Experiential and smart destinations are shaping the future of tourism in 2026

The tourism industry is heading towards a structural shift in how destinations are managed and developed. By 2026, the priority will no longer be solely attracting visitors, but rather designing tourism ecosystems capable of offering meaningful, personalized, and sustainable experiences, supported by the strategic use of data and artificial intelligence. This is the premise of the Megatrends 2026 report, prepared by The Data Appeal Company and Mabrian, both companies belonging to the Almawave group.

Presented in Florence, Italy, the study analyzes behaviors, motivations, and spending patterns across multiple markets and indicates that destination management focused on the traveler experience, along with the integration of agentic AI, is emerging as one of the main trends for the coming year. This approach places visitor preferences at the heart of planning, but from a strategic perspective geared toward efficiency, sustainability, and destination resilience.

The report identifies seven major megatrends that will shape the tourism industry in 2026, led by the consolidation of experiential tourism. Based on an analysis of destinations, accommodations, booking platforms, and digital behavior, the companies conclude that travel is no longer defined solely by price or popularity, but by its ability to generate connection, purpose, and cultural value.

One of the central trends is the shift towards an intentional traveler, which is forcing destinations to rethink their value proposition. Personalization is no longer just an add-on; it's becoming the core of tourism planning. Visitors are looking for trips aligned with their motivations—wellbeing, culture, sustainability, reconnection, or relaxation—and they expect destinations to respond to these expectations dynamically, supported by intelligent systems that guide them through the entire travel cycle.

Narrative tourism is emerging as another major transformative force. Destinations no longer compete solely on attractions, but also on stories. Experiences linked to film, popular culture, and local tales are gaining traction, transforming travel into an emotional immersion. Technology and artificial intelligence are amplifying this trend by facilitating the creation of themed itineraries and interconnected experiences.

Event tourism is also consolidating its position as a strategic tool for destination management. Major sporting, cultural, and professional events generate international visibility, concentrated visitor flows, and a significant economic impact. Predictive analytics and data-driven planning allow for maximizing these benefits and distributing them more equitably across the region and over time.

Meanwhile, wellness tourism continues to gain relevance as a driver of development. The pursuit of physical, mental, and emotional balance is driving experiences linked to nature, movement, and relaxation. In Europe, activities related to natural environments already represent a significant part of the tourism offering, reflecting a growing demand that destinations must integrate structurally.

Another prominent trend is heritage and reconnection tourism, where travel becomes a way to reconnect with identity, family history, and collective memory. Far from being marginal, this segment demonstrates high strategic value for destinations, with a strong relational and multigenerational component, especially relevant in countries with a large diaspora.

Experience-based destination management emerges as a cross-cutting theme across all these trends. Italy, Spain, and France are leading the way in diversifying their cultural, gastronomic, and natural offerings, focusing on experiences showcased on digital platforms that attract long-haul travelers and help alleviate overcrowding in the most saturated destinations. A well-curated portfolio of experiences thus becomes a key tool for differentiation and territorial balance.

Finally, the report highlights the evolution toward smart and sustainable destinations driven by technology. Tourism intelligence systems enable the anticipation of demand, the management of visitor flows, the optimization of itineraries, and the adjustment of capacity in real time. The incorporation of agentic AI—goal-oriented systems capable of recommending actions and executing routine tasks under human supervision—accelerates this change and expands the operational capacity of destination management organizations.

Looking ahead to 2026, tourism is shaping up to be an increasingly complex and strategic activity. Destinations that can interpret data, integrate technology, and design relevant experiences will be better prepared to balance growth, sustainability, and social impact. More than attracting volume, the challenge will be building long-term value in an environment where experience becomes the primary competitive asset.

Source: The Data Appeal Company; Mabrian – Informe Megatrends 2026