Human connections are most likely to prevail in global tourism during 2026

 
Tourism in 2026 is likely to focus on authentic, experience-driven travel, sustainability and exploring destinations beyond peak seasons. Key destinations to watch include Japan, Italy, the Maldives and Vietnam, which are seeing strong resurgences and interest in unique offerings. Trends also point towards a desire for meaningful connections, such as local encounters, community-based tourism and supporting local artisans.

There is a growing focus on climate-conscious travel, with destinations like Costa Rica attracting visitors interested in nature and sustainability. The "hidden season" is becoming more appealing, offering lower prices, fewer crowds, and richer local experiences during less traditional times, like Japan's golden autumn or Zimbabwe's summer safaris.

News coverage shows that the definition of luxury is shifting from material opulence to genuine, local and human connections. Japan, Maldives, Vietnam, Egypt, Italy, New Zealand, Indonesia, Portugal and a few other countries are going to attract more tourists than other destinations in 2026.

The World Travel & Tourism Council (WTTC) Global Summit will be held in Malta in 2026, and the European Tourism Seasonality Summit will also take place. Nobody wants to get caught out at passport control, and Europe has a big change coming in 2026 – the launch of the European Travel Information and Authorization System (ETIAS), following on from Entry/Exit System (EES) implemented in 2025. 

One of the biggest travel trends for 2026 you need to know, ETIAS applies to travelers from visa-exempt countries, including the US, UK, Canada, Australia, Japan and others, visiting 30 European countries – if you previously entered Europe without a visa, you will now need an ETIAS. Travelers who are already in Europe under another type of visa, or those with a valid passport or citizenship in a country using the ETIAS system are exempted. While most travelers will be used to paying tourist taxes, many destinations are introducing climate-focused fees. 

In May 2025, Hawaii enacted the Green Fee, the U.S.’s first tourist tax explicitly tied to the climate crisis. Though it’s a small 0.75% bill on top of existing accommodation taxes, it’s expected to raise $100m annually for wildfire recovery, reef restoration and climate adaptation starting in 2026.

Greece’s Climate Crisis Resilience Fee was increased in 2025, where travelers now pay €0.50 to €10 a night, with surcharges of up to €20 per person on popular islands like Mykonos and Santorini during peak periods. The fee is expected to raise €400m annually to support water infrastructure, disaster prevention and ecosystem restoration. Locations like Romania, Bulgaria and Slovenia are excellent alternatives. Even when visiting less popular locations, prioritize shoulder and off-season travel, making sure not to flock to the latest trends on social media.