Trip.com Group unveils 2026 travel trends, highlighting rising destinations, entertainment-led travel, nature tourism, and sustainable mobility
Global travel in 2026 is set to be more immersive, experience-led and geographically diverse, according to Trip.com Group’s newly released travel outlook. Drawing on booking data and traveller behaviour across key markets, the report highlights emerging destinations, shifting traveller demographics and growing demand for entertainment, culture, nature and sustainability.
From China and Türkiye climbing the popularity ranks to the continued dominance of Japan and the global boom in concert and theme park travel, here’s what travellers can expect in the year ahead.
Leading Global Destinations for 2026
Trip.com Group’s booking data places Japan firmly at the top of global travel wish lists for 2026. The destination continues to rank among the top three outbound choices worldwide, particularly for travellers from Indonesia, Malaysia, Singapore, South Korea and Thailand.
Japan’s Cities in Focus
- Tokyo and Osaka are projected to attract strong international demand
- Both cities are expected to feature in the top 10 most-visited global cities next year
Beyond Japan, China, Thailand, the United Kingdom and Vietnam are also shaping up as key destinations in 2026 itineraries, reflecting a mix of cultural depth, accessibility and diverse experiences.
Who Is Travelling in 2026?
Millennials remain the driving force behind global travel demand.
- Millennials (aged 29–44) will account for nearly half of all bookings
- Gen Z travellers (aged 15–28) follow closely, reinforcing the shift toward experience-driven journeys
This younger traveller base is influencing demand for immersive attractions, alternative transport and flexible travel styles.
Destinations on the Rise: China and Türkiye
China’s Rapid Growth Across Asia
China continues its strong comeback as one of the fastest-growing destinations for Southeast Asian travellers. Trip.com data projects triple-digit year-on-year growth in flight bookings from several SEA markets in 2026.
Top source markets heading to China include:
- Malaysia
- Singapore
- Thailand
While Shanghai, Guangzhou and Chengdu remain firm favourites, demand is also rising for Beijing, Harbin, Chongqing, Shenzhen and Xi’an, signalling broader interest beyond tier-one cities.
Europe Looks Further Afield
European travellers are increasingly venturing beyond the region. China, Japan, Thailand and Türkiye are expected to rank among the top long-haul choices for 2026.
Notably:
- The UK is set to rank among the top 10 source markets travelling to China
- Thailand and Türkiye are forecast to be the top two outbound destinations for German travellers
Entertainment-Led Travel Takes Centre Stage
Entertainment continues to be a major travel driver worldwide, particularly in Asia.
Theme Parks and Franchise Experiences
Iconic attractions expected to dominate 2026 itineraries include:
- Shanghai Disneyland Resort
- Hong Kong Disneyland
- Universal Studios Japan
Fan-driven experiences such as Harry Potter studio tours, K-pop concerts, and franchise-based attractions like Jurassic World: The Experience (Thailand) and the EVANGELION Anniversary Exhibition (Tokyo) are also gaining strong international traction.
Concerts, Shows and Live Performances
Travellers are increasingly planning trips around live entertainment, with high demand expected for:
- Broadway shows in New York
- Aladdin the Musical
- The Sphere in Las Vegas
- The House of Dancing Water in Macau
Nature, Culture and Alternative Journeys
Nature and Adventure Travel Grows
Travellers from Southeast Asia and Germany are showing increased interest in nature and adventure destinations.
Trending attractions include:
- New Zealand: Milford Sound, Glowworm Caves
- China: Wulong Karst, Mount Siguniang, Bipenggou, Huanglong National Scenic Area
- Chimelong Safari Park in Guangzhou
Europe’s Cultural Icons Remain Strong
Cultural immersion continues to drive demand in Europe, with top attractions such as:
- The Louvre Museum, Paris
- Sagrada Familia, Barcelona
- Grossmünster, Zurich
Train and Cruise Travel Gain Momentum
Alternative journeys are gaining popularity in 2026.
- Scenic rail travel such as the Arashiyama Sagano Romantic Train is trending among Vietnamese travellers
- Luxury cruises, including Royal Princess Cruise and Opulence Cruise, are attracting strong interest from German travellers
These slower, experience-rich journeys reflect a growing preference for meaningful travel over fast-paced itineraries.
Self-Driving Trips and Electric Vehicles on the Rise
Sustainability is increasingly influencing travel decisions.
Since Trip.com introduced carbon labels in April 2025, bookings for electric vehicle rentals have grown steadily month-on-month, particularly in:
- Norway
- Australia
- Japan
Travellers from Japan, Thailand, the US, South Korea and Australia are leading this shift, driven by rising interest in self-driving trips that offer flexibility and lower environmental impact.
2025 Travel Wrapped: Who Travelled the Most?
As 2025 draws to a close, Trip.com Group’s data reveals notable travel patterns:
- Average global traveller: 2.4 outbound flights
- Average flight duration: 4.6 hours
Top jet-setters:
- Southeast Asian travellers (Singapore, Malaysia, Indonesia) with three or more outbound flights per person
Longest time in the air:
- Travellers from the UK and Germany, averaging 5.7 hours or more per person
At a Glance: Trip.com Travel Trends for 2026
- Top destinations: Japan, China, Thailand
- Fastest-rising markets: China and Türkiye
- Key traveller groups: Millennials and Gen Z
- Big travel drivers: Theme parks, concerts, live shows
- Emerging interests: Nature, culture, trains and cruises
- Sustainability trend: Growing demand for EV rentals and self-drive travel
Also read Trip.com Group 2025 Summit in Istanbul: Travel Innovation
