As 2026 approaches, the travel landscape is set for a major shift. Travellers are seeking more meaning, personalisation, and creativity in how they explore the world. From resale‑fashion treasure hunts to regenerative escapes and cosmic adventures, these trends reveal a powerful movement toward experience‑driven and purpose‑led travel.
Sam Jefferies, Senior Growth Marketing Manager at Bókun predicts, “2026 will be defined by deeper connections — with place, with people, and with purpose. Travellers will choose experiences that feel story‑driven, sustainable, and one of a kind. For operators, this means thinking beyond traditional sightseeing to deliver something emotionally resonant.”
Thrift‑Tripping and Second‑Hand Souvenirs
“Souvenirs are evolving. For 2026, thrift tripping is emerging as a defining travel trend,” says Jefferies. “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 rising fast. According to Arival’s 2025 report, shopping and market tours now rank as the second most‑booked tour type, while Google searches for “market tours” have grown by 184% year‑on‑year. Operators can build on this cultural curiosity by developing market walks, vintage‑hunting tours, and neighbourhood thrift experiences that showcase local sustainability and style.
BookTok Travel and Literature‑Led Experiences
Where readers go, inspiration follows. BookTok travel continues to capture imaginations, as travellers book trips inspired by novels, authors, and story settings. Nearly half of travellers say they’ve already booked or would consider booking a trip inspired by a book. Searches for “reading retreats” have climbed 107% since summer 2025.
Operators can seize this opportunity by offering literary walking tours, book‑inspired itineraries, and storytelling workshops that turn fiction into real‑world adventure.
Astro‑Tourism and Celestial Discovery
Traveller curiosity is shifting skyward. From dark‑sky parks to immersive cosmic experiences, astro‑tourism is gaining serious traction. Searches for “how to experience space travel” are up 528%, with “dark-sky tours” surging by over 1,000%.
“As travellers look beyond the ordinary, celestial experiences are capturing imaginations,” Jefferies says. For operators, this could mean guided stargazing nights, observatory visits, or space‑inspired storytelling experiences that blend science, wonder, and nature.
Read more about the rise of astro‑tourism
Event‑Led and Short‑Break Travel
2026 will also be the year of event‑led and micro‑getaway travel. From global tournaments to blockbuster tours and cultural festivals, trips will increasingly revolve around specific moments rather than long, traditional holidays. Searches for “festival travel” are up 261%, while “weekend getaway ideas” have doubled.
With huge global events like the FIFA World Cup in North America set to draw millions, operators have an opportunity to design flexible, fan‑focused itineraries that make the most of short stays — think local food experiences, music crawls, or themed city breaks.
AI‑Powered Trip Planning
AI is reshaping decision‑making from inspiration to booking. In 2025, approximately 45% of travellers used AI-powered tools for itinerary planning. Travellers now expect tailored itineraries that respond to travel style, time, and preferences in real‑time. For operators, optimising product data so AI can surface experiences is key to staying visible and converting curious browsers into confirmed bookings.
Regenerative and Rewilding Travel
Sustainability is evolving into regeneration. Travellers want to actively contribute — tree planting, rewilding workshops, or community restoration days. Experiences that help travellers “give back more than they take” will thrive.
Quiet Luxury and Creative Wellness
The new luxury in 2026 is understated. After years of escapism, travellers are seeking mental restoration through craftsmanship, nature, and gentle connection — think pottery classes in mountain studios, foraging retreats, yoga lessons, or remote eco‑lodges prioritising presence over prestige. ‘Quietcations’ or ‘hushpitality’ are set to be a major trend this year.
Find more about quiet travel here.
Multigenerational and “Togethering” Travel
Families and friends are seeking experiences that transcend age groups — cooking workshops, accessible hiking, or storytelling adventures. Tours that prioritise shared moments and inclusivity over spectacle will attract loyal repeat travellers.
What This Means for Operators
Across every trend, one theme shines through: personalisation fuelled by purpose. Travellers in 2026 are choosing depth over breadth — fewer trips, more meaning, and memorable human connection.
For tour and experience providers, this means:
- Designing micro‑itineraries that reflect key passions (fashion, food, books, stars).
- Ensuring search visibility through detailed, data‑rich product listings.
- Leveraging platforms like the Bókun Marketplace to distribute experiences globally and capture niche audiences.
- Using automated tools to manage short booking windows and pop‑up event‑driven demand.
With strong storytelling, sustainability, and smart distribution, 2026 promises to be a transformative year for those ready to adapt.
