In News

Having read our fair share of reports, roundups and predictions, we thought we'd do our own round up some of the key themes and trends across tourism and travel for the coming year, so that our members can see how they can best prepare and capitalise key trends in 2026.

In summary

Experience-led travel leads everything again, but with a few different strands within it depending on the type of traveller. From the ultra-personalised (whether it be a self-organised itinerary, or a bespoke tour) to journeys of self discovery, opportunities to get away from the noise and finding something new and exciting to create lasting memories during your trip.

For organisations like ours, our job is showcasing what we can offer that differs from the everyday, remembering that what is routine to us can be exotic and unusual for those who don’t know. This goes for eating Sunday lunch, drinking in a 17th century pub, or hearing about quirky stories from a local expert.

Off-grid and lesser-known places

Linked to 'quietcations' (see below), travellers are more aware of overtourism than ever, and are keen to not only avoid the crowds of popular destinations, but also looking for more 'authentic' or 'undiscovered' locations. If your business is off the beaten track or showing a more unexpected side of your destination, now is the time to shout about it!

Skillcations

Driven in part by solo travel, this is also popular with groups of friends and family travelling together, who want to not just to ‘do’ something together, but also learn or enhance a skill and take away something useful. If you offer classes, workshops or masterclasses, think how you can best showcase what people will take away from the experience. If you don't currently offer a skills option, maybe think how you could add it to your offering in 2026, whether it be a gardening workshop in your grounds, a behind-the-scenes demo from a team member, or food and drink pairings. We have extensive sections on both Visit Bath and Visit Bristol for classes and workshops, make sure you're adding your events throughout the year!

Migrateful cookery class
Image - Migrateful cookery class

Road trip itineraries

As travellers consider both cost saving and sustainability, more are planning holidays that they can drive to rather than fly. We already have several day trip itineraries on our consumer sites, with more planned for 2026. As well as thinking about your offering for those who are driving, it is also worth thinking about incentives for those coming by public transport, or provide information on exploring the area by bus, train or bike. You can find more resources on Visit Bath and Visit Bristol.

Personalised experiences

There has been a huge increase in 'purpose-driven' and 'intentional' travel, which is linked to identity and wellbeing. Instead of just looking for a break or entertainment, travellers are looking for meaning, connection, and personal relevance in their trips. Generic itineraries and iconic 'bucket-list' attractions are losing influence, while tailored experiences, local culture, nature, wellness, and storytelling are gaining ground. People are also planning and booking on a shorter timescale than before, so want real-time, dynamic recommendations, so consider having a weekely or even daily list of updates or recommendations for your guests.

In and Beyond Bath
Image - In and Beyond Bath

Quietcations

Also known as Hushpitality, this is when visitors actively seek calmer, quieter escapes. They will often book out off season, favour less crowded places and prefer cultural, gastronomic, and nature-based experiences.

Literary links

While Austen 250 was a big influence on visits in 2025, literary tourism is more than just ties to authors and books, but also highlighting literary events and spaces where you can curl up with a good book. 2026 is also the National Year of Reading in the UK, so have a think about posting your own 'shelfies' of books, or experiences you could offer to tie in with relevant literary themes.

Unmissable events

Event tourism has always been a key draw for visitors to the West of England, whether it's for sport, exhibitions, theatre or festivals. Alongside flagship events such  There is clear evidence in the monthly business barometer not just of the impact of the Women’s Rugby World Cup, but also internationals being played in Bath / Bristol rugby, plus the number of red Munster coats on the streets of Bristol and Bath in December was quite something.

Bristol International Balloon Fiesta
Image - Bristol International Balloon Fiesta, credit George Blagdon

Seaside escapes

Visit England have a big focus on seaside celebrations in 2026, and we have plans to not only showcase big events in coastal towns such as the Weston Beach Race and Clevedon LitFest, but also key walking routes, beauty spots and activities on the water.

Farm to fork flavours

This autumn, Visit England are celebrating farms, producers and hyper local food chains. Get to know your local breweries, community farms, orchards, vineyards and allotments. It's not just foodie tourists who are keen to head out on foraging trips and book tasting menus, more people now want that connection with their food and what makes each area different. 

Picky plates and tasters

Diners are favouring small plates and sides instead of large main meals. These smaller dishes can give a taste of local flavours as well as offering a lighter option, or the opportunity to try more. It also works well with food and drink pairing and can sometimes be most cost effective for groups considering their budget when travelling. Make sure to have a good alcohol-free offering too, as a growing proportion of travellers look for non-alcoholic choices.

Dishes at Coconut Tree
Image - Selection of dishes at The Coconut Tree

Roots, heritage and history

Our region has always been a popular choice for history fans, from stepping aboard Brunel's SS Great Britain or Concorde at Aerospace Bristol, to exploring a living museum on a walk around the Georgian buildings of Bath. Visitors are looking to build on this, and discover more about personal connections, whether it is through ancestry or ties between their home town or country and the place they are visiting. There's more reason than ever to highlight individual stories, big anniversaries and showcase any old collections or records you have.

Grand houses and gardens

Another Visit England theme is 'Your regal summer', which will highlight the nation's historic houses, landscaped gardens and grand estates. We'll be building on our relationships with the National Trust, Bath Preservation Trust and Bristol Museums to tell even more of the stories behind these magnificent buildings, and their often complicated history.

Dyrham Park
Image - Dyrham Park, credit Steve Haywood

Unplugged in nature

Wellbeing is a core focus for us across all of our consumer channels this year, but it is not just limited to spas and treatments, but also headspace and access to open spaces. People are looking for a 'digital detox' away from their phones, so make this part of what you talk about if you're marketing an experience or space. Birdwatching, wildlife spotting, tree identification, seeing natural wonders and foraging can be incorporated into itineraries and suggested activities for guests.

Local delis and specialities

Give visitors a taste of local favourites and regional dishes, whether it's deciding between a Sally Lunn Bun or Bath Bun, completing the East Bristol Brewery Trail or visiting a local farm shop. 'Grocery store travel' is a big trend on TikTok, with travellers sharing videos of unusual or country-specific products and snacks. Food tours are gaining in popularity, but you can also bring local flavours into your business on menus and as welcome gifts. If you have a retail part of your business, make sure there are some options for local food and drink items that can be brought home as gifts!

Flourish foodhall
Image - Flourish Foodhall in Saltford

Nordic wellness

Scandinavian-style saunas have started popping up across the region, in all manner of quirky locations, from luxury spas to forest glades and even city farms. This fits in well with the other trends around nature, relaxation and reflection.

Period drama pilgrimages

With Bridgerton returning to our screens at the end of January, it's going to be another big year for screen tourism in Bath. Add to that the release of season 2 of The Forsytes, partly filmed in Bristol, and Agath Christie's Seven Dials coming to Netflix this year, filmed on location in Bath and Bristol. On the big screen, there are 2026 adaptations of Pride & Prejudice and Sense & Sensibility, so expect more new fans of Jane Austen to be flocking to the region soon.

Bridgerton filming in Bath
Image - Bridgerton filming in Bath

Key sources and further reading

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