Authentic and immersive experiences will increasingly be key for travellers in 2026. Photo / Sarah Pollok
Travel Magazines Editor Sarah Pollok dusts off the crystal ball and digs through data sets to see where the discerning traveller will go in 2026 and what they’ll be doing.
There is a time for the “must-dos”, the Eiffel Tower and Rome, Athens’ Parthenon and the Mona Lisa, London or the Great Wall of China. These destinations and sights have and will continue to draw millions of visitors for a reason; they capture our imagination in a way nothing else does.
There is also a time to travel further afield, to trade ease and accessibility for quiet roads and cultures undiluted by tourism. The question then becomes, where on earth to go, and what to do?
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With 80% of travellers visiting just 10% of the world’s destinations, “undiscovered gems” will always be a travel trend. What does change is what these places are.
The opposite of a “most popular” ranking, Lonely Planet’s annual Best of Travel list ditches threadbare favourites for 25 lesser-known destinations and activities that trend-setting travellers will love.
Destinations include Sardinia (Italy) and Cádiz (Spain), British Columbia (Canada) and Jeju-Do (South Korea). Want something closer to home? Check out Ikra-Flinders Ranges and Outback (South Australia), Solomon Islands (Oceania), or Aotearoa’s very own North Island (yep, the whole motu was worth a spot on the list).
Expedia also used real-time data from millions of platform users to identify places that aren’t popular… but will be in 12 months, according to search trends.
Italy’s Sardinia also made this list, as well as Hobart (Australia), Big Sky in Montana (USA), and Phu Quoc in Vietnam. When planning your Euro 2026 trip, add Cotswolds (UK) and Savoie (France) or spice up your USA/Canada getaway with Ucluelet (Canada) and Fort Walton Beach, Florida (USA).
Meanwhile, Intrepid Travel has seen bookings increase 41% year-on-year to Central Asia (typically less popular than other parts of the region), while bookings on its Benin, Togo and Ghana Expedition have almost doubled.
During the 45th World Travel Market (WTM) in London this month, the Global Travel Report found the desire for uncrowded destinations is higher than ever. “Expense and overcrowding are the two biggest deterrents when travellers consider destinations,” the report states before highlighting two unusual spots starting to experience “exceptionally strong growth”; Albania in Europe and El Salvador in Central America.
Destinations aren’t the only things affected by trends. Travellers “in the know” are also changing how they travel and what they do when abroad.
We’ll immerse in experiences
It’s long been trendy to forgo sightseeing bucket-lists and all-inclusive resorts for immersive experiences and purpose-driven trips and this won’t change next year. Rather, we’ll continue to seek deeper ways to connect with a culture or community. Lonely Planet’s 25 best experiences give us plenty of inspiration.
The list features staying in a Ryokan in Japan and cruising the Mekong River, becoming a citizen scientist in the Amazon, Peru, or attending a Premier League game in England. Food has also been identified as a new motivation for Kiwis to travel. If you’re one such foodie, you could dig into Kerala’s cuisine in India, or take a food tour in Old Dubai, UAE, visit Oregon’s Willamette Wine Country or eat your way around Melbourne.
We’ll go alone
One of the biggest shifts that will continue into 2026 is the rise of the solo traveller. Once a niche sector consisting of young backpackers, dozens of reports have found people (and, most notably, women) of all ages and stages are travelling without partners, friends or family. Intrepid Travel has seen solo bookings up 10% year-on-year, while G Adventures described it as a “fast-growing” trend in tourism.’
We’ll let literature lead
Cracking open a novel beside the pool or beach has long been a top holiday pastime, but in 2026, we’ll travel specifically to get away and read or visit famous literary settings.
From New York to New Zealand, there has been a boom in ‘reading retreat’ businesses, while Bookabach data found 94% of Kiwis want getaways that focus on reading, relaxation and quality time with loved ones. Globally, hotel bookings using the ‘library’ filter on Skyscanner are up 70% this year and Pinterest reported a 265% increase in searches for “book club retreat ideas”. Want to get ahead of the bandwagon? Plan a trip with your book club, a getaway ‘themed’ on reading or a certain novel, or set an intention with your family to swap devices for books during certain times of the day.
We’ll hit the farm
It seems the viral “trad-wife” aesthetic from social media has finally trickled down to our travel plans, with 90% of Kiwi travellers expressing interest in staying on or near a farm. That’s right, “farm charm” is set to be big in 2026 according to Expedia data, with mentions of farm-related experiences in guest reviews up 300% year-on-year.
Much like the social media trend, the desire is almost certainly about engaging with the romantic notions of rural life (nature walks, collecting fresh eggs, reading outside), which often feel like antidotes to our fast-paced, digitally tethered ones.
We’ll stay active
The last two years have seen community wellness boom (think run clubs, lifestyle gyms, cult fitness classes), so it’s no surprise people want to maintain their active, social lifestyles when abroad.
In October, Strava and Airbnb announced a UK collaboration to encourage travellers to take a “runcation” in rural parts of the UK.
In Aotearoa and Australia, Intrepid Travel’s “multi-active” trips (where you participate in several activities) are up 28% in revenue year-on-year. For the trend-setters, demand is particularly spiking for hiking trips in lesser-trod spots such as Patagonia and Bhutan, which have seen bookings increase 81% and 71%, respectively.
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Next year may be when you tick off a bucket-list trip firmly on the beaten path. Perhaps you’re bound for the bright lights of New York City or the Northern lights, India’s Taj Mahal or the ruins of Machu Picchu. If so, you’re guaranteed awe-inspiring scenes and unforgettable memories.
But if you’re curious to venture further afield, to trade predictability for discovery, earmark the spots and activities we’ve got for you this week.