Italy has emerged as the most in-demand travel destination for 2026, according to a global survey analyzing traveler behavior and preferences. The findings highlight strong momentum in both international and domestic travel, alongside the growing influence of artificial intelligence in trip planning.
The data shows that 93% of respondents plan to travel internationally, with a significant share expecting multiple trips throughout the year. Domestic travel also remains strong, with 88 percent planning trips within their home countries. Italy leads destination rankings, followed by Canada, Mexico, France, and Spain, reflecting continued demand for culturally established locations.
Artificial intelligence is playing an increasing role in shaping how travelers plan trips. Around 33% of respondents report using AI tools, primarily for recommendations, itinerary planning, and discovery. However, adoption remains concentrated in early-stage planning, with only a small share relying on AI for final booking decisions.
Instead, travelers continue to combine AI-generated insights with human expertise. About 41% still use travel advisors or agents, indicating that trust and verification remain important factors in high-value decisions. This hybrid approach suggests AI is augmenting rather than replacing traditional travel planning workflows.
Beyond planning behavior, travel preferences are also evolving. Urban tourism remains dominant, but interest in rural, nature-based, and multigenerational travel is growing. Cruise travel is also rebounding, with a notable increase in planned trips.
The findings point to a more complex travel ecosystem where AI enhances efficiency while human input ensures reliability. As adoption expands, the interaction between automation and trust is expected to shape how digital tools influence consumer decision-making across the broader travel industry.
