A recent survey of over 1,000 travelers reveals strong demand for both international and domestic trips in 2026, increased use of AI in travel planning, a rise in cruise and multigenerational travel, and ongoing concerns about health and trip disruptions.
IMG’s 6th annual Travel Outlook Survey collected responses from more than 1,000 customers to assess travel intentions and trends for 2026. The survey shows continued interest in both international and domestic travel, with a notable increase in the use of artificial intelligence (AI) tools for planning. The findings also highlight preferred destinations, types of trips, spending expectations, and travelers’ main concerns.
Travel Intentions: International and Domestic Plans
The survey indicates that 93% of respondents plan to travel internationally in 2026, with 38% expecting to take three or more international trips. Domestic travel also remains popular, with 88% of respondents planning at least one domestic trip, a 3% increase from the previous year. Among those traveling domestically, 53% intend to take three or more trips, reflecting a strong interest in travel within their own countries.
Top Destinations for 2026
Italy ranks as the most popular travel destination for 2026, marking the first time it has held the top spot among survey respondents. Other leading destinations include Canada, Mexico, France, and Spain. These locations continue to attract significant interest from travelers planning their next international trips.
Travel Planning: Advisors and AI Tools
Travelers are increasingly turning to both human experts and digital tools for trip planning. The survey found that 41% of respondents use a travel advisor or agent for at least some of their trips. Additionally, 33% say they are likely to use AI tools—such as ChatGPT, Gemini, Copilot, or Claude—to help plan their travel in 2026.
Among those likely to use AI, the most common uses are seeking recommendations (75%), planning itineraries (70%), discovering new ideas (69%), making comparisons (55%), and booking (13%). The data suggests that while AI is valuable in the early stages of planning, travelers rely more on traditional sources for final decisions, especially when booking accommodations or selecting travel protection plans.
Types of Trips: Urban, Rural, and Family Travel
Urban tourism remains the most popular type of trip, with 49% of respondents planning to visit major cities or countries. Rural tourism, which includes countryside and nature-based experiences, is planned by 39%. Beach vacations are chosen by 38%, while 32% intend to visit family in another country.
Cruises are experiencing renewed interest, with 30% of respondents planning a cruise in 2026—an 11% increase from the previous year. Multigenerational travel also remains significant, as 33% of families plan trips involving multiple generations.
Travel Spending and Concerns
Travel spending is expected to rise, with 34% of respondents planning to spend more on travel in 2026 than in 2025. Over half (53%) anticipate spending about the same amount as the previous year.
Conclusion
The 2026 Travel Outlook Survey highlights strong demand for travel, increased use of technology in planning, and persistent concerns about health and disruptions. Italy emerges as the top destination, while travelers continue to seek a mix of urban, rural, and family-oriented experiences. As technology and travel preferences evolve, travelers are balancing new digital tools with traditional planning methods.
