As travellers look ahead to 2027, new data from Advantage Travel Partnership, a UK-based consortium of independent travel businesses, points to a diverse set of destinations set to capture attention. Albania leads the pack, buoyed by its Adriatic coastline and competitive pricing, while Hong Kong, Egypt and Vietnam are also expected to see strong demand.
The findings highlight how major sporting events will shape travel patterns next year. The Ryder Cup in Ireland, the FIFA Women’s World Cup in Brazil and the Men’s Rugby World Cup in Australia are all expected to drive bookings. Meanwhile, a solar eclipse crossing North Africa and Spain has sparked interest among astronomy enthusiasts, adding a celestial draw to the region.
Summer 2026 trends offer clues
The consortium’s data also reviewed booking patterns from summer 2026, which often foreshadow the following year’s trends. For British travellers, Spain remained the dominant short-haul choice, with Tenerife, Mallorca and the Costa Blanca leading the way. Lanzarote, the Costa del Sol and Antalya in Türkiye also proved popular.
In the long-haul segment, New York, Orlando, Jamaica and Thailand topped the list of most-booked destinations. The ongoing conflict in the Middle East prompted many travellers to redirect their plans towards the United States, the Caribbean and the Far East. The US also benefited from World Cup fever, which boosted visitor numbers further.
Family holiday bookings dipped around Easter, likely due to the conflict, but recovered to show a 5% increase during the summer and the October school break.
Touring holidays on the rise
The data reveals a significant shift towards touring holidays – multi-stop trips that allow travellers to explore a region rather than staying in one place. This trend has grown markedly between 2025 and 2026, with South Africa, Kenya and Japan emerging as favourite long-haul touring destinations, driven by demand for wildlife, culture and immersive experiences.
Closer to home, Italy, France and Spain lead the short-haul touring market. John Sullivan, Commercial Director at Advantage, noted: “Touring has been a real growth story for us in 2026. People are looking beyond a traditional fly-and-flop holiday and increasingly want to see and experience a destination properly.”
Looking ahead to 2027, Sullivan tipped China, Indonesia and South America as regions to watch. China’s recent easing of visa restrictions – citizens from 74 countries, including many European nations, can now enter for up to 30 days without a visa – is likely to boost its appeal further.
For European travellers, the 2027 calendar offers a mix of familiar favourites and emerging hotspots. Albania’s rise reflects a broader appetite for affordable, unspoiled destinations along the Mediterranean, while Egypt’s enduring appeal is reinforced by its archaeological treasures and recent developments in its tourism infrastructure. Those interested in Egypt’s ancient heritage might also note the recent discovery of a vividly painted tomb by a Spanish-led team, adding to the country’s allure.
Hong Kong, meanwhile, continues to attract visitors with its unique blend of modernity and tradition, even as it navigates geopolitical shifts. The city’s status as a gateway to Asia remains strong, and its culinary and cultural scenes are perennial draws.
As the travel industry adapts to changing preferences, the emphasis on experiential and multi-destination trips is likely to persist. Whether it’s the solar eclipse over Spain, the Ryder Cup in Ireland, or the cultural riches of Egypt, 2027 promises a wide array of options for discerning travellers.
