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Trip.com Group Unveils Travel Trends for 2026

On December 14, 2025, Trip.com Group, a leading global travel service provider, announced exciting insights into the anticipated travel trends for 2026. Through comprehensive booking data, the company has identified key destinations, attractions, and the motivations driving globetrotters next year.

Leading Global Destinations

Japan, South Korea, and Thailand are predicted to emerge as top travel destinations in 2026. Based on their booking data, Trip.com Group shares that Japan will hold a dominant position, consistently ranked among the most popular outbound destinations for travelers from regions such as Southeast Asia, including Indonesia, Malaysia, and Singapore, as well as South Korea and Thailand. The bustling cities of Tokyo and Osaka are expected to see an increase in tourist traffic, marking their positions among the top 10 cities on international travelers' maps.

Other highly anticipated destinations for 2026 are China, Thailand, the United Kingdom, and Vietnam.

Millennials, or those aged 29 to 44, are set to be the largest demographic of travelers, contributing nearly half of total bookings. Following closely behind are Gen Z travelers aged 15 to 28, showcasing a shift in travel preferences towards younger generations.

Rising Popularity of China and Türkiye

In recent years, China has gained significant traction as a travel destination, praised for its rich cultural experiences and diverse offerings. Booking data reveals that China is expected to achieve notable growth among Southeast Asian travelers, with a remarkable increase in flight bookings, particularly from Malaysia, Singapore, and Thailand.

The key cities of Shanghai, Guangzhou, and Chengdu are predicted to draw considerable attention, alongside popular options such as Beijing, Harbin, Chongqing, Shenzhen, and Xi'an. Travelers from Europe, especially from the United Kingdom, are also projected to show heightened interest in exploring China, with destinations in Asia like Thailand and Türkiye becoming top choices for German travelers.

Entertainment-Driven Travel

A noteworthy trend is the rise in entertainment-themed travel, with attractions such as Shanghai Disneyland Resort, Hong Kong Disneyland, and Universal Studios Japan anticipated to top the wish lists of many tourists. Additionally, fan-oriented experiences like Harry Potter studio tours and K-pop concerts will be high in demand, especially among South Korean travelers. Experiences linked to global franchises—including Jurassic World The Experience in Thailand and exhibitions centered around EVANGELION in Tokyo—are also expected to surge in popularity.

Globally recognized productions, such as Aladdin the Musical, Broadway shows in New York, and The Sphere in Las Vegas, are poised to attract international audiences looking for extraordinary entertainment experiences.

Nature and Cultural Experiences

Travelers are increasingly drawn to nature and adventure tourism, with rising interest in trips to destination hotspots like New Zealand. Often highlighted are the magnificent scenic spots such as Milford Sound and the mesmerizing Glowworm Caves. Similarly, within China, natural attractions like Chimelong Safari Park and remarkable landscapes in places like Mount Siguniang will likely appeal to adventure seekers from Southeast Asia.

In Europe, cultural immersion is anticipated to dominate, with landmarks such as the Louvre Museum in Paris, Sagrada Familia in Barcelona, and Grossmünster in Zurich gaining recognition among travelers eager to explore history.

Trends in Transportation and Sustainable Travel

Sustainability is becoming a critical aspect for travelers; many are looking for eco-friendly modes of transport. The introduction of carbon labels in April 2025 correlates with an increased demand for electric vehicle rentals, particularly in regions like Norway, Australia, and Japan. Asian travelers, especially from South Korea, have favored electric cars as they seek to explore with minimal environmental impact.

2025: A Reflection on Travel Habits

As 2025 concludes, Trip.com Group has summarized the year’s travel habits, revealing that the average global traveler took about 2.4 outbound flights, with travelers from Southeast Asia being particularly prolific, averaging over three flights per person. Meanwhile, residents of the UK and Germany clocked the longest flight durations this past year.

About Trip.com Group

Trip.com Group comprises several travel platforms—Trip.com, Ctrip, Skyscanner, and Qunar—dedicated to assisting global travelers in their booking endeavors and providing comprehensive resources through an advanced transaction system. Founded in 1999 and publicly listed since 2003, the company is committed to creating “the perfect trip for a better world.”

For further details, visit group.trip.com.