The report analyses traveller behaviour, motivations and spending patterns
across destinations, accommodation providers, booking platforms and online data
sources. Its findings point to a fundamental shift away from price-led
decision-making towards travel that is deeply personal, purpose-driven and
shaped by experiences, identity and wellbeing.
According to the study, travellers are increasingly seeking meaning, connection and personal relevance in their journeys. Generic itineraries and iconic “bucket-list” attractions are losing influence, while tailored experiences, local culture, nature, wellness and storytelling are gaining ground. This transformation is being accelerated by the rapid adoption of artificial intelligence tools, which are reshaping both traveller behaviour and destination management models.
The report identifies seven key megatrends that will shape tourism
strategies in 2026.
1.
Central among
them is the rise of the “intentional traveller”, with personalisation moving
from a supplementary feature to the core of travel planning. Agentic AI and
conversational search tools are enabling real-time, dynamic recommendations
before and during the trip, rather than only at the booking stage.
2.
Narrative-driven
travel is also gaining prominence, with destinations increasingly positioned as
immersive stories rather than static places. Set-jetting and media-inspired
itineraries are becoming mainstream, influencing destination choice and
experience design.
3.
Event tourism is
highlighted as another major growth driver, particularly in Europe, where
spending linked to sports, exhibitions and festivals continues to rise. The
report stresses that smart planning, predictive analytics and legacy-focused
investment are essential to maximise economic and social returns from major
events.
4.
Wellbeing travel
emerges as a strong pillar, with travellers prioritising physical, emotional
and mental restoration. Nature-based and active experiences are central to this
trend, with Mabrian data showing that nature-related activities now represent
nearly 18% of available tourism experiences in Europe.
5.
Travel linked to
roots, heritage and personal identity is also expanding. Mirko Lalli, CEO and Founder of Data Appeal, commented: “Data recently presented by Data Appeal confirms that roots
travel is not a nostalgic niche, but a structurally valuable segment for
Italian destinations. Between 2022 and 2025, both the volume of
digital traces and overall sentiment for Italy’s roots travellers increased.”
6.
From a
destination management perspective, the report points to a clear shift from
promoting iconic attractions to building diversified portfolios of structured
experiences. Italy, Spain and France are cited as leading examples in cultural,
gastronomic and nature-based offerings that help spread demand geographically
and seasonally.
7.
“Activities and
experience offerings available in online platforms play a decisive role in
attracting long-haul travellers,” said Carlos Cendra, Director of Marketing and Communications
at Mabrian. “A strong, well-curated portfolio of
experiences enhances destination positioning and helps balance visitation both
geographically and seasonally.”
8.
Technology-enabled,
data-driven destination management underpins all seven megatrends. AI and smart
systems allow destinations to anticipate demand, manage visitor flows, optimise
capacity and support sustainability goals. According to Lalli, “This shift will accelerate with agentic AI: goal-driven systems
that can support DMO teams by monitoring demand, recommending actions, and
executing routine tasks under human oversight.”
TTags: Mirko Lalli, Data Appeal, Carlos Cendra Mabrian