American Express reveals top travel trends in 2026

Experiential travel continues to shape global tourism trends in 2026, with travellers prioritising milestone trips, hands-on activities and culinary experiences, according to American Express Travel.

“Our 2026 Global Travel Trends Report shows that travellers are being incredibly intentional about how they spend their vacation time this year,” said Audrey Hendley, President of American Express Travel. 

The report identifies four key trends shaping how travellers are designing journeys around memorable experiences rather than just the destinations themselves, and data sourced from seven international markets shows sustained demand for travel, with 80% of respondents planning to take as many or more international trips in 2026 as last year, despite ongoing global uncertainties.

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‘Miles on Milestones’

Milestone trips, such as those celebrating family events, are becoming opportunities for extended travel and exploration, with birthday trips being the most common. More than two-thirds of global respondents are travelling for other people’s milestones. Key motivators include spending more time with family and friends and discovering places they may not typically choose to visit. The report shows 82% of travellers are extending trips, often by up to four days to explore the destinations they visit for milestone trips independently. 

‘Sight-Doing’

Hands-on, skills-based experiences are gaining popularity, as travellers seek activities over passive sightseeing. Nearly 80% of millennials and Gen Z pursue local workshops, such as kayaking in the Philippines or making musical instruments in Indonesia. Respondents note that such experiences foster a deeper appreciation of local culture, with 76% saying skills gained last longer than material souvenirs.