Lesser-known destinations helping drive 2026 travel demand, study suggests 

UK travellers are focusing on smaller, lesser-known destinations in 2026, new research suggests.

 

Places trending for next year reflect an appetite for culture, character and fresh horizons, according to the Skyscanner travel trends study published today (Thursday). 

 

The new data indicates that travel demand and spend is set to rise with 84% of the 22,000 people surveyed worldwide, including 2,000 from the UK, saying they plan to travel more in 2026.

 

More than a third (37%) intend spending more on flights, 31% on hotels and 16% on car hire.

 

Trending destinations for UK travellers based on flight searches include Salerno on Italy’s Amalfi coast, Bilbao, Spain; Rabat in Morocco; Akureyri, Iceland (pictured); Rijeka, Croatia and Kaunas, Lithuania.

 

Long-haul choices include Kochi in Japan; Koror in the Pacific island nation of Palau; St John’s in Canada and St George’s in Grenada. 

 

Skyscanner said: “​With the cost of living still top of mind, trips in 2026 are being built with purpose. They’re shaped around passions, priorities and a personal sense of ‘worth it’.” ​  

 

“In 2026, travellers are curating trips that feel more in tune with who they are and what they love.”

 

Chief executive Bryan Batista said: “Next year will see travellers choose destinations and build itineraries that feel less like an escape and more like an expression of self.”

 

Predicting that travel will become "more curated, grounded and uniquely personal,” he noted: “Price, though, is still a factor and travellers are continuing to spend carefully. 

 

“They’re planning with greater purpose, shaping trips that reflect who they are and what matters most, at a price that’s right for them. 

 

“The shift is clear: it’s not about getting away from real life - it’s about bringing who you are and what you love along for the ride.”