2026 summer travel trends revealed

This summer’s travel is shaped by three things: playcations, nostalgia, and the allure of what’s close to home.

Three Defining Themes
- Playcations: Adults are centering trips around active hobbies like surfing, golf, and boating.
- Nostalgia: Gen Z is rediscovering destinations that Millennials loved in 2016, but with fresh perspectives.
- Closer to Home: Short-haul escapes and rural retreats are increasingly popular, offering affordability and hidden gems.

Adventure Destinations
- Surfing: Holden Beach, NC; Nags Head, NC; Kill Devil Hills, NC.
- Golfing: Ann Arbor, MI; Cheyenne, WY; Victor, ID.
- Boating: Saugatuck, MI; Osage Beach, MO; Chelan, WA.

Rural Retreats
- Affordable escapes under $250/night are trending. Examples include:
- Bellingham, WA – outdoor culture & craft beer.
- Eastport, ME – Bay of Fundy tides & artsy coastal vibe.
- Marfa, TX – desert skies & stargazing.
- Cloudcroft, NM – mountain village charm.
- Salmon, ID – rafting & fly-fishing.

Gen Z’s Nostalgia Travel
- Thailand: Surat Thani as a base for island hopping.
- Greece: Folegandros & Lefkada for rugged escapes and lagoons.
- Brazil: Ubatuba & Fortaleza for coastal adventure and nightlife.
- Spain: Zaragoza & Santander, boosted by August eclipse travel.
- USA: Sevierville, TN (gateway to Great Smoky Mountains).

FIFA World Cup 2026™ Travel Frenzy
- Millions of fans preparing trips across North America.
- 77% of stays under $500/night; many experiences under $100.
- Affordable host city neighborhoods highlighted in Atlanta, Boston, Dallas, Guadalajara, Houston, LA, Mexico City, Miami, Monterrey, NYC/NJ, Philadelphia, San Francisco, Seattle, Toronto, and Vancouver.

This summer, travel is all about active play, rediscovering past favorites, and affordable escapes closer to home, with the World Cup adding a massive global travel surge.