Tripadvisor has launched its second-annual Trendcast report, spotlighting the trends set to shape travel in 2026. Drawing on global insights, search, booking, behavioral data and user-generated content, the report highlights how travelers are redefining experiences across destinations worldwide.
Here are the key trends defining travel this year.
Fitness Tourism
Travelers are now chasing personal bests and outdoor adventures, driving the rise of “mara-cations” and race-cations,” also known as fitness tourism.
Marathons in particular seem to be driving visitations: the Chicago Marathon saw a 300% increase in visitors, while the Boston and Berlin marathons recorded growth of 228% and 222%. In addition, sports fandom is driving +25% growth in stadium tours and experiences bookings year-over-year.
Investigative Drinking
Wine and whisky tours remain popular, and people want to dig deeper.
Exploring new ingredients and lesser-known spots seems to be the ongoing trend, as travelers are flocking to Mexico to explore agave spirits beyond tequila and mezcal.
Aside from alcohol, some are touring kombucha breweries and visiting zero-proof bars.
Extreme Adventures
High-impact adventures are attracting travelers eager to test their limits. Experiences such as glacier tours, lava field excursions and heli-hiking adventures are seeing drastic year-over-year growth. Tracking snow leopards in Ladakh, India, and exploring underground catacombs in Rome are also gaining traction among thrill-seekers.
Exploring Food
Food-focused travel continues to evolve, with travelers planning their whole trips around culinary ecosystems. They’re interested in food traditions, preservation, tracing local ingredients and fishing traditions.
Rare Shopping Finds
Shoppers are booking experiences that help them uncover meaningful, one-of-a-kind finds.
In cities such as Berlin, Paris, Tokyo and Copenhagen, travelers are swapping big name brands for community retail including indie boutiques, antique shops, thrift stores, flea markets and artist studios.
Small Luxury
As we know, luxury is exploding, but travelers are increasingly embracing small luxury. Examples include day passes to five-star hotel pools and single seats on private planes — luxury moments without the commitment of a full luxury trip.
Child-Led Trips
Kids are now influencing travel decisions, as bookings for children's experiences are up +19% year-over-year.
Tripadvisor saw particularly strong growth in heritage tours (up 40%) and cooking classes (up 47%), as families seek meaningful experiences together.
Pet-Friendly Travel
Travelers are no longer leaving their furry friends behind, with bookings for dog-friendly experiences up 260% year-on-year.
Vacations are now being booked with pets in mind, from luxury pet amenities to animal encounters.
