US, Mexico, Canada, Italy, Spain, France and UK Draw Travellers in 2026 with FIFA World Cup Winter Olympics City Breaks Emerging Cities AI Trip Planning and Sustainable Tourism

In 2026, travellers are flocking to the US, Mexico, Canada, Italy, Spain, France and the UK, driven by major events like the FIFA World Cup and Winter Olympics, thriving city breaks, emerging urban destinations, AI-assisted planning, and a growing focus on sustainable, personalised travel experiences.

As 2026 approaches, TUI Musement, a leading global provider of tours and activities, has released a comprehensive outlook on the travel trends set to shape the year ahead. The analysis reveals that travellers are increasingly seeking experiences that are personalised, responsible, and driven by genuine interests. Key patterns emerging for the upcoming year include the sustained growth of city breaks, a surge in sport-focused travel, the popularity of local micro-adventures, and the expanding role of artificial intelligence in trip planning, alongside influential global events that are expected to drive tourism worldwide.

City Breaks Continue to Attract Urban Explorers

Urban escapes remain a dominant trend for travellers seeking flexibility, convenience, and cultural immersion. TUI Musement reports a nearly 25% increase in bookings for experiences in major cities, reflecting the continued appeal of short, spontaneous trips. While established destinations such as Paris, London, and Barcelona remain popular, travellers are increasingly turning to “second cities” for their charm, lower crowds, and emerging cultural scenes. Cities like Stuttgart, Glasgow, and Segovia are capturing the interest of explorers looking for authentic experiences beyond the usual tourist hotspots. The abundance of transport links, diverse accommodation options, and vibrant local activities make city breaks a highly adaptable travel choice for modern travellers.

Sportcations Rise as Holidays Revolve Around Active Pursuits

Travel driven by sport is gaining momentum, as more holidaymakers select destinations based on the athletic activities they enjoy. Whether attending major international tournaments, participating in marathons, visiting football stadiums, or joining outdoor adventures, sports are increasingly becoming a primary motivator for travel. TUI Musement notes a 37% year-on-year growth in bookings for sport-related activities, a figure that reflects travellers’ desire to combine their passion for sports with memorable travel experiences. This trend is expected to expand in 2026, driven by the growing popularity of active tourism and the continued global fascination with sporting events.

Micro-Adventures Offer Locals Unique Experiences Close to Home

The concept of micro-adventures—experiences designed for residents to rediscover their surroundings—has surged in popularity, growing by 47% in 2025. From immersive art exhibitions and live theatre performances to neon painting workshops and culinary evenings, these activities allow locals to engage with culture and entertainment without leaving their city. The rise of micro-adventures highlights a broader trend: travellers are seeking meaningful and convenient experiences that deliver enjoyment and novelty while remaining accessible.

Sustainable Travel Gains Ground as Responsibility Drives Choices

Sustainability is becoming a key factor in travel decisions. Nearly half of TUI Musement survey respondents (47%) indicate that verifying excursions and activities against sustainability criteria is very important. Travellers are increasingly drawn to experiences that minimise environmental impact, support local communities, and enable ethical engagement with destinations. From eco-conscious tours to initiatives that offer tangible benefits to local populations, sustainability is transforming the way trips are planned and experienced, aligning holidays with travellers’ values.

Artificial Intelligence Emerges as a Central Travel Companion

Artificial intelligence is cementing its role as a powerful tool in holiday planning, shaping how travellers research, organise, and customise their itineraries. TUI Musement’s data shows that 49% of respondents have used AI-powered tools to plan trips, with 25% employing these technologies to create or refine itineraries. AI is enhancing the travel experience by offering tailored recommendations, streamlining planning processes, and providing insights that make trips more seamless and personalised.

Global Events Set to Drive Travel in 2026

Several major global events are poised to influence travel patterns in 2026. The FIFA World Cup, hosted across the United States, Mexico, and Canada, will attract millions of visitors seeking a once-in-a-lifetime sporting spectacle. Meanwhile, the Winter Olympics in Italy will draw international crowds for snow and ice sports. Natural phenomena, such as the total solar eclipse on August 12 visible in northern Spain, Portugal, Greenland, and Iceland, are expected to spur unique travel experiences. Cultural milestones will also play a role, including the 100th anniversary of Gaudí’s death, reinforcing the enduring attraction of his architectural legacy in Barcelona.

Looking ahead, 2026 promises a diverse and dynamic tourism landscape, shaped by personal interests, sustainability priorities, and iconic events. Travellers are increasingly seeking experiences that blend exploration, adventure, and responsibility, with technology providing new ways to plan and enhance every journey. From urban escapes to local micro-adventures and sport-focused travel, the coming year will offer a spectrum of opportunities for memorable and meaningful holidays worldwide.