In 2025, we saw the rise of ‘coolcations’ (as travellers tried to avoid Europe’s summer heatwave), multi-generational travel, cruises and all things ‘all-inclusive’. But this year, the trends seem strangely specific and delightfully niche.
Zay Ferguson-Nair, Customer Experience Leader at Flight Centre South Africa, notes how Flight Centre’s Travel Experts are seeing a shift towards more hyper-personalised travel experiences.
“Yes, travellers have always booked trips that satisfy an interest or passion, whether it’s a birding safari or a bucket-list trip to see the northern lights. This year, it’s just expanded into unexpected territory,” she explains. “Think travellers who plan their journeys around beauty brands, skincare and wellness – or grocery store tourism, which caught everyone off guard! In 2026, travel is about indulging very specific obsessions.”
1. Glowcations
Korean beauty (K-beauty) brands have garnered a massive, dedicated following due to their innovative formulations and ‘glass skin’ results, with Korea’s capital, Seoul, fast becoming the home of glowing skin and cutting-edge (never mind TikTok-trendy) treatments.
The latest trend reports refer to ‘glomads’ (a predominantly young cohort of travellers who build their holidays around beauty brands and regimes) or ‘glowcations’ (where holidaymakers return with a youthful glow, rather than a suntan). And the best destinations for a glowcation? Conde Nast says Seoul (Korea), Tokyo and Kochi (Japan), Tromsø (Norway), Rabat (Morocco), Paris (France) and Sao Paolo (Brazil) should be top of the list.
Must do: If you’re heading to Seoul, Ferguson-Nair recommends a visit to Namsam Park (with the observation deck offering sweeping views across the city), a stroll through Bukchon Hanok Village (home to over 900 traditional Korean homes), and a food tour in the Gwanjang Night Market.
“The foodie experience is next level,” she says. “Don’t leave without trying Korean fare, whether it’s the fiery kimchi – a base for most Korean dishes – or octopus tentacles. While the markets are the best place for an authentic foodie experience, the Lotte World Tower has a selection of restaurants and bars with some of the best views in town.”
2. Shelf discovery
Here’s the trend that took everyone by surprise: according to Hilton’s 2026 Trends Report, 77% of travellers already participate in grocery store tourism, and 35% plan to visit a local supermarket on their next trip. What started as a quirky bit of fun (and a pretty straightforward excursion if you’re self-catering) has exploded into a full-blown phenomenon, with 2026 declared “the year of grocery store tourism” by different travel publications.
So, why are travellers swapping museums for supermarket aisles? It’s simple: grocery stores offer an authentic, affordable window into daily life. From what’s on the shelves to how stores are laid out, wandering through a local supermarket tells you more about habits, preferences, and culture than a guidebook ever could.
Of course, social media has a lot to answer for. Platforms like TikTok and Instagram have turned stores into destinations themselves. Japanese konbini (convenience stores), Spain’s Mercadona stores, and even Los Angeles’ Erewhon have become must-visit spots, with travellers posting “snack hauls” that rack up millions of views.
“I think what’s driving this trend is that people want to live like the locals, even just for a day,” says Ferguson-Nair. “Choosing cheese, cold meat and a few gourmet pantry essentials in a Parisian deli or even discovering a limited-edition Coca-Cola flavour in a Tokyo FamilyMart are fun moments that often stick with you!”
Must do: Yes, the exchange rate is against us, and yes, some of the UK’s department stores hardly qualify as ‘grocery’, but if you find yourself in London this year, a wander through Fortnum & Mason (the ‘Queen’s grocer’ with a grand staircase that looks more hotel than shop) is irresistible. And for those heading to the Cotswolds? Jeremy Clarkson’s Diddly Squat Farm Shop has become a pilgrimage site for fans of his show.
3. Bookish breaks
If you’re the type who plans trips around favourite books and authors, you’re in excellent company. According to Euronews’s analysis of 2026 travel trends, literary tourism is gaining significant momentum as travellers seek to immerse themselves in the worlds created by literary legends.
This trend encompasses everything from visiting landscapes described in beloved novels (like the Yorkshire Moors of Wuthering Heights) to attending major literary festivals. The festival calendar for 2026 is particularly robust, with events like the Jaipur Literature Festival, Edinburgh International Book Festival, Jane Austen Festival, Hay Festival in Wales, and the Paris Book Festival at the Grand Palais drawing book lovers from across the globe.
Must do: South Africa also hosts several key literary events each year, including the Kingsmead Book Fair (Johannesburg), the Open Book Festival (Cape Town) and the Franschhoek Literary Festival (Franschhoek).
4. Fandom takes flight
Amadeus’s Travel Trends 2026 report identifies ‘Pop Culting’ as a major trend, where hit shows, films and franchises are motivating fans to travel. The numbers back this up: Amadeus data shows international flight searches for travel to San Diego during Comic-Con are up 9% for 2026 versus 2025. Meanwhile, Visit Bath expects the Netflix drama Bridgerton to contribute approximately £5 million per year to its local economy.
From Labubus merchandise (which sold an estimated US$1 billion worth in 2025) to K-Pop themed experiences, pop culture is inspiring new forms of tourism. The Seoul Tourism Organisation created an end-to-end traveller journey revolving around the film K-Pop Demon Hunters, where fans can make traditional knot bracelets worn by characters, eat featured meals, and even join K-Pop dance programmes near the scenic Cheonggyecheon Stream.
‘Set-jetting’ – visiting film and TV locations – has boomed thanks to streaming and social media. Popular destinations include Hawaii, Sicily and Phuket for The White Lotus, Malta and Dubrovnik for Game of Thrones, Paris for Emily in Paris, and Yorkshire for Downton Abbey.
5. Game-day dreams
2026 is shaping up to be a goodie for sports fanatics. According to Expedia, more than half of all tourists look to catch competitive action while on vacation, and the World Economic Forum predicts the sports tourism sector will surpass $1.7 trillion by 2032.
The calendar is packed with bucket-list events, including the Winter Olympics in Milan-Cortina (currently underway), the 2026 FIFA World Cup spanning the USA, Canada and Mexico (48 teams across 16 cities), Premier League clashes at iconic stadiums like Anfield and Old Trafford, Formula 1’s Monaco Grand Prix and Six Nations rugby fixtures.
Suppliers like Edusport Travel create seamless packages that go beyond just match tickets – think stadium tours, meet-and-greets, merchandise and local cultural experiences, adding value and excitement to every trip.
Whether you’re a die-hard fan or simply want to experience the electric atmosphere of a major sporting event, 2026 offers endless opportunities to tick off your game-day dreams.
Must do: It’s a big year for rugby fans, with South Africa hosting New Zealand in August and September. ‘The Greatest Rivalry’ feels like an old-school test series, and local fans can catch the action at Ellis Park, FNB Stadium, Loftus, DHL Stadium and Kings Park.
As travel gets more specific, travel advisors are proving their worth – using their expertise to craft trips around your interests, whether that’s K-beauty clinics, literary pilgrimages or game-day bucket lists. In 2026, everyone deserves an adventure.
