Few places rival World Travel Market for bringing together such a diverse and knowledgeable mix of experts from every area of travel and tourism – from travel operators and destination marketers to sustainability advocates. As travel PR, content and digital experts, we attended this year to listen, learn, and ask the big questions about what’s shaping the future of the industry.
With travel emerging as one of the fastest-growing sectors and a top priority for consumer spending in 2026, we took the opportunity to tap into the insights of leading travel experts to uncover the new year’s biggest trends. One theme emerged loud and clear: travel needs to be more meaningful, more intentional, and, above all – about seeking connection.
Here are our four biggest takeaways:
1. Everyone’s conscious of overtourism
We asked: What will be the biggest challenges facing the travel industry in 2026?
– More than a third selected overtourism as the most pressing issue (36%)
– Environmental concerns were selected by three in ten (32%)
– Extreme weather was highlighted by over a quarter (28%)
Overtourism generated visceral reactions among the travel experts we spoke to, who showed real enthusiasm to address it. It’s clear that travellers and the companies that serve them are keen to distribute tourism more evenly – both geographically and seasonally – to alleviate overtourism and the social and environmental consequences that come with it.
Our findings echo WTM’s Global Travel Report, which highlights a growing interest in shoulder season travel – off-peak visits that still maximise the ideal weather conditions from the destination. It’s hard to connect through a crowd, so in 2026, travellers will be searching for new ways to get off the beaten track, engage their senses, and ultimately connect with a destination and its culture – rather than joining the typical tourist treadmill.
2. Local experiences offer an antidote
We asked: Which of the predicted 2026 travel trends do you think consumers will be most interested in?
– ‘Local experiences’ was the top answer – chosen by more than half (53%)
– Entertainment-led and solo travel came in a close joint second (50%)
Our findings show that culture, cuisine and community are the new cornerstones of travel inspiration. Many industry voices see this as a natural antidote to overtourism, offering authenticity and cultural exploration, and helping to spread tourism benefits more equitably. Driving visitors towards second cities, non-viral destinations and off-peak itineraries was a real passion point for the experts we spoke to.
According to WTM’s report, while travel to key hotspots is still growing, so is the appetite for new destinations. Travel for live events – from sport to music – is expected to grow by 5.9% next year, reflecting the rising demand for entertainment-led vacations that truly engage visitors. Culinary and nature-focused experiences also appear to be powerful motivators, with 62% of travellers citing them as a reason to travel.
When combined with these travel styles and priorities, the rise in solo holidays isn’t necessarily about seeking solitude, it’s about the freedom to meet new people and share new experiences.
3. Social proof is evolving
We asked: Which of these inspiration sources do you think will play the biggest part in destination decisions in 2026?
– ‘Instagrammability’ and popularity on social media was top at 61%
– This was followed by recommendations from friends and family (46%)
– Influencer content with selected by 43%
– Media content and AI tools were each selected by one quarter (25%)
Social media appeal remains a double-edged sword – it has the potential to fuel overtourism yet also offers a doorway to the discovery and enjoyment of lesser-known gems.
But that’s not to say that in-person interaction and recommendations have taken a backseat. Friends and family remain (marginally) more persuasive than influencers (43%), and significantly more so than film and TV (14.3%). This suggests the continued impact of travel social media content lies in its social proof factor, which is key to building trust.
The power of PR also prevails. Over two-fifths of respondents believe influencer content will inform destination decisions the most, followed by AI and media content (25%), ahead of OTAs, travel agents, and even pop culture.
The WTM Global Travel report echoed influencers’ believability over advertising and found that while only 18% currently use AI to plan trips, that’s an 80% increase from last year, suggesting the AI trust gap is closing fast.
Technology and digital content are just another place for travellers to seek the connection and inspiration they crave – before they’ve even reached their destination.
4. The travel AI era requires a balancing act
We asked: Which of these applications of AI have you already seen travellers using? And, which of these negative AI impacts are you already seeing in the travel industry?
– Admin (managing tickets, passes, insurance) was the top use case (42%)
– Followed by inspiration and research, and interacting with chatbots (39%)
– Misleading content about destinations (48%) and loss of human touch (44%) were voted the top negative impacts
Sentiment around AI is cautiously optimistic – which makes sense in a sector built on trust and experience. While many travel experts see its potential to streamline planning and personalise recommendations, there’s growing unease about misinformation and the erosion of human connection.
As both our findings and WTM’s report suggest, generative AI is emerging as a new kind of influencer, reshaping how travellers find and choose destinations. The challenge now is to make sure it’s used in ways that strike a careful balance between efficiency and personalisation, preserving the sense of connection that today’s travellers crave.
Looking ahead to travel in 2026…
Travel is no longer just about ticking destinations off a bucket list or snapping the right photos for Instagram – it’s about forging deeper connections.
As the opinions of experts at World Travel Market have revealed, the industry is listening, adapting, and evolving. Now it’s up to all of us – brands, creators, marketers, and travellers alike – to keep that momentum going.
Found these insights interesting? Let’s kick off 2026 by connecting your travel brand with consumers. Get in touch.