Trip.com Group Unveils 2026 Travel Trends in English, Reworded for Clarity
Trip.com Group has released its projections for global travel in 2026, highlighting top destinations, must-visit attractions, and the evolving motivations shaping travelers worldwide. The report emphasizes destinations gaining momentum, entertainment-driven travel, and the growing interest in nature, culture, and immersive experiences across attractions.
Leading Global Destinations: Japan, South Korea, and Thailand
Based on Trip.com Group’s 2026 booking data, Japan is poised to remain a leading destination next year, consistently ranking among the top three outbound choices for travelers around the world. This includes travelers from Southeast Asia and Europe, with Indonesia, Malaysia, Singapore, South Korea, and Thailand all contributing to a strong demand. Tokyo and Osaka are expected to be particularly popular cities, likely landing in the top 10 list of international destinations for 2026.
Other destinations anticipated to rise in 2026 include China, the United Kingdom, Thailand, and Vietnam. Millennials (ages 29–44) are projected to form the largest traveler cohort, potentially accounting for nearly half of all bookings, followed closely by Gen Z (ages 15–28).
Rising Destinations: China and Türkiye
China has become a broad-appeal travel magnet thanks to its rich culture and diverse experiences. Trip.com Group’s data indicate that China will be one of the fastest-growing destinations for travelers from Southeast Asia in 2026, with double- and triple-digit growth in flight bookings across several SEA markets. Malaysia, Singapore, and Thailand are expected to be major sources of travelers to China next year.
In terms of city choices, Shanghai, Guangzhou, and Chengdu are forecast to be top picks among Southeast Asian travelers, with Beijing, Harbin, Chongqing, Shenzhen, and Xi’an also gaining traction as bookings from SEA rise year over year. Europe mirrors this trend as more travelers seek experiences beyond their own region, with destinations such as China, Japan, Thailand, and Türkiye drawing interest from European tourists.
Notably, the United Kingdom is projected to be among the top ten source markets visiting China in 2026, while Thailand and Türkiye are expected to rank as the top outbound destinations for German travelers.
Entertainment Boom: Theme Parks, Immersive Shows, and Concert Travel
Entertainment-focused travel continues to grow across Asia, with iconic theme parks like Shanghai Disneyland Resort, Hong Kong Disneyland, and Universal Studios Japan remaining high on itineraries. Fan-driven attractions—such as Harry Potter studio tours and K-pop concerts (notably Seventeen and Taemin)—are anticipated to attract substantial international visitors, particularly from South Korea. Franchise-backed experiences like Jurassic World: The Experience in Thailand and the EVANGELION Anniversary Exhibition in Tokyo are also expected to be among the most visited attractions in 2026.
Beyond parks, travelers are showing increasing interest in immersive shows and performances. Globally recognized productions such as Aladdin the Musical, Broadway shows in New York, The Sphere in Las Vegas, and The House of Dancing Water in Macau are likely to be popular with international travelers.
Nature, Culture, and Alternative Journeys
Travelers from Southeast Asia and Germany are embracing nature and adventure tourism, boosting interest in destinations like New Zealand and China. Highlights include Milford Sound and the Glowworm Caves in New Zealand, along with Wulong Karst in China. Other nature-oriented attractions in China, such as Chimelong Safari Park in Guangzhou and scenic areas like Mount Siguniang, Bipenggou, and Huanglong in Sichuan, are expected to attract SEA visitors.
In Europe, there’s a growing appetite for cultural immersion in historic hubs like the Louvre in Paris, Sagrada Família in Barcelona, and Grossmünster in Zurich, which are slated to be among next year’s most-booked attractions.
A notable trend for 2026 is the rise of train trips and luxury cruises. Booking data suggests rising interest in scenic rail experiences like the Arashiyama Sagano Romantic Train among Vietnamese travelers, along with premium cruise options such as Royal Princess and Opulence, popular among German travelers.
Rising Popularity of Self-Driving and Electric Vehicles
There is a clear shift toward sustainable travel options as travelers become more mindful of their carbon footprints. Since carbon labeling began in April 2025, bookings for electric car rentals have risen steadily month by month, with notable uptake in Norway, Australia, and Japan. Travelers from Japan, Thailand, the United States, South Korea, and Australia are driving this trend.
The broader appeal of self-driving trips is evident in Europe and Australia, where travelers from Asia—especially South Korea—are choosing electric vehicles to explore at their own pace and comfort.
2025 Wrap-Up: Who Traveled Most This Year?
Looking back at 2025, Trip.com Group found that the average global traveler took about 2.4 outbound flights and spent an average of 4.6 hours in flight. Southeast Asian travelers (from Singapore, Malaysia, and Indonesia) were among the most frequent jet-setters, averaging three or more outbound flights in 2025. By contrast, travelers from the United Kingdom and Germany logged the longest average flight times, at roughly 5.7 hours per trip.
About Trip.com Group
Trip.com Group is a leading global travel service provider formed by Trip.com, Ctrip, Skyscanner, and Qunar. The company helps travelers make informed, cost-effective bookings across a wide range of travel products and services, while connecting partners to customers via an integrated platform of apps, websites, and 24/7 support. Founded in 1999, it is listed on NASDAQ (2003) and HKEX (2021). The group’s mission is to pursue the perfect trip for a better world. Learn more at group.trip.com.
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Notes and sources
1) Data timeframe: January 1–March 31, 2026 for millennials and Gen Z; December 1, 2025–March 31, 2026 for attractions; 2025 booking data spans various segments as cited.
2) Various regional and city-specific booking data cited throughout.
Source: Trip.com Group
