Among the trends that will guide tourism in 2026, one is that people no longer travel just to reach their final destination.
Enjoying the slowness and authenticity of the journey
In fact today seven out of ten young people attribute the same importance to the journey as to the destination, investing considerable sums in experiences that leave a mark (source: Global Travel Trends Report 2025 and McKinsey & Skift) and choosing to enjoy the slowness, authenticity and emotional value of the journey.
Increased demand for secondary cities
In an age marked by hyperstimulation and frenetic rhythms, young people are transforming travel into a slow experience, full of meaning, well-being and deep connection with places and with themselves. “It is no coincidence that in Italy we are seeing a significant increase in bookings in secondary cities, that allow you to experience a slower pace,” says Rosa Giglio, Head of Brand Marketing and Communication at BWH Hotels Italy & South-East Europe.
Souljourn is a new micro trend
Soft Reset (or Souljourn) is also among the new micro-travel trends for 2026. This is a way of travelling that no longer involves numerous activities and intense schedules, but rather the pleasure of stopping and “resetting” the mind. “For 2026 we are seeing an increase of more than 20% in bookings in secondary destinations in Italy, i.e. medium-sized cities and less popular destinations such as Lecce, Reggio Emilia, Cesena, Lucca, Bergamo, Marsala and Padua,” says Rosa Giglio.
Puddling means simplicity and quiet places
Then there is puddling, a trend that focuses on simplicity and prolonged contact with nature in secluded and quiet places. “Given this need for simple and authentic experiences, weekend stays in small towns are on the rise, as these places allow visitors to explore the surrounding areas at a leisurely pace and experience a slower rhythm of life. In Puglia, for example, more and more travellers are choosing Massafra; in the Treviso area, villages such as Castelfranco Veneto, Quinto di Treviso and Silea are being rediscovered, and in Alta Valtellina, Tirano is growing in popularity. Along the Via Emilia, cities such as Parma and Forlì offer a mix of history and tradition, while in Umbria, Perugia remains the ideal destination for slow tourism. Even the vineyards of Verona, with San Bonifacio, are experiencing renewed interest. In all these locations, we have seen an average increase of 10% in weekend stays,” adds Giglio
Seaside and lake locations are in demand
Another trend stems from the deep sense of well-being that comes from connecting with water: “In Italy, resorts and retreats by the sea or lake are responding to this new sensibility by offering experiences that regenerate the body and mind. This winter we have seen a significant increase in requests for various seaside locations (+30%) from the Ligurian Riviera to the peaceful landscapes of the Circeo National Park with Sabaudia, to the Romagna Riviera with Rimini and the more intimate coasts of southern Italy, such as Catanzaro Lido or Nova Siri.”
Birdwatching, fishing and staegazing are popular
Hushed and contemplative activities such as birdwatching and fishing, and grand gatherings, which bring the social dimension of travel back to the forefront with the desire to share time and experiences with family, friends and groups, are on the rise. Star Bathing, night-time stargazing, and Cowboycore, for a travel experience on isolated ranches, horseback riding, bonfires under the stars and country cooking, are particularly appealing and attractive.
