Trip.com Group’s 2026 travel outlook shows Asia leading global demand, with Japan, China, Thailand, and Türkiye among top destinations. Millennials and Gen Z will drive nearly half of bookings, while entertainment, nature, and cultural travel gain momentum. Interest in alternative destinations, scenic rail and cruise journeys, and sustainable options like EV rentals highlights a shift toward more experiential, eco-conscious travel.
Trip.com20 December 2025
Global Travel Trends for 2026: Where the World Is Headed Next
Trip.com Group has released its latest outlook on global travel trends for 2026, drawing on booking data and traveler behavior to identify the destinations, experiences, and motivations shaping travel worldwide. The findings reflect a travel landscape that is increasingly experience-driven, regionally diverse, and influenced by sustainability, entertainment, and generational preferences.
Global Travel Trends for 2026: Where the World Is Headed Next
Trip.com Group has released its latest outlook on global travel trends for 2026, drawing on booking data and traveler behavior to identify the destinations, experiences, and motivations shaping travel worldwide. The findings reflect a travel landscape that is increasingly experience-driven, regionally diverse, and influenced by sustainability, entertainment, and generational preferences.
Asia Leads as Global Travel Demand Accelerates
Asia continues to dominate global travel interest heading into 2026. Based on Trip.com Group’s forward-looking booking data, Japan is expected to remain one of the world’s most in-demand destinations, consistently ranking among the top outbound choices for travelers across Southeast Asia and Northeast Asia. Major cities such as Tokyo and Osaka are projected to feature prominently on international travel itineraries, driven by a combination of cultural appeal, strong infrastructure, and global entertainment offerings.
Other destinations expected to attract significant visitor volumes next year include China, Thailand, the United Kingdom, and Vietnam, reflecting a balance between long-standing favorites and fast-growing regional markets.
Demographically, Millennials (ages 29–44) are forecast to represent the largest share of travelers in 2026, accounting for nearly half of global bookings. Gen Z travelers are close behind, reinforcing broader public data showing younger generations prioritizing travel experiences over material spending.
China and Türkiye Gain Momentum
China is emerging as one of the fastest-growing travel markets globally. Trip.com Group data indicates that flight bookings to China from Southeast Asia are expected to grow at triple-digit rates year over year in 2026, with travelers from Malaysia, Singapore, and Thailand leading demand.
While gateway cities such as Shanghai, Guangzhou, and Chengdu remain popular, rising interest is also being seen in cities including Beijing, Harbin, Chongqing, Shenzhen, and Xi’an. This trend mirrors broader public tourism data showing travelers increasingly exploring beyond primary hubs in search of more localized and culturally immersive experiences.
A similar pattern is playing out in Europe, where outbound travelers are looking further afield. Asian destinations—particularly China, Japan, Thailand, and Türkiye—are expected to rank among the most popular choices for European tourists next year. UK travelers are projected to become one of China’s top source markets, while Thailand and Türkiye are on track to be the leading long-haul destinations for German travelers.
Entertainment Tourism Drives Travel Decisions
Entertainment-led travel continues to be a powerful driver of demand, especially across Asia. Major theme parks such as Shanghai Disneyland, Hong Kong Disneyland, and Universal Studios Japan are expected to remain top attractions on 2026 travel itineraries.
Fan-focused experiences are also shaping travel patterns. Studio tours linked to global franchises, large-scale exhibitions, and live events—including K-pop concerts and international productions—are drawing travelers willing to plan entire trips around a single experience. Immersive attractions tied to well-known brands and pop culture are increasingly viewed as “must-see” travel moments.
Globally recognized performances and venues—including Broadway shows in New York, major theatrical productions, large-scale entertainment venues in Las Vegas, and water-based shows in Macau—are also expected to see sustained international demand.
Nature, Culture, and Slower Travel Gain Appeal
Alongside entertainment, nature and cultural tourism are gaining momentum. Travelers from Southeast Asia and Germany, in particular, are showing increased interest in outdoor and scenic destinations such as New Zealand and parts of China. Natural landmarks, national parks, and wildlife attractions are becoming central to travel planning, reflecting broader public trends toward wellness, sustainability, and meaningful travel.
In Europe, cultural immersion remains a major draw. Iconic institutions and historic landmarks—including museums, cathedrals, and heritage districts—are expected to rank among the most-visited attractions in 2026.
Another notable shift is growing interest in train and cruise travel. Scenic rail journeys and premium cruise experiences are seeing renewed demand, aligning with global trends toward slower, more experiential forms of travel.
Sustainability and the Rise of Self-Drive Travel
Sustainability is increasingly influencing traveler choices, particularly around transportation. Trip.com Group data shows steady growth in electric vehicle (EV) rentals following the introduction of carbon labeling in 2025, with strong uptake in markets such as Norway, Australia, and Japan.
This reflects a broader rise in self-drive travel, especially among Asian travelers exploring Europe and Australia. EV rentals are being favored for their environmental benefits, flexibility, and comfort, underscoring a shift toward more personalized and eco-conscious travel experiences.
Looking Back: Who Traveled the Most in 2025
As part of its year-end analysis, Trip.com Group also reviewed global travel behavior in 2025. On average, travelers took 2.4 international trips, with an average flight duration of 4.6 hours. Travelers from Southeast Asia, including Singapore, Malaysia, and Indonesia, ranked among the most frequent flyers, while travelers from the UK and Germany logged the longest average time in the air.
The Bigger Picture
Taken together, these trends point to a travel industry in 2026 that is more global, more experience-led, and more selective. Travelers are increasingly motivated by culture, entertainment, sustainability, and personalization—while also seeking value and flexibility. For destinations, airlines, and travel brands, the challenge will be to balance volume with experience quality as travel demand continues to evolve.
Source: GLO / Trip.com
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