April 17, 2026 | 07:42 pm
TEMPO.CO, Jakarta - The world of tourism is undergoing significant shifts that are transforming how travelers plan their getaways. In 2026, vacations are no longer just about visiting iconic landmarks or simply lounging by a hotel pool. Travelers, particularly millennials and Gen Z, are now prioritizing tourism experiences that are deep, participatory, and memorable.
This phenomenon is highlighted by the "2026 Global Travel Trends Report" from American Express Travel. Based on a survey of over 8,000 adults across seven major nations, including the United States, the United Kingdom, Japan, and India, the report reveals that travel has become an essential, non-negotiable need. In fact, as many as 64 percent of young respondents expressed a willingness to accept lower pay or fewer allowances in exchange for more flexible travel time.
Sight-Doing: Learning New Skills at Tourist Destinations
Traditionally, tourism has been associated with 'sightseeing' or the simple admiration of scenic vistas. However, this trend has shifted toward 'sight-doing,' as reported by Euro News. Today’s tourists are increasingly interested in direct engagement involving physical and creative elements. Travelers now prefer taking cooking classes or joining craft workshops over merely posing for photos in front of monuments.
Nearly 80 percent of millennials and Gen Z favor activities such as learning to paddle a kayak in the Philippines, crafting musical instruments in Indonesia, or trying their hand at tile painting in Portugal. These experiences are seen as a way to cultivate a deeper appreciation for local culture.
Interestingly, around 76 percent of respondents agree that skills acquired during a vacation, such as learning the art of batik, are far more valuable and memorable than simply purchasing store-bought souvenirs.
Lore Chasing: Pursuing the Unpredictable
A second prevailing trend is 'lore chasing,' a term referring to the traveler's desire to seek out unique narratives and interesting moments. These travelers typically favor spontaneity and flexibility, often traveling without a rigid schedule in search of the unpredictable.
Approximately 82 percent of young respondents are open to unconventional activities while traveling to ensure memorable experiences. They highly value unplanned encounters with locals or discovering hidden gems unknown to the masses, according to Travel and Tour World.
This trend is also fueling an interest in unique accommodations; more than 90 percent of young travelers prefer journeying on luxury trains or staying in historically significant buildings. For them, authentic and unplanned experiences hold more weight than following crowded social media trends.
Snackpacking: Hunting for Unique Local Flavors
Cuisine has always been an essential part of travel, but in 2026, food has become the very core of vacation planning through the 'snackpacking' trend. This movement focuses on seeking out local snacks, street food, and unique flavors that can only be found in their country of origin.
Survey data shows that 89 percent of millennials and Gen Z consider it vital to taste authentic local snacks in the countries they visit. This quest is not limited to high-end restaurants; it extends to supermarkets, local markets, and corner bakeries.
About 69 percent of travelers admit to heading straight for street food stalls to savor the most authentic flavors. Sought-after treats include chimney cakes in Hungary, falafel in Egypt, and sweet rice cakes or hotteok in South Korea. Each bite is viewed as an ideal gateway to understanding a destination's cultural identity.
Milestones: Transforming Events into Adventures
The final trend involves turning personal celebrations, such as birthdays, weddings, or reunions, into extended vacations. Many people now view destination weddings as a reason to prolong their stay by several days.
As many as 82 percent of event attendees choose to add three or four extra days to their trip, taking the opportunity to explore destinations according to their own preferences. What may have started as a trip to fulfill an invitation has evolved into a personal travel opportunity.
This phenomenon indicates that travel trends in 2026 have become deeply personal. Travelers are no longer satisfied with being mere spectators; they want to be integral to the story of their journey. Ultimately, travel is no longer just about covering distances or uploading photos to social media. The focus has firmly shifted toward immersive and valuable human experiences.
Imanda Zahwa contributed to this article
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