Trip.com Group has unveiled its predictions for the top travel trends of 2026, highlighting a surge in entertainment-led travel, growing interest in destinations such as China and Türkiye, and an increased focus on sustainable transportation options.
According to Trip.com Group’s latest data, 2026 is expected to see significant shifts in global travel preferences and behaviors. Japan, South Korea, and Thailand are expected to remain popular destinations, with cities such as Tokyo and Osaka likely to draw large numbers of international tourists. The data also indicates a notable rise in the popularity of China and Türkiye among travelers from Southeast Asia and Europe.
Destinations on the Rise
China is projected to see a significant increase in visitors, particularly from Malaysia, Singapore, and Thailand, with major cities such as Shanghai and Beijing leading the way. Similarly, Türkiye is gaining traction, especially among German travelers, positioning it as a top destination in 2026. These shifts are attributed to the rich cultural experiences and unique attractions these countries offer.
Entertainment and Immersive Experiences
Entertainment-led travel is expected to dominate the tourism landscape in 2026. Theme parks, such as Shanghai Disneyland and Universal Studios Japan, remain major draws. Additionally, franchise-themed attractions such as the Harry Potter Studio Tours and K-pop concerts are increasingly popular. The demand for immersive experiences, including shows such as Aladdin: The Musical and The Sphere in Las Vegas, is also on the rise, reflecting a global trend toward engaging, interactive travel.
Nature and Culture Attractions
Travelers are showing heightened interest in nature and adventure tourism, with destinations such as New Zealand and scenic areas in China, including the Wulong Karst and the Glowworm Caves, expected to attract significant attention. Cultural experiences remain a priority for European travelers, with historical sites like the Louvre Museum in Paris and the Sagrada Familia in Barcelona topping the list of must-visit attractions.
Sustainable Travel Choices
Sustainability is becoming a crucial factor in travel decisions. Trip.com’s data shows a steady increase in bookings for electric vehicle rentals, particularly in countries such as Norway, Australia, and Japan. This trend is supported by a growing preference for self-driving tours, allowing travelers to explore destinations at their own pace while minimizing their carbon footprint.
2025 Travel Recap
Reflecting on travel patterns from the previous year, Southeast Asian travelers, including those from Singapore, Malaysia, and Indonesia, were among the most frequent flyers, with several outbound trips per person in 2025. In contrast, travelers from the UK and Germany logged the most flight hours, indicating a preference for longer-distance travel.
Conclusion
The travel trends for 2026 suggest a dynamic shift towards immersive and entertainment-rich experiences, with a strong emphasis on cultural exploration and sustainable travel options. As global travel preferences continue to evolve, destinations such as China and Türkiye are set to become even more prominent on the global stage.