ABTA Reveals Travel Trendsetters and September’s Surge in Overseas Travel for 2026

Published on December 3, 2025

By: Tuhin Sarkar

ABTA’s latest report, “Travel Trends for 2026,” reveals fascinating insights into the travel industry, highlighting the rise of September as a prime month for overseas travel. The report showcases how 25-34-year-olds have emerged as the Travel Trendsetters for the coming years, shaping the future of global tourism. This age group, more than any other, is driving demand for travel, with a significant number planning holidays abroad in the next 12 months. As they embrace adventure, well-being, and longer holidays, September continues to gain traction as the preferred time for many to explore new destinations.

Travel Trendsetters – 25-34 Year-Olds Lead the Charge

ABTA’s report places 25-34-year-olds at the forefront of the travel industry as the most influential group shaping how, when, and where people travel. These trendsetters are avid holidaymakers, taking an average of 5.5 holidays each year, including 2.2 trips abroad. What makes them particularly unique is their deep appreciation for time spent away from their busy lives. Nearly 84% of this group plan to travel internationally in the next year, well above the average of 70% across other age brackets. Their willingness to spend more on travel is also noteworthy, with 49% planning to increase their holiday budgets in the coming year.

The Importance of Holidays for Mental Health and Well-Being

For 25-34-year-olds, holidays are not just about relaxation—they’re essential for their mental health and overall well-being. ABTA’s report reveals that 90% of this age group view holidays as vital for maintaining mental health, compared to the average of 80% across other demographics. This group places a significant value on breaks from the stress of daily life, emphasising that their time away is crucial for recharging and restoring their energy. This shift in how holidays are perceived reflects the growing trend of travel as a form of self-care.

September Surges in Popularity – The Rise of ‘Super September’

One of the standout findings from ABTA’s Travel Trends report is the growing popularity of September as a key month for overseas travel. Dubbed “Super September,” the month has seen a notable rise in travel intentions, jumping from 17% in 2023 to 24% in 2025. The appeal of September is clear: travelers can enjoy favourable weather conditions without the overcrowded summer peak. As more people seek a quieter, yet still sunny, time to explore Europe and beyond, September offers a sweet spot for adventure. ABTA predicts that this trend will continue to rise in 2026 and beyond.

Why September is Ideal for Active Holidays and Adventure

September’s rise in popularity isn’t just about enjoying the weather. It’s also linked to the increasing demand for more adventurous holidays, such as hiking, cycling, and exploring off-the-beaten-path destinations. ABTA notes that this time of year is ideal for these types of activities, as temperatures are more bearable than the scorching summer months. This shift towards adventure travel during September highlights how travelers are seeking more meaningful and active holidays, moving beyond traditional beach getaways to immersive experiences that connect them with nature and culture.

Cruise Trends Among 25-34 Year-Olds

The appeal of cruises is also growing among 25-34-year-olds, according to ABTA’s report. In fact, this group leads other demographics in cruise travel, with 19% taking a cruise in the past year, compared to just 16% of the over-65s. The cruise industry is evolving to cater to this younger, more dynamic market, expanding its itineraries and offering new on-board activities designed to attract a wide range of travellers. From adventure cruises to luxury offerings, this shift reflects how the cruise industry is diversifying to appeal to younger generations who seek a blend of relaxation and adventure during their holidays.

ABTA’s Commitment to Addressing Travel Trends in 2026

As travel trends evolve, ABTA continues to adapt to meet the changing needs of its members and consumers. Graeme Buck, Director of Communications at ABTA, highlighted how the association’s travel companies are working hard to meet the demands of today’s travellers. The growing interest in destinations off the beaten path, new forms of transportation like interrailing, and longer cruise itineraries are just some of the trends ABTA has identified. With these insights, ABTA aims to help its members navigate the complexities of the ever-changing travel landscape, ensuring that they can meet customer expectations and provide memorable experiences.

Conclusion – A Bright Future for Global Travel

ABTA’s report makes it clear: travel demand remains strong, and 2026 is poised to be a year of exciting developments in the industry. As 25-34-year-olds continue to drive the future of travel, destinations and travel companies must adapt to their evolving preferences. The rise of September as a popular travel month, coupled with the increasing importance of holidays for mental well-being and the demand for adventure and cruise holidays, signals a transformation in how we travel. With ABTA’s ongoing commitment to supporting both travellers and travel companies, the future of the global tourism industry looks promising.