Travel industry recovery in 2026 is expected to strengthen, with COITM research showing demand rising toward 2019 levels as Gen Z pushes personalized and immersive travel.
Summary: COITM research suggests travel industry recovery in 2026 will continue steadily, with 46.43% of respondents expecting demand to approach 2019 levels and many forecasting bookings growth of 0–10%. Gen Z is identified by 75.6% of respondents as the key driver of outbound travel, while Asia-Pacific destinations remain the most popular for 2026.
New research from COITM indicates the travel industry recovery in 2026 is expected to remain on a positive track, with demand moving closer to pre-pandemic benchmarks. In the survey results cited, 46.43% of respondents anticipate travel demand growth nearing 2019 demand, alongside expected bookings growth by 2026 in the range of zero to ten percent.
The findings frame 2026 not simply as a continuation of post-Covid-19 recovery, but as a period in which traveler expectations, spending power, and generational preferences reshape how trips are planned and sold. The research highlights a shift toward more customized and immersive travel, suggesting suppliers and intermediaries will need to adapt their products and operations.
Survey outlook: growth expectations for 2026 bookings
Beyond the group expecting demand to approach 2019 levels, the research also captured stronger optimism among a sizable share of respondents. According to the results, 33.33% forecast travel industry growth averaging 10–20% in 2026.
Across the responses, the direction of travel demand points toward experiences that feel more tailored and more engaging. The report characterizes this as a signal that the industry’s next phase will be defined by evolution in what travelers buy—rather than a simple return to older patterns.
Gen Z travel demand and the push for personalized experiences
A central theme in the COITM findings is the growing influence of Gen Z on outbound travel. In the survey, 75.6% of respondents identified Gen Z as the main force shaping outbound market development in 2026.
The research describes Gen Z travelers as particularly focused on trips that feel personal and in-depth, with an emphasis on authenticity and meaningful cultural engagement. This preference supports a broader move away from standardized itineraries and toward experiences designed around specific interests, communities, and local context.
- 46.43% of respondents expect demand growth nearing 2019 demand
- Expected bookings growth by 2026: 0–10%
- 33.33% forecast travel industry growth averaging 10–20% in 2026
- 75.6% identify Gen Z as the main driver of outbound travel market development in 2026
Other key demographics: affluent seniors and middle-class families
While Gen Z stands out in the survey, the research also points to other groups expected to shape demand in 2026. Affluent seniors were cited by 67.26% of respondents as an important segment, reflecting continued appetite for high-quality travel and tailored packages among travelers who may have more time flexibility and willingness to spend.
New middle-class families were also highlighted, with 48.81% of respondents pointing to their influence. The research links this segment to a focus on trip quality and experiences that combine relaxation with cultural immersion—factors that can increase demand for multigenerational travel, family-friendly cultural tours, and educational vacations.
Asia-Pacific tourism growth and emerging destination interest
In destination preferences for 2026, the research indicates Asia-Pacific remains the leading region. South Korea, Southeast Asia, Australia, and New Zealand are listed among the most popular choices for the year ahead.
At the same time, the report suggests travel patterns may broaden as travelers seek variety and deeper experiences. South Asia and South America are described as emerging regions of interest, reflecting a diversification away from repeating the same established destinations year after year and toward more “off-the-beaten-path” options.
Role of travel agencies and tour operators in 2026
The COITM survey respondents included a large share of travel trade professionals, with 55.36% representing large tour operators and outbound and inbound travel agencies. The research positions these organizations as central to how quickly the industry can respond to demand for personalization and sustainability.
The report also notes the involvement of middle management and product managers, cited at 48.21%, as part of the shift toward more customized offerings. As product teams refine itineraries and experiences, the research suggests tour packages will increasingly emphasize meaningful engagement with cultures and environments, rather than standardized sightseeing.
Why this matters for travelers and the travel industry
For travelers, the travel industry recovery in 2026—paired with rising demand for customized and immersive trips—can translate into more specialized tour products, greater emphasis on flexible travel styles, and a wider set of destination options beyond traditional hotspots. For the industry, the findings underline that growth is increasingly tied to how well providers and intermediaries design authentic, niche, and experience-led travel, particularly for Gen Z, while still serving seniors and families seeking premium, high-quality trips.
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