Top 10 Global Travel Trends Reshaping Tourism in 2027

Global travel trends for 2027 point to value-first planning, shorter trips, eclipse crowds and digital borders. Ten shifts, backed by data from UN Tourism, WTTC and IATA.

Following a record breaking year for international tourism in 2025 with 1.52 billion arrivals, the industry slowed during the first half of 2026 with only 0.4% growth. As such there are several global travel trends to consider for 2027. Whilst we’re seeing people still travel, they’re being more careful with their spending, taking shorter trips and requiring more evidence before booking. This article covers ten changes in the industry by looking at available data from UN Tourism, World Travel & Tourism Council (WTTC), IATA, Booking.com, Expedia, Skyscanner, Hilton and Virtuoso.

Global Tourism Industry Outlook: Less Volume More Value

UN Tourism reported 690 million international arrivals in the first half of 2026. However, UN Tourism has reduced its forecast for full year growth to just 1-2% compared to previously 3-4% due to conflict in the Middle East and higher costs. The Middle East saw a 22% reduction in arrivals, Asia-Pacific saw only 1% growth and is still 11% down on 2019 levels.

Forecasts from:

The travel and tourism industry is seeing growth outpace headcount. In 2026 the industry is worth $12 trillion according to WTTC, representing 9.9% of global GDP. It’s expected to grow by 3.6% every year over the next decade (around 1.5x faster than global economic growth). IATA still expects 5.1 billion passengers this year but airline profits have dropped due to rising fuel costs (down to $23 billion from $45 billion). It’s not all doom and gloom for volume but the value remains.

Overall, we need to look at the long term future of tourism globally. IATA’s long term forecasts demonstrate that air passenger demand will grow to over double by 2050. Even regions like the Middle East which will see a reduction in tourism by 14.5% in 2026, is set to be the fastest growing region by 2036 (6.3% growth per year).

Top Global Travel Tourism Trends 2027

There are ten key trends to note. A couple are new emerging travel trends we haven’t seen before. Most are just past habits that have been reinforced because of cost. Here goes:

1. Value Driven

Travelers will continue to look for value in their holiday according to UN Tourism. Skyscanner research shows that over 1 in 4 travelers have changed their plans to take advantage of favourable currency rates. Currency will now play a more prominent role when booking. We’ll see demand increase to more value driven destinations.

2. Asia Leading Luxury Travel

A new record was set this year with Japan becoming the most requested destination in the Virtuoso 2027 Luxe Report. China has also made it into the top destination growing the most. This survey asked over 3,100 travel advisors. Asia Pacific still has 11% fewer visitors than 2019 but is set to contribute over half of global passenger growth in 2026 according to IATA. Japan is already starting to charge tourists, increasing departure tax 3x to ¥3,000 on 1st July 2026.

3. Micro Getaways

Expedia’s ‘Unpack ‘27’ report shows that 79% of travellers are looking to take a one night break in the coming year. This jumps to 83% with Gen Z and Millennials. Hotels.com shows searches for one night breaks increasing almost 10% YoY. Hilton also reached the same conclusion calling it the micro travel mindset. Short breaks are beneficial to places that are easy to get to by train or plane from major cities.

4. Eclipse Tourism

The most specific of the new travel industry trends 2027. On 2nd August 2027, totality will sweep across southern Spain, North Africa and Egypt. This eclipse will last for 6 minutes and 23 seconds at its peak near Luxor making it the longest total solar eclipse that can be seen from easily accessible land until 2114. Tour operators in at least 10 overseas markets already have limited availability or sold out for Egypt according to Al-Ahram. This is all single date demand so hotels from Cádiz to Luxor will be under pressure.

5. Wellness and Fitness

Skyscanner’s ‘Gym-cation’ trend shows that 67% of Millennial travellers are now more likely to book a hotel offering healthy breakfasts. 40% of Gen Z prioritise hotels offering gyms. Hilton’s report shows nature-based wellness. This shows that the trend is changing travel preferences to include performance based wellness.

6. Emotion Over Destination

Booking.com’s 2027 predictions asked 28,230 travellers from 32 countries and territories. 77% would go on a trip to try something entirely different. Over 4 in 5 would prioritise how they felt at their destination over the destination itself. Vrbo shows that 68% are likely to go on a hobby based holiday in 2027. Hilton reports that 54% feel pressured to have the perfect holiday. Perfect is no longer the goal, ‘good-ish’ is trending and traveller taste has changed.

7. Sustainable Tourism Trends

Booking.com’s 2026 Travel and Sustainability Report showed that 85% of travellers consider sustainable travel to be important or very important. 43% intend to avoid busy destinations. 42% are going to travel out of peak season. 74% now consider extreme weather to be an important factor when planning. 100 million room nights were booked in certified properties in 2025.

8. Destination Charges

Edinburgh implemented a 5% charge for overnight stays on 24th July 2026. This can be charged for up to 5 nights in a row. Venice charge day visitors 60 days in 2026 (up from 54 in 2025). Kyoto has a multi tiered system for accommodation taxes that can be up to ¥10,000 per person per night. Whilst these charges aren’t much compared to an airline ticket, it will change how travellers plan their budgets and when they go. Like sustainable travel trends, these are all aimed at reducing crowds.

9. Digital Borders

Entry/Exit System has been live at border control since April 2026. This resulted in 60 million record of border crossings. ETIAS has yet to be set a launch date. The EU pushed the launch date back to the coming months. However, Japan is also seeing changes from November 2026 with new instant shopping for tourists. Adding more administration.

10. Multigenerational Travel

Multigenerational travel is now listed as number one in 2027 travel trends. Since the 2024 report it has climbed one place each year. Expedition Cruising has also seen a rise to number three. Virtuoso have combined both to create ‘Gen-XYZ-peditions’. Overall 59% of advisors believe they will see an increase in spending.

Technology Changing the Travel Industry

The fastest trend in travel planning is the use of Artificial Intelligence. This whilst has become commonplace, people still don’t trust it. 56% of travellers in the US are using AI. In Global Rescues mid-year survey, 51% of experienced international travellers will use AI for planning. This is an increase from March (36%). However, only 26% are not using at all (down from 36%). 1 in 4 do not trust any of the information provided by AI. This is because in Greetwells August survey, 55% of travellers in the US who have used AI have had at least one inaccurate recommendation.

64% of travellers want to use AI to help them with their work whilst on holiday. However, with systems like EES in place, overall they are finding they use AI to provide an initial search which is then checked.

Did you know?

• Tourism investment globally has reached $1 Trillion (+8.5%)
• Tourism and travel in Europe is predicted to grow by 3.6% in 2026 compared to 1% overall.
• Africa is forecast to grow the quickest in terms of traffic (10%).
• Almost 1 in 5 travellers have booked a holiday after seeing a destination in a TV show/film.
• 47% of respondents would consider a holiday to improve relationships.
• Top rising destinations in 2027: China, Antarctica, Iceland, Egypt and Norway.

2027 is all about intentionality. Due to pressure on cost, the value continues to increase. However, travellers are looking to book holidays based on how they feel, cost and time rather than iconic landmarks. Overall, these travel trends for 2027 show the importance of transparency. Be honest about how busy it will get and ensure answers from AI can be checked. Business Fortune believes this will influence future of global tourism.

FAQ

1. What are the top global travel trends in 2027?

Value driven destinations, increased demand for luxury in Asia, one night holidays (trip snacking), eclipses, athleisure, feel good/hobby holidays, sustainable travel (steer clear of crowds), destination taxes, digital borders and multi generational travel.

2. How is technology transforming the travel industry?

AI is now becoming commonplace for planning. 56% of travellers in the US are using AI. Systems like the EU entry/Exit System are providing more digital borders. However, only 55% of travellers in the US who have used AI have had at least one inaccurate recommendation.

3. Are global tourism numbers still increasing?

Yes but slowly. Arrivals have increased by 0.4% in the first half of 2026. Overall it is predicted to increase by 1-2%. Tourism is predicted to increase by 3.2% in 2026 and 3.6% per year over the next decade (WTTC).

4. Which destinations are rising?

Japan is the most requested destination. Overall China, Antarctica, Iceland, Egypt and Norway are rising. New destinations are emerging such as Spain, Morocco and Egypt due to eclipses being booked early.

5. Are there any additional costs?

Japan has a departure tax of ¥3000. Edinburgh has a 5% overnight tax. Venice has a day visitor access fee for 60 days. Once launched in Europe there will be a cost of €20 for ETIAS pre authorisation.