Italy Leads 2026 Travel Bookings as France, US, Japan, Portugal, Greece, Morocco, Croatia and More Gain Popularity with Small Group Tours AI and Value Driving Travel

Published on December 18, 2025

Italy is emerging as the most-booked destination for 2026, capturing the attention of travelers worldwide with its rich history, iconic landmarks, and cultural experiences. Following closely are France, the United States, Japan, Portugal, Greece, Morocco, Croatia, and other destinations, reflecting a mix of classic favorites and rising off-the-beaten-path locales. This surge in bookings is driven by several key factors: small group tours are allowing travelers to enjoy personalized and immersive experiences, artificial intelligence is streamlining trip planning and creating tailored itineraries, and value-conscious travelers are prioritizing experiences that deliver both quality and affordability. Together, these trends are reshaping global travel, with destinations offering authentic culture, flexible options, and engaging experiences leading the way in 2026.

The latest insights from U.S.-based tour operators reveal Italy as the most popular destination for travelers planning trips in 2026. Europe continues to dominate global travel preferences, with France securing second place, followed by Japan in third. Portugal and Greece round out the top five international destinations, reflecting both the enduring allure of classic European experiences and a growing interest in less explored locales.

On the domestic front, American travelers are showing strong enthusiasm for destinations that combine natural beauty with cultural appeal. Hawaii, U.S. National Parks, Alaska, California, and New York emerged as the top choices, offering a blend of outdoor adventure, iconic landmarks, and urban experiences. Among emerging off-the-beaten-path destinations gaining momentum for 2026, Portugal leads the list, with Morocco, Croatia, and Colombia following closely. Malta, Vietnam, and Ireland tie as other destinations attracting increasing attention from travelers seeking unique cultural encounters and new experiences beyond traditional hotspots.

Travel operators report that small group tours are expected to see the highest passenger growth next year, followed by private group arrangements and flexible independent travel (FIT) itineraries. Value and experiences rank equally as the most influential factors guiding destination choice, with safety considerations closely trailing. Modern travelers are prioritizing meaningful, enriching experiences while remaining attentive to cost-effectiveness and a sense of security in their travel plans.

Key Trends Shaping Travel in 2026

Three major trends are poised to influence the travel landscape next year:

1. Artificial Intelligence Integration: AI is emerging as a practical tool for designing personalized travel experiences. From smarter itineraries to tailored recommendations, travelers increasingly expect technology-driven solutions that streamline planning, enhance customization, and deliver seamless digital interactions throughout their journey.
2. Meaningful Travel Experiences: There is a noticeable shift toward slower-paced, culturally immersive travel. Visitors are seeking authentic connections with local communities, prioritizing experiences that emphasize personal engagement and cultural depth over traditional sightseeing checklists.
3. Economic Considerations: Cost, value, and financial transparency continue to play a major role in travel decisions. Tour operators note that travelers are increasingly discerning, seeking options that maximize their investment while offering flexibility and reassurance amid global economic uncertainty.

Optimism for Growth

The outlook for 2026 is overwhelmingly positive. Survey data from U.S.-based tour operators indicate that 78% of members are confident or highly confident that guest bookings will increase next year. Additionally, 88% anticipate sales growth, and 84% expect an uptick in passenger numbers. Among those projecting growth, more than half foresee sales increases of 7% to 10% or higher, while nearly half anticipate a similar rise in passenger volumes.

Despite global uncertainties, travelers remain motivated to explore new destinations, with tour operators positioned to provide expertise, trust, and guidance that enhance the overall travel experience.

Addressing Global Risks

While optimism is high, tour operators are also mindful of potential challenges. Economic volatility, including fluctuations in global financial markets and currency values, ranks as the primary concern impacting travel confidence. Rising costs of living and political instability further influence booking decisions, with many travelers exhibiting increased caution. Reports indicate that 71% of operators have observed hesitancy in travel commitments, 63% note shorter booking windows with purchases closer to departure, and 39% have experienced more last-minute cancellations or itinerary changes.

Even in the face of these challenges, travelers are seeking meaningful and rewarding experiences, and tour operators continue to adapt, offering flexible, value-driven solutions to meet evolving preferences. The 2026 travel landscape promises a dynamic mix of classic destinations, emerging hotspots, and innovative approaches that combine cultural immersion, technology, and thoughtful planning.