As tourists head into 2026 with more intention, increased curiosity and less capacity for the mental load of planning a holiday, new data reveals a decisive shift in how people want to explore the world. Riviera Travel’s latest booking insights, drawn from thousands of confirmed bookings and website interactions, shows a rising demand for culturally rich, curated and experience‑led holidays. France, Hungary, Germany and Austria remain among the most‑visited destinations for 2026.
Recent industry research shows a clear shift towards experience-first travel — a trend strongly echoed in new findings from Kokoro, conducted exclusively for Riviera Travel. The study highlights a growing desire for stress-free planning, with respondents favouring flights from regional airports, door-to-door transfers and luggage assistance to make travel feel effortless. Cultural immersion also ranks highly, with 70% of those surveyed saying sightseeing is their main priority. Many noted that now they no longer travel with children, they want to spend more time enjoying in-depth, adult-focused activities such as wine tastings, guided hikes, artisan workshops and local cooking classes. Riviera’s own data reinforces this shift, pointing to a clear appetite for depth, ease and expert guidance, from astro‑tourism and set‑jetting to ultra‑personalised escapes and off‑grid discovery.
Riviera Travel, the UK’s leading escorted tour specialist, has analysed these trends and revealed how its curated itineraries align with what travellers want most in 2026.
See our list below…
Astro Tourism
Interest in celestial travel continues to skyrocket, with dark‑sky destinations and astronomical events driving a major surge in demand. A Google Trends curve for Astro Tourism would almost certainly show a steady rise over the past 3 to 5 years with noticeable spikes around major celestial events, Northern Lights surges and Solar Maximum (a period of highest solar activity in the Suns 11 year cycle), followed by a sharp upward trend entering 2025. This aligns with the industry-wide reporting that interest is accelerating. Riviera’s surge in demand for Egypt, one of its fastest‑growing destinations for 2026 – reflects a growing fascination with dark‑sky experiences and celestial landscapes.
With Riviera: Guests can witness extraordinary night skies on Egypt’s desert tours, stargaze above Costa Rica’s volcanic peaks, or enjoy uninterrupted celestial views from the deck of the Celestyal Journey. In Jordan, the experience becomes truly immersive with an overnight stay in the heart of the Wadi Rum desert, where vast, unpolluted skies frame the timeless landscapes that surround Petra. Riviera makes astro‑tourism accessible, atmospheric and expertly guided.
Jordan and Petra 7 days from £1909 pp
Athens & Greek Islands Cruise aboard Celestyal Journey 11 days from £2949 pp
Grand Tour of Costa Rica 17 days from £6499 pp
Classic Egypt: Cairo, Luxor and a Nile river cruise 13 days from £3899 pp
Set Jetting
Film and TV continue to inspire travel choices, and Riviera Travel’s itineraries take guests to some of the world’s most recognisable on‑screen locations. With France, Italy, Spain and Austria among Riviera’s most‑popular destinations for 2026, screen‑inspired travel continues to shape where people want to go.
With Riviera: Guests can walk in the footsteps of Elvis in Memphis, stand on the iconic Forrest Gump road in Monument Valley, explore Kyoto from Memoirs of a Geisha, wander Ta Prohm from Tomb Raider, sip a drink at Casablanca’s Rick’s Café, or relive The Sound of Music in Salzburg. Riviera turns cinematic moments into real‑world experiences.
Deep South USA Plus Texas 14 days from £4399 pp
Iconic National Parks of America 14 days from £3999 pp
The Best of Japan 13 days from £4899 pp
A Journey on the Mekong River Cruise 15 days from £4099 pp
Imperial Cities of Morocco 8 days from £1379 pp
Highly Personalised Rather Than One‑Size‑Fits‑All
Riviera’s booking patterns show a strong preference for curated, manageable holidays, with 7‑day trips dominating website searches and 4‑day breaks growing by 40% year‑on‑year. This is especially true for guests who are new to river cruising and are seeking a simple, stress‑free introduction.
With Riviera: The Paris & Seine Discovery River Cruise is an ideal first‑timer option — relaxed, easy to navigate and completely no‑muss‑no‑fuss. Everything is taken care of on board, and guests can personalise their trip even further by adding a hotel stay in Paris through the Travel Concierge service. They can choose any style of hotel they like, from an ultra‑luxury landmark property to a small, boutique and authentic Parisian hideaway, creating a tailor‑made start or finish to their river cruise.
Paris & Seine Discovery River Cruise 4 days from £849 pp
Paris Tour 4 days from £569 pp
Alternative Paths Over Proven Formulas
The rapid growth of destinations such as Estonia, Finland, Latvia and the Balkans shows a clear appetite for quieter, lesser‑known regions and experiences that feel untouched by mass tourism.
With Riviera: Explorers can uncover Europe’s hidden corners, from rural Baltic towns to dramatic Balkan landscapes, on itineraries designed to showcase authenticity, local culture and space to breathe. Riviera’s yacht cruises take this even further, offering swim stops in secluded bays and crystal‑clear coves that can only be reached by small vessels. It’s a chance to experience Europe at its most peaceful, away from crowds and completely immersed in nature.
Montenegro: Budva, Cetinje and the Bay of Kotor 8 days from £1799 pp
Split, Hvar and the Delights of Dalmatia Yacht Cruise 8 days from £1799 pp
Charms of the Baltics: Helsinki, Tallinn and Riga 8 days from £1679 pp
Depth over pleasure-seeking
Riviera’s most‑visited destinations, including France, Germany, Hungary, Austria and Portugal, highlight a shift towards enrichment‑focused holidays rooted in history, heritage and local culture.
With Riviera: Signature Tours offer immersive, meaningful experiences that go far beyond traditional sightseeing. Guests can step into the crystal‑clear ice gallery of Magic Ice in Bergen, explore the medieval village of Bellapais and the Monastery of St Barnabas in Northern Cyprus, or wander the house and gardens of Villa Arnaga in the Basque Country (once home to Cyrano de Bergerac author Edmond Rostand). In South Korea, they can experience the Donggung Palace and Woljeonggyo Bridge illuminated at night in Gyeongju, a peaceful, atmospheric visit far from the daytime crowds. These carefully curated moments offer depth, authenticity and a richer connection to each destination.
The Best of Norway: Oslo to Bergen 8 days from £2429 pp
Grand Tour of Northern Cyprus and a Taste of Paphos 12 days from £2959 pp
Explore the Basque Country: San Sebastian, Burgos & Bilbao 8 days from £2019 pp
Highlights of South Korea 13 days from £4599 pp
Slow Travel
The slow travel trend invites us to trade the frantic pace of modern life for a deeper, more mindful connection with the world. It’s about valuing the journey as much as the destination and choosing authentic cultural immersion over box‑ticking sightseeing. Hungary continues to shine within this trend, recording a 128% uplift in bookings and now accounting for 15.6% of all Riviera Travel bookings, a clear sign of its growing appeal for those seeking a gentler, more unhurried style of exploration.
With Riviera: We embrace this philosophy by balancing discovery with unhurried relaxation. Although guests visit multiple destinations in a week, our five-star ships sail primarily during the day, ensuring no one misses a moment of the passing scenery. Mornings can be spent in a spacious cabin with floor‑to‑ceiling windows as the riverbank comes to life, while on our newest ship, Riviera Radiance, guests can retreat to the tranquil spa between excursions. There’s a unique calm in watching sun‑drenched villages drift by as you glide along the water, a chance to slow down, breathe and enjoy the journey as much as the destination.
Budapest, Bratislava & Vienna: A Danube Discovery River Cruise 5 days from £1199 pp
The Blue Danube River Cruise 8 days from £1899 pp
Budapest to the Black Sea River Cruise 15 days from £3999 pp
MS Riviera Radiance
Solo Travel
Solo travel is no longer a niche choice, with Riviera seeing a 33% year‑on‑year increase in solo bookings and a 25% rise across Europe. Demand continues to grow, and Riviera remains ahead of the curve — operating the MS George Eliot, the first ship in the industry fully dedicated to solo guests. More people seek freedom and flexibility to explore the world on their own terms. It’s about discovering independently while feeling supported and connected throughout the journey.
With Riviera Travel: Several itineraries are already standout performers for 2026, including Malta Uncovered for solo travellers, the best‑selling solo tour of 2025 and widening its lead again, as well as Tuscany, Florence and Siena for Solo Travellers, now the top‑selling new European solo tour. Lake Maggiore, Orta and Como for Solo Travellers and Classical Sicily for Solo Travellers also continue to perform strongly. Meanwhile, tours such as Classical Spain for Solo Travellers, A Taste of Normandy and the Côte Fleurie for Solo Travellers, and the new Discover Northern Cyprus for Solo Travellers offer strong potential for guests seeking culture‑rich, easy‑paced escapes.
We’ve embraced this philosophy by introducing the world’s first river cruise ship dedicated entirely to solo travellers: the MS George Eliot. Every cabin is yours alone, no sharing, no supplements, just space to relax and recharge. We know what matters most: feeling secure, meeting like-minded guests, and enjoying thoughtful touches that make the journey effortless. That’s why we include welcome drinks and dinners to help you connect, and our expert Tour Managers are always on hand for guidance. From curated itineraries to elegant communal spaces designed for conversation, every detail is crafted for comfort and confidence. Solo travel isn’t about going it alone, it’s about discovering more, your way.
Malta Uncovered for solo travellers 8 days from £1479 pp
Tuscany, Florence and Siena for Solo Travellers 8 days from £2269 pp
Lake Maggiore, Orta and Como for Solo Travellers 8 days from £2359 pp
Classical Sicily for Solo Travellers 8 days from £2209 pp
Classical Spain for Solo Travellers 7 days from £1529 pp
A Taste of Normandy and the Côte Fleurie for Solo Travellers 5 days from £1079 pp
Discover Northern Cyprus for Solo Travellers 8 days from £2549 pp
Quote from Will Sarson – Product Director
“Our 2026 booking data shows that people are craving meaningful, culturally rich experiences — but without the overwhelm of planning everything themselves,” says Will Sarson at Riviera Travel. “We’re seeing strong demand for destinations that offer depth, authenticity and ease, whether that’s a river cruise through central Europe, a multi‑country Balkan journey or a once‑in‑a‑lifetime adventure in Egypt. Guests want to feel looked after, but they also want to feel connected and that’s exactly what our curated tours are designed to deliver.”