Good Tourism Trends in 2026 😮

Travel is shifting fast. But where is it actually heading next?

In 2026, travel will be even more mindful, personal and connected. Travellers want more than checklists, highlights, and perfect photos. 🌄 

But what does that actually look like in practice? And how can travel businesses meet those expectations?

In this episode of Sustainable Today, Successful Tomorrow, we break down the five key good tourism trends in 2026. 🤩

We explore why these shifts are happening, what they mean for sustainable tourism, and how travel businesses can use them to create experiences that stand out next year.

If you want a clearer picture of where tourism is heading, and how to make the most of it, this episode is for you. 🎧

How well are you communicating sustainability? Apply for our free Sustainable Marketing Scan 👇
https://goodtourisminstitute.com/scan/ 

Transcript

Anne: [00:00:00] Welcome back to Sustainable Today, successful tomorrow, where we explore real world sustainable tourism stories that actually work.

Anne: In today's episode, we're looking ahead to 2026. How is travel evolving? What are travelers looking for, and how can the travel industry meet these needs?

Anne: We've done our research and today we're discussing five main trends we see for 2026 and that are relevant for sustainable travel businesses and destinations. I hope you enjoy the episode.

Rik: Long time. No, see, this is actually our first time recording remotely because I had to head back to the Netherlands for a family matter. So we are seven hours apart. You are in Bali and I am back in the Netherlands [00:01:00] in my hometown. I'm not entirely sure when I'll be back. So we might end up doing another episode like this, but I'm excited to see how this goes, and I'd suggest we dive right in.

Anne: Sure, let's do it.

Rik: How can the travel industry design and sell travel that genuinely feels good for people, places, and planet? In short, what do you think we'll be seeing more of in 2026?

Anne: well, I think that in 2026, travel is going to be more mindful, personal and connected and based on the research that we've done,really seeing shifts in the way, how people book a trip and with who, the pace in which they travel, and where they travel. And also overall, like what kind of experience are they looking for.

Anne: But it all comes back to being more mindful, being more, personal, and being more, connected.

Rik: Great. Very interesting and we'll dive into each trend, later on. But first, I've actually had a look at our [00:02:00] predictions for 2025, and we've predicted quite a few things among others, experiential travel, destination dues, contributing travel experiences, off season travel, wellness, travel. And which of these trends do you think really took off?

Rik: yeah, we always did like 10 trends, per year, which is actually quite a lot. Yeah. we're only doing five today, so

Rik: yeah, no, I

Rik: down a bit.

Anne: we're tuning it down a bit. no, but I think. They kind of all happened as predicted, but the one I really feel took off was the, contributing experiences and it's actually one of my favorites. So, and these are kind of the experiences that allow travelers to, well positively impact the destination while on the trip and while having a great, experience.

Anne: we already said it's kind of a Gen Z thing, but a lot more travelers went with it and. It's basically mini volunteer tourism, so it's snorkeling, kayaking, while [00:03:00] collecting trash, for example. And also here in Bali, that's very high on my to-do list is, helping to plant, coral, to restore the reefs while diving, which is really cool as an experience.

Anne: But at the same time, you can really contribute to, ocean re live. So it's the combination of doing something very fun. but doing good at the same time.

Rik: So what you're saying is that it's sort of a easygoing version of volunteer tourism, which let's be honest, doesn't have the best reputation and has had quite a bit of criticism over the years.

Rik: Do you feel that this new version is genuinely about helping out or is it more about feeling good?

Anne: I 

Anne: think the issue with the. Volunteer tourism, being controversial was all about, volunteer experience, related to children. So, people going to Africa to teach English for, three months without knowledge to actually teach. And then because they were leaving [00:04:00] every three months, the children really developed like, Really the fear that everyone they meet is going to, to leave again. So they get a fear of rejection. they really feel, they struggle to connect more with people. So in that way of volunteer tourism, they're actually doing harm to the children. Even they have the good intentions. I think this type of contributing experiences It's really about an experience, where you can help out temporarily has nothing to do with children. it's picking up trash. It is planting, corals. it's not something that can actually harm, a human being. 

Anne: kind of like easier things to do, and also maybe just like for a day or part of a 

Anne: just one of the activities that you can do while being on a trip, while doing good, but you don't have to commit to volunteering for an entire week or something like that. It's really just really a combination of an activity with good.

Anne: So yeah, I really love it.

Rik: Yeah, so small commitment, but doing [00:05:00] good.

Anne: Yeah, exactly. It's very easy to do.

Rik: How well are you actually communicating sustainability? We see many travel businesses and destinations working hard, yet they still struggle to talk about it, and maybe you feel the same. You're afraid of being seen as greenwashing, unsure what to share, or just not really connecting with your travelers.

Anne: We've been there with a lot of travel brands and we get how frustrating it is. So with years of experience in sustainable tourism and marketing, we've created something simple to get you started. It's called the Sustainable Marketing Scan. You just answer a few quick questions. We'll take a look, and if it's a good fit, we'll invite you for a short call to go through your opportunities.

Anne: You can start today@goodtourisminstitute.com slash scam and turn uncertainty into a clear, compelling story.

Rik: Well for me, actually, experiential travel really stood out and I think that almost everyone [00:06:00] that we spoke to on the podcast actually touched on that in some way. It's about those really immersive experiences that help you connect with a place or, people on a deeper level. And we heard that from, Jata Travel, uh, Tonga, Pura Aventura.

Rik: So. A lot of great developments there, right.

Rik: Yeah, no, absolutely. And it's also that even though we're moving to 2026 doesn't mean that all the trends that we listed in 2025 are no longer happening. I think it's really just a movement and we also kind of see some trends. Merging into other trends in 2026. So yeah, I think we're gonna see a lot more on the experiential travel, the contributing travel experiences.

Rik: yes, it's one big great movement.

Rik: Okay, great. Let's move on to the trends for 2026. Do you wanna introduce the first one?

Rik: So trend one is tailored travel advice from a specialist or small [00:07:00] agency. And so Gen Z and millennials are rediscovering travel agencies to plan their holidays. And very interesting is that apparently this is because young travelers have fomo, the fear of missing out, and they're stressing about making the right choices as they feel overwhelmed due to social media.

Rik: So. Instagram and TikTok show endless dream holidays. So if you're in a certain algorithm, your whole feed is just a dream destination, a dream holiday, and to get one yourself, you need really expert and personal advice. you get it from a specialist or a small agency.

Rik: Good old FOMO for the Gen Zs. that's interesting because you think it would be easier to design your own dream holiday with everything that's out there with the social media, travel, blogs, all sorts of AI tools that you can use. 

Rik: Yeah, I just, I think it's the pressure of having a perfect [00:08:00] experience and then not knowing where to start because there is so much out there and just having an amazing destination. Pinned on, uh, TikTok is not automatically gonna get you an amazing holiday if you just go there. It's always a combination or how do you get there?

Rik: Where do you stay? so I think there is so much pressure on having this amazing experience that they're kind of lost in where to start.

Rik: Okay. I feel I'm getting old for saying this, but pressure to go on holiday. I mean, that's kind of beside the.

Rik: no, I kind of get it as in if you. If you wanna go to a certain destination and you see amazing, pictures and videos online, and you wanna do that, you wanna have that amazing experience. You wanna see those, viewpoints that they are seeing or they're showing you on the app, but then where do you start?

Rik: I can imagine it's kind of overwhelming because there is so much travel content out there. It's, yeah, no, I can't, I get it.

Rik: I [00:09:00] think you're a bit of a genzer as well, so I guess it fits.

Rik: I am right in the middle.

Rik: Yeah, that's true. You're in between the Gen Zers and the millennials, but

Rik: Yeah. Best of

Rik: say you'll have best of both worlds. So what do you think is driving this trend? Because you can get advice, specialized advice from a larger tour operator as well, of course, but maybe the appeal of a small agency or a solo travel agent is that it feels more personal and a bit more exclusive.

Rik: What do you think?

Rik: I think it's really about the value of small agencies and independent travel advisors who know destinations intimately. ' cause travelers have different needs and they want them met and. Travel is basically a personal experience and they're looking for that perfect fit. So on the one hand, they want to go to whatever they've seen online, but they also want to make sure that it's what they want.

Rik: and I think travelers want to be. Seen and [00:10:00] understood, and this is also a gen Z thing is that it's really about, okay, how does this fit me? So my pace, my passions, my boundaries. And I think that with smaller companies, they would feel less like a number or just a client. And with smaller companies, they also have direct contact with the owner or the face of the company.

Rik: So it, it really feels more personal.

Rik: Yeah, so it kind of comes down to personalization, the feeling of getting something that's designed specifically for you.

Rik: Yeah.

Rik: And I think that's what a lot of people are after. I'm just not entirely sure that you'll automatically get that from a smaller agency or a freelance agent. I get the idea, but I mean, the bigger companies also have staff who are absolute specialists in specific destinations, don't they?

Rik: yeah, obviously they do, but I do think that smaller companies personalize automatically because they are smaller. They have personal stories to [00:11:00] share. They often. Have, an about us story about the founder and a friend who started this company and why they did that. And then you're thinking like, okay, this is amazing.

Rik: I wanna travel with them. But with larger companies, I always feel it kind of stays more anonymous. So what I think, what's a great opportunity for. For larger operator operators to do is to really focus on, the personalization side and, for example, introduce all staff, personally on the website, including, sharing their favorite destinations, their hobbies, favorite food and.

Rik: That when travelers are connected to an agent, they also are introduced to actually this person. So it's more personal and it's not just some sales agent from a company. you're really just connecting with another traveler who is just helping you, to create an amazing trip. And I think this is well, a great opportunity to make it more personal.

Rik: but I do think [00:12:00] larger companies have to work a bit harder for that,Yeah, we've talked about this before and it's all about building that connection with your traveler and using storytelling in the process really helps to build a connection and you can actually build that connection upfront by communicating on your website, on your social media in a personal way.

Rik: That helps. I just think that, like you said, it's harder for larger companies to do that, but I think they can, if they communicate well.

Rik: No, they absolutely can, but I do think that because the majority might not make it as personal as the smaller companies are doing it or the individual agents. And that's why,many travelers are now turning to those small agents to yeah, to get that actual personal, the trip that they're looking for.

Rik: So I think this is definitely going to, to be a big development, next year.

Rik: Let's move on to trend number two.

Anne: Yes. Okay. Trend two is [00:13:00] about traveling slower with intention. So if time is the new luxury, slow travel is, its natural expression. Slow travel is not new. we've discussed it before and many travelers have already been doing it for years. What's new about slow travel is that it's being reframed, packaged, and sold by the travel industry. And this trend is all about the shift from personal travel to presence. So it goes from how many places did we visit this holiday to? How did I really experience them? So it's all about staying in a place longer without hopping around and truly connecting to a destination. And, I already referred to our podcast episode about slow travel, and for that I did an interview with Paul from Byway.

Anne: and I really love what he had to say about this. So, yeah, let's listen to that, quickly.

Rik: Let's do that.

Anne: Okay. Let's just be quiet for a little over a [00:14:00] minute so I can edit the clip over this. I'll tell you 

Rik: when we can start again.

Rik: Pretend like we're listening to the clip.

Rik: This is one that we've heard again and again across both seasons of the podcast actually, and I think Paul puts it perfectly here. When you slow down, you feel more connected to a place. And of course he's talking about train travel here, but slow travel comes in many forms. You can travel [00:15:00] by train by foot.

Rik: On bike and we actually recently talked to a tour operator who said that the e-bike is really taking off, which is is a really good thing. It makes slow travel much more accessible for a large group of people.

Rik: yeah. No, absolutely. So now a biking trip is not only for those in CRA or the very sporty traveler, it's basically anyone. Anyone traveling that can enjoy a destination by bike. for example, last week I did a mountain bike trip here on Bali with my mom as she's visiting. and she's not. Really fit. Sorry, mom. but with an e-bike, we had a lot of fun. It was a really fun, relaxing morning activity. And you're seeing the same things, but without the effort of biking up very steep, mountains here. it's what you said. It's making it very accessible and you're seeing a destination in such a different way than if you're in a car or if you're walking.

Rik: It's just. I [00:16:00] think the pace is exactly right. 

Rik: you can actually cover quite a big distance on an e-bike, Yeah,

Rik: yeah. No, exactly. I think also connected to this trend is what you said about train travel is that we see more and more travelers taking the train to travel around and that they're making it part of the experience rather than as a transport mode.

Rik: And what I like about this trend is that the industry is now framing slow travel as soft adventure. And so it's accessible what we said yet. Really a really great experience, and I think the packaging and the marketing on this is just really well done.

Rik: Yeah, it is, but. To be honest, when thinking of slow travel in a more traditional sense, I do still think of backpacking. But the target groups that you are describing, it sounds like they're after a bit more comfort and maybe even some luxury. I.

Rik: I think. By association. [00:17:00] Yes, the slow travel is more, backpacking type of traveler. But I think if you really look at what slow travel is and how we, frame it also in our other episode, it can basically be any traveler because it's about what pace are you traveling with, how long are you staying in a certain destination?

Rik: And if you wanna stay in a hostel, fine. If you wanna stay in luxurious, resort. Also fine. And I also think with like these excursions, like EBI or anything that becomes more accessible, yeah, it's really great for, for the industry and offers a lot more travelers a similar experience, which I think is really good to be that inclusive.

Rik: Of course, whatever you are selling and marketing, well, people are buying, so you can actually shift the trends yourself if you're doing 

Rik: it well, of course.

Anne: Yeah. And I think that's also, kind of the same for, our third trend, which is off the beaten track travel, but without going off grid. So [00:18:00] after beaten track travel, no longer means remote or inaccessible. And a lot of travel businesses are finding new ways to experience famous places because, well, let's be honest, some destinations are just worth visiting.

Anne: but the trend is, or the development is that we're visiting them differently. So, think about different roots, different seasons and different perspectives. And basically it's about, and I like, kind of like this term, it's discovery, within reach. 

Anne: And then working on this trend, I remembered something, Thomas from Pura Aventura said in my interview. so let's listen to that.

Rik: Okay, let's do it.[00:19:00] 

Anne: Yeah. What's interesting here is that he's taking a well-known destination as the starting point and then offering something alternative that actually fits the traveler's expectation far better. So in a way, I do feel that still counts as offbeat and track, but. If you are visiting [00:20:00] main highlights, but just in a different way, which is still called that off the beaten track because I'm thinking back to when we stayed in a small village in Tuscany a few years back.

Anne: we drove down from the Netherlands, for one of my best friend's wedding, and we stayed in the area for a bit. So in those couple of weeks, we visited plenty of tourist highlights like Sienna Fulter, Florence. I mean, all the usual suspects in Tuscany, which you still call that off the beaten track.

Anne: kind of yes. And this is exactly what this trend is, so you stay somewhere quiet. 'cause we stayed in the, Tuscan countryside and we just went for walks there and we went to, to dinner in very sleepy small towns and. you see places that don't really see too many tourists or travelers. And then sometimes you go into the touristy highlights because you just like to see them.

Anne: 'cause for example, Florence is one of your favorite cities. we really wanted to go there for a day, but we're not, [00:21:00] we didn't spend, an entire week in Florence. We just went in for the day. And I think overall, travelers still want to see the highlights. But with fewer crowds and with a slightly different experience.

Anne: And I think also the, alternative timing is important. So go early morning, go off season, different entry points and to really get back that sense of discovery while remaining comfortable because you're on the beaten track. and I think, yeah, actually your example of Italy is. Exactly what the strength is.

Anne: Yeah. One, one thing I actually really liked about that. A few weeks was that we usually went into town in the afternoon, Usually these towns are on a hill and you would drive up in the car and you could see all the buses coming down, all the cars coming down, and we were one of the only ones go going up and we would just stroll around [00:22:00] for an hour or two and then have dinner in town

Anne: Yeah.

Anne: when it's still quiet.

Anne: Because actually in these Tuscan towns, tourists usually come for lunch and. We would go for dinner. So it would usually be pretty quiet, which I really like

Anne: Exactly, but this is the alternative timing. So going in the afternoon when the mainstream traveler already left and just having a different perspective on, on the town because we would have a glass of wine, with sunset. Without the crowds. Without which, yeah. Is definitely for me, a better experience of these towns because when we, one time we went in for lunch and we did not like that at all.

Rik: Nope. 

Anne: but I mean, that's also the type of travelers that we are. We wouldn't spend a full day in, in a small touristy town because I just dunno what to do there actually be, because, if you've seen to, or three you've seen them all, to be honest.

Anne: [00:23:00] Yeah, we're more nature of people.

Anne: Okay. Let's move on to the next trend.

Anne: Yes. that's trend four. And trend four is all about genuine and connected interaction with locals. So in 2026, travel isn't only about discovery. It's really about connecting. 'cause travelers are looking for more than sightseeing. They really crave exchange.

Anne: And we're seeing a lot more interest in experiences that, will combine adventure and, local connection. So I think about multi-day hikes, retreats, digital detox trips, for those that want to leave their phone, at home. And travelers are looking for experiences that. One, support local economies directly.

Anne: and they're also looking for smaller and more intimate experiences. And I think this is also a trend last year, but they are looking for authenticity and an actual [00:24:00] authenticity and becoming part of local stories and not just be an outsider. So to really participate in culture basically. And. What it takes to offer authentic experiences is something Theo from Cara, explained really well in my interview with him.

Anne: so let's play that because yeah, I think that really fits, what we're, talking about here.

Rik: Okay, let's have a listen. 

Rik: [00:25:00] Okay.

Anne: Yeah, I can definitely see the appeal to this trend. And to be honest, I'm a bit jealous that you got to join Theo, on one of his tours in Uganda 

Anne: well, that's the beauty of travel. We can go again.

Anne: Of course we can go again, but, I mean, it's not really around the corner, so maybe someday, but. Whenever we talk about community-based tourism, it's always the example you bring up. And for good reason because I think they've really managed to create something that's a win-win for, for everyone involved, for the traveler, for the community, and for the tour operator [00:26:00] as well.

Anne: They're doing really well and yeah, I'd love to experience it myself someday. One recent experience that I did have myself was that we visited, the PKP Women's Center in Bali and they provide a safe haven for women, children, and families who have experienced domestic violence.

Anne: And part of the experience was that the founder shared her story, which is absolutely heartbreaking, but. At the same time, it's a very powerful way to use storytelling and to make that connection. and they kind of combined it with a workshop we did afterwards, offering making. And that's something I've wanted to do for quite a long time, actually, since we moved to Bali, because it's very much part of the culture.

Anne: Well, newsflash, I suck.

Anne: Yeah, you were not good at that.

Anne: But I did really like the combination of having something more serious and [00:27:00] something a bit more easygoing and fun and, yeah, that just made it a really great experience. It's storytelling, it's culture, it's community, all in one.

Anne: Yeah. Yeah.

Anne: I was wondering if you know any other kind of combinations, like that, that are trending.

Anne: good question. Well, I think it can basically be anything. but I do think there's a growth in creative workshops, so cooking classes, ritual workshops like the one you mentioned. Doing something that's part of the culture, while talking to the locals or learning more about their background.

Anne: Yeah, it can basically be anything. and then at the same time, we're also seeing a blend of soft adventure, with wellness and then also combined with local connection. So this personal connection is really key. for example, yoga or kayaking, forest walks, mountain biking, combined with knowledgeable local guides.

Anne: so actually one of the other [00:28:00] popular experiences of Cara, in Uganda is they do a three day, two night mountain biking trip, through the area. And then you, stay in, I think you stay in camps, but it's. Everything is so local. so you have an amazing experience. this one is not creative, but it's self adventure.

Anne: but it's still combined with the local stories. And you have campfire at night and you actually learn something about the people that live in the destination that you're visiting. And yeah, I think that is, I think that's the entire goal of travel. yeah, I think that's a really good trend.

Anne: You really are trying to convince me to go back to Uganda, right?

Anne: I love Uganda, so yes,

Anne: actually you hate biking, so I'm not sure I'm gonna get you on this trip.

Anne: I'm not going to bike. No, but we can do something different. I do feel that,the wellness trend is also still going strong and that's actually one that we predicted for 2025. So it's nice to see that debt is still continuing.

Anne: Yeah, I think [00:29:00] it, it has everything to do with, everyone having very busy lives and kind of looking for that. Little escape, and to just relax and do nothing. And what I actually saw about that is that what's also kind of a trend related to that is, the example of going to a wellness retreat or a nature area, like only one or two hours drive away and to just have a relaxing weekend.

Anne: So just a change of scenery, having a good time, relaxing. Without long travel days without having to plan a lot. So it's just really just a relaxing escape. I think that's definitely, continuing.

Rik: Good. Shall we move on to the last one?

Anne: Yes, let's do it. yeah, and I think overall, all these trends, so while we have determined that human connection is at the heart of it all, there's also a powerful digital ally, shaping how we travel smarter. And we're definitely can't get around that. AI is becoming a lot bigger in travel, [00:30:00] so Trend five is smarter travel with ai.

Anne: AI is transforming travel planning, but maybe not in the way that we might expect. Instead of replacing the human touch, AI is amplifying it, and it's really helping travelers, but also agents to make more smarter, more aligned, and hopefully also more responsible decisions. So smarter tools, better experiences, and there are ai.

Anne: Powered apps that plan route, optimize itineraries, and also provide real time local advice. so yeah, we're all going to travel a lot smarter with ai I've said it before and I'll say it again, but I do really see AI as a tool to help with tasks and challenges. I don't think that. Travel businesses need to worry about being replaced. if anything, that first trend is really showing the opposite. People are actually turning more towards [00:31:00] personal advice from travel agents.

Anne: So another question to ask here is how can AI help us travel more responsibly rather than just more efficiently?

Anne: Well, I think there are a lot of opportunities for travel businesses, destinations to do that. because there is so much data out there that can be, Especially in combination with AI can be used to predict, visitor flows, manage, transport flag crowded destinations, show, real life, data on how busy it is and.

Anne: Especially like working with tools like Equator, to calculate positive impact and carbon emissions is going to be so much more important because then if you have all that data, you can actually make better decisions, more responsible decisions based on the results and. Also what, Edmund from Equator was saying in my interview with him is he said like, the travel industry is so behind on using data for good.

Anne: and [00:32:00] I think that's definitely an opportunity here to work with AI and to to really focus on all the data you can have and to really make the tourism industry smarter and more responsible, based on data. Decisions that are backed up, by evidence, basically.

Anne: Yeah, definitely. And we've talked about this in depth, like you mentioned in our interview with admin and, the episode about data before that. So if you are listening to this and you wanna learn more about that, definitely have a. Those episodes, and for me, it all comes down to how you use ai. And right now it, I feel like the real value is in analyzing large data sets and turning that into better decisions.

Anne: It, it's really about data sets becoming more and more accessible, even to smaller businesses.

Anne: Yeah. Yeah, absolutely.

Anne: Okay, but let's wrap things up and look at the full picture for [00:33:00] 2026. So. Essentially what we'll see more of in 2026 are travel experiences that feel way more personal, and that might come through guidance from smaller travel agents or traveling more slowly or and intentionally or exploring, popular places in a different way.

Anne: But it can also include connecting more deeply to a place or to people and. AI really fits into this shift as well, because it's going to make, it so much easier to design travel in a more personalized and more meaningful way, so that, that pretty much sums it up, right.

Anne: I would say so, yeah, I think the whole conclusion is that it's going to be focused on, personal connected, mindful travel. Thank you for the summary and I'm very ex, I'm very excited to see where 2026 is going to, take us and hopefully next year we can evaluate and [00:34:00] see, which actually came through.

Anne: I.

Anne: I hope you enjoyed this conversation as much as I did. The trends for 2026 are so interesting and it looks like travel will be even more mindful, personal, and connected.

Anne: Let us know your favorite trend and how you're going to implement this next year.

Anne: Meantime, if you're enjoying the podcast, like and share this episode and subscribe to our channel to not miss any of the future episodes.

Anne: Thank you for listening and hope to see you next time.