IMG has released the results of its 6th annual Travel Outlook Survey that gathered 1,000+ responses from IMG customers about their 2026 travel plans.

Travel Outlook Survey Findings:

International and domestic travel plans

This year's results show continued demand for travel in 2026, with high interest in both international and domestic trips.

• 93% of respondents plan to travel internationally
  
  • 38% of international travelers plan to take three or more trips
• 88% of respondents plan to travel domestically – a 3% increase from last year's survey
  
  • 53% of domestic travelers plan to take three or more trips

Top destinations

The most popular destinations respondents plan to travel to next in 2026 include:

1. Italy – 1st time being ranked #1
2. Canada
3. Mexico
4. France
5. Spain

Travel planning support: advisors and AI

Findings reveal travelers are relying on expert guidance from both human and digital sources.

• 41% of respondents use a travel advisor or agent for at least some of their trips
• 33% of respondents say they are likely to use AI tools (ChatGPT, Gemini, Copilot, Claude, etc.) to help plan travel in 2026

Among those likely to use AI, travelers expect to rely on it for:

• Recommendations – 75% of respondents
• Itinerary planning – 70% of respondents
• Discovery and ideas – 69% of respondents
• Comparisons – 55% of respondents
• Booking – 13% of respondents

"Our survey results show that AI is becoming an increasingly valuable tool in the discovery phase of travel, but as travelers move closer to booking, confidence in the technology shifts. Travelers still rely on dependable brands and firsthand guidance and research for the most important decisions, like booking their accommodations and choosing their travel protection plan," said Justin Poehler, IMG Chief Commercial Officer.

Popular trips: urban and rural tourism

When asked about the types of trips travelers plan to take in 2026, the most popular responses were:

1. Urban tourism (visiting a major city or country) – 49% of respondents
2. Rural tourism (exploring the countryside, nature-based experiences) – 39% of respondents
3. Beach vacation – 38% of respondents
4. Visiting family in another country – 32% of respondents

Trending types of travel: cruises and multigenerational

Travelers are showing renewed enthusiasm for cruising in 2026, as 30% of respondents say they plan to take a cruise, an 11% increase from last year's survey.

Multigenerational travel remains a popular way to travel in 2026. Results show that 33% of families have a domestic or international trip planned with multiple generations (children, parents, and grandparents, etc.).

Travel spending continues to grow

With many travelers planning multiple trips, 34% of respondents say they expect to spend more on travel in 2026 than they did in 2025, and 53% of respondents say they plan to spend roughly the same amount.

Top travel concerns

Consistent with previous years, travelers' leading concerns for 2026 continue to focus on health and potential disruptions before or during their trips. Respondents ranked their top concerns for 2026 as:

1. Getting sick or having an accident while at their destination
2. Needing to cancel their trip before they depart
3. Issues getting to or from their destination
4. Needing to interrupt their trip while at their destination