In this report, we explore the seven main trends shaping the industry in 2026:

• The intentional traveller: Personalisation
• Story-led journeys: Narrative travel
• The wellbeing reset: Regenerative and active wellness

For each trend, whether you work in a DMO, the tourism industry or a related sector, you’ll find actionable insights on how to leverage them to your advantage — from improving visitor engagement and refining your strategy to spotting new opportunities before your competitors do.

1. The intentional traveller: personalisation
2. Story-led journeys: narrative travel
3. The wellbeing reset: regenerative and active wellness
4. Back to belonging: roots and reconnections
5. Event tourism: impact and legacy management
6. From icons to experiences: experience-led destination management
7. Tech-intelligent & sustainable destinations