Skip to content
Become a partner
Login

Horizons 2025-2026

Emerging behaviours: Destination choice and tourism dispersion

People are changing how – and where – they travel

Empty Piazza Navona in the morning, wide angle view, Rome, Italy - stock photo

Traveller sentiment is shifting

Travellers are becoming more aware of the impact of overtourism. 32% say it’s negatively impacted the quality of their holidays, rising to 37% among Gen X. This is shaping future decisions in several ways:

  • 34% of travellers plan to seek out quieter destinations, especially those from South Africa (41%), India (40%) and South Korea (39%). 
  • 26% will choose less touristy destinations to save money, with interest highest among Gen Z (29%). 
  • 31% intend to continue visiting popular destinations, but in shoulder seasons when crowds are lighter – particularly Baby Boomers (37%) and travellers in Singapore (40%), South Korea (40%) and India (37%). 

Shifts in seasonal behaviour

Our search and demand data reflects these changing patterns, with early signs of a move away from peak periods:

  • For June to September, there’s a slight shift into June travel for APAC and Europe, with LATAM showing a pronounced movement into June and July.
  • August shows a dip across all markets except MEA, which records some marginal gain. LATAM sees the largest decline.
  • In APAC, October travel share is increasing, reflecting a shift away from the traditional July to September peak.

of travellers intend to visit popular places but only in shoulder seasons when crowds are lighter.

Explore the report

2025 planning trends-Thumb

2025 Planning Trends

See which factors are impacting destination choice, where travellers are getting trip inspiration, their use of AI and their attitudes towards over-tourism and impact.

EMEA travel trends-Thumb

2025 EMEA Travel Trends

Find out the most popular destinations and the fastest trending destinations for 2025 as searched for by travellers from across EMEA.

AMER travel trends-Thumb

AMER Travel Trends

Find out the most popular destinations and the fastest trending destinations for 2025 as searched for by travellers from across the Americas.

APAC travel trends_Thumb

APAC Travel Trends

Find out the most popular destinations and the fastest trending destinations for 2025 as searched for by travellers from across Asia-Pacific.

Man on a phone call while working on a laptop, looking out of a window at the Matterhorn mountain in Switzerland.

The role of technology

Technology has a key role to play in encouraging more travellers to explore off-season. By working with partners, we’re helping engage travellers outside peak periods by showcasing the benefits of destinations year-round and supporting a more sustainable, diversified approach to demand.

Jill Walker, Director of Marketing & Digital, VisitScotland

“With sustainable and responsible tourism at the forefront, VisitScotland sought to encourage travellers to enjoy longer visits during the quieter shoulder seasons and highlight the enriching experiences available year-round. Working with Skyscanner as a trusted partner enabled us to use strategic insights and targeting to engage and inspire Scotland’s next visitors, driving decisions that benefit both travellers and tourism.”

Visit Scotland Logo
2 men pictured from the rear, walking along a hiking path on Ben Nevis in Scotland.
Nick-Hall

"What stands out in this year's Horizons data is the convergence of opportunity and urgency for destinations. Over a third of travellers are actively seeking quieter destinations, while 31% plan to visit popular places only in shoulder seasons; Skyscanner's search data shows this is starting to translate into measurable shifts away from peak periods.

The technology gap is also widening, with 54% of travellers now confident using AI for planning, jumping to 70% among Gen Z. Destination Marketing Organisations will need to fundamentally rethink how they show up in the visitor journey.

Most importantly, sustainable tourism and commercial success are finally aligning. Secondary cities are trending, shoulder seasons are gaining traction and travellers increasingly seek authentic experiences. The destinations that will thrive aren't those with the biggest budgets, but those using data intelligence to guide the right visitors to the right places at the right time.”

Nick Hall,
Founder & CEO, Digital Tourism Think Tank

Over-tourism is influencing decision-making

“When it comes to over-tourism, our latest research reveals a shift in traveller mindset. Over a third of travellers (34%) say they now actively seek out quieter destinations, and 31% plan to visit popular places only in shoulder seasons – a clear sign that over-tourism is influencing decision-making. Plus, 32% report that overcrowding has negatively impacted their travel experience. The effects of over-tourism are already being felt.

What’s more, over three-quarters of travellers (77%) revisit the same destinations for at least 20% of their holidays – exacerbating strain on tourist hotspots.

We believe travellers need more inspiration and guidance on where else to go other than the most well-known places. Indeed, 17% said they’d continue visiting over-touristed places, but only as it’s hard to figure out where else to go and what to do somewhere else.

It’s no surprise, given this shift, that our ‘Underrated Destinations’ feature is one of our most popular filters within Skyscanner’s ‘Everywhere’ search. It’s clear that travellers are not just aware of over-tourism – they’re responding with real behavioural change.”

Martin Nolan,
Chief Legal Officer and Sustainability Expert, Skyscanner

Profile-Martin-1

Explore the report

Horizons

Horizons

2025-2026 Spending, Planning and Destination Trends

 

Read more
2026 Spending Trends

2026 Spending Trends

How travellers are planning and budgeting compared to 2025.

 

Read more
2026 Planning Trends

2026 Planning Trends

AI adoption, cost factors and sources of trip inspiration.

 

Read more
Top trending destinations

Top trending destinations

The most popular and fastest trending hotspots for each region.

 

Read more
Beyond escape

Beyond escape

The seven biggest traveller trends we’ve identified for 2026.

 

Read more

Sign up for the latest content and insights, straight to your inbox.