Solar eclipses, major sporting events and a growing focus on sustainability are expected to shape global travel patterns in 2026, according to a new study by tour and activities provider TUI Musement.
The company says a total solar eclipse on Aug. 12, visible from northern Spain, Portugal, Greenland and Iceland, alongside global events such as the FIFA World Cup in the United States, Mexico and Canada and the Winter Olympic Games in Italy, will influence where and how people travel next year. These events are expected to drive significant tourist flows both within Europe and internationally.
TUI Musement’s analysis also highlights changing traveler priorities, with sustainability, personalization and interest-led experiences gaining importance. The study indicates that nearly half of travelers now consider sustainability verification a key factor when choosing excursions and activities. The company identifies 2026 as a year in which event-led travel and long-term behavioral shifts will increasingly overlap.
Major events expected to drive travel demand
According to TUI Musement, the total solar eclipse in August 2026 is set to become one of the most significant astronomical travel drivers of the year. Destinations within the eclipse’s path, including northern Spain and Portugal, are expected to see increased demand from travelers planning trips around the rare phenomenon. Greenland and Iceland are also likely to attract visitors seeking clear viewing conditions combined with nature-based travel experiences.
Beyond Europe, the study points to large-scale sporting events as major catalysts for international travel. The FIFA World Cup, hosted jointly by the United States, Mexico and Canada, is expected to mobilize millions of spectators, athletes and support teams. Similarly, the Winter Olympic Games in Italy are forecast to generate substantial inbound tourism, particularly to Alpine regions, reinforcing the role of sports as a key driver of destination choice.
TUI Musement also notes the continued appeal of cultural milestones in established destinations. In Spain, the centenary of the death of architect Antoni Gaudí is expected to renew interest in Barcelona, where his works remain among the city’s most visited attractions. Cultural anniversaries such as this are seen as reinforcing demand in cities that already benefit from strong international recognition.
Shifting travel preferences and emerging trends
Alongside event-driven travel, TUI Musement identifies five key trends expected to define travel behavior in 2026. Urban getaways remain a strong and growing segment, with the company reporting an increase of nearly 25% in bookings for experiences in city destinations. Major cities such as Barcelona, Paris and London continue to attract demand, while interest is also rising in secondary cities including Stuttgart, Glasgow and Segovia.
Sports-focused travel is another area of sustained growth. TUI Musement reports that bookings for sports-related activities increased by almost 37% over the past year, reflecting travelers’ growing interest in attending major events, participating in marathons, visiting football stadiums and engaging in active experiences. The company expects this trend to continue through 2026, supported by the global sports calendar.
The study also highlights strong growth in experiences designed for local residents, rather than traditional tourists. Activities aimed at local audiences recorded growth of 47% in 2025, according to TUI Musement. These include immersive exhibitions, live performances, creative workshops and food-focused events, reflecting a broader interest in rediscovering local surroundings without long-distance travel.
Sustainability is identified as a central factor influencing traveler decision-making. A recent TUI Musement survey found that 47% of respondents consider it very important that excursions and activities are verified against sustainability criteria. Travelers are increasingly seeking experiences that reduce environmental impact, support local communities and promote responsible interaction with destinations.
Technology is also reshaping how trips are planned. TUI Musement’s research indicates that 49% of travelers have used artificial intelligence-based tools to plan a trip, while 25% have used AI to create or refine itineraries. The company says AI is becoming a standard tool for searching, organizing and personalizing travel experiences, particularly for travelers managing complex, multi-destination trips.
TUI Musement concludes that travel in 2026 will be shaped by a combination of exceptional events and longer-term shifts in traveler behavior. With sustainability, technology and interest-based travel playing a larger role, destinations that can align major events with responsible and personalized experiences are expected to benefit most from evolving demand.
