Samuel Jefferies, Senior Growth Marketing Manager at Bókun, a Tripadvisor company, has
outlined key travel trends forecast to gain momentum in 2026, highlighting
changes in consumer behaviour and demand across multiple segments.
“Souvenirs are evolving, and for 2026, thrift tripping is emerging as a
defining travel trend. Driven by Gen Z and the rise of sustainable fashion,
travellers are increasingly seeking out local charity shops and flea markets
abroad, taking home second-hand clothing as meaningful, eco-friendly mementos.
Demand for
shopping-led experiences is already rising. Arival’s 2025 report shows shopping
and market tours now rank as the second most popular tour type, with 30% of
travellers booking them, while Google searches for ‘market tours’ have surged
by 184% since last year and ‘flea market tours’ by 38%. Interest in sustainable
fashion itself continues to grow, with over 314,000 searches in the past month
alone.
For tour operators,
this presents a clear opportunity to develop market walks, neighbourhood
shopping tours, and thrift-focused experiences that tap into travellers’ desire
for sustainability and local culture in 2026.”
Another trend gaining traction is book-inspired
travel, driven by online reading communities.
“BookTok Travel
continues to boom in 2026. Fueled by TikTok’s powerful reading communities,
travellers are increasingly booking trips inspired by their favourite books,
from literary landmarks and author homes to immersive, story-led city tours.
Interest in
literature-driven travel is accelerating, with nearly half of travellers saying
they have booked or would consider booking a trip inspired by a book. This
momentum is also reflected in search data, as ‘reading retreats’ have increased
by 107%, with growth beginning in summer 2025.
Tour operators and
destinations can capitalise by creating literary walking tours, book-inspired
itineraries, reading retreats, and storytelling-led experiences that turn
fictional worlds into real-world travel moments.”
Astro-tourism is also forecast to expand beyond traditional
stargazing into more immersive formats.
“Traveller curiosity
is shifting from the ordinary to the extraordinary, and astro-tourism is
quickly becoming one of travel’s most exciting frontiers for 2026. Once centred
on simple stargazing, the trend now blends cosmic fascination with immersive
experiences, from dark-sky adventures to space-themed attractions.
Interest is soaring,
with searches for ‘how to experience space travel’ up 528%, while searches for
dark-sky tours and space-themed experiences have increased by 1,040% and 79%
respectively. As travellers look beyond traditional sightseeing, celestial
experiences are capturing global attention.
For tour operators, astro-tourism offers vast potential, from guided stargazing and astronomy walks to night-time desert tours, observatory visits, and space-inspired attractions.”
Short-duration, event-led travel is expected to be
another major driver in 2026.
“Short-break and
event-led travel is set to be a major driver of tourism in 2026, as travellers
increasingly plan trips around specific moments rather than long, traditional
holidays. From global sporting tournaments, live music tours and cultural
festivals, travellers are booking quick getaways built around must-see
experiences.
Search behaviour reflects this shift towards shorter, more intentional travel.
Searches for ‘weekend getaway ideas’ are up 112% and ‘festival travel’ is up by
261%. With 2026 hosting major global events, including the FIFA World Cup
across North America, interest in host cities and event-adjacent experiences is
expected to surge.
For tour operators, this creates an opportunity to design flexible, fan-focused itineraries that help travellers make the most out of these short stays.”
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