Where will Filipinos go and how will they plan their trips in 2026? Industry experts make their guesses

Tech-driven planning

As the world depends more and more on technology, Ulla Roqueza, head of marketing at Klook Philippines, believes that tech-driven planning and social media influence will continue to shape travel decisions.

“In 2025, we saw the growing impact of social media as a primary source for discovering new experiences and practical travel tips, and it remains one of the top resources Filipinos rely on when planning trips. We expect this to continue, alongside the rise of generative search, where travelers increasingly turn to AI to help build and personalize their itineraries,” she said.

Yosh Dimen, founder and social media director of The Poor Traveler, echoed this, adding that more people may be inclined to vlog about their trips.

“While more and more people rely on artificial intelligence for travel ideas and itineraries, I believe travel vlogging will continue to rise if not explode even bigger. It remains one of the most watched video formats on YouTube, but next year, it will serve a more crucial role in travelers’ digital experience,” he told L!fe.

He continued, “Travelers will rely on vlogs to validate what they find online. It will no longer be about drone shots and heavily produced videos, but more about raw chronicling of real experiences. Authenticity will be what most people crave in what’s looking like an AI-dependent world.”

Hobby-driven travel and immersive play areas

Family travelers will most likely focus on experiences that create memorable moments for their children, according to Roqueza. These include staying at resort hotels with standout pools, theme parks, and attractions that offer new and immersive play areas.

“Parents increasingly view these as investments in shared family memories rather than discretionary expenses,” she said.

Roqueza also sees a continued rise in “hobby-driven travel,” including events like marathons and sporting challenges. This is because “travelers are willing to invest in these passion-led experiences and maximize their trips by adding nearby attractions, dining, and local experiences, turning a single event into a more holistic travel journey.”

Intentional and meaningful trips

For Maria Lourdes Flor Japson, the president of Philippine Tour Operators Association, Inc., travel in 2026 will be "more intentional, conscious, and experience-driven."

"Travelers are no longer focused solely on destinations, but on the values behind their journeys," she highlighted.

According to her, they see travelers being more inclined to go on trips that "support physical, mental, and emotional well-being." These include retreats, slow travel, and nature immersion.

James Montenegro, the country manager of hotel and restaurant management company Chroma Hospitality, also believes that “domestic travel will continue to be a major driver, while international arrivals will grow steadily but more discerning. From an operator’s lens, guests want trips that feel easy, meaningful, and emotionally rewarding.”

Sustainable travel

More than enjoyment, Japson also holds the view that travelers will show a stronger preference for "responsible operators, low-impact travel, and destinations that protect culture and the environment."

She also noted that travel in 2026 will be more community-driven and beneficial to local stakeholders, micro, small, and medium enterprises, and emerging destinations as travelers will be more willing to invest in "cultural and experiential tourism, emphasizing learning, interaction, and authenticity."

"Ultimately, travelers are paying for meaningful experiences, peace of mind, and lasting impact, reinforcing the importance of organized, ethical, and professionally managed tourism—principles PHILTOA continues to uphold," Japson said.

Moving away from generic itineraries

Chal Lontoc-Del Rosario, public relations officer of the Philippine Travel Agencies Association and president of Jeron Travel, said that “intentional, curated, and meaning-driven travel” will define travel choices in the coming year.

“Travelers are no longer satisfied with generic itineraries. They want journeys that reflect who they are, what they value, and what excites them,” she said.

In particular, they would want to invest in experiences that they “cannot replicate on their own.”

“There is strong demand for unique, purpose-driven travel—including concerts, festivals, sporting events, expos, culinary journeys, and cultural immersions. These experiences offer emotional value, exclusivity, and a sense of belonging… something beyond basic sightseeing,” she said.

Lontoc-Del Rosario also noted how travel packages will move away from one-size-fits-all offerings toward hyper-personalized experiences designed around specific interests, travel styles, budgets, and even life stages.

“Ultimately, consumers are spending less on 'just travel' and more on meaningful experiences that create stories, memories, and personal transformation. In 2026, travel is no longer about where you go, but why you go and what you experience while you’re there,” she said.

Dimen similarly highlighted how “event-based travel will still be huge next year” and that pop culture will “continue to be a major driving force.”

“Concert tours, sporting events, and festivals will continue to command serious spending. We’ve seen it with Taylor Swift’s Eras Tour and various K-pop acts over the past years, and I don’t think it will change next year,” he said.

“People are willing to spend more on travel if it means they get to see their favorite artists, too. They will pay premium prices to be present for once-in-a-lifetime events,” he added.

Longer stays over weekend getaways

Another trend gaining momentum is the shift toward longer, more immersive stays rather than quick weekend getaways.

Montenegro, who is also the president of the Tourism Congress of the Philippines, said that they are seeing stronger demand for longer stays rather than trips that last for only one to two days.

“Post-pandemic travel was about revenge and volume. What we’re seeing now—and what will define 2026—is a shift toward quality over quantity. Filipinos and international travelers alike are becoming more selective with how and where they spend their time,” he explained.

Nature and local cuisine

Nature-based travel and food-focused experiences are also expected to play a bigger role.

“Spending in 2026 will be driven by experiences that feel restorative and personal. In the Philippine market, we see strong willingness to spend on wellness experiences tied to nature—sea, forest, fresh air, and stillness,” Montenegro said.

He also noted the appeal of “food experiences that celebrate Filipino flavors, regional cuisine, and local stories, well-designed hotels and resorts that feel modern but rooted in place, and smaller, curated experiences like private tours, intimate dining, meaningful interactions.”

"From an industry perspective, this reinforces a broader truth: The future of Philippine tourism isn’t about mass tourism—it’s about meaningful tourism," he said.

Japson shared a similar view in that Filipino travelers will "increasingly favor" regional and countryside destinations beyond traditional gateways, nature-based, farm, heritage, and community-based tourism areas, and destinations that showcase local stories, traditions, and gastronomy.

Where will Filipinos go?

With travelers placing more value on intention, immersion, and meaningful experiences, there are several destinations that are expected to be at the top of their minds.

For Roqueza, it’s Hong Kong and Japan, but she also noted that they are seeing continued growth in interest in visa-free destinations such as Vietnam and Taiwan.

“These markets offer strong value for money, a wide range of experiences, and multiple cities to explore, making them especially appealing to budget-conscious travelers,” she said.

“Beyond Asia, we are also seeing rising interest in various European destinations, particularly among solo travelers and couples who are seeking culturally rich, slower-paced, and experience-led travel,” she added.

Lontoc-Del Rosario, meanwhile, said that “Asia will remain top of mind,” with travelers exploring secondary cities, countryside escapes, food regions, and lesser-known cultural destinations in countries such as Japan, Vietnam, China, Korea, and Taiwan.

“This trend is fueled by social media discovery, returning travelers seeking depth, and a desire to travel ‘like a local,’” she said.