TEMPO.CO, Jakarta - As the global tourism industry looks ahead to 2026, travelers are increasingly seeking authentic, experience-driven journeys. Modern tourists are no longer just ticking off destinations, they want meaningful activities that immerse them in local culture and lifestyles.
Online travel platform GetYourGuide has released its first Hidden Trends List, analyzing search data to identify the most popular experiences among British travelers.
1. Birdwatching
Birdwatching is emerging as a top travel activity, with 55 percent of British tourists planning to try it on their next trip. Nearly half consider it a growing trend, and interest spans generations. Around 80 percent of millennials are drawn to it while on vacation.
Celebrity influence plays a role: pop star Ariana Grande, a self-proclaimed birdwatching fan, has brought the hobby into the spotlight. She revealed on Amy Poehler's Good Hang podcast that she uses apps to identify birds by their calls.
Popular birdwatching destinations in 2025 included Oman’s Daymaniyat Islands, Vietnam’s Cat Ba National Park, and Thailand’s Doi Inthanon.
2. Walking Tours
Walking tours have grown 30 percent in bookings, according to GetYourGuide, with nearly two-thirds of British travelers agreeing that the activity is enjoying a resurgence.
Food-focused exploration drives the trend, with more than half of respondents highlighting local cafés, restaurants, and bars as key attractions. Beyond classic city tours, travelers are increasingly drawn to niche options such as Jack the Ripper walks, street art trails, or Harry Potter-themed tours.
3. Culinary Tourism
Food is no longer just a complement to travel. It’s often the main attraction, particularly among Gen Z. Almost 60 percent of young travelers indulge in local cuisine, while 42 percent of British tourists eat more than three meals a day on vacation.
This appetite has driven a 46 percent increase in food tour bookings across England. Brixton-based guide Obi told the Daily Mail: “I once had a visitor take a train from Paris just to taste London’s culinary scene and then return home. After trying the crispiest patty in Brixton, you’ll understand why it’s worth it.”
4. Coffee Culture
Coffee tourism is booming. Nearly three-quarters of British millennials select destinations based on the local coffee scene, with a third prioritizing it over nightlife.
Coffee tours have surged 110 percent from 2024 to 2025. Matteo Di Lorenzo of the Specialty Coffee Workshop and Tasting in Rome notes that the city blends traditional cafés with modern venues, though unwritten rules remain, for instance, cappuccino is typically avoided after noon.
5. Early Rising to Avoid Crowds
Travelers are waking up early to enjoy attractions without the crowds. More than half of British tourists now prioritize morning visits over late-night activities, from watching sunrise over Marrakech in a hot-air balloon to seeing the Vatican illuminated before the crowds arrive.
Morning tour bookings jumped 64 percent in 2025 compared to the previous year, with destinations like Bali’s Mount Batur and Snowdon Summit in Wales seeing significant search increases.
6. Skills Workshops
In 2026, travelers are predicted to favor workshops and skill-based activities over traditional sunbathing. Nearly 80 percent of British millennials prefer learning new skills or engaging in sports while traveling, leading to a 73 percent annual increase in workshop ticket bookings.
GetYourGuide’s report emphasizes that these trends not only enhance traveler satisfaction but also benefit local economies, fostering more authentic and sustainable tourism experiences.
Princess Azzahra Suherman has contributed to the writing of this article.
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