East Asia and Southeast Asia are emerging as the dominant forces in the world of summer tourism, capturing over a quarter of global travel intentions for the period spanning June to August 2026. However, the landscape of international travel is shifting, with some destinations gaining traction while others experience a decline in interest.
According to data from the Data Appeal Mabrian platform, the Search Share Index (SSI) for worldwide travel intentions indicates that East Asia remains the most sought-after destination for international travelers, accounting for 14.41% of the total. However, this figure represents a decrease of 1.67 percentage points compared to the previous year. Notably, West Asia experienced the most significant year-over-year decline, with its SSI dropping by 2.69 percentage points, largely due to ongoing instability in the region, which has diminished its appeal.
Southern Europe Leads the Charge
In contrast, Southern Europe is emerging as a powerhouse in international summer tourism for 2026, capturing 11.71% of global travel intentions. This marks a substantial increase of 2.47 percentage points from summer 2025, driven by favorable weather conditions and excellent air accessibility. The most popular destinations in Southern Europe include Greece, Spain, and Italy, each offering unique cultural experiences and stunning landscapes.
Athens stands out as the top choice for travelers heading to Greece, with 0.77% of global travel intentions, reflecting a year-over-year increase of 0.23 percentage points. As a regional hub, Athens serves as a gateway to numerous enchanting Greek islands. Other notable performers in Southern Europe include:
- Barcelona (1.01%, +0.22 p.p.)
- Rome (0.85%, +0.09 p.p.)
- Madrid (0.91%, +0.14 p.p.)
- Milan (0.76%, +0.10 p.p.)
North America Holds Strong
North America also remains a popular destination for international travelers, with an SSI of 8.36% for summer 2026, reflecting a year-over-year increase of 1.01 percentage points. The region’s appeal is bolstered by major events such as the FIFA World Cup and iconic mega-cities like New York, Los Angeles, Miami, and Orlando. The availability of numerous domestic destinations, including the scenic East Coast and the vibrant West Coast, further enhances North America’s attractiveness. Additionally, cities in Canada, such as Vancouver (+0.11 p.p.) and Calgary (+0.09 p.p.), are emerging as promising travel options.
Asia’s Mixed Picture
When examining Asia, a mixed picture emerges. East Asia recorded a decrease in SSI by 1.67 percentage points, holding 14.41% of worldwide travel intentions for summer 2026. Conversely, Southeast Asia saw a year-over-year increase of 0.55 percentage points, capturing 13.58% of global travel intentions. Bali remains the top choice for travelers seeking Southeast Asian experiences, with 1.38% of international travel intentions, up by 0.32 percentage points. Other popular destinations in this region include Manila, Jakarta, Hanoi, Da Nang, and Phu Quoc in Vietnam, as well as the stunning beaches of Thailand and the Philippine Islands.
West Asia, while still significant with a regional score of 10.71%, has also experienced a notable year-over-year decrease of 0.19 percentage points, primarily due to ongoing regional instability. Nevertheless, destinations like Turkey, Cyprus, and Georgia continue to attract international visitors, showcasing the region’s potential despite challenges.
Emerging Opportunities in Latin America and Africa
Interestingly, travel intentions for destinations outside Europe and Asia are on the rise. Africa, with 4.28% of global travel intentions, is increasingly appealing to international visitors. Meanwhile, Latin America and the Caribbean have gained even more traction, boasting a global travel intention share of 3.38%, reflecting a significant year-over-year increase of 0.72 percentage points. Popular South American destinations include Peru, Brazil, and Mexico, while Puerto Rico, Aruba, and Guatemala are also gaining popularity as both urban and beach getaways. Northern Europe has also seen a surge in interest, particularly among trendy travelers seeking “coolcations,” with an increase of 0.6 percentage points. Cities like London, Edinburgh, Dublin, Copenhagen, and Iceland are among the most sought-after destinations.
The Dynamic Nature of Long-Haul Tourism
In summary, the landscape of worldwide travel intentions for summer 2026 illustrates the dynamic nature of long-haul tourism. Destinations are adapting to meet the evolving preferences of international travelers, with some gaining popularity due to a favorable balance of costs, accessibility, and unique offerings. European cities in Northern Europe, for instance, are becoming increasingly attractive. Additionally, there is a noticeable trend toward selecting nearby international destinations over long-haul options, reflecting changing traveler priorities.
