Trip.com Group Reveals Travel Trends for 2026

Key Takeaways:

• China and Türkiye are projected to grow in appeal for travelers from Southeast Asia and Europe
• Entertainment-driven trips—theme parks, concerts, franchise attractions—are on track to increase
• Nature, cultural immersion, and meaningful experiences are top priorities
• These destinations and activities signal broader shifts in global travel preferences

Rising Destinations

Trip.com Group anticipates that two countries—China and Türkiye—will become increasingly popular among travelers from Southeast Asia and Europe. According to the group’s projections, these destinations will attract visitors looking for a blend of cultural richness, diverse cuisines, and iconic heritage sites.

Entertainment-Powered Travel

A key finding highlights the growing enthusiasm around entertainment-based travel. Visitors are expected to flock to amusement parks, concerts, and franchise-themed attractions, reflecting a broader desire for playful, memorable experiences. Trip.com Group’s outlook implies that people will continue to prioritize trips that offer cultural engagement and fun all in one place.

Nature and Culture Front and Center

Beyond entertainment, travelers appear more eager than ever to immerse themselves in nature and authentic local traditions. From scenic mountain trails to community-based cultural events, these experiences reflect a collective interest in exploration that goes beyond conventional sightseeing. The group notes that such excursions often involve direct encounters with local culture, offering a deeper and more personal connection with each destination.

Looking Ahead

As the world moves closer to 2026, these emerging trends offer a snapshot of how tourism might evolve in the coming years. By pointing to both popular and experiential offerings—spanning vibrant cities, natural wonders, and cultural festivities—Trip.com Group highlights the next wave of global travel opportunities that could resonate with adventurers from around the globe.