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The seven megatrends that will influence tourism by 2026.
The Data Appeal Company and Mabrian, part of the Almawave group, have launched the annual Megatrends 2026 report, which examines global trends in the travel industry, focusing on changes in the behavior, motivations and spending patterns of travelers in Europe and other major markets by 2026.
The report highlights seven megatrends that are revolutionizing the tourism sector and will influence the strategic decisions of destinations, operators and companies. There is an evolution from a price- and transaction-centric model to one that is more focused on experience, personalization and the intensive use of data and artificial intelligence.
In 2026, personalization in travel becomes a key focus as travelers seek purposeful experiences, such as reconnecting, relaxing, exploring or spending time with family. They also focus on sustainability, wellness and local culture. Artificial intelligence and conversational search facilitate dynamic, real-time recommendations throughout the entire trip, beyond the booking process.
Narrative tourism is booming, with destinations and experiences becoming increasingly story-driven. Set-jetting, which includes itineraries inspired by film, series or fantasy, along with immersive experiences powered by artificial intelligence, transform travel into an emotional and meaningful experience that impacts destination choice.
Tourism related to major events is established as an essential factor to increase visibility, attract tourists and generate economic benefits. In Europe, the increase in spending on events is mainly due to sports, fairs and festivals. Effective planning, investment in high-profile events and the use of predictive analytics are key to optimizing their economic and social impact.
Wellness tourism is booming, becoming a key driver of travel. Tourists are seeking physical, emotional and mental wellness, as well as experiences that include movement and connection with nature. Data from Mabrian indicates that nature-related activities now make up 17.9% of the options available in Europe, reflecting a growing demand for this type of experience.
Roots tourism is presented as a way to reconnect with origins, identity and memories. Mirko Lalli, CEO and founder of Data Appeal, says this type of tourism is not just a nostalgic trend, but a valuable segment that has shown steady growth in Italy between 2022 and 2025, being mostly driven by couples and families.
Destination management is moving towards models that focus on offering diverse and well-organized experiences, going beyond traditional tourist attractions. Italy, Spain and France stand out for their offerings in culture, gastronomy and nature. These experiences, which are promoted on digital platforms, not only attract tourists from faraway places, but also help balance the flow of visitors over time and distribute economic benefits more equitably.
Tourism destinations are evolving into smart ecosystems through the use of data and technology. Travelers use artificial intelligence (AI) to plan and personalize their experiences, while destinations use it to anticipate demand, manage visitor flows, optimize itineraries and minimize environmental impact. AI will enable more efficient and proactive management, contributing to sustainability and resilience in the face of high demand or climate issues.
The report reveals that by 2026, the concept of travel will be transformed, transcending mere physical travel. Travelers will demand relevant and meaningful experiences, while destinations will have to strike a balance between sustainability and opportunity. In this context, the use of data and artificial intelligence will be crucial to anticipate behaviors and create experiences with economic, social and cultural value.
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The news highlights the need for greater intelligence in the field of hospitality, focusing on the digital transformation of Human Resources in hotels. It also mentions that Spain is positioned as one of the preferred destinations for tourists.
TecnoHotel is the only Spanish-language magazine dedicated to analyzing and communicating the key issues of interest to tourism industry leaders in the 21st century, in a context of constant transformation and evolution.
The governors have advanced their approach to hospitality, emphasizing the importance of effective revenue management. In addition, Spain is positioned as one of the favorite destinations for tourists. The digital transformation in the area of Human Resources in hotels is being key to adapt to the new needs of the sector.
TecnoHotel is the only Spanish-language magazine dedicated to analyzing and disseminating news from the hotel and tourism sector, aimed at industry leaders in the 21st century.
