A closer look at some of the trends leading the way for 2026 like wellness travel, grocery store tourism and screen tourism.
It seems that travel in 2026 is less about checking destinations off a list and more about chasing a feeling. Across the industry, travelers are prioritizing experiences that align with their values, whether that’s wellness, cultural immersion, nostalgia or even what they see on screen. In fact, recent data shows that a growing number of travelers now begin planning trips based on how they want to feel, rather than where they want to go.
From grocery store tourism to screen-inspired getaways, here’s a closer look at the trends defining travel in 2026 and how to experience them for yourself.
Wellness Travel 2.0
Wellness travel continues to dominate in 2026 but it’s evolving beyond spa days and yoga retreats. Today’s travelers are seeking “nervous system resets,” sleep-focused escapes, and science-backed recovery programs that address stress, burnout and overall longevity.
This shift stems from years of global uncertainty and digital overload, pushing travelers to prioritize restoration and mental health. The result? Shorter, more intentional trips like weekend wellness getaways or urban recovery breaks, designed to deliver tangible results.
Where to go: Thermal spa destinations in Switzerland, desert retreats in Utah or cutting-edge wellness hubs in cities like New York and Bangkok.
How to try it: Book a retreat focused on sleep, mindfulness or biohacking, or plan a low-key nature escape closer to home.
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Grocery Store Tourism
In 2026, some of the most authentic travel experiences aren’t found in restaurants, they’re in grocery store aisles. Known as “shelf discovery,” this trend invites travelers to explore local culture through everyday food shopping, from regional snacks to hyper-local ingredients.
The appeal lies in its simplicity and authenticity. As travelers seek more grounded, less curated experiences, grocery stores offer an unfiltered look at daily life … and often at a lower cost.
Where to go: Tokyo for its meticulously curated convenience stores, Rome for neighborhood markets or Mexico City for vibrant food halls.
How to try it: Wherever your travels take you, simply skip one restaurant reservation and instead build a picnic from local grocery finds.
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Screen Tourism (Set-Jetting)
Since screen-inspired trips often involve international destinations, travelers often prepare international plug compatibility essentials in advance to avoid charging issues abroad.
If a destination looks familiar, there’s a good chance it is. Screen tourism is travel inspired by movies and TV shows and it continues to surge in 2026, with travelers flocking to filming locations around the world.
The rise of streaming platforms and viral filming locations has turned cinematic backdrops into bucket-list destinations. From fantasy epics to romantic dramas, viewers are translating what they see on screen into real-life itineraries.
Where to go: Thailand for tropical drama settings, the U.K. countryside for period pieces, or New Zealand for sweeping cinematic landscapes.
How to try it: Build an itinerary around a favorite show or movie and look for guided tours that highlight filming locations.
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“Glowcations” and Beauty Travel
Beauty is becoming a reason to travel. “Glowcations” are trips centered around skincare, wellness and aesthetic treatments and they are gaining traction as travelers seek both relaxation and visible results.
Fueled by social media and the rise of self-care culture, this trend blends traditional spa experiences with modern beauty rituals, from facials to longevity treatments.
Where to go: Seoul for cutting-edge skincare, Paris for luxury spa culture or Los Angeles for wellness-meets-beauty experiences.
How to try it: Plan a trip around a signature treatment or wellness hotel with a strong spa program.
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Coolcations (Climate-Conscious Travel)
As global temperatures rise, travelers are rethinking when and where they vacation. Enter the “coolcation”, a shift toward milder climates and off-peak seasons to avoid extreme heat and overcrowding.
This trend is driven by both comfort and sustainability, with travelers opting for destinations that offer fresh air, outdoor activity and a more enjoyable climate.
Where to go: Scandinavia in summer, the Swiss Alps or coastal Canada.
How to try it: Swap a traditional beach vacation for a mountain or northern destination during peak summer months.
Active Travel and “Runcations”
For many travelers, vacations are no longer about slowing down, they’re about moving more. “Runcations,” or trips centered around running and fitness, are gaining momentum as travelers seek active, immersive ways to explore destinations.
This trend grew out of pandemic-era fitness habits and the rise of social fitness communities, transforming exercise into a way to connect with a place.
Where to go: Major marathon cities like Berlin or Boston, scenic trail destinations like Patagonia or explore coastal running routes in California.
How to try it: Plan a trip around a race or choose a destination known for scenic running or hiking routes. When traveling with multiple devices such as smartwatches, wireless earbuds and phones, many travelers prepare a compact charging setup for international trips to keep everything powered throughout the journey.
Sober and Mindful Travel
Another major shift: travelers are rethinking the role of alcohol in vacations. “Sober tourism” is on the rise, particularly among younger travelers, who are prioritizing wellness, clarity and meaningful experiences over nightlife.
This trend reflects broader cultural changes toward intentional living and health-conscious choices, reshaping everything from hotel offerings to nightlife.
Where to go: Wellness resorts in Bali, desert retreats in Arizona or cities with strong café and wellness cultures like Copenhagen.
How to try it: Book alcohol-free accommodations or plan an itinerary focused on daytime experiences and wellness activities.
If there’s one defining theme of travel in 2026, it’s intention. Travelers are moving away from passive sightseeing and toward experiences that feel personal, meaningful and aligned with how they want to live. Whether that means chasing wellness, exploring a grocery aisle or stepping into a favorite TV scene, the trips of 2026 are less about escape and more about connection.
As travel becomes more intentional, thoughtful preparation — from planning meaningful experiences to organizing practical travel essentials — helps ensure each journey feels seamless.
And as these trends continue to evolve, one thing is clear: the future of travel isn’t just about where you go, it’s about how it makes you feel.