Discover the top 10 travel trends shaping 2026, from authentic local experiences and slow travel to wellness retreats and screen tourism. Stay ahead in the evolving travel landscape.
As we look ahead to 2026, travel continues to evolve in exciting ways. We’ve sifted through the latest research and insights to identify the key themes shaping traveller activities and experiences. These trends can help you frame your own offer and stay relevant in a competitive market.
Our Top 10 Travel Trends for 2026
1. Experience Like a Local
Travelers increasingly want authentic connections with communities—meeting farmers, producers, artists, and experience-makers. This trend is especially strong among Gen Z and Millennials, who seek out local hangouts for a genuine sense of place.
2. Exploring Lesser-Known Destinations
Linked to the desire for authenticity, travellers are venturing beyond the usual hotspots to discover hidden gems and unique cultural experiences.
3. Slow Travel
Longer, slower journeys are gaining popularity-think train adventures, cycling tours, or walking holidays that allow time to savour the experience.
4. Shoulder Season Travel
Trips during spring and autumn are on the rise, particularly in Europe, as travellers avoid extreme heat and crowded destinations. This also supports deeper local engagement.
5. Food Tourism
Interest in food provenance and culinary experiences, from farm tours or market tours to tasting events, continues to grow. The UK food tourism market was valued at £943.2 billion in 2023 and is projected to reach £3.1 billion by 2030 (Source: Grand View Research).
6. Unique Adventure
Outdoor and active experiences are trending across all age groups, including Gen X or 'Experience Seekers'. Think lesser-known trails, cold-water dips, and high-energy challenges.
7. Back to Nature
Nature-based activities that reconnect travellers with wildlife, landscapes, and seascapes remain a strong draw.
8. Healthy Habits, Well-being, and Self-care
From exercise-focused trips to mini-retreats centred on mindfulness, meditation, and wild spas, wellness travel is booming, driven by the need to combat stress and burnout.
9. Sports & Music Tourism
Travel tied to global sporting events and concerts continues to thrive, offering unique cultural and entertainment experiences.
10. Screen Tourism
“Set-jetting” remains popular, though it depends on the latest film or TV hits. Sussex has a strong track record as a filming location, consider listing your venue on the Sussex Film Office site to attract production companies.
Final Thought
These trends highlight a growing desire for authenticity, connection, and well-being in travel. Which of these resonates most with your offer? We have published our 2026 content calendar aligned to key travel trends, markets and themes.
Explore the Visit Britain Consumer Trends 2026 to find out more on how to showcase our region through domestic and International marketing content.
More interesting resources:
Unpack '26: The trends and what they mean for travel businesses
2026 Travel Forecast: High Demand for Personalization, Measurable Sustainability | TravelPulse
