Emerging summer 2026 travel patterns and destinations
Summer travel trends focus on recreation, nostalgic experiences, and nearby destinations.
Three Defining Themes
- Activity-focused vacations are growing, with travelers choosing experiences like surfing, golf, and boating.
- Younger travelers are revisiting once-popular destinations and exploring them in new ways.
- Nearby getaways and countryside retreats are gaining attention for their value and unique experiences.
Adventure Destinations
Surf destinations gaining attention include Holden Beach, Nags Head, and Kill Devil Hills.
Popular golf travel spots include Ann Arbor, Cheyenne, and Victor.
Travelers seeking boating experiences are visiting Saugatuck, Osage Beach, and Chelan.
Rural Retreat
Budget-friendly trips under $250 per night are becoming more popular. Bellingham attracts visitors with outdoor activities and a strong craft beer scene. Eastport is known for dramatic coastal tides and a creative seaside atmosphere. Marfa offers desert landscapes and excellent stargazing opportunities. Cloudcroft appeals to travelers with its scenic mountain-town setting. Salmon is popular for rafting adventures and fly-fishing experiences.
Gen Z’s Nostalgia Travel
Thailand: Surat Thani makes a practical base for island hopping, with easy ferry access to popular spots like Koh Samui, Koh Phangan, and Koh Tao. Greece: Folegandros and Lefkada are great choices for a quieter experience, known for their rugged coastlines, hiking trails, and scenic lagoons. Brazil: Ubatuba offers good coastal adventures with beaches and nature trails, while Fortaleza is better for a mix of beaches and lively nightlife. Spain: Zaragoza and Santander are solid options this year, especially with the August solar eclipse bringing extra attention to the region. USA: Sevierville, Tennessee is a convenient gateway town for exploring the Great Smoky Mountains National Park.
FIFA World Cup 2026™ Travel Frenzy
Millions of fans are planning trips across North America for the upcoming events. 77% of hotel stays are priced under $500 per night, with many experiences available for under $100. Budget-friendly neighborhoods in host cities are being highlighted, including Atlanta, Boston, Dallas, Guadalajara, Houston, Los Angeles, Mexico City, Miami, Monterrey, New York/New Jersey, Philadelphia, San Francisco, Seattle, Toronto, and Vancouver.
This summer, travel trends are centered on active adventures, revisiting beloved old destinations, and budget-friendly getaways near home. The World Cup is expected to drive a significant global surge in travel.
