News
29 December 2025
Europe’s travel outlook in 2026: five major trends that will shape the way we explore
News
29 December 2025
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According to CNBC, five major travel trends are expected to influence how people travel in 2026. Travellers are seeking more authentic, personalised and wellbeing-focused experiences, moving away from overcrowded hotspots and embracing services that minimise stress and maximise satisfaction. Innovations such as artificial intelligence in hospitality and a focus on meaningful travel over routine sightseeing are redefining industry priorities. These trends have broad implications for European destinations, particularly in promoting sustainable, culturally rich and community-oriented tourism.
CNBC
CNBC
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Travel in 2026 is anticipated to evolve significantly from traditional patterns, with changes driven by social behaviour, technology and shifting visitor expectations. CNBC identifies five key trends that will shape the travel industry next year. The first is a shift toward what is sometimes called the “anti-tourist” mindset, where visitors increasingly avoid peak seasons and overtourism hotspots in favour of less crowded and more culturally immersive experiences. This aligns with growing demand for sustainable destinations that offer authenticity and respect local communities.
Another significant trend is the rise of decision-free or outsourced trip planning. After years of information overload and constant choices, travellers are looking for curated experiences that minimise stress and allow them to disconnect entirely. This is particularly relevant for high-value visitors who prioritise wellbeing and seamless travel experiences. It also aligns with the expansion of specialised travel services and bespoke packages designed to enhance relaxation and enjoyment.
Wellness travel is also evolving beyond traditional spa retreats to include holistic programmes focused on mental health, longevity and active lifestyles. This trend reflects a broader shift in tourism toward experiences that contribute to long-term well-being, blending physical activities, mindfulness, and connection with nature — elements that many European destinations can readily offer.
Nostalgia and personalised experiences will play a stronger role as travellers seek to reconnect with meaningful memories or reinterpret familiar past holidays in new ways. This trend has the potential to boost interest in cultural heritage tourism and experiential travel that emphasises storytelling, tradition and local authenticity.
Finally, the integration of artificial intelligence in hospitality and travel services is expected to reshape the visitor experience. Hotels and travel providers are increasingly adopting AI to anticipate guest needs, personalise services and streamline operations, making stays more tailored and enjoyable. This development supports smarter tourism and can help European destinations enhance competitiveness through innovation.
These trends highlight a broader shift in the travel industry toward sustainable tourism practices, quality over quantity, and experiences that foster deeper engagement between visitors and destinations. As European tourism continues to adapt, recognising and responding to these patterns will be crucial for destinations seeking to attract visitors in 2026 and beyond, while balancing economic recovery with environmental stewardship and community wellbeing.
Source: https://www.cnbc.com/2025/12/25/5-major-trends-set-to-shape-travel-in-2026.html
#Sustainable tourism #Responsible travel #Sustainable destinations #Experiential tourism #Smart tourism #Mobility #Innovation in tourism #Climate-friendly tourism practices #Tourism development #Tourism indicators #Tourism sustainability indicators #Travel technology #Adaptation strategies
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