual destination as the most important element when booking a holiday. This ma

What Is the Under-Radar Escape Trend: Cozy, Off-Grid Winter Getaways This trend reflects a growing desire for authenticity, calm, and connection as travelers turn from crowded winter hotspots toward intimate, lesser-known destinations. Quiet destinations win:  Instead of major ski hubs or luxury resorts, travelers are gravitating toward charming small towns and secluded stays that promise tranquility. Reset over rush:  Winter getaways are becoming acts of restoration, not per

What is the Glowcation Trend: Beauty as Travel Compass Glowcations reflect a shift in which travel is no longer just about place, culture, or sightseeing — it is about personal transformation . Travelers choose destinations based on skincare rituals, cult products, dermatological treatments, and aesthetic outcomes. Travel becomes an extension of one’s beauty practice, and beauty becomes the emotional logic for movement. Travel as Skincare Routine Destinations are selected to

What is the Intimate Journey: Experience Over Obligation Trend This trend captures the pivot by American travelers from predictable, obligation-driven travel (like large holiday gatherings or passive fine dining) toward intentional, high-engagement experiences  that foster deeper connections, primarily with immediate family, and offer authentic, hands-on cultural interaction. Prioritizing Primary Bonds:  There is a pronounced shift in holiday travel , with a growing share of

What Is the “From Scroll to Stay” Trend TikTok’s From Bucket List to Booking  study highlights a new era of travel behavior — one where inspiration, intent, and booking converge in a single scroll. Social discovery is no longer a top-of-funnel activity; it’s now a transactional ecosystem where emotion meets conversion. Inspiration Meets Instant Action. Travelers no longer bookmark destinations for later — they act on impulse. TikTok condenses the travel journey from months o

What Is the “Upscale Escape” Trend? – When Pricey Doesn’t Mean Foolish Luxury travel is not just surviving—it’s booming , even as inflation bites. High-end vacations are evolving from status symbols into deeply personal, purposeful escapes. Re-defined luxury:  No longer just private jets and gold-plated bathrooms—luxury now means unique experiences and meaningful connections. Beyond the elite club:  Younger travellers and aspirational travellers, not only the ultra-rich, are

What Is the “Passion-Powered Travel” Trend? – When Journeys Mirror Identity Skyscanner’s Travel Trends 2026  report reveals that next year’s travel won’t just be about destinations—it will be about self-definition . With budgets tighter and values sharper, travelers are designing itineraries around personal passions, emotional priorities, and meaningful memories  rather than traditional tourism. Purpose Over Postcards:  In 2026, trips are becoming expressions of self rather t

What Is the “Konbini Culture” Trend? – Everyday Life as an Attraction The rise of “Konbini Culture” reflects a growing fascination with the ordinary as extraordinary . Travelers are finding joy and authenticity in Japan’s most ubiquitous spaces—places once overlooked by tourism. Cultural Immersion in Aisles:  Konbini offer travelers a microcosm of Japanese values: efficiency, hospitality, and design innovation. Local Life Tourism:  These stores let visitors participate in dai

What Is the “Reconnection and Renewal” Trend? – The Age of Intentional Travel The Reconnection and Renewal trend captures how travel has evolved from leisure to self-care — a powerful shift toward experiential healing and personal growth . Travel as Therapy:  Vacations now serve as active recovery time, helping travelers decompress and regain clarity. This includes wellness retreats, mindfulness escapes, and nature immersions. Purposeful Journeys:  Travelers want meaning, not

What Is the Trend: “Duty-Free Turns Snack-Up” The travel retail category is undergoing a transformation—from luxury-dominant mono-channel to an immersive playground for snacks and confectionery . The travel sweets & snacks market is now valued at US $4.8 billion , and projected to reach US $7.7 billion by 2030 , with a CAGR of about 8.3%. Airports, cruise ships, and other travel-retail venues are evolving from transactional zones into high-value brand touchpoints , especially

What is the “AI + Video Travel Surging” Trend: Imagery, Intelligence and Itinerary Intersect This trend reflects how travel planning is being transformed by video content and artificial intelligence (AI) tools, turning browsing into booking and inspiration into itinerary in seconds. According to the research, destination video content, social-media reels and AI-driven recommendation engines now play a central role in shaping where people go, how they plan, and what they expec

What Is the Bakery Tourism Trend: From Local Bakes to Global Icons Bakeries have evolved from neighborhood staples into cultural landmarks, attracting travelers eager to experience viral pastries firsthand. The implication: social media has turned culinary craftsmanship into a new form of tourism, blending taste, aesthetics, and digital storytelling. From Neighborhood to Landmark:  Once humble bakeries now draw global crowds, transforming local pastry shops into destination s

What Is the Healing Heritage Trend: Truth, Culture, and Connection Australia’s cultural tourism sector is being reshaped by First Nations women who merge storytelling, healing, and leadership. They’re redefining what authentic tourism means — transforming visits into journeys of truth, respect, and renewal. Cultural storytelling as healing Women like Iteka Urkala Sanderson Bromley and Rehanna Coulthard share ancestral stories that connect land, memory, and resilience — transf

What Is the Slow Luxury Trend: The Return of Purposeful Indulgence Luxury travel is being redefined by a desire for depth, mindfulness, and authenticity. Consumers are trading excess for experience, choosing to slow down and immerse themselves in meaning rather than motion. From speed to stillness Today’s luxury traveler no longer seeks to “do it all.” Instead, they want to feel it all  — valuing serenity and sensory engagement over packed itineraries. Presence as prestige Tr

What is the Sports Tourism Trend: A Catalyst for Tourism and Economic Growth Sports tourism in Australia is rapidly evolving from a niche segment into a significant driver of the nation's visitor economy, fueled by packed stadiums and a packed calendar of sporting events. Sporting Season Momentum: Australia’s back-to-back major events, including footy finals and world-class horse racing, are drawing substantial local and international attention, fueling tourism growth. The p

What is the Partnership Trend: Bridging Streaming Content with Real-World Experiences This collaboration exemplifies the rising trend of integrating entertainment and real-world engagement to deepen fan connection and unlock fresh consumer experiences. Experiential Tie-Ins: Airbnb offers immersive experiences tied to specific scenes from "Nobody Wants This," allowing fans to engage with the show's narrative beyond the screen. This includes a romantic pasta-making class and a