Slow travel and personalized experiences drive new tourism trends

A shift in travel preferences is emerging as tourists, particularly in Europe, move away from packed itineraries toward ‘slow travel’ and personalized experiences. According to the DERTOUR Group’s 2026 European Travel Trends Report, 53.2% of Europeans are interested in more conscious and slower forms of travel. Approximately 63.6% of respondents expressed a desire to slow down during holidays, while 55.4% seek closer connections with local culture, nature, and people.

Mahmut Sefa Çelik, General Manager of Kızılbük GYO, noted that the industry must adapt to these changing demands by developing integrated destination models. He emphasized that competition in tourism is no longer about the quantity of activities offered, but rather the lasting impact and connection a visitor forms with a destination.

Key trends include a desire to disconnect from social media and digital distractions, with 48.9% of Europeans valuing this during their time off. Additionally, wellness is evolving from an optional service into a central component of the accommodation experience, focusing on holistic well-being through nature, movement, and personalized applications. The report also indicates that 29.3% of people are considering solo travel plans within the next 12 months.