Trip.com Group Reveals 2026 Travel Trends: The Rise of Japan, South Korea, and China as Top Global Destinations

Published on December 15, 2025

As global travel continues to rebound in 2026, Japan, South Korea, and China are emerging as the leading destinations for international travelers, according to the latest travel trend report from Trip.com Group. The influential travel platform has released its predictions for the year, spotlighting key destinations, popular attractions, and the evolving motivations driving global travel patterns. Southeast Asia and Europe are particularly notable in shaping the demand for these destinations, with travelers seeking both entertainment-driven experiences and immersive nature and cultural explorations.

Japan, South Korea, and Thailand: The New Hotspots of 2026

Trip.com Group’s analysis highlights Japan’s dominant position as a top destination in 2026. Bookings data indicates that Japan will continue to be a favorite among travelers from Southeast Asia (SEA) and Europe, with Tokyo and Osaka seeing significant tourist interest. In fact, Japan is set to remain a staple for visitors from countries like Indonesia, Malaysia, Singapore, South Korea, and Thailand. These travelers, especially millennials and Gen Z, are flocking to Japan to experience its rich cultural heritage, cutting-edge design, and immersive technological marvels.

Additionally, South Korea continues to grow in popularity, with Seoul being the central hub for travelers looking to dive into the world of K-pop, innovative architecture, and high-tech cultural hubs. Thailand remains a favorite among travelers, offering everything from pristine beaches to the bustling streets of Bangkok, catering to a diverse range of vacation preferences.

China and Türkiye: Rising Stars in the Global Travel Scene

China is emerging as one of the fastest-growing travel destinations, especially for Southeast Asian travelers. With its dynamic blend of rich culture, historical landmarks, and modern architecture, China is quickly becoming a go-to destination for those looking to explore a more traditional side of Asia. Major cities such as Shanghai, Guangzhou, and Chengdu continue to attract travelers from Malaysia, Singapore, and Thailand, while more off-the-beaten-path destinations like Beijing and Xi’an are also seeing a surge in bookings.

Türkiye, meanwhile, is gaining popularity among European travelers, especially Germans. The nation’s mix of historical ruins, Mediterranean beaches, and vibrant markets is drawing more international visitors. Istanbul remains the jewel of Turkish tourism, offering a seamless blend of Eastern and Western influences, which provides a unique travel experience for visitors.

Entertainment-Led Travel: The Growth of Theme Parks and Concerts

In 2026, entertainment-based tourism will surge, with travelers seeking out experiences at iconic theme parks and major concert events. Attractions like Shanghai Disneyland Resort, Hong Kong Disneyland, and Universal Studios Japan remain at the top of many travelers’ lists. With the increasing rise of fan-driven attractions, places like Harry Potter Studios and K-pop concerts are expected to dominate travel itineraries, especially for younger generations.

Global events based on popular franchises, such as Jurassic World in Thailand and the EVANGELION Anniversary Exhibition in Tokyo, will continue to fuel interest in these destinations, proving that fans are eager to immerse themselves in their favorite fictional worlds. For travelers looking for unique and immersive experiences, shows like Aladdin the Musical, Broadway shows, and The Sphere in Las Vegas will be on the rise globally.

Nature and Cultural Immersion: A Return to Scenic Escapes

Beyond entertainment, travelers are increasingly seeking out destinations where they can reconnect with nature, culture, and adventure. New Zealand and China are expected to see heightened demand from Southeast Asian travelers, who are looking for a perfect blend of scenic nature spots and cultural heritage. Notable attractions in New Zealand, like Milford Sound and the Glowworm Caves, will see an uptick in bookings, driven by a growing trend of eco-tourism and nature-focused travel.

In China, destinations such as the Chimelong Safari Park in Guangzhou and the Mount Siguniang area in Sichuan are poised for success. Meanwhile, European tourists are looking to enrich their travels with experiences in cultural cities like Paris, Barcelona, and Zurich. Attractions such as the Louvre Museum and Sagrada Familia will continue to be must-see destinations for those interested in history and architecture.

Rise of Self-Driving and Electric Vehicles

Sustainability is becoming a priority for travelers in 2026, with an increasing demand for electric vehicle (EV) rentals and self-driving trips. Travelers are now more conscientious of their carbon footprint, and many are opting for electric cars when visiting destinations such as Norway, Australia, and Japan. Norwegian and Australian travelers, in particular, are booking electric vehicles to explore cities and landscapes at their own pace.

The trend towards self-driving and eco-friendly travel is gaining ground as the availability of electric car rentals grows across key global destinations. This sustainable shift not only reflects environmental responsibility but also gives tourists more flexibility and comfort during their travels.

2026 Travel Wrap-Up: A Year of Global Exploration

As Trip.com Group’s data indicates, 2026 will be a significant year for global travel, with travelers choosing destinations based on a blend of cultural immersion, nature experiences, and entertainment adventures. Major cities in Japan, South Korea, and China will continue to lead, while Southeast Asian and European travelers increasingly look beyond their regions to explore the vast cultural landscapes of Asia and the Middle East.

The rise of entertainment-driven travel, combined with a return to nature and self-discovery, points to a transformative shift in the travel industry. In addition, the growing trend of sustainable travel, marked by the increased use of electric vehicles, highlights a broader shift toward responsible tourism. For millennials and Gen Z, the desire to explore the world on their own terms—be it through theme parks, historical exploration, or immersive nature experiences—will shape global travel trends for years to come.