Trip.com Group Reveals Travel Trends for 2026

Trip.com Group announced the top global travel trends for 2026, spotlighting leading destinations, standout attractions and events, and the evolving motivations influencing traveller motivations around the world.

Leading Global Destinations
- Japan remains the top choice, with Tokyo and Osaka ranking among the most visited cities.
- Other popular destinations: South Korea, Thailand, China, the UK, and Vietnam.
- Millennials (29–44 years) will form the largest traveler group, contributing nearly half of bookings, followed by Gen Z (15–28 years).

Destinations Rising in Popularity
- China is projected to see triple‑digit growth in flight bookings from Southeast Asia (Malaysia, Singapore, Thailand).
- European travelers are increasingly choosing China, Japan, Thailand, and Türkiye.
- German travelers are expected to favor Thailand and Türkiye as top outbound destinations.

Entertainment‑Led Travel
- Theme parks like Shanghai Disneyland, Hong Kong Disneyland, and Universal Studios Japan remain major draws.
- Fan‑driven attractions: Harry Potter studio tours, K‑pop concerts (Seventeen, Taemin).
- Franchise experiences: Jurassic World in Thailand, EVANGELION Exhibition in Tokyo.
- Global shows: Aladdin the Musical, Broadway (NY), The Sphere (Las Vegas), The House of Dancing Water (Macau).

Nature & Culture
- Adventure tourism rising among SEA and German travelers: New Zealand (Milford Sound, Glowworm Caves) and China (Wulong Karst, Mount Siguniang, Huanglong National Scenic Area).
- European travelers favor cultural hubs: Louvre (Paris), Sagrada Familia (Barcelona), Grossmünster (Zurich).
- Growing interest in train journeys (Arashiyama Sagano Romantic Train, Vietnam) and luxury cruises (Royal Princess, Opulence Cruise, Germany).

Sustainable Travel
- Surge in electric vehicle rentals since carbon labels were introduced in April 2025.
- Strong demand in Norway, Australia, Japan, driven by travelers from Japan, Thailand, US, South Korea, Australia.
- Self‑driving trips gaining popularity, especially among Asian travelers in Europe and Australia.

2025 Travel Wrap‑Up
- Average global traveler took 2.4 outbound flights in 2025, with an average flight duration of 4.6 hours.
- SEA travelers (Singapore, Malaysia, Indonesia) were the most frequent flyers.
- UK and German travelers logged the longest flight times (5.7+ hours per person).

✨ In short, 2026 travel will be shaped by millennial demand, entertainment‑driven itineraries, sustainable mobility, and immersive cultural experiences.