The 2026 travel landscape demonstrates a fundamental shift in how luxury travelers approach international exploration. No longer content with the obvious choice, today’s sophisticated travelers diversify their destinations, seek authentic experiences beyond traditional tourism centers, and optimize their itineraries for meaningful engagement rather than simple duration.
At Zicasso, travel experts have analyzed data from over 100,000 trip requests for 2026 departures to identify trends across global regions. From observing how travelers are moving beyond South Africa to discover Zimbabwe’s wildlife corridors, to seeing them bypass popular Greek islands for Ireland’s cultural heritage, we have identified how discerning travelers are reshaping the international travel landscape.
The following results of Zicasso’s 2026 Travel Trends Report show what we expect luxury travel to look like in the coming year.
Discovering Regional Alternatives to Traditional Favorites
Safari travelers are exploring beyond South Africa’s well-trodden game reserves to discover the wildlife-rich landscapes of neighboring countries. Island seekers are trading Greece’s popular summer corners for Ireland’s coastal drama and Celtic heritage. Across every major travel region, our data reveals a sophisticated shift: travelers now research multiple destinations within a region, choosing based on their specific interests rather than simply booking the most famous name.
The result benefits both travelers and destinations: visitors enjoy more authentic experiences while the positive impact of tourism spreads across multiple countries, supporting broader conservation efforts.
Regional Redistribution Highlights:
- South Africa safari bookings: Declined from 36.3% to 26.6% of regional share
- Tanzania: Rose to 21.9%
- Zimbabwe: Increased to 16.3%
- Botswana: Grew to 10.2%
- Greece: Declined 4.8 percentage points as Ireland entered Europe’s top five
This pattern appears across Asia, where Thailand declined 6.7 percentage points while Japan expanded its dominance, and in the South Pacific, where New Zealand and Australia demonstrate a pendulum pattern as travelers alternate between the two countries in consecutive years.
The common thread: travelers make intentional choices based on what each destination uniquely offers.
Eastern and Northern Europe Capture Growing Interest
Beyond the established favorites of Italy, France, and Spain, European travel is expanding north and east. Travelers seek the same elements that make Western Europe appealing, such as rich history, distinctive architecture, and culinary traditions, but with a better value in mind, and the excitement of destinations still in their discovery phase.
Poland’s historic cities, like Krakow, offer an authentic and accessible European atmosphere. Wales delivers dramatic coastlines and medieval castles at a density unmatched anywhere else. Sweden attracts those drawn to Scandinavian design, sustainable travel practices, and Nordic natural beauty. These destinations now provide the infrastructure and luxury hospitality that once distinguished only Western European classics, while maintaining an authenticity that comes before tourism saturation.
Fastest-Growing European Destinations:
- Poland: +229%
- Wales: +226%
- Sweden: +143%
- Czechia: +94%
- Norway: +82%
The appeal extends beyond individual countries to how they connect. Scenic trains between Prague and Krakow, short flights linking Scandinavian capitals, and scenic drives through Alpine passes allow travelers to experience multiple cultures within a single trip. This compact geography aligns perfectly with the trend toward multi-destination efficiency, letting you explore three distinct European countries in the time traditional itineraries devoted to one.
Japan Continues Its Rise as a Premier Asian Destination
Japan demonstrates how the right combination of factors can drive sustained growth rather than the typical boom-and-plateau pattern. The country rose from rank 9 globally to rank 6, capturing more than one-third of all Asian luxury travel. Rather than showing signs of saturation, Japan’s appeal continues to expand as more travelers discover its depth.
Japan’s cultural richness and natural beauty within a compact, highly efficient geography drive the interest. Bullet trains connect Tokyo, Kyoto, and Osaka in under three hours. You can experience imperial palaces, mountain hot springs, and coastal villages without the extended ground transportation that complicates other Asia itineraries.
Japan’s Growth Trajectory:
- Global ranking: Rose from rank 9 (2025) to rank 6 (2026)
- Regional dominance: Commands 34.1% of Asia luxury travel
- Year-over-year acceleration: 4.4 percentage-point growth
Japan also rewards repeat visits. First-time travelers explore iconic sites like Kyoto’s temples and Tokyo’s neighborhoods. Return visitors discover regional experiences: Hokkaido’s winter landscapes, Okinawa’s subtropical islands, rural onsen towns, and regional culinary specialties from kaiseki cuisine to local sake breweries.
Where You Stay Matters
Accommodations jumped into the top 10 travel priorities for the first time, rising from rank 13 to rank 8. This shift appeared simultaneously across Europe, Africa, Asia, and the South Pacific signaling that travelers everywhere now view where they stay as integral to their destination experience rather than simply a place to sleep.
When trips become shorter and more intentional, every element gains importance. Morning rituals in a Japanese ryokan, evenings on the terrace of a Tuscan villa, nights under canvas in the African bush: these are essential components of cultural immersion.
Accommodation Priority Shift:
- Previous ranking: 13th (2025)
- Current ranking: 8th (2026)
- Regional consistency: Entered top 10 simultaneously in Europe, Africa, Asia, and South Pacific
- Movement: +5 positions year-over-year
This elevation of accommodations complements other 2026 trends. As travelers combine multiple destinations into efficient itineraries, the quality of each element matters more. Where you rest and recharge becomes as thoughtfully curated as the experiences filling your days.
Planning Your 2026 Journey
Luxury travel in 2026 rewards those who approach planning with intention and insight. Whether you’re drawn to Eastern Europe’s emerging destinations, seeking regional alternatives to traditional favorites, or looking for efficient multi-country itineraries that maximize your time, understanding these trends helps you craft journeys that reflect an evolved approach to travel.
A full version of the report can be found in their comprehensive PDF document.
If you’re ready to explore how these trends might shape your travel plans, or looking for inspiration for your next adventure, our travel specialists can help create a custom experience tailored to your interests, needs, and travel goals. Contact Zicasso to begin planning your next extraordinary journey.
annual international show, my friend Kimiyo Naka, who lives in Chicago, asked me to stop by the Japan Pavilion where 19 companies from that country were presenting a range of both modern and traditional Japanese foods and beverages. On hand also, were several Chicago restauranteurs including Bill Kim and Takashi Yagihashi, both of whom are awarding winning chefs and cookbook authors. The NRA show is immense, taking up several floors at McCormick’s Place in Chicago and is packed with vendors showcasing products and food, chefs doing cooking demonstrations and the latest in food technologies and equipment.
My experience with Japanese food is limited, so stopping by the Japan Pavilion, presented by the Japan External Trade Organization (JETRO), was very much a learning experience. When Kimiyo and I tasted samples of Wagyu Beef, a top quality, highly marbled meat produced by four Japanese breeds of beef cattle and took sips of sake, we discovered how these foods are helping Japan’s rural areas in their revitalization efforts. Some farmers and producers are creating their own brands and exporting—or working on exporting them to other countries including the United States.
When the company started all those years ago more than a century ago, Akashi was a small village but since has grown into a booming metropolis. It’s known for the Akashi Kaikyo Bridge – the world’s longest suspension bridge—as well as the quality of the fish that are caught in the waters off its coast. The water also is a predominant feature in the taste of the sake, as are Japanese cedar wood lids used to cover the storage tanks where the Akashi sake is aged. Akashi sake is made in small batches by Toji Kimio Yonezewa. Note: I learned later that toji was not his first name but means brewmaster or chief executive of production.
