By 2026, Colombian travelers will focus on agile, sustainable, and transformative experiences

In a year marked by the search for well-being, authenticity and sustainability, Colombians are redefining their travel habits towards experiences that enrich both the traveler and local communities.

After years of rapid change, travelers' priorities are being redefined: they are seeking more meaningful experiences, holistic well-being, and technology that makes their journeys more seamless. For this reason, Priority Pass presents its 2026 Travel Trends, which set the course for the industry in the coming year:

Sustainable and regenerative tourism

Various surveys show that frequent travelers are increasingly preferring destinations that promote environmental conservation and experiences with a positive impact on local communities. Colombia is positioning itself as a leader in sustainable tourism thanks to its eco-routes, conscious cities like Medellín and Cartagena, and experiences that blend nature, culture, and well-being. The trend in sustainability for 2026 centers on travelers who seek to leave a positive mark and feel transformed in the process.

Short trips and frequent getaways

Weekend “micro-trips” will continue to boom, especially to nearby destinations with good connectivity, satisfying the need for a quick break without significant expense or long journeys. Travelers are rediscovering nearby destinations and seeking to elevate even short trips with premium airport experiences. Between 2023 and 2025, visits to VIP lounges on domestic flights grew by 48% globally; in South America, the increase was 75%.

In Colombia, traveler behavior confirms global trends. According to figures from the Colombian Association of Travel and Tourism Agencies (ANATO), domestic tourism has become one of the sector's main drivers, fueled by the search for nearby and accessible experiences. During cultural festivals such as the Medellín Flower Festival and the Barranquilla Carnival, bookings increased by more than 12%, reflecting the interest in short breaks to destinations with good ground transportation connections.

Authentic cultural experiences

Travelers are showing greater interest in local cuisine, traditional festivals and events, and purchasing handicrafts as a central part of their trip. Tourists are now seeking emotional connection and a sense of belonging, not just entertainment. This reflects the global trend of "purposeful travel."

Technology and personalization

Time is increasingly precious to people, so making travel quick and easy through technology is undoubtedly a growing trend not only in Colombia but around the world. More and more travelers are becoming familiar with apps and platforms that allow them to create flexible itineraries, make instant bookings, and receive personalized recommendations.

Well-being and disconnection

Travel is definitely the answer to urban stress, and more and more travelers are looking to ensure their well-being begins even during the planning stages of their trip. With this in mind, Priority Pass is constantly innovating its lounges to offer relaxing experiences at airports: spas, sleep pods, hair salons, and affordable chairs for resting are just some of the services available in more than 1,800 VIP lounges across 841 airports in 146 countries worldwide.

This is why 53% of travelers say that visiting a VIP lounge improves their ability to disconnect before flying. Between 2023 and 2025, visits to Priority Pass wellness experiences grew by more than 100% in categories like Refresh and Unwind, confirming that every trip is an opportunity for renewal.

Aspirational international travel

Europe and Asia remain attractive, but with a focus on unique experiences rather than mass tourism. Winter retreats, desert landscapes, and Northern Lights viewing are the new favorites for travelers, who are prioritizing quality over quantity. For this reason, we'll see more planned trips, with fewer cities, but more memorable experiences.

According to the Ministry of Trade, Industry and Tourism, international spending on travel to Europe and Asia increased by 28%, with Spain, Italy, and Japan as the most popular destinations. Colombia is positioning itself as a key market in the region, with over 4.5 million international visitors between January and August 2025 and an average expenditure per air travel tourist of approximately $1,100, confirming that both domestic and international tourism will continue to be dominant in the coming years.

Tailor-made luxury

Luxury is no longer measured by how much you spend, but by how personalized your experience is. From AI-designed itineraries to seamless VIP services, high-net-worth travelers seek exclusivity and comfort at every turn. This segment represents 70% of global luxury travel spending, and the generational transfer of over US$83.5 trillion is driving demand for unique experiences. In Colombia, destinations such as La Guajira, the Amazon, the Coffee Region, and San Andrés, among others, are adapting their offerings for this demographic, with tailor-made gastronomic and wellness experiences.

Smart airports: Technology that redefines travel

2026 marks the peak of the connected airport: biometric boarding, smart baggage tracking, and real-time multilingual signage. Nearly half of global travelers gain between 10 and 30 extra minutes thanks to airport technology, and 60% spend more at the airport thanks to automation. In Colombia, the airports that have already begun implementing biometric processes are primarily El Dorado (Bogotá), José María Córdova (Medellín), and Alfonso Bonilla Aragón (Cali), with pilot programs underway at other high-traffic airports such as Cartagena and Barranquilla.

"Travel is in the midst of a revolution. Trends for 2026 reveal a world where the most attractive destinations are fresh getaways, luxury is about you, and vacations mean much more than a sun lounger. From restorative micro-breaks to tech-driven airports, travel will be smarter, more personal, and more purposeful than ever before," commented Manuel Catedral, Director of Business Development for Collinson in the Americas.

Fuente: Priority Pass.