TUI Musement outlines key travel trends for 2026 - Get updated on what's happening in tourism!

As 2026 approaches, TUI Musement has released its latest travel trends analysis, highlighting how travellers’ preferences are evolving. Based on booking behaviour, traveller surveys and the influence of major global events, the study points to a clear shift towards experience-driven travel shaped by personal interests, sustainability considerations and new technologies. City breaks, sportcations, local micro-adventures and the growing use of artificial intelligence in trip planning are among the defining trends for the year ahead.

City breaks continue to gain ground

Urban travel remains firmly established. TUI Musement reports an increase of almost 25 per cent in bookings for experiences in city destinations, underlining the ongoing appeal of short, flexible getaways. Alongside classic city break favourites such as Barcelona, Paris and London, travellers are increasingly drawn to so-called “second cities.” Destinations like Stuttgart, Glasgow and Segovia are gaining attention for their authenticity, manageable visitor numbers and vibrant cultural scenes.

Sport becomes a travel motivator

Sport is playing an ever-greater role in destination choice. More travellers are planning trips around sporting passions, whether to attend global events such as the Olympics or the FIFA World Cup, take part in marathons, explore iconic football stadiums or enjoy active holidays. Over the past year, bookings for sport-related activities have risen by almost 37 per cent, a trend TUI Musement expects to continue throughout 2026.

Local experiences and micro-adventures on the rise

Experiences designed for local audiences are emerging as one of the fastest-growing segments in the tours and activities market. In 2025, this category grew by 47 per cent, reflecting a strong interest in rediscovering familiar surroundings. Immersive exhibitions, comedy shows, theatre performances, creative workshops and food-focused events allow people to enjoy memorable moments close to home, without the need for long-distance travel.

Sustainability shapes experience choices

Sustainability is increasingly influencing how travellers select activities and excursions. A recent TUI Musement study found that 47 per cent of respondents consider it very important that experiences are verified against sustainability criteria. Demand is rising for providers that minimise environmental impact, support local communities and enable more responsible engagement with destinations.

Artificial intelligence as a travel planning tool

Artificial intelligence is becoming a standard part of the travel planning process. According to TUI Musement research, 49 per cent of travellers have already used AI-powered tools to plan a trip, while 25 per cent rely on them to create or refine itineraries. AI is reshaping how travellers search for inspiration, organise their journeys and personalise their experiences.

Global events influence travel flows

Several major events are set to shape travel movements in 2026. These include the FIFA World Cup in the United States, Mexico and Canada, the Winter Olympics in Italy and the total solar eclipse on 12 August, which will be visible from northern Spain, Portugal, Greenland and Iceland. Cultural milestones are also expected to drive demand, such as the 100th anniversary of Antoni Gaudí’s death, with his architectural legacy continuing to draw visitors to Barcelona.

Together, these trends point to a tourism landscape in 2026 defined by flexibility, meaningful experiences and a growing desire to connect more deeply with destinations—whether close to home or further afield.

Image Credit: © TUI Group