With 2026 just around the corner, TUI Musement, one of the worlds leading providers of tours and activities, has published its annual analysis of the trends that will shape the travel landscape in the year ahead. The study is based on booking data, traveler surveys and the impact of major international events, highlighting a clear shift toward more responsible, personalized and themed travel experiences.
According to the findings, 2026 will be marked by the continued rise of city breaks, the explosive growth of sports-related events and activities, the popularity of micro-adventures close to home, and the increasingly decisive role of artificial intelligence in travel planning. At the same time, major global events are expected to influence international travel flows.
City breaks: an established choice for short getaways
City travel has become a firmly established trend. TUI Musement recorded an almost 25% increase in bookings for experiences in urban destinations, confirming that travelers are seeking flexibility, easy access and a wide range of transport and accommodation options. City breaks encourage spontaneous getaways, while combining culture, gastronomy and experiences within a short time frame.
Beyond classic destinations such as Barcelona, Paris and London, interest is growing in so-called secondary cities. Destinations such as Stuttgart, Glasgow and Segovia are attracting travelers looking for authenticity, less crowding and an emerging cultural scene.
Sports as a key driver of destination choice
Sports are increasingly becoming a primary travel motivator. More and more travelers choose their destination based on sporting events or activities, whether to participate in or attend major competitions, or to take part in marathons, stadium tours and active experiences.
TUI Musement reports an almost 37% increase in bookings for sports-related activities over the past year and expects this momentum to continue into 2026, further boosted by upcoming major international events.
Local micro-experiences: tourism without travel
Experiences aimed at local audiences are showing particularly strong momentum. This is one of the fastest-growing categories of 2025, with growth of 47%. Immersive exhibitions, stand-up comedy, theatre performances, neon painting workshops and themed gastronomy nights offer memorable experiences without the need to travel.
This trend reflects consumers desire to rediscover their city and neighborhood, while simultaneously supporting the local economy and culture.
Sustainable tourism: experiences with a positive impact
Sustainability has now become a key selection criterion. According to a recent TUI Musement survey, 47% of respondents consider it very important that tours and activities are assessed based on sustainability criteria. Travelers are seeking providers that reduce their environmental footprint and experiences that meaningfully benefit local communities.
Artificial intelligence: the travelers new co-pilot
Artificial intelligence is becoming firmly established as a core tool in travel planning. Nearly half of travelers (49%) say they have used AI tools to organize a trip, while 25% used them to create or optimize their itinerary. AI is fundamentally changing the way consumers search for, compare and experience their holidays.
Major events set to move millions of travelers
The year 2026 is expected to be shaped by global events with a strong tourism footprint. The FIFA World Cup in the United States, Mexico and Canada, the Winter Olympic Games in Italy, and the total solar eclipse of 12 Augustvisible from northern Spain, Portugal, Greenland and Icelandare all expected to mobilize millions of travelers. At the same time, cultural milestones such as the 100th anniversary of the death of renowned architect Antoni Gaud? will further enhance the appeal of destinations like Barcelona.
The conclusion of the analysis is clear: in 2026, tourism will become more targeted, more sustainable and more intelligent, with travelers seeking experiences that offer meaning and added value.
