Travel Trends 2026: These destinations are booming, these are crashing

Where are people really traveling to this year? We analyzed which countries travelers reported on between January and early August 2026 and compared this to the same period in 2025. The result: Japan, Malaysia, and Portugal more than doubled their share, while the USA plummeted from a top-five destination to a marginal position.

The ranking: 2026 compared to 2025

Germany leads the field as it does every year — many travelers also report on tours within their own country on a German-language platform. More interesting is what's happening behind them: Italy overtakes France, Japan closes in on Spain, and Malaysia appears in the top group for the first time.

The winners: Japan, Malaysia and Portugal are booming.

Japan has more than doubled its share from 2.8 to 6.6 percent—the weak yen and continued enthusiasm for Japan make the country more affordable than it has been in a long time. Malaysia has almost tripled its share, benefiting as a combined destination for classic Southeast Asia itineraries. And Portugal has jumped from 2.4 to 6 percent: the classic Atlantic route is apparently replacing Mediterranean destinations, which have become more expensive for many.

The big crash: the US loses four-fifths of its share

The most striking finding of the entire analysis: In 2025, more than one in ten travelers reported visiting the USA—by 2026, this figure had dropped to just over two percent. This represents a decline of roughly four-fifths within a single year, a drop unmatched by any other destination. This weak trend aligns with official figures indicating a significant decline in European visitor numbers to the USA in 2025/2026: stricter entry controls, political uncertainty, and a strong dollar are taking their toll. New Zealand and Denmark are also experiencing noticeable declines—these are likely due to normal fluctuations and the end of individual travel waves.

What this means for travel planning in 2026/2027

• Japan remains the ultimate trend — anyone wanting to experience cherry blossom or autumn without record crowds should book early.
• Malaysia is the emerging Southeast Asian alternative to Thailand: similar routes, noticeably less crowded.
• Portugal is replacing Spain and France for many — especially outside the Algarve, there are still quiet corners.
• In the USA, fewer European guests mean, conversely, less crowding in the national parks for everyone who still goes.

Data basis: all publicly available travel reports on Vakantio , covering the period from January 1st to the beginning of August 2025 or 2026 (travel date). The percentage of travelers active during this period who published at least one report from the respective country is counted. Countries with very few reports are excluded; all figures are percentages, not absolute numbers.