Last updated: 10:00 PM ET, Tue March 24, 2026
WHY IT RATES: IMG's Travel Outlook survey highlights Italy as the top 2026 destination, increased interest in AI for travel planning, and growing cruise enthusiasm. Travelers focus on urban, rural and multigenerational travel with concerns around health and trip disruptions persisting. —Janeen Christoff, TravelPulse Managing Editor
IMG has released the results of its 6th annual Travel Outlook Survey that gathered 1,000-plus responses from IMG customers about their 2026 travel plans.
Travel Outlook Survey Findings
International and domestic travel plans
This year’s results show continued demand for travel in 2026, with high interest in both international and domestic trips.
- 93% of respondents plan to travel internationally
- 88% of respondents plan to travel domestically – a 3% increase from last year’s survey
Top destinations
The most popular destinations respondents plan to travel to next in 2026 include:
1. Italy – 1st time being ranked #1
2. Canada
3. Mexico
4. France
5. Spain
Travel planning support: advisors and AI
Findings reveal travelers are relying on expert guidance from both human and digital sources.
- 41% of respondents use a travel advisor or agent for at least some of their trips
- 33% of respondents say they are likely to use AI tools (ChatGPT, Gemini, Copilot, Claude, etc.) to help plan travel in 2026
Among those likely to use AI, travelers expect to rely on it for:
- Recommendations – 75% of respondents
- Itinerary planning – 70% of respondents
- Discovery and ideas – 69% of respondents
- Comparisons – 55% of respondents
- Booking – 13% of respondents
“Our survey results show that AI is becoming an increasingly valuable tool in the discovery phase of travel, but as travelers move closer to booking, confidence in the technology shifts. Travelers still rely on dependable brands and firsthand guidance and research for the most important decisions, like booking their accommodations and choosing their travel protection plan,” said Justin Poehler, IMG Chief Commercial Officer.
Popular trips: urban and rural tourism
When asked about the types of trips travelers plan to take in 2026, the most popular responses were:
1. Urban tourism (visiting a major city or country) – 49% of respondents
2. Rural tourism (exploring the countryside, nature-based experiences) – 39% of respondents
3. Beach vacation – 38% of respondents
4. Visiting family in another country – 32% of respondents
Trending types of travel: cruises and multigenerational
Travelers are showing renewed enthusiasm for cruising in 2026, as 30% of respondents say they plan to take a cruise, an 11% increase from last year’s survey.
Multigenerational travel remains a popular way to travel in 2026. Results show that 33% of families have a domestic or international trip planned with multiple generations (children, parents, and grandparents, etc.).
Travel spending continues to grow
With many travelers planning multiple trips, 34% of respondents say they expect to spend more on travel in 2026 than they did in 2025, and 53% of respondents say they plan to spend roughly the same amount.
Top travel concerns
Consistent with previous years, travelers’ leading concerns for 2026 continue to focus on health and potential disruptions before or during their trips. Respondents ranked their top concerns for 2026 as:
1. Getting sick or having an accident while at their destination
2. Needing to cancel their trip before they depart
3. Issues getting to or from their destination
4. Needing to interrupt their trip while at their destination
“As the travel landscape evolves, travelers’ core concerns remain consistent, with health issues and potential trip disruptions continuing to top the list year after year,” said Poehler. “At IMG, we’re continually listening to our customers and using their feedback to ensure we’re offering best-in-class travel protection plans. And with more travelers relying on both travel advisors and AI tools to help plan their trips, it’s important to make sure that travel protection is a part of that planning process, no matter where their travels take them.”
SOURCE: IMG press release
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
