Published on
December 16, 2025
As 2026 approaches, Trip.com Group has unveiled its annual travel trends, providing valuable insights into the destinations, experiences, and preferences that will shape the travel landscape in the coming year. From rising destinations in Asia and Europe to an increased demand for sustainable travel and entertainment-led experiences, the data reveals how travelers are adapting to the evolving travel environment. Here are the key trends to watch in 2026.
Top Destinations to Visit in 2026
Based on 2026 booking data, Japan is poised to dominate as one of the top global destinations for travelers, particularly those from Southeast Asia and beyond. Cities like Tokyo and Osaka are expected to see continued high demand, with Japan remaining a favorite for both leisure and business travelers.
Other destinations showing strong growth include China, Thailand, and Vietnam, all of which continue to draw tourists with their rich cultural offerings and unique experiences. The United Kingdom also remains a top destination for international travelers, while Turkey is projected to rise in popularity among European travelers looking to explore beyond traditional destinations.
Emerging Destinations: China and Türkiye
China is becoming increasingly popular among Southeast Asian travelers, with booking data showing triple-digit growth in flight bookings from countries like Malaysia, Singapore, and Thailand. Cities such as Shanghai, Guangzhou, and Chengdu are expected to be the top destinations, alongside historic cities like Beijing, Harbin, and Xi’an, which are gaining traction among international visitors.
For European travelers, Turkey is quickly becoming a top choice, with Germany and the UK driving a significant portion of bookings. With its mix of culture, history, and natural beauty, Turkey offers travelers a unique blend of experiences that continue to attract new visitors from across the globe.
Entertainment-Led Travel: Amusement Parks and Live Shows
In 2026, entertainment-led travel is expected to surge, with travelers flocking to some of the world’s most iconic theme parks and franchise-themed attractions. Shanghai Disneyland Resort, Hong Kong Disneyland, and Universal Studios Japan are predicted to be among the top attractions for travelers, drawing millions of visitors seeking the magic of immersive, family-friendly experiences.
In addition to theme parks, fan-driven attractions are also expected to see a rise in popularity. Attractions based on beloved franchises such as Harry Potter Studio Tours and K-pop concerts (including performances by groups like Seventeen and Taemin) are predicted to be among the top draws. For pop culture enthusiasts, experiences like Jurassic World: The Experience in Thailand and the EVANGELION Anniversary Exhibition in Tokyo are set to be key attractions for 2026.
Nature and Cultural Immersions: Seeking Authentic Experiences
In response to a growing desire for more immersive and authentic experiences, travelers are increasingly seeking out nature-based attractions and cultural tourism. New Zealand and China are expected to see increased interest in nature tourism, with scenic destinations like Milford Sound and the Glowworm Caves in New Zealand drawing eco-conscious visitors. In China, the Chimelong Safari Park in Guangzhou, along with Mount Siguniang and Huanglong National Scenic Area in Sichuan, are set to attract tourists eager to explore the country’s natural beauty.
Cultural hubs in Europe, such as the Louvre Museum in Paris, Sagrada Familia in Barcelona, and Grossmünster in Zurich, continue to be top destinations for those seeking to immerse themselves in art, history, and culture.
Sustainable Travel and the Rise of Self-Driving Trips
As sustainability becomes a key consideration for travelers, the demand for eco-friendly travel options continues to grow. Self-driving trips are on the rise, with travelers seeking more control over their itineraries and a desire to reduce their carbon footprint. Electric car rentals are gaining momentum, with Norway, Australia, and Japan leading the way in bookings. Southeast Asian travelers, especially from Japan and Thailand, are increasingly choosing electric vehicles as their preferred mode of transport, further fueling the trend toward sustainable tourism.
This shift aligns with the overall trend of increased environmental awareness, with travelers looking for ways to reduce their carbon footprint while exploring new destinations.
The Rise of Luxury Cruises and Scenic Train Journeys
Luxury cruises and scenic train journeys are also expected to gain popularity in 2026. Routes like the Arashiyama Sagano Romantic Train in Japan are attracting attention, especially among Vietnamese travelers. For German travelers, luxury cruises such as the Royal Princess Cruise and the Opulence Cruise are expected to be top choices for those seeking comfort, luxury, and scenic views.
2026 Will Be a Year of Diverse Travel Experiences
The travel trends for 2026 highlight a shift toward more sustainable, immersive, and entertainment-driven experiences. From the growing popularity of Asia and Europe as top destinations to the rise of nature tourism, luxury cruises, and self-driving trips, travelers are seeking more diverse and personalized ways to explore the world. As the industry continues to evolve, it’s clear that 2026 will be a year of exciting new travel opportunities, shaped by changing preferences and a growing desire for authentic and meaningful travel experiences.
