BANGKOK/SHANGHAI, THAILAND/CHINA – A new global forecast from travel giant Trip.com Group predicted a golden year for tourism in 2026, led by Japan, China and Thailand.
Asia projected to dominate global rankings
The Trip.com Group outlook for 2026 indicated that Asia would set the pace for international tourism. Japan was expected to hold the top spot worldwide, followed by China and Thailand as the three most sought-after destinations.
“Thailand will remain a highly coveted travel destination, alongside China, the United Kingdom and Vietnam.”
said the study.
Millennials and Gen Z drive bookings
Millennials aged 29 to 44 were identified as the main driver of demand and were forecast to account for almost half of all bookings in 2026. Close behind, Generation Z travelers between 15 and 28 were seeking unique experiences and fundamentally reshaping travel behavior. For Thailand, this shift meant that adventure, immersive activities and Instagram-friendly locations were becoming increasingly important.
Theme parks, fan travel and nature on the rise
Large theme parks such as Universal Studios Japan and Shanghai Disneyland were expected to remain major draws for families. A significant trend was fan-driven travel, including Harry Potter tours, K-pop concerts and trips to filming locations for “Jurassic World” in Thailand. At the same time, nature and adventure were booming, from the limestone mountains of Wulong in China to the Glowworm Caves in New Zealand.
Sustainability turns into a new standard
Rising environmental awareness was described as transforming the industry, with demand for electric rental cars surging, particularly in Norway, Australia and Japan. Since the introduction of CO2 labelling for flights in April 2025, more travelers had consciously chosen lower-emission options. Luxury cruises and scenic rail journeys, such as trips on Japan’s Arashiyama Sagano Romantic Train, were also firmly in vogue.
Thailand seen as major long-term beneficiary
For Thailand, the forecast was described as excellent, as the country combined breathtaking nature, distinctive culture, action-packed activities and iconic film and series locations. It was also expected to remain a central destination for visitors from neighboring ASEAN countries while continuing to attract millions from around the world. The conclusion of the analysis was clear: those aiming to be at the forefront of global tourism in 2026 would need to focus on Asia – and thereby on Thailand as well.