Travel in 2026 is becoming less about simply ticking famous attractions off a list and more about creating experiences that feel personal.
A new global travel trends report from American Express Travel suggests that travellers are increasingly looking for meaningful activities, local connections, memorable stories and food experiences. The report surveyed travellers across markets including India, the United States, Australia, Canada, Japan, Mexico and the United Kingdom.
Here are some of the major ways travel is evolving.
1. Celebrations Are Becoming Bigger Travel Experiences
Birthdays, weddings and family reunions are no longer necessarily limited to a single event.
Travellers are increasingly using these occasions as an opportunity to explore the destination around the celebration. According to American Express Travel, 66% of global respondents planned to take a trip to celebrate a milestone for someone else in 2026. Many travellers are also adding extra days to these trips.
This turns a short celebration into a more complete travel experience.
2. Travellers Want to Do More Than Look
Traditional sightseeing is making room for hands-on experiences.
Instead of only visiting a famous landmark, travellers may choose activities that allow them to learn something connected to the destination — such as cooking, crafting or participating in a local workshop.
American Express Travel calls this trend “Sight-Doing.” Its research found that 79% of surveyed Millennials and Gen Z travellers were likely to seek local workshops or destination-specific activities in 2026.
3. Learning Is Becoming Part of the Souvenir
A memorable trip does not always need to end with a shopping bag.
Travellers are increasingly valuing skills and experiences that stay with them after returning home. American Express found that 76% of global respondents believed skills gained while travelling could remain with them longer than material souvenirs.
That could make learning a local craft, preparing a regional dish or joining a cultural activity one of the most meaningful parts of a holiday.
4. Travellers Are Chasing Stories
Another emerging trend is travelling with the desire to return home with an unusual story to tell.
American Express describes this as “Lore Chasing” — a style of travel centred around unexpected discoveries, memorable encounters and experiences outside the ordinary itinerary. The report says 87% of global respondents like leaving room for unexpected local discoveries.
This suggests that travellers may increasingly leave some space in their plans rather than scheduling every moment.
5. Local Food Is Becoming a Travel Attraction
Food has always been part of travel, but travellers are increasingly making local flavours a central part of their trips.
The American Express report refers to this trend as “Snackpacking.” Travellers are seeking regional snacks, street food, bakeries and other local food businesses instead of limiting their culinary experiences to conventional restaurants.
For many visitors, tasting something unique to a destination can become as memorable as seeing a famous landmark.
6. Authentic Experiences Matter More
The changing travel mindset also reflects a growing interest in experiences that feel connected to the places people visit.
Local workshops, neighbourhood food spots, cultural activities and unexpected encounters can offer travellers a closer connection with a destination.
This does not mean traditional tourist attractions are disappearing. Instead, travellers appear to be combining famous sights with more personal experiences.
7. Younger Travellers Are Helping Shape the Shift
Millennials and Gen Z are particularly interested in experiences that provide something beyond photographs.
The American Express research found strong interest among these groups in local activities, unconventional accommodation, adventurous experiences and destination-specific food.
Their preferences could influence how hotels, destinations and tourism businesses design experiences in the coming years.
What This Means for the Future of Travel
The biggest change may be that travellers are increasingly asking a different question.
Instead of only asking, “What should I see?”, they are also asking, “What can I experience, learn, taste or remember?”
That shift could encourage more personalised itineraries and greater interest in local communities and culture.
Travel Is Becoming More Personal
The 2026 trends point towards a style of travel where the destination is only one part of the story.
A meaningful activity, a memorable meal, a new skill or an unexpected discovery can become the highlight of a trip.
As travellers continue looking for experiences rather than simply collecting destinations, the future of travel may be less about how many places you visit and more about how much each journey means to you.