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The 7 major trends that will influence tourism by 2026.
Data Appeal Company and Mabrian, part of the Almawave group, have released Megatrends 2026, their annual report on global trends in the travel industry. This report examines how traveler behaviors, motivations and spending habits in Europe and other major markets are changing in the run-up to 2026.
The analysis points to seven major megatrends that are changing the tourism sector and will influence the strategies of destinations, operators and companies in the field. Overall, the report shows a transition from a price- and transaction-based approach to one that prioritizes experiences, personalization and intensive use of data and artificial intelligence.
The 7 megatrends in tourism that will influence travel decisions in 2026
The purpose-driven traveler and advanced personalization
Personalization is transforming from an afterthought to the core of travel planning. In 2026, travelers are looking for experiences that respond to specific goals, such as reconnecting, relaxing, exploring or spending time with family, and prioritizing aspects such as sustainability, wellness and local culture. Thanks to artificial intelligence and conversational search, dynamic, real-time recommendations can be provided throughout the entire trip, not just at the time of booking.
Narrative travel: the growth of story-based tourism
Increasingly, places and experiences are being shaped by narratives. Set-jetting, which consists of itineraries inspired by movies or series, along with immersive experiences powered by artificial intelligence, transform the journey into an emotional and meaningful experience, directly impacting the destination decision.
Event tourism is establishing itself as a key strategic driver. This type of tourism, related to major occasions, has become essential to increase visibility, attract visitors and generate revenue. In Europe, the increase in spending on events is largely due to sports, fairs and festivals. To maximize the economic and social impact of these events, proper planning, investment in high-value events and the use of predictive analytics tools are crucial.
The growth of wellness tourism
Wellness becomes one of the key factors for travelers. They seek to prioritize their physical, emotional and mental recovery, as well as physical activity and contact with nature. According to information from Mabrian, nature-related experiences already make up 17.9% of the activities offered in Europe, reflecting a growing demand for this type of option.
Sense of belonging: tourism of roots and reconnection
Travel is presented as an opportunity to reconnect with roots, identity and memories. Mirko Lalli, CEO and founder of Data Appeal, emphasizes that roots tourism "is not just a nostalgic segment, but a category of great structural value," with continued growth in Italy from 2022 to 2025, and with a predominantly relational profile that includes mainly couples and families.
Experience-focused destination management
Destination management is evolving toward approaches that prioritize varied and organized experiences that go beyond the most popular tourist attractions. Italy, Spain and France stand out for their rich cultural, culinary and natural offerings. These experiences, which are promoted through digital platforms, not only attract tourists from afar, but also help to balance the flow of visitors in different regions and times of the year, thus promoting a more equitable distribution of economic benefits.
Sustainable and smart destinations powered by technology
Tourism destinations are evolving into smart ecosystems that rely on data and technology. Travelers use artificial intelligence to plan and tailor their travel experiences, while destinations use it to anticipate demand, control tourist flow, optimize routes and minimize environmental impact. Actionable artificial intelligence will facilitate more proactive and efficient management, strengthening sustainability and resilience to surges in demand or weather issues.
More meaningful, interconnected and sustainable tourism
According to the report, the seven megatrends indicate that by 2026 the act of travel will transcend mere physical movement. Tourists will be in search of relevance, connection and purpose, while destinations will have to strike a balance between sustainability, complexity and opportunity. In this context, the integration of data and artificial intelligence becomes a crucial element in predicting behaviors and creating experiences that add economic, social and cultural value.
Images provided by: Freepik
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