Travel today is no longer defined by distance or destinations alone. Modern travelers value meaningful travel experiences, authentic cultural connections, and lasting memories that make every journey truly unforgettable.
Since the Covid-19 pandemic, experience-driven travel has surged. Rather than simply checking famous landmarks off a list, travelers are increasingly seeking deeper, more meaningful journeys that foster authentic connections with local communities, cultures, and natural landscapes.
After analyzing more than 25 international tourism and travel reports, CNBC has identified five major trends that are set to shape the global tourism industry in 2026.
1.’’Anti-Tourism’’ Travel Trend: Escaping Tourist Crowds to Experience True Local Culture
One of the most notable shifts in travel behaviour is the rise of “anti-tourism,” where travellers deliberately avoid peak seasons and overcrowded hotspots in favour of quieter, more authentic destinations. Agoda reports that searches for accommodation in secondary destinations across Asia are increasing over 15% faster than those for traditional tourist centres. Meanwhile, Virtuoso, the global network of luxury travel advisors, highlights that climate change is also shaping travel choices, with more travellers opting for off-season trips and destinations offering milder, more stable climates. Sustainability has become another key priority, as travellers grow increasingly conscious of reducing pressure on local communities while preserving the authenticity of the places they visit.
From the stunning terraced fields of Vietnam’s northwestern highlands, where pristine landscapes meet the vibrant traditions of ethnic minority communities, to the serene Nam Du Islands in the south, travelers are increasingly drawn to places that offer tranquility, open space, and authentic connections far from the bustle of city life.
2. The Rise of “No-Think” Holidays: Stress-Free Travel and Total Relaxation
In the past, all-inclusive holidays were valued mainly for their efficiency, with travellers meticulously planning every detail to maximise limited time. Today, many feel overwhelmed even before they depart. According to Lemongrass Marketing, travellers are increasingly willing to hand over complete control of their itineraries to tour operators or hotels, as long as it ensures genuine relaxation. “Travellers want someone they trust to make the right decisions for them, so they can truly switch off,” says Tara Schwenk, Chief Digital Strategist at Lemongrass Marketing.
In the ancient town of Hoi An, visitors can slow their pace and step back in time, immersing themselves in its serene charm, rich culture, and welcoming hospitality.
3. Wellness Travel: More Than Just Spa Treatments
Wellness tourism is moving far beyond traditional spa retreats. Today’s travellers are looking for deeper, more holistic programmes that nurture both body and mind, from science-based wellbeing therapies to journeys focused on mental resilience and physical vitality.
Activities range from yoga, meditation and therapeutic treatments to surfing, cycling and hiking in nature-rich settings. A Contiki report shows that two-thirds of American travellers under 35 prioritise active holidays, while more than half aim to maintain their fitness routines even while abroad.
Virtuoso also notes that many travellers now view wellness travel as a long-term investment in their health. These experiences span every budget level, from affordable nature escapes to high-end wellness retreats and appeal to solo travellers, couples, young adults and retirees alike.
With its cool climate and serene natural landscapes, Da Lat is an ideal destination for yoga retreats, meditation practices, walking, and cycling—offering a perfect harmony of relaxation and rejuvenation.
4. Nostalgia-Driven Travel Trends: Exploring the Past to Inspire Future Journeys
Nostalgia is emerging as a strong driver of travel, particularly among younger generations eager to relive childhood holidays or reconnect with loved ones through shared experiences. Contiki reports that nearly 80% of Americans under 35 have already revisited—or plan to revisit—destinations from their early years. At the same time, The Future Laboratory’s Future Forecast 2026 identifies a new wave of travelers: newly retired individuals, including older Generation X members. With fewer responsibilities and greater freedom, they are pursuing longer, more adventurous trips, such as extended road journeys and sea voyages, redefining traditional retirement travel.
Hue, the former imperial capital of Vietnam, features historic palaces and royal tombs that showcase the nation’s imperial heritage and offer visitors a deep cultural and historical experience.
5. Artificial Intelligence in the Hospitality Industry: A New Era
According to Oracle Hospitality, 2026 will be a transformative year for the global hotel industry, as hotels increasingly shift toward AI-driven personalization. By leveraging guest data and artificial intelligence, hotels will move beyond reactive service to anticipate guest needs and deliver highly personalized hotel experiences even before arrival.
Amadeus notes that many hotels are already customising details ranging from lighting and curtains to fitness equipment and preferred room locations. The company stresses that as AI becomes more widespread, personalisation is no longer a “nice to have” but is evolving into a core element of hotel operations.
The Future of Travel: Deeper Travel Experiences and Meaningful Connections
The future of tourism is rooted in meaningful experiences and thoughtful personalisation. Modern travellers increasingly value emotional connection, physical wellbeing, and mental enrichment. Achieving a harmonious balance between personal growth and respect for local identity will be essential in building a tourism industry that is not only prosperous, but also sustainable and compassionate.
For destinations such as Vietnam, this shift offers a compelling opportunity—to welcome visitors with more than stunning scenery, but with authentic narratives, vibrant cultures, and immersive experiences that leave a lasting impression long after the journey ends.
According to Vogue, Vietnam stands out as a top destination for travelers seeking sustainable and unforgettable experiences in 2026. Start planning your Vietnam holiday by applying for a Vietnam visa at vietnamvisapro . As a reputable and reliable visa service, we are here to help turn your travel plans into reality from the very first step.
