The Data Appeal Company and Mabrian, both part of the Almawave Group, have unveiled their Travel Megatrends 2026 report, highlighting seven key trends set to transform the tourism industry.
The report emphasises the shift towards experience-led and agentic destination management, driven by the rise of artificial intelligence (AI) tools.
This transformation places travellers' preferences at the forefront, moving away from traditional transactional models.
The report identifies a new paradigm in travel, where personalisation becomes central, as travellers will prioritise personal interests, identity, and wellbeing over price, seeking meaningful and sustainable experiences. in the coming year.
AI and smart systems will enable destinations to anticipate visitor behaviour, manage flows, and optimise resources, promoting sustainability and creating resilient ecosystems.
What to expect in 2026
Among the megatrends, personalisation and narrative travel stand out; also:
- Travellers will increasingly seek story-led journeys, with destinations becoming stages for immersive experiences.
- Event tourism will also grow, with strategic planning and predictive analytics maximising economic and social impacts.
- Wellness travel will focus on physical, emotional, and mental restoration, whilst roots travel will see individuals reconnecting with their heritage.
- Experience-led destination management will diversify offerings beyond iconic attractions, with Italy, Spain, and France leading in cultural and gastronomic experiences.
- Finally, tech-intelligent destinations will use AI to personalise journeys and manage visitor flows, enhancing sustainability and resilience.
Mirko Lalli, CEO of Data Appeal, noted, "Destinations can proactively manage visitor flows, fine-tune capacity in real time, and guide travellers towards alternative routes or off-peak times."
These trends indicate a shift towards travel that seeks relevance, connection, and meaning, with destinations balancing complexity, sustainability, and opportunity.
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