The forthcoming year of 2026 is set to herald a fundamental shift in the tourism sector, moving away from simple sightseeing towards profound, meaningful global exploration that serves as a reflection of the individual's core identity. Travel is increasingly becoming an act of self-determination and a quest to find one's place within the collective flow. The «Why Travel?» report, a collaborative effort between Trip.com Group and Google, highlights five critical trajectories defining this new era. The contemporary traveler is now motivated to design itineraries that deeply resonate with their personal perspective, frequently drawing initial inspiration from the digital sphere.
One of the most significant changes revolves around the concept of “Travel with Purpose,” which mandates a deep, substantive immersion into foreign cultures. We are observing an explosive growth in the interest surrounding specific cultural practices: for example, search queries linked to Japanese tea ceremonies have jumped by 53%. This data underscores a powerful yearning for authentic engagement with traditions, rather than mere superficial acquaintance. This trend reflects the ambition not just to witness, but to truly feel and integrate into a different way of life. Simultaneously, the wellness tourism industry is experiencing a massive boom, harmoniously blending physical activity and restoration. Package offerings that combine golf and spa treatments, alongside ski holidays and recovery programs, have demonstrated phenomenal growth rates of 300% and 250% respectively, emphasizing that maintaining internal well-being is now an integral part of the outbound travel experience.
The shared experience of vibrant moments, particularly attending large-scale concerts and major sporting fixtures, acts as a powerful catalyst for travel decisions. A substantial two-thirds of all travelers express readiness to cross international borders to attend a performance by their favorite artist. Moreover, looking specifically at 2026, half of the respondents indicated a willingness to travel to attend the international football event taking place across Canada, Mexico, and the USA, underscoring the compelling nature of collective experiences. This intense focus on major sports is further confirmed by the fact that the 2026 FIFA World Cup will feature 48 national teams and will be the first time the tournament is hosted by three countries simultaneously.
Finally, technology, and artificial intelligence (AI) in particular, is establishing itself as an indispensable partner in planning. Search queries related to AI travel planning have seen an impressive surge of 190%, demonstrating a widespread willingness to leverage intelligent support for navigating the complex world of travel choices. As noted by Han Feng of Trip.com Group, the future of journeys is shifting from simple movement to the pursuit of profound meaning, where self-expression, mindfulness, and technological integration converge. By 2026, AI will evolve beyond a mere tool to become an “invisible” companion. However, experts also issue a warning regarding a potential “crisis of synthetic content,” where up to 90% of online information could be AI-generated, making authentic human experience and expert guidance even more valuable benchmarks for travelers setting their course.