The World Travel Market (WTM) was held in London from November 4th to 8th, attracting around 5,000 exhibitors and 45,000 travel professionals from around the globe. Experts in the industry gathered to discuss the future trends of the travel market for the next 12 months. At the same time, Skyscanner released its annual report on the top 10 destinations for American tourists in 2026.
The 2025 World Travel Market Trends Report indicates that the travel industry is expected to continue growing at a rate higher than economic growth, with international leisure travel and long-haul trips being key drivers of this growth. Factors such as enhanced air connectivity and further relaxation of visa policies are projected to fuel this trend.
There is a growing trend of travelers opting for longer trips rather than multiple short journeys, as well as a focus on activity and cultural experiences. With major events like the Winter Olympics and World Cup approaching, it is expected that these two forces will further boost travel by 2026.
Geopolitical and cultural factors have also become significant influences on travel destinations and trends. From 2024 to 2025, the United States’ share of global international leisure travel decreased from 8% to 7%, with notable declines from Canada, China, and Europe. About half of industry professionals attribute this shift to trade tensions and changes in diplomatic policies.
Skyscanner’s annual report released last month listed the top travel destinations for 2026. By analyzing the destinations with the highest year-on-year search growth, these locations reflect the interests of travelers in the coming year.
Skyscanner collaborated with international market research company OnePoll to survey 22,000 travelers from June to July 2025. 84% of respondents stated they plan to travel abroad the same amount or more in 2026. 37% expect to spend more on flights, 31% on accommodations, and 16% on car rentals.
Skyscanner’s CEO, Bryan Batista, wrote on the company’s homepage that travel is no longer an escape from reality, but rather an expression of self.
The 2026 Travel Trends Report indicates that “travel will become more personalized than ever before. Next year, travelers will choose destinations and plan itineraries not to escape, but to express themselves.”
1. Limón, Costa Rica
Costa Rica’s Limón was rated as the top destination for American tourists in 2026, with a 286% year-on-year search growth. Limón is an emerging ecotourism destination known for its national parks, volcanic terrain, and dense tropical rainforests.
Located on the Caribbean coast of Costa Rica’s Limón province, Limón offers tropical rainforests, coral reefs, estuaries, and beaches, making it ideal for eco-tourism and outdoor activities. Travelers are interested in activities such as surfing, snorkeling, and experiencing diverse Caribbean culture.
2. Jaipur, India
Jaipur in India ranked second among popular destinations, with a 107% increase in searches on Skyscanner. Jaipur, the capital of Rajasthan, is known for its magnificent palaces, forts, traditional markets, and is referred to as the “Pink City” due to its red clay architecture.
Listed as a UNESCO World Heritage Site, Jaipur boasts various landmarks such as the Jantar Mantar observatory dating back to the early 18th century. Visitors are drawn to its rich historical culture, architecture, and festivals, particularly traditional crafts and royal vibes.
3. Bodrum, Turkey
Located on the Aegean coast of southwestern Turkey, Bodrum offers beaches, ancient castles, and vibrant nightlife. With an 85% year-on-year search growth, attractions like beach resorts, historical sites, yachting, and water activities are key draws.
4. Madeira, Portugal
Madeira is a subtropical island of Portugal renowned for its mountain and cliffside seascapes and lush botanical gardens. With a 78% increase in searches, visitors enjoy its natural landscapes, hiking trails, and pleasant climate year-round.
5. Vail, Colorado, USA
Vail is a world-renowned ski destination in Colorado, USA, also suitable for summer mountain activities and outdoor pursuits. With a 78% increase in searches, visitors are primarily attracted by the skiing season, mountain sports, and comfortable resort facilities.
6. Zadar, Croatia
Zadar is a coastal city along the Adriatic Sea in Croatia, featuring historic old towns, churches, and the seafront musical instrument “Sea Organ.” With a 72% increase in searches, visitors are interested in its old city culture, seafront promenades, and unique coastal art installations.
7. Olbia, Sardinia, Italy
Olbia is a port city in the northeast of Sardinia, Italy, close to beautiful beaches and resorts. With a 64% growth in searches, tourists appreciate its Mediterranean beaches, diving spots, and historical sites.
8. New Haven, Connecticut, USA
New Haven is the home of the renowned Yale University and offers museums, theaters, and a vibrant culinary scene. With a 39% increase in searches, visitors are attracted to its academic atmosphere, historic architecture, and urban culture.
9. Bilbao, Basque Country, Spain
Bilbao, located in the Basque Country of Spain, is known for the Guggenheim Museum and modern architecture. With a 37% growth in searches, tourists are primarily drawn to its cultural arts, city design, and culinary experiences.
10. Mykonos, Greece
Mykonos is a famous resort island in the Aegean Sea, known for its white houses, nightlife, and beach parties. With a 32% increase in searches, visitors favor its beaches, romantic landscapes, and vibrant nightlife activities.