In 2025, the travel and tourism sector continued its upward trajectory, making a substantial impact on the global economy. According to the World Travel & Tourism Council, the industry’s total economic contribution is projected to reach $11.7 trillion, representing 10.3% of global GDP. Employment figures are also rising, with the sector expected to support 371 million jobs worldwide, an increase of approximately 14 million compared to the previous year.
Although performance remains strong, the tourism landscape is undergoing rapid changes, not all for the better of the industry's sustainability. Shifts in traveler behavior, advancements in digital solutions, and increasing pressures linked to sustainability, accessibility, and economic uncertainty are encouraging destinations and tourism businesses to reassess their strategies.
Let's deep dive into the key tourism trends for 2026 and outline practical considerations for tourism stakeholders.
Travel is moving toward a model where assistance, service delivery, and operational decisions are increasingly handled by automated systems rather than frontline staff. AI agents are now central to this shift, supporting both travelers and tourism providers across the full journey.
Recent research from Kantar shows that 40% of travelers already use AI tools for planning, and 62% are open to using them more. Their most common applications include itinerary building, recommendations, and price-based comparisons. Tourism businesses are expanding these functions with AI agents that answer questions, adjust activity schedules based on real-time demand, and deliver contextual alerts such as cultural notices or safety information. These agents take over tasks previously handled manually, enabling faster and more consistent service.
As this interaction layer evolves, contactless travel operations are becoming the default standard. End-to-end digital purchasing is now expected: accommodation, transport, attractions, and tours can be booked through unified platforms. On-site services are increasingly automated through QR-based ticketing, digital keys, self-check-in kiosks, voice-based controls, and app-driven service requests. These mechanisms reduce queueing, keep operations running smoothly even with limited staff, and improve the overall flow of visitor movement. As long as they are properly implemented, of course.
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To respond effectively, destinations and tourism businesses need systems that combine AI agents with fluent and error-free contactless operations. This includes deploying apps for visitors that offer automated guidance, setting up digital service points for ticketing and check-ins, and integrating with major booking platforms to ensure instant availability. As a huge value-added, predictive models can help adjust capacity and opening hours, while AI-based monitoring reveals friction in digital touchpoints and highlights areas that need refinement. Together, these new capabilities form a connected, efficient framework for modern travel.
Social media is shaping where and how people travel — and at a speed few destinations can fully predict. A 2024 survey found that 35% of global travelers use social media as a primary source of travel inspiration (that share rises to 53% among Gen Z). In addition, a recent report by The Tourism International shows that 62% of travelers who planned trips via social media made booking decisions based on content they viewed, with 72% of those conversions attributed to posts from influencers, creators, or bloggers.
What makes this trend different now is the speed and unpredictability. A single viral post or reel can draw visitors also to relatively unknown or remote places — places that lacked tourism infrastructure just days before. This “pop‑up tourism” effect means that destinations must be ready to handle sudden surges in demand, often without much prior planning.
Because of this influence, many travelers rely more on peer reviews, user‑generated content, or influencer recommendations than on traditional guidebooks or travel agencies. According to a 2025 industry report by WifiTalents, over 54% of travelers state that user‑generated content (UGC) directly influences their booking decisions. For destinations, attractions, tourism boards, tourism businesses, and tour operators, collaborating with micro‑influencers, encouraging authentic visitor content, and engaging with social‑media communities can open new opportunities — but also demand readiness to accommodate unpredictable visitor flows and maintain service standards.
Self-guided tours continue to rise in demand as travelers prioritize flexibility and independence during their visits. According to Verified Market Research, the Self-guided Audio Tour Market was valued at USD 97.65 million in 2024 and is forecast to reach USD 169.95 million by 2032, with an expected CAGR of 7.39% from 2025 to 2032. This upward trend highlights increasing adoption of digital audio guides for exploration.
Mobile-based audio guides — such as the SmartGuide app — allow visitors to explore destinations at their own pace without the need for on-site staff or traditional tour guides. These digital audio guide platforms and apps offer step-by-step navigation, contextual storytelling, and cultural insights directly through smartphones. Many solutions now support multilingual narration (SmartGuide speaks 30+languages, for example) and integrate AR-based interpretation to enhance clarity for international visitors and individuals with accessibility needs. By enabling automatic content delivery based on location, travelers receive relevant information exactly when required, making it easier to follow routes and understand the historical or cultural background.
Destinations and attractions can gain notable advantages by publishing their digital guides on established audio guide platforms instead of relying solely on printed materials, on-site personnel, or even developing their own apps. This ensures consistent, up-to-date information and supports visitors throughout the entire travel experience, from planning to post-visit reflection.
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Travelers are progressively seeking options that minimize environmental impact and support local communities. Low-impact travel, silent tourism, and slow tourism are gaining traction as visitors look for meaningful experiences that leave a smaller ecological footprint. The global sustainable tourism market is estimated at USD 3.56 trillion in 2025 and is projected to escalate to USD 4.06 trillion in 2026, reaching nearly USD 11.39 trillion by 2034, with a CAGR of 11.39% from 2025 to 2034, according to Precedence Research. This boom is driven in part by younger travelers, particularly Millennials and Gen Z, who are more likely to prioritize sustainability in their travel choices, shaping the overall market as they become a larger share of the traveler demographic. Many destinations are also introducing net-zero travel products to help reduce carbon emissions across trips.
Government-led initiatives and campaigns, such as ETC’s Unlock Unexpected Upgrade, are encouraging sustainable travel practices and raising awareness about responsible tourism. Destinations can further support these efforts by offering eco-certifications for businesses, promoting off-season travel, and highlighting lesser-known regions to reduce overcrowding. By integrating these strategies, tourism entities can contribute to environmental protection while offering travelers experiences that reflect growing sustainability expectations.
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Use of augmented reality (AR) and virtual reality (VR) in tourism is expanding — both for trip planning and on‑site visits. According to Wise Guy Reports, the global AR & VR tourism market (covering virtual tours, AR navigation, heritage‑site overlays, and related services) was valued at about USD 9.5 billion in 2024, and is expected to increase to roughly USD 25.4 billion by 2035. This shows accelerated demand for VR/AR‑enabled traveling adventures and previews.
Travelers are now more likely to use virtual heritage‑site tours or 360° previews before booking their trips. These tools help users visualize destinations, understand layouts, and plan their visits with confidence. On-site, AR-based museum visits or AR overlays at attractions provide guided, self-paced interpretation; visitors can access historical information, navigation assistance, or interactive elements on their devices.
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For destinations and tourism businesses, investing in AR overlays, VR previews, or AR-guided navigation can serve multiple purposes: helping prospective travelers preview a location, aiding on-site orientation and learning, and improving accessibility for visitors with mobility constraints. Given the projected upsurge of the VR/AR tourism market, such investments can also give a competitive advantage, particularly among tech-savvy or planning-focused travelers.
Travelers increasingly expect itineraries and travel suggestions tailored specifically to their personal interests. Platforms leveraging AI can create personalized experiences, providing recommendations for attractions, activities, accommodations, and dining options based on individual preferences. Dynamic pricing and custom offers are also becoming more common, allowing visitors to access deals and packages that align with their travel patterns and budget. This approach helps destinations and businesses respond more accurately to traveler expectations while improving overall engagement.
Digital audio guide platforms like SmartGuide enhance personalization by analyzing visitor profiles, past behavior, and interest tags. It offers content and AI-powered personalized recommendations that match each traveler’s unique preferences, whether focused on historical sites, wellness activities, adventure experiences, or cultural exploration. This enables travelers to enjoy a self-directed experience that still feels curated to their tastes, helping destinations provide a more relevant and satisfying journey without requiring additional on-site staff intervention.
SmartGuide launches AI-powered personalized recommendations for travelers
Travelers are showing growing interest in trips that offer more than typical sightseeing. Many now look for a deeper connection to a destination’s local culture, traditions, cuisine, and lifestyle. Food tourism remains a powerful draw. A 2024 report by Hotelbeds found that 81% of travelers consider trying local food among the most appealing parts of a journey. The global culinary tourism market, encompassing food tours, dining experiences, cooking‑class vacations, and related activities, was valued at USD 130.08 billion in 2025 and is expected to rise to USD 137.84 billion in 2026, with projections reaching USD 249.46 billion by 2035, reflecting an estimated CAGR of 6.1%.
Interest in participatory cultural experiences is also rising. According to ZIPDO Education’s 2025 report, 45% of travelers take cooking classes while on vacation, and 48% highlight local street food as a main attraction. The fact that 80% of tour operators now incorporate culinary or cultural experiences into their packages further shows that the industry is adapting to meet this demand.
Given these trends, destinations and tourism businesses should consider designing offerings that engage the senses and connect visitors to local identity — whether through food tours, cooking workshops, craft and culture workshops, heritage‑site visits, or community‑led walking and cultural tours, including meeting locals. This path not only meets changing traveler preferences but also can help distribute visitor flows beyond typical tourist hotspots, benefiting lesser-known areas and supporting local communities.
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The tourism trends emerging in 2026 highlight how the industry continues to shift, shaped by technological advancements, shifting traveler preferences, and sustainability imperatives. The integration of AI, contactless services, and personalized digital experiences demonstrates the importance of technology in managing operations, engaging visitors, and delivering tailored itineraries. Meanwhile, the rise of sustainable travel practices, multisensory experiences, and AR/VR-enabled exploration reflects travelers’ desire for meaningful, responsible, and flexible journeys. Social media and influencer-driven travel further emphasize the unpredictable, fast-moving nature of destination popularity, requiring destinations to remain agile and responsive.
Furthermore, partnering with platforms like SmartGuide, an AI-powered digital guide with personalized recommendations, mobile audio guides, and AR features, allows destinations to create engaging experiences that connect visitors with local culture, history, and hidden gems. By adopting these approaches, tourism stakeholders can provide modern, tech-supported, and sustainable experiences, while efficiently managing visitor flows and augmenting overall satisfaction.
The future of tourism in 2026 is digital, personalized, and conscious — and the time to prepare and adapt is now.