Trip.com Reveals Top Travel Trends of 2026: Japan, China, Thailand, and Turkiye Soar as Must-Visit Destinations for Global Travelers!

Published on December 15, 2025

Trip.com Group has announced its forecast for the top travel trends of 2026, shedding light on popular destinations, emerging travel patterns, and the motivations shaping the future of global tourism. The travel group, renowned for its comprehensive data and insights, shared projections based on booking patterns and traveller behavior, providing a detailed look at the evolving travel landscape.

Leading Global Destinations: Japan, South Korea, and Thailand

According to Trip.com Group’s 2026 booking data, Japan is poised to be the dominant destination for global travellers in 2026. The country continues to top the outbound travel rankings, with Tokyo and Osaka leading the charge. Travellers from various Southeast Asian countries, including Indonesia, Malaysia, Singapore, South Korea, and Thailand, are expected to flock to Japan’s vibrant cities. The nation’s rich cultural heritage, modern attractions, and cuisine are expected to drive this surge in demand. Both Tokyo and Osaka are projected to make it into the top 10 cities visited by international tourists next year.

Other highly anticipated destinations for 2026 include China, Thailand, the United Kingdom, and Vietnam, all of which are expected to see significant interest.

The Rise of Millennial and Gen Z Travellers

Millennials, those aged between 29 and 44, are set to become the largest group of travellers in 2026, contributing to almost half of the global booking volume. Gen Z, aged 15 to 28, will follow closely behind, with an increasing number of young travellers seeking unique experiences around the world. This shift in demographics highlights the growing importance of catering to the desires of a younger, experience-driven generation.

Popular Destinations on the Rise: China and Türkiye

In recent years, China has emerged as one of the fastest-growing destinations for Southeast Asian travellers. According to Trip.com’s data, China is expected to experience triple-digit year-on-year growth in flight bookings from markets like Malaysia, Singapore, and Thailand. Cities such as Shanghai, Guangzhou, and Chengdu will see the highest demand. However, lesser-known cities like Beijing, Harbin, Chongqing, Shenzhen, and Xi’an are also gaining popularity, with flight bookings from Southeast Asia anticipated to increase.

Similarly, Türkiye is becoming an increasingly attractive destination, particularly for travellers from Germany, who are expected to make it one of their top outbound choices. This rise in interest from both Europe and Asia underscores the country’s appeal as a cultural and scenic destination.

Entertainment and Immersive Experiences Take Centre Stage

Across Asia, iconic theme parks such as Shanghai Disneyland Resort, Hong Kong Disneyland, and Universal Studios Japan are expected to remain at the top of travellers’ itineraries. These family-friendly attractions continue to play a significant role in driving tourism, especially for international visitors looking for thrilling experiences.

Moreover, fan-driven attractions are set to experience a surge in popularity, particularly those related to popular global franchises. Harry Potter Studio Tours, K-pop concerts like those by Seventeen and Taemin, and experiences based on the Jurassic World franchise in Thailand and EVANGELION in Tokyo are among the top attractions on the rise. These immersive, culture-driven experiences cater to passionate fans and are expected to attract significant international crowds.

Additionally, live entertainment is set to see a boom, with globally recognized productions such as Aladdin the Musical, Broadway Shows in New York, The Sphere in Las Vegas, and The House of Dancing Water in Macau topping the list of entertainment-driven tourism trends.

Nature and Adventure Tourism: A Growing Trend

A growing interest in nature and adventure tourism is expected to dominate travel trends for 2026. Destinations in New Zealand and China are projected to see increased demand, particularly among travellers from Southeast Asia and Germany. Scenic spots such as Milford Sound and the Glowworm Caves in New Zealand, as well as Wulong Karst in China, are predicted to be among the most sought-after attractions.

Other nature-focused destinations in China, such as Chimelong Safari Park in Guangzhou and the picturesque Mount Siguniang, Bipenggou, and Huanglong National Scenic Area in Sichuan, are expected to draw the attention of nature enthusiasts.

Meanwhile, Europe remains a key cultural hub, with attractions like the Louvre Museum in Paris, Sagrada Familia in Barcelona, and Grossmünster in Zurich continuing to be among the top destinations for international visitors seeking rich cultural experiences.

Train and Cruise Journeys on the Rise

As travellers seek more leisurely and scenic ways to explore, train and cruise journeys are becoming increasingly popular. The Arashiyama Sagano Romantic Train in Japan is expected to be a major draw for Vietnamese travellers in 2026, while luxury cruises such as Royal Princess Cruise and Opulence Cruise are likely to appeal to German tourists. These more relaxed modes of travel offer a chance to explore the world at a more comfortable pace.

The Growing Popularity of Sustainable Travel

A significant shift towards more sustainable travel practices is emerging as an increasing number of travellers seek to reduce their carbon footprint. Electric car rentals are gaining traction, particularly in environmentally conscious regions such as Norway, Australia, and Japan. Since the introduction of carbon labels in April 2025, there has been a steady rise in electric vehicle (EV) bookings, particularly among travellers from Japan, Thailand, the US, South Korea, and Australia.

This trend is also seen in Europe and Australia, where more travellers are choosing electric vehicles for self-driving trips. This growing preference for EVs as a mode of transport is an important step towards more sustainable and responsible tourism.

Recap of the 2025 Travel Year

As 2025 comes to a close, Trip.com Group has shared insights into the year’s travel trends. On average, global travellers took 2.4 outbound flights in 2025, with Southeast Asian travellers, including those from Singapore, Malaysia, and Indonesia, averaging 3 or more outbound flights per person. Travellers from the UK and Germany logged the longest flight durations, averaging over 5.7 hours per journey.

Conclusion

Trip.com Group’s insights for 2026 reveal that the future of global travel is shaped by a mix of well-established favourites and rising destinations, with an increasing demand for immersive and sustainable travel experiences. As the world continues to recover from the challenges of the past, these trends signal a bright future for international tourism in the year ahead.