Travellers in 2026 are no longer satisfied with simply visiting a destination and taking photographs of its main attractions. They are increasingly seeking experiences that allow them to participate in local life, get in touch with nature, and discover places off the beaten tourist track.
This is reflected on TripAdvisor ‘s booking data for the first half of 2026, with craft activities recording an 88% increase, eco-tours rising by 62% and less-promoted destinations growing at more than double the rate of the platform’s 100 most popular destinations.
The picture illustrates a broader shift away from traditional sightseeing towards a model of travel that is more experiential, personal and connected to the identity of each place.
From sightseeing to getting involved
The largest increase in the first half of the year was recorded in craft activities, where bookings rose by 88% year-on-year.
Japan is a prime example of this trend. Bookings by American travellers for traditional Japanese arts and crafts classes have increased by over 300%, with the country now accounting for one in five such bookings worldwide.
Cultural events are showing a similar trend. Bookings for concerts and special events rose by 87%, with Europe accounting for the vast majority of this demand. Fado in Portugal and flamenco in Spain are typical examples of experiences through which visitors seek a deeper connection with the history and culture of a place.
At the same time, cookery classes, craft and dance lessons are among the highest-rated experiences on Tripadvisor, with an average rating of over 4.8 out of 5.
Nature becomes the very reason for the journey
Demand for outdoor activities also remains strong, with eco-tours up 62% globally and organised fishing trips up 41%.
In the US, the trend is even more pronounced. Underwater tours are up 111%, eco-tours are up 83%, skiing and snow experiences are up 42%, and nature and wildlife activities are up 41%.
At the same time, wellness is becoming increasingly linked to the natural environment. Bookings for day spa experiences rose by 45%, with travellers opting for natural hot springs, mud baths and geothermal pools rather than more conventional spa treatments.
In New Zealand, bookings more than doubled, helping Rotorua – known for its geothermal experiences – climb the ranks of Tripadvisor’s fastest-growing destinations.
Sea and water-based activities are becoming increasingly popular
The return to nature is also boosting coastal and island destinations. In the US, Catalina Island saw an impressive 383% increase in experience bookings, followed by La Jolla with +67%, Newport Beach with +64%, Myrtle Beach with +54%, Panama City Beach with +50% and Destin with +49%.
Travellers, however, are not just looking for a place to stay by the sea. They want to actively experience it. Bookings for fishing charters in the US rose by 57%, parasailing by 45% and boat hire by 37%.
Travellers are moving away from major tourist hotspots
Perhaps the most striking finding of the survey concerns where they now choose to travel.
Destinations outside the top 100 most booked on TripAdvisor grew in the first half of 2026 at more than twice the rate of the top 100.
Central America and the Caribbean are leading this shift. Guatemala saw an increase of 74%, Saint Martin 57%, Honduras 49% and the Cayman Islands 45%.
In Europe, Albania has proved to be a major surprise, with a 60% increase, confirming its rapid emergence as an alternative Mediterranean destination.
The new journey is more of an “experience” and less of a checklist
The data from the first half of the year suggests that travellers are gradually moving away from the mindset of “how many sights did I manage to see?”.
Taking part in the daily life of a destination, learning a local art form, experiencing local cuisine, enjoying outdoor activities, and seeking out less crowded areas are becoming increasingly important factors when choosing and organising a trip.
And this may well be one of the most significant changes for the tourism market, as the destination itself is no longer enough to generate demand.
Source: tourismtoday.gr