The face of tourism is about to change again in 2026, based on a wealth of new marketing and niche concepts relying on Internet characters for reach. Immersive, soul-satisfying experiences are now more than just a cottage industry. Travel influencers are promoting a whole new world of niche yet appealing tourism norms to their followers.
This year, while many travelers seek a tried-and-tested vacation in the comfort zone of familiarity, others want something more. This fast-moving wave of “intentional travel” comes from a Gen Z mindset, championed by TikTokers and Instagrammers for whom a paint-by-numbers itinerary won’t suffice.
The Vanguard of New Travel Ideas
At the forefront of this journeyers’ revolution is what Tripadvisor subsidiary and travel firm Bokun exposes as the latest trends. Bokun’s Senior Growth Marketing Manager, Samuel Jefferies, predicts four major travel market moves for 2026, namely:
- Thrift-tripping
- BookTok travel
- Astro-tourism
- Event-led travel
The art of “thrift-tripping” revolves around finding the latest deals in different countries’ flea markets, thrift stores, and neighborhood shopping zones. Travel operators can use local knowledge and research to promote thrift-driven tours in different cities and towns.
Feeling Thrifty
“Souvenirs are evolving, and for 2026, thrift tripping is emerging as a defining travel trend,” says Jefferies. This Gen Z-inspired movement comes from a desire for more sustainable fashion. What’s more, UN Tourism puts “shopping tourism” central to much of the world’s economic development, which only makes this positive.
Younger generations are taking what has been a long-term favorite for retail lovers and serving a side dose of ethos. Weekends maxing out credit cards on 5th Avenue are now secondary to a generation looking for a more authentic dose of retail therapy.
A New Chapter in Travel
Literary fanatics are now queuing up for what Jefferies calls “BookTok Travel,” essentially, a book-inspired travel format. Moreover, travel writer Sarah Allard wrote about this in Conde Nast Traveler’s 2025 Travel Trends collection, so it is still going strong.
“BookTok—a category of TikTokers focused on literature content—is putting fresh momentum behind the ancient concept of book tourism,” she wrote. Put simply, if you love reading books, why not travel to where one of these takes place and relive it?
What’s more, it isn’t only TikTokers like Abby Parker of abbysbooks who are integral to this new trend. The Every Girl site writer Lauren Blue has a list of fiction-inspired travel destinations, many of which are in the United States. For example, her top choice is Asheville, North Carolina.
Bookworms Unite Across the Globe
It’s in Asheville where Nora and Charlie fall in love in Book Lovers, a tale beloved for author Emily Henry’s captivating mountain town imagery. “Stroll through downtown, popping into local coffee shops and boutiques that channel that Book Lovers charm,” Blue writes.
Then again, you may prefer to join a group or have someone else plan your literary adventure for you. In this corner of the travel market is where companies like Explore! shine, offering tailored vacations for bookworms in many guises.
Explore!’s Four Corner Book Club gives customers the chance to peruse novel-inspired itineraries and tours to any part of the globe, even Antarctica. While it may be more for the more discerning tourist, the experiences on offer range from “Polar” to “Family Adventures.” Here, introverts and extroverts alike can share literary common ground on foreign soil.
Dark Skies and Bright Ideas
Another new trending category, named “astro-tourism,” is about as experiential as one can get. Put simply, this cohort of tourists lives by witnessing wild skyscapes and even flying up into them. There is a clear spectrum for this side of the travel world. At its more expensive end, Jeff Bezos’ Blue Origin space tours hit the Earth’s mesosphere; at the other end, tourists enjoy dark-sky stargazing road trips in their own state.
Remarkably, there are now tours involving sensory extraterrestrial “cheating,” whereby tourists attempt to mimic other planetary environments. A study shared by Bokun’s Charlotte Gannon addresses this concept.
Back Down to Earth
Its researchers sought to find the world’s best places that can double as extraterrestrial doppelgangers. For instance, Gannon cites the Danakil Depression in Ethiopia as being Earth’s closest Venus-like landscape; the Atacama Desert in Chile can double as Martian terrain. These places are just a couple of the many “planetary dupes” on her list.
“Think hiking through sandy deserts, stargazing under crystal clear skies, or deep-sea diving to get a taste of low-gravity,” she writes. “These immersive experiences bring the feel of space travel within reach, and allow tour operators located in these celestial settings to tap into an exciting new market.” Such vacations can also be planned to coincide with astronomical calendar events, such as eclipses or meteor showers.
Whatever the Event
Of course, one of the most notable Gen-Z traits right now is the “you only live once” (YOLO) mindset. This ideal may be most present in the final category: event-based travel. While vacations remain for most people a chance to unwind and rest, many of us are incorporating our favorite sporting or musical heroes into the adventure.
Naturally, these escapes cost more than just a flight and hotel: sporting events, festivals, or concerts are renowned for their wallet-busting nature.
Yet, a recent Future Partners blog post reveals that 43.2% of Americans “actively seek travel experiences that support their physical, mental, or spiritual health.” Powered mostly by millennial and female travelers, event-based travel is a massive part of this new dawn of personalized journeying.
The Bold and the Beautiful
There is a very good reason why so many new trends are emerging: the age of the influencer as a marketing format is clearly here. Shivam Rawat of marketing watchdog Taggbox looked at which travel influencers to follow in 2026, forming a top-15 ranking. In his list of powerful travel influencers, the most striking thing is how good-looking they are. Incidentally, the top-two entities are fit, young, tanned couples.
One Instagram couple, named moments_of_yugen, could just as easily find themselves on the cover of health or glamor magazines as travel commercials. These perfectly marketable young people sell more than a location: they sell association, lifestyle, and a modern call to authority. Furthermore, they market a new way of reaching the YOLO generation, desperate not to relive the formulaic travel habits of their parents.
The year ahead will surely see new trends emerge, subsets of the current ones, splintered off into even more niche subcategories. Therefore, it is only a matter of time until the next influencer strikes gold, bringing yet another intentional travel trend with them. It remains to be seen what trends they will be perpetuating, but you can be assured that they will be new and dynamic.
Ben is an expat living expert and travel, news, and features writer with bylines for dozens of publications and online platforms.
Raised in England and with a career background in international education, he now lives in Southern Spain with his wife and son. In total, he has lived and worked on four continents, including Asia, North America, and Africa.
He offers a unique, well-traveled perspective on life, with several specialties related to his travels, namely, food, international living, and culture.
When he isn't writing, you will find him hiking with his family or on the nearest golf course looking for his lost golf ball.
