The 2026 edition reveals that travellers are moving away from over-consumption and overstimulation, instead seeking meaning, simplicity, and deeper connection. The report identifies 16 key themes shaping travel and tourism, from “decision-free holidays” to the rise of regenerative destinations.

“Being responsive to change is no longer optional for travel brands; it's essential. This year's report shows that consumer behaviour is fragmenting in fascinating ways, from travellers who want to outsource all decision-making on holiday to those who want to engage with politics through their travel choices,” said Tara Schwenk, Senior Director of Digital Strategy at Lemongrass. “The common thread is clarity: people want less noise and more resonance.”

Mirjam Peternek McCartney, Founder and CEO of Lemongrass Marketing, added: “For me, the most exciting shift is how travel is becoming deeply personal and purposeful. From decision-free holidays that ease mental load, to discovering offbeat, untrending destinations, people are seeking experiences with real depth that reflect their values and life stage.  

“We're also seeing regeneration take root in destinations, and even luxury travel is being redefined away from excess towards authenticity and impact. I'm particularly hopeful that, while some brands keep sustainability quieter due to fear of backlash, important work is continuing behind the scenes, quietly shaping a more responsible and meaningful future for travel.

“The future of tourism belongs to brands that are bold enough to offer meaning, not just marketing.”

Key Themes from the 2026 report, with supporting data, commentary and insight from a range of experts include: 

• Decision Detox: Holidays where travellers hand over all decision-making -from meals to itineraries - in response to burnout and mental load.
• Untrending is the New Trendy: Iconic cities are still visited, but travellers are adding “destination dupes” and even algorithm-free, un-Instagrammable places to their itineraries.
• Overtourism Beyond the Band-Aid: Destinations like Vienna, Copenhagen and the Faroe Islands are tackling systemic tourism issues with stewardship initiatives and new measurement frameworks.
• Regenerative Travel Grows Up: No longer just a buzzword, regeneration is becoming embedded into destination management, with impact measured through biodiversity, soil health, and cultural resilience.
• Travel for Every Stage of Life: From grief retreats to neurodiverse sabbaticals and menopause travel, the industry is moving away from one-size-fits-all categories.
• The Billionaire Backlash: Luxury travel is being redefined away from conspicuous consumption towards authenticity, originality, and value-led experiences.
• The Travel Rebellion Starts on Rails: Rail journeys are reclaiming centre stage, both as a low-carbon alternative to flying and as a joyful, nostalgic part of the adventure.

Why It Matters

For destinations, travel brands, and journalists alike, the Travel Trend Report 2026 provides not only insights but also a call to action: to rethink what success in tourism means, to respond to travellers' shifting values, and to embed purpose at the heart of strategy.

Access the Lemongrass Annual Travel Trend Report here