Tourism growth hotspots in 2026

Emerging destinations reshape hotel demand and competitive positioning globally

Global tourism growth in 2026 is increasingly concentrated in destinations that were previously secondary rather than traditional high-volume markets. Travellers are seeking less crowded, more authentic experiences, while governments are investing heavily in infrastructure, access and destination marketing. This is shifting demand patterns for hotels and creating new opportunities outside established tourism hubs. For hoteliers, understanding where growth is occurring is becoming essential for distribution, investment and marketing strategy.

Key takeaways

• Demand shifting beyond traditional hubs: Emerging destinations are gaining market share, meaning hotels in secondary markets may see stronger growth while mature destinations face intensified competition.
• Authenticity drives traveller choice: Guests increasingly prioritise local experiences, culture and nature, requiring hotels to differentiate through storytelling, design and curated guest experiences.
• Infrastructure investment accelerates growth: Improved airports, transport links and tourism promotion in developing destinations are expanding accessible hotel markets.
• Diversification of global travel flows: Tourism recovery is spreading more evenly across regions, reducing reliance on classic European and North American gateway cities.
• Sustainability influences booking decisions: Environmentally responsible operations and community integration are becoming more important in destination appeal.
• Strategic opportunity for hoteliers: Early positioning in fast-growing markets — through distribution, partnerships or investment — can provide competitive advantage as demand evolves.

Source: BBC

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