Global tourist in 2026: 80% of travelers seek wellness experiences

Global tourism trends indicate that by 2026, travel will be characterized by spontaneity, a focus on personal fulfillment, and less dependence on seasonal periods. According to the most recent studies, next year will see a growing preference for travel focused on tranquility, nature, and sensory experiences. Eighty percent of travelers are open to wellness experiences, 71% are interested in romantic destinations, 69% prioritize accommodations in contact with nature and local cuisine, 47% consider spiritual journeys, and 25% seek peaceful vacations. 

Furthermore, 67% of tourists will make impulse decisions, and 75% will travel as a form of personal reward, avoiding peak seasons. This reflects a shift towards a traveler less constrained by conventional seasonal changes and more focused on meaningful experiences.

“In Colombia, this trend finds a favorable environment, as the absence of distinct seasons allows for a robust tourism offering year-round and facilitates travel outside of traditional peak seasons. This is also evident in the 2025 results, with international air traffic growing by 7.3% and foreign visitor arrivals increasing by 4.3% between January and October, reinforcing a pattern of less seasonal demand,” stated Paula Cortés Calle, Executive President of ANATO.

Furthermore, the 2026 traveler integrates conscious consumption and technology into their experience. 68% plan to purchase souvenirs, favoring gastronomic and sustainable mementos. Additionally, more than half are open to using technology, robots, or artificial intelligence during their trip. This outlook underscores the importance of continuing to strengthen a more personalized, innovative, and higher value-added tourism offering.

“We know that our sector is constantly transforming, driven by both global dynamics and changing traveler preferences. Therefore, travel agencies in the country are continuously adapting and are already marketing products aligned with tourists' new motivations,” stated the industry leader.

Source: Booking.com – Travel Predictions 2026, Aerocivil and Migración Colombia.