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Travel has always lived in the space between extremes. Between aspiration and affordability. Global demand and local impact. While traditional marketing often forces travelers into neat categories, the truth (and the opportunity) often lies in between.
From shifting national policies shaping traveler perceptions to growing excitement and skepticism around AI, the industry is navigating forces that pull in opposite directions at the same time.
To develop our 2026 outlook, we asked MMGY Global leaders to share their boldest predictions based on what they’re seeing across clients and markets worldwide. Their contributions uncovered a clear pattern: The most meaningful opportunities aren’t found at the extremes but in the space between what’s been and what’s evolving.
That insight brought us to the notion of parentheticals. In writing, what’s placed in parentheses often carries added context, nuance or an unspoken truth. In travel, 2026 will be defined by those same in-between moments, where seemingly contradictory forces are deeply connected.
Travel has always lived in the space between extremes. Between aspiration and affordability. Global demand and local impact. While traditional marketing often forces travelers into neat categories, the truth (and the opportunity) often lies in between.
From shifting national policies shaping traveler perceptions to growing excitement and skepticism around AI, the industry is navigating forces that pull in opposite directions at the same time.
To develop our 2026 outlook, we asked MMGY Global leaders to share their boldest predictions based on what they’re seeing across clients and markets worldwide. Their contributions uncovered a clear pattern: The most meaningful opportunities aren’t found at the extremes but in the space between what’s been and what’s evolving.
That insight brought us to the notion of parentheticals. In writing, what’s placed in parentheses often carries added context, nuance or an unspoken truth. In travel, 2026 will be defined by those same in-between moments, where seemingly contradictory forces are deeply connected.
