In 2026, travellers will swap bucket list backdrops for trips that revolve around what they love most. Whether that’s chasing tulip blooms across Holland or baking (eating and sipping) your way through Paris, hobby‑led holidays are turning wanderlust into a way of life.
Marriott Bonvoy, which coined the term “passion pursuits,” reports that 72% of global travellers have already taken a trip to follow a personal hobby, a number that soars to 84% among Gen Z. And closer to home, Flight Centre’s latest Global PR Survey reveals that 83% of South Africans name food and gastronomy as a key driver of their travel choices. In short, purpose and passion have become the new passport stamps.
According to Zay Ferguson‑Nair, Flight Centre South Africa’s Customer Experience Leader:
“Travel will remain deeply personal in 2026. People want journeys that mirror what lights them up, whether that’s yoga, photography, gardening, or baking the perfect croissant. Travel is no longer only about where you’re going, but why you’re going there.”
6 ways to let your passion pick the place
1. For the gardeners and flower fanatics
There’s something grounding about watching the world in bloom, and these destinations turn petals into poetry.
Go global:
- Keukenhof Gardens, Netherlands (March–May 2026): A living rainbow of over seven million bulbs, where tulips carpet the countryside and cycling paths meander through fields of colour.
Stay local:
- Namaqualand, Northern Cape (August–September): South Africa’s most magical transformation: the desert reborn into a painter’s palette of wildflowers.
2. For the yogis and wellness seekers
When the world spins too fast, the best reset comes from a deep breath and a change of scenery.
Go global:
- Ubud, Bali (March–June): Sunrise yoga and plant-based feasts in a landscape made for mindfulness.
Stay local:
- Magaliesberg, Gauteng (April–May or September): Eco‑lodges and forest retreats offering weekend digital detoxes with aerial yoga and hiking interludes.
3. For the photography obsessives
Passionate photographers can make almost any landscape look extraordinary, but these destinations make getting that shot perfectly effortless.
Go global:
- Iceland’s South Coast (late February–April): The blue hour over glaciers, black‑sand beaches, and northern skies that shimmer in time exposure.
Stay local:
- Drakensberg Mountains, KwaZulu‑Natal (June–August): Golden peaks and crystal‑clear air – one of the southern hemisphere’s greatest natural studios.
4. For the readers and dreamers
For the bookish traveller, there’s poetry hidden in every cobblestone if you choose the right destination.
Go global:
- Bath, England (March 2026): The Jane Austen Festival dresses the city in Regency charm, complete with bonnets, fancy balls, and live readings.
Stay local:
- Franschhoek Literary Festival (May 2026): Where vineyards meet verse, and South Africa’s leading authors gather for fireside panels.
5. For the bakers and foodies
The scent of sugar, spice, and travel. For those who dream in recipes, the world’s kitchens are the ultimate atlas.
Go global:
- Paris, France (June): Champagne picnics, legendary patisseries, and baking workshops led by award‑winning chefs.
Stay local:
- Cape Town & Stellenbosch (March–May harvest season): Artisanal bakeries, chocolate ateliers, relaxing picnics, and seasonal food festivals that celebrate local craftsmanship.
6. For the gamers and pop‑culture fans
The adventure doesn’t end at “Game Over.” These events turn fandoms into full‑scale frontiers.
Go global:
- Tokyo Game Show (September): Where gaming and innovation combine, and every console lover’s dream feels real.
Stay local:
- Comic Con Africa, Johannesburg (September): Panels, e‑sport tournaments, cosplay, and a community that celebrates every kind of quest.
Travel Expert tips for planning a hobby‑led holiday
Here are Ferguson-Nair’s top tips for planning the perfect ‘passion pursuit’ in 2026 and beyond:
1. Track global calendars before flight prices
Before you even shortlist destinations, find out when your passion peaks: cherry blossom or truffle season, a major e‑sports championship, a big concert, or a chefs’ congress. Great fares are useless if you arrive a week after the magic ends.
2. Book the experience first, the flight second
For hobby-led holidays, the event or experience defines where you go, not the other way around. Ferguson-Nair recommends securing limited‑access tickets (festivals, masterclasses, etc.) before locking in accommodation through your Flight Centre Travel Expert.
3. Pack with purpose
That means prioritising kit over clothes. Photographers should check voltage compatibility for battery chargers; yogis should bring their own eco‑mat or strap rather than relying on studio gear.
4. Leave a day for “creative drift”
Hobby‑led travellers tend to over‑schedule, says Ferguson-Nair. Build in one blank day without an agenda to follow unplanned inspiration. That’s often where the best discoveries happen.
5. Match local expertise to your niche
Ask your Travel Expert to pair you with local guides who share your interests. It will transform an itinerary into camaraderie – or even a mentorship!
“The map expands in unexpected directions when you follow what makes you feel most alive. Passion becomes both the journey and the destination. And that’s a trend worth packing for,” Ferguson-Nair concludes.
