With the Middle East in flames, the war in Ukraine at a stalemate, and international tensions still running high across numerous flashpoints around the globe, where does tourism stand in 2026? Several research firms have examined the question and, beyond arrival figures by destination, a number of major trends are emerging for the year ahead.
1/ The rise of AI in tourism
Just a year ago, AI was the preserve of tech enthusiasts. Today, ChatGPT, Claude and Mistral AI have become everyday assistants for just about everyone — both professionally and personally.Tourism is being hit full-force by the AI wave! A growing number of travellers are now using AI to plan their trips. They ask ChatGPT to build their itinerary, factoring in museum opening times, top recommendations and must-do activities. According to the Travel Trends 2026 report published by GDS Amadeus, AI usage in travel has increased by 64% between 2025 and 2026!
Initial tests are also underway to enable AI to book a service end-to-end, starting from a single sentence request. Tourism operators must therefore embrace the AI shift by adopting booking systems that can be used by AI.
The days when a tour guide, a creative workshop, a cookery class or a treetop adventure park could wait for customers to send a booking request by email are over. Websites must now integrate booking systems that reflect full availability and pricing in real time. That is, of course, the whole purpose of the booking system created by Explorates! Explorates is indeed a member of the international consortium OCTO, which sets the standards for bookings in the tourism industry — a topic that is more critical than ever with the rise of AI!
For Globetrender, author of the Travel Trends report, the defining trend of 2026 will be the emergence of a combination between AI and human interaction. In tourism, customers won't want to rely on AI alone: they want reassurance, whether through reviews or conversations with a destination specialist.
2/ Slow tourism as a reaction to overtourism
Images of Venice overrun by cruise ships or the Trevi Fountain besieged by tourists have left a lasting impression. Overtourism has become a genuine issue for destinations and travellers alike. And even if "hell is other people", many tourists no longer want to find themselves in places swamped with visitors.In reaction to overtourism, slow tourism will gain ground in 2026. The trend is clearly highlighted in the analysis put together by Infos Tourisme. "Fewer destinations, more time on the ground," the site sums up, adding: "Night trains are making a strong comeback, and 'workations' are evolving into stays of several months for deeper cultural immersion."
Tourism operators must also respond to this trend by embracing its sustainable, authentic and unhurried dimension. For guided tours, why not take a step off the beaten path and invite visitors to discover more unusual places? Encounters with locals are also highly sought after. This obviously calls for reinvention and innovation!
3/ The revenge of pop culture
If you offer guided tours or workshops, it's time to pay attention to pop culture. It is, in fact, the defining trend in tourism for 2026! With the news cycle being particularly anxiety-inducing, travellers are finding escapism through the heroes of TV series, manga and comics.A growing number of guided tours are now offered in the footsteps of superheroes, with guides who don't hesitate to dress up in costume for added authenticity. Specialist fan conventions are also drawing record crowds, as seen with the Polymanga convention, held in early April 2026 in Lausanne, which broke all its attendance records. Amadeus Travel Intelligence noted a 9% rise in searches for San Diego during Comic-Con alone in 2026.
The 2026 trends report produced by Expedia also emphasises the major comeback of set-jetting — travelling to film and TV shooting locations. "This trend of travelling to destinations inspired by films and TV series is gaining momentum. Projections suggest it could become a sector generating revenues of $8 billion in the United States alone," Expedia states in its report.
Since 2020, the series Emily in Paris has sparked a wave of tourism to Paris. Fans of the show were determined to walk in the footsteps of the series' filming locations. And each new season has amplified the phenomenon further!
4/ The rise of pet-friendly tourism!
Never heard of pet-friendly tourism? That's perfectly understandable — it's a concept that is only just starting to take off in 2026! Pet-friendly tourism refers to travelling with your pet — in other words, those travellers who want to go on holiday without leaving their furry companion behind.And this is no joke! Paris Charles de Gaulle Airport has already adapted by introducing pet wellbeing areas for dogs in its terminals. Airlines are following suit, with offerings specially designed for animals. Economic analyst Bloomberg states that the global pet industry could surpass the $500 billion mark by 2030.
The challenge now is to adapt! Welcoming pets does require a degree of organisation, whether during a guided tour or a workshop. Especially since you can charge an additional fee for the animal's presence. To manage this, a booking system like Explorates will help you handle different pricing tiers and resources with ease. Your four-legged guests will be taken care of!
5/ The strong comeback of point-to-point travel
A few years ago, at the time of the Airbus A380's launch, airlines were entirely focused on hub-and-spoke models. That's how Dubai, Abu Dhabi and Doha established themselves on the world map, making it possible to connect to virtually any destination with a single stopover.However, the hub model eventually ran out of steam, for a whole host of reasons. Transit times sometimes became simply unacceptable, visa requirements added layers of complexity, and fares were ultimately not as competitive as expected. The crisis in the Middle East has further undermined the Gulf hub model.
But the trend was already under way before that. Amadeus points out that Airbus already has more than 500 orders for its new A321XLR, a long-range narrowbody aircraft designed to operate long non-stop flights. The first deliveries took place in 2025 and the new aircraft will proliferate throughout 2026. Iberia, the launch customer for the new model, intends to deploy it on its routes to South America.
The return of point-to-point travel can have a significant impact on tourist numbers at a destination, by opening up routes that did not previously exist. Indian low-cost carrier IndiGo, for example, launched flights between India and Athens in January 2026. Air Canada, meanwhile, now offers flights between Montreal and Majorca. A welcome influx of visitors for these destinations!
