Travellers are increasingly prioritising singular, bucket-list experiences over conventional sightseeing, seeking memorable adventures that offer a break from overcrowded attractions. Tripadvisor's annual Travelers' Choice Awards have just been announced for 2026, highlighting the highest-rated tours and activities based on millions of reviews from its global community.
This year, the platform introduced a new category: Once in a Lifetime Experiences, spotlighting truly exceptional activities worldwide. The number one entry in this list is in Europe: snorkelling between tectonic plates in Reykjavík, Iceland. Participants explore the Silfra rift, a fissure filled with glacial meltwater, formed by the drift of the Eurasian and North American plates. The tour includes a guide, dry suit, snorkelling equipment, and entrance fees, with hot chocolate and cookies served afterwards. No prior expertise is required.
Europe's Top-Ranked Tours
The overall number one experience globally is a walking tour in Porto, Portugal. The Unvanquished Tour in Porto City Centre, costing as little as €3 per person, reclaimed first place after topping the ranking in 2024. With over 25,000 five-bubble reviews, travellers praise its coverage of Porto's history, architecture, and local food and drink recommendations. Participants explore landmarks such as Avenida dos Aliados, Igreja do Carmo church beside the city's narrowest house, and Porto University, learning about urban legends, centenary cafés, and local rituals.
Third place globally went to Barcelona in 1 Day: Sagrada Familia, Park Güell, Old Town & Pickup. This tour allows time-pressed visitors to see the highlights of the Catalan capital in a single day, with round-trip hotel transit. It covers Passeig de Gràcia, Las Ramblas, views from Montjuïc, and the Old Town on foot, plus visits to Antoni Gaudí's Park Güell and La Sagrada Familia.
Fourth place was awarded to the Amsterdam All-Inclusive 90-Minutes Canal Cruise by Captain Jack. This family-friendly boat trip includes drinks and snacks as participants navigate the UNESCO-listed canal ring, spotting the Rijksmuseum and the Skinny Bridge. In summer, the boat is open; from October to March, it is heated and enclosed.
Fifth place went to The Beatles Magical Mystery Tour in Liverpool. Fans board a boldly decorated bus to visit iconic sites: Penny Lane, Strawberry Field, Paul McCartney's childhood home, and The Cavern Club, where the band performed 292 times.
Once-in-a-Lifetime Experiences in Europe
The new Once in a Lifetime Experiences ranking also includes several European entries. Second place in that list is Pontcysyllte Aqueduct Canoe Tours in Llangollen, Wales. This half-day canoe tour along a 38-metre-high aqueduct includes games and challenges to improve paddling skills, offering an adventurous way to explore north Wales.
Third in the European list, and 13th globally, is Roman Gladiator School: Learn How to Become a Gladiator in Rome. Participants learn fighting techniques using authentic weapons and can wear a gladiator tunic and belt (at extra cost). The experience is suitable for children aged six and above.
These rankings reflect a broader shift in travel preferences, as tourists seek out unique, immersive activities that create lasting memories. For those planning their next European adventure, these awards offer a curated guide to the continent's most remarkable experiences.
