Where will international tourists 'go and what will they do' in 2026?

Entering 2026, global tourism is shifting strongly towards personalization, with many travelers seeking trips that reflect their individual identities and emotions, rather than familiar, mass-produced itineraries.

No longer following pre-designed tours or mass-check-in itineraries, tourism in 2026 is predicted to enter an era of personalization, where each trip becomes a clear expression of each individual's personality, lifestyle, and values.

According to the 2026 Travel Trends Forecast report, "The Age of the Individual," conducted by Booking.com on over 29,000 people in 33 countries and territories, the trend next year will no longer revolve around the question "where to go" but rather "how to travel in a way that makes you feel like yourself on that trip."

Immersive travel

One prominent trend is immersive fantasy -themed vacations, a form of tourism that takes travelers into spaces inspired by novels, films, or video games. These activities typically take place in resorts designed like ancient castles or mythical forests, where participants can transform into their favorite characters and fully experience "stepping outside of everyday life."

In Vietnam, 94% of tourists expressed interest in fantasy-themed destinations, 81% were willing to participate in immersive vacations, and 89% were open to receiving AI-powered itinerary suggestions to find spaces that offer storytelling and immersive experiences.

Tourism is linked to the need for emotional connection and enjoying private moments amidst nature.

Simultaneously, accommodation facilities utilizing robots and AI are also predicted to develop strongly. These are lodging establishments that use robots for room cleaning, cooking, and automated operating systems to optimize energy, water, and waste disposal. Notably, 98% of Vietnamese tourists are willing to book high-tech accommodations, indicating a fairly open acceptance of technology in domestic tourism.

Buy kitchenware

Tourism in 2026 will also be more closely linked to lifestyle consumption. Many tourists will tend to seek out local specialties and kitchenware such as handcrafted ceramic bowls, teapots, spice jars, kitchen knives, tablecloths, etc. These items are not only for gifts but also to be brought home for use and display as "souvenirs of the journey".

Self-drive travel combined with carpooling connects you with fellow travelers on your exploration journeys.

According to a survey, 90% of Vietnamese tourists are willing to buy aesthetically pleasing kitchenware when traveling, while 84% would choose destinations famous for their culinary specialties or traditional household items. This is a way to transform the kitchen into a "collection of travel memories".

The trip served as a test of relationships.

Many upcoming trips will be used to "test compatibility." 85% of Vietnamese people agree to travel with a new lover, friend, or colleague to see if they are truly compatible, and nearly 70% are willing to go to remote, inconvenient places to test their travel companion's reaction in uncomfortable or tiring situations. Travel is no longer just about relaxation but has become a real-world test of understanding.

In Vietnam, 92% of tourists are willing to carpool.

In addition, the trend of self-driving travel that connects communities is also growing. Carpooling, connecting with travel companions through apps, or making friends along the way makes the journey more open. In Vietnam, 92% of tourists accept carpooling, 84% are willing to use apps to find people to travel with them, and 93% want to meet new people on their next trip.

Spiritual tourism, healing, and slow living.

The report shows a clear increase in spiritual and astrological tourism, with many people incorporating spiritual factors into their travel decisions. 78% of Vietnamese tourists would change or cancel their trip if advised against it, and 73% base their decisions on horoscopes and astrology.

Alongside this is a new generation of wellness tourism featuring skincare treatments, bio-light therapy, and personalized destination suggestions powered by AI. 92% of Vietnamese travelers expressed interest in intensive wellness retreats focused on body care.

Quiet tourism, close to nature with gentle activities such as fishing, observation, and relaxation.

It's impossible not to mention tranquil tourism, focusing on gentle pleasures like birdwatching, fishing, hiking, or gathering herbs. Nearly 45% of respondents said they travel to be closer to nature, hoping to find a sense of peace amidst the hectic pace of urban life.

Returning to memories

Nostalgic travel is on the rise, driven by the desire to return to places associated with memories, recreate old photos, or relive past moments with family. 89% of Vietnamese travelers aspire to such trips, considering them emotional milestones in their lives.

In addition, reward travel has become increasingly popular. People go on trips to celebrate promotions, achieve health goals, end old relationships… or simply to reward themselves after a period of hard work. 71% said they didn't need a reason to book a trip, and 84% believed they deserved a break.

Therefore, travel in 2026 will no longer be just about geographical movement, but will become a journey of self-discovery, emotional connection, and lifestyle definition, so that each trip has its own unique character.

10 travel trends for 2026

1. A vacation that immerses you in a fantasy world, living in the setting of novels and movies.
2. Accommodation services utilize AI robots and automation.
3. Buy local specialties and kitchenware that bear the mark of the region.
4. Travel to "test the compatibility" of relationships.
5. Self-driving tourism connects communities.
6. Travel based on astrology and spirituality.
7. Personalized wellness and beauty retreats.
8. Quiet travel, close to nature.
9. Nostalgic tourism, a return to memories.
10. Travel for self-reward and to celebrate life milestones.

Source: https://thanhnien.vn/du-khach-quoc-te-di-dau-lam-gi-trong-nam-2026-185251210124930027.htm