The summer of 2026 marks a profound transformation in Italians' travel choices. According to a study on international tourism trends based on Airalo data, the United Kingdom registers the most significant growth — an increase of 295% — followed by Peru (+147%), Colombia (+115%), Brazil (+114%) and Morocco (+91%). Kenya (+80%), Georgia (+79%) and Cape Verde (+72%) complete the list of emerging destinations, confirming the growing interest in experiences that reflect values, identity and a deeper connection with the places visited.
Although price remains the main factor for 62% of the sample, planning is strongly influenced by the safety of the destination (44%), followed by weather conditions (35%), cultural offer (34%) and the stability of air routes at the geopolitical level.
The study also highlights a clear generational divide: Gen Z drives demand for active tourism and adventure gastronomy (with 17% preferring sports and adventure), while Baby Boomers (43%) sustain sales to traditional destinations associated with comfort and stability.
Other fast-rising mid- and long-haul destinations include Morocco (+91%), driven by riad stays and desert experiences; Georgia (+79%), stimulated by food and oenological tourism; and Kenya (+80%), which benefits from the trend towards sustainable safaris.
"In a rapidly evolving international landscape, the chosen destination increasingly reflects the expectations and values of the traveler. It's not just about deciding where to go, but how you want to live the trip: authenticity, mindfulness and the search for meaningful experiences are emerging as the new criteria that guide the choices of Italians (...)", said Matteo Papa, Regional Director for Europe at Airalo.
