2026 travel trends for tour operators

In 2026, travelers aren’t just seeking out places — they’re looking to have special moments with friends and family. From packed stadiums to small-town farms, people are traveling with purpose and connection in mind.

But as global travel patterns shift, economic uncertainty is quietly reshaping how and where people choose to explore. Many travelers are prioritizing value, staying closer to home, and seeking meaningful experiences that feel personal, not extravagant.

This year’s trends highlight the evolution of the experience economy and how tour and activity operators can turn these changing behaviors into new opportunities. We shaped these insights based on industry research and early data from Beneath the Surface, FareHarbor’s 2026 Market Report (which is coming soon!).

Live tourism takes the spotlight

From Bad Bunny in Puerto Rico to Formula 1 in cities across the world, travelers are planning entire trips around live events. According to Skift, this surge in “event-led tourism” is driving record visitor numbers to host cities everywhere. And with the World Cup and Olympics on the horizon, this type of demand shows no sign of slowing.

For operators, this presents a clear opportunity. Experiences built around concerts, festivals, and major sporting weekends can draw travelers looking to make the most of their trip. Create themed or time-flexible versions of your tours, market early to fans booking event packages, and collaborate with local hotels or venues to reach audiences before they arrive.

The takeaway? Anticipate your local event calendar. The biggest weekends of the year are often planned months in advance giving you plenty of time to prepare.

The rise of “farm charm”

Coined by Expedia, “farm charm” captures travelers’ growing interest for rural and agricultural escapes. People are looking for offerings that celebrate small-town culture and community. Think goat yoga, orchard tours, and farm-to-table dining local festivals.

This trend builds on the soft travel movement that defined 2025, with more travelers prioritizing simplicity and sustainability over speed. FareHarbor data supports this shift, showing the largest year-over-year growth in total transaction value across rural states such as Virginia, Vermont, West Virginia, Alabama, and Maine. For more precise data stay tuned for our upcoming Beneath the Surface Report. 

Operators in small markets can benefit by leaning into what makes their communities special — the people, the process, and the place. Highlight local “made-here” experiences, extend your season with harvest or planting events, and promote short-drive getaways that appeal to spontaneous travelers seeking a weekend of rest and relaxation.

Micro retirements redefine time off

Forget waiting until 65 — more people are taking retirement-style breaks right now. In 2026, travelers are quitting their jobs, cashing in PTO, and hitting pause on traditional career timelines to reclaim time for themselves. 

These shorter, intentional breaks have been dubbed “micro retirements” and let workers experience the freedom of retirement without waiting decades for it.

Driven by burnout, remote-work fatigue, and cultural shift toward valuing time over titles, travelers are taking weeks or months away from their routines to explore new passions or reconnect with nature. They’re trading luxury resorts for authentic, affordable adventures that prioritize meaning over materialism.

For operators, this is an audience looking for inspiration, not indulgence. Position your tours as energizing life resets, highlight flexible scheduling, and use value-forward messaging like “experience-rich, not budget-heavy.” You can also offer weekday departures or smaller group options to help capture customers who aren’t tied to the traditional 9-to-5.

Private events continue to grow

While independent leisure travel plateaued in 2025, private events surged. FareHarbor operators in the U.S. hosted an average of 20 private events per day. From company retreats and team outings to wedding celebrations and family gatherings, there are many ways to capitalize on this thriving trend. 

Customers are looking for personalization along with connection with their loved ones. They want experiences that feel unique to their group, not just a seat on a tour. Offering private or semi-private versions of your most popular activities, flexible scheduling, and easy group payment options can go a long way.

FareHarbor’s Private Events feature makes it easy to manage these high-value bookings right from your Dashboard, from proposal and contract creation to payment collection and reporting.

Pro tip: If you’ve already hosted private events, share that success. Showcase guest reviews and photos to illustrate the memorable, tailored experiences you provide.

The great American road trip returns

The road trip is back, but it’s evolved. Data from FareHarbor Spark shows that people are staying closer to home, exploring their regions through shorter, more frequent getaways. This “drive market” trend benefits operators in smaller destinations, where flexibility and proximity are key.

These travelers are more spontaneous than ever, often booking just days in advance. Consider creating day-trip itineraries or local bundles, and market directly to nearby metros with messages like “Two hours from Boston” or “Weekend in the Catskills.” The easier you make it to say “yes” to a quick adventure, the better your chances are of winning that booking.

European vacations dominate the feed

If Europe seemed to be everywhere on your social media feed this past summer, it’s because it was. FareHarbor data shows the Europe region outpaced all others in tours and activity booking growth. A more in-depth look at these numbers can be found in our upcoming Beneath the Surface Report. 

Europe’s continued popularity reflects travelers’ craving for immersive, locally led experiences, ones that reveal the stories, people, and places behind the postcard views. Operators can stand out by emphasizing local expertise, offering multi-language support, and adding thoughtful touches like skip-the-line convenience.

For those outside major hubs, there’s an advantage too. Individuals are seeking out the true character of each destination — and smaller cities are winning that attention.

Discovering travel through AI

AI isn’t new to travel, but in 2026, it’s becoming a real part of how people plan and book. According to McKinsey & Company, half of consumers now use AI-powered search tools, meaning that optimizing for Generative Engine Optimization (GEO) is more important than ever.

Additionally, ChatGPT is launching travel apps directly with Expedia and Booking.com, creating a new way for customers to discover and book their experiences.

To stay visible in this next phase of discovery, make sure your listings are accurate, structured, and up to date. AI engines rely on consistent, high-quality data, so maintaining real-time availability, clear descriptions, and verified reviews will only improve your reach.

Pro tip: An easy win is optimizing your Google Business Profile. Use local keywords, request new reviews regularly, and keep info accurate. These details help both search engines and AI-powered tools recognize and recommend your business.

Looking ahead

Even as economic conditions fluctuate, travelers’ desire for connection, adventure, and discovery remains constant. They’re simply approaching travel with fresh priorities, focusing on moments that feel real, local, and worth the investment.

For operators, that’s good news. Whether you’re reaching drive-market guests, hosting private groups, or experimenting with new marketing tools, flexibility and visibility will be key to thriving in 2026.

The upcoming Beneath the Surface, FareHarbor’s 2026 Market Report will take a closer look at these shifts — offering data, insights, and tools to help you adapt to the year ahead!