Based on over 30,000 tailor-made trip inquiries, Rough Guides’ 2026 travel list highlights where global wanderlust is headed. From Marrakech and Crete to Tokyo, Kerala, and Palawan, the rankings reflect a growing demand for immersive, culture-rich, and experience-driven journeys worldwide.
From island hideaways and ancient cities to wildlife frontiers and culture-soaked capitals, the way the world wants to travel in 2026 is becoming clearer. Drawing on more than 30,000 tailor-made trip enquiries sent to its network of local travel experts, Rough Guides has released its list of the 26 best places to travel in 2026, offering a revealing snapshot of where global wanderlust is heading next. The destinations span continents and travel styles, but they are united by a growing appetite for depth, authenticity, and experience-led journeys rather than box-ticking tourism.
At the heart of the list is Marrakech, crowned the number one destination for 2026. The Moroccan city’s enduring appeal lies in its layered identity: centuries-old souks buzzing with artisans, tranquil riads hidden behind unassuming walls, and a food culture that has quietly become one of the most exciting in the world. Travellers are increasingly pairing Marrakech with journeys into the Atlas Mountains or onward to the Sahara, seeking contrasts between urban intensity and desert stillness. That blend of culture, history, and sensory immersion has propelled the city to the top spot.
Close behind is Crete, Greece’s largest island, which continues to draw travellers looking beyond Santorini’s sunsets and Mykonos’s nightlife. Crete’s popularity reflects a shift toward slower island travel, where beaches are just one part of the experience. Ancient Minoan ruins, mountain villages, hiking through gorges such as Samaria, and deeply rooted culinary traditions have made Crete a favourite for travellers wanting a richer sense of place. Bali, ranked third, tells a similar story. While the Indonesian island is no stranger to mass tourism, interest is increasingly focused on its quieter corners, wellness retreats, cultural ceremonies and inland landscapes, rather than just the beach clubs of the south.
Tokyo sits at number four, underlining the continued fascination with Japan’s ability to fuse tradition and futurism. For 2026 travellers, Tokyo is often a gateway to a wider journey that includes rural regions, hot spring towns and lesser-visited islands. Rome rounds out the top five, its ranking reinforced by travellers’ enduring love for Italy and a renewed interest in exploring beyond the capital’s iconic landmarks into surrounding regions and slower-paced neighbourhoods.
Italy features prominently throughout the list, with Sicily at number seven, the Amalfi Coast at 13, and Rome leading the Italian contingent. Rough Guides’ data shows particularly strong demand for specific experiences, such as the Cinque Terre, requested by more than 35 percent of Italy-bound travellers. This points to a desire for dramatic landscapes and scenic routes, but also highlights the importance of careful trip design to balance popularity with sustainability.
Istanbul, ranked sixth, reflects growing interest in cities that straddle cultures and continents. Travellers are drawn to its historic mosques, bustling bazaars and evolving food scene, while also using the city as a springboard to explore wider Turkey. Lisbon, at number eight, continues its steady rise as one of Europe’s most appealing capitals, combining affordability, walkability and a strong sense of local character. Hanoi, Bangkok and Paris, ranked ninth, tenth and eleventh respectively, show that classic city destinations still hold immense pull, especially when travellers are seeking immersive experiences such as street food tours, neighbourhood walks and cultural encounters.
Spain appears twice on the list, with Seville at number 20 and Tenerife at number 12. Tenerife’s inclusion reflects a growing interest in destinations that offer more than one dimension. Beyond its reputation as a beach destination, travellers are increasingly drawn to its volcanic landscapes, hiking routes and traditional villages. Seville, meanwhile, continues to captivate with its flamenco culture, Moorish architecture and relaxed Andalusian rhythm, often forming part of a wider southern Spain itinerary.
Nature-driven travel remains a powerful theme throughout the rankings. Namibia, at number 21, and South Africa’s Kruger National Park, at 18, highlight sustained interest in African safaris, but with a shift toward conservation-focused and community-led experiences. Brazil features twice, with the Pantanal wetlands at 24 and Rio de Janeiro at 14. The Pantanal’s ranking points to a growing desire for wildlife encounters outside the more traditional safari circuits, while Rio’s combination of natural beauty, urban energy and cultural depth continues to attract travellers seeking both excitement and meaning.
Mexico’s Yucatán Peninsula, ranked 19, reflects the enduring appeal of destinations that seamlessly blend history, cuisine and coastline. Travellers are increasingly venturing beyond resort areas to explore Maya ruins, cenotes and colonial towns. Croatia’s Dalmatian Coast and Dubrovnik, at 17, remain popular but are often being approached more thoughtfully, with travellers looking to visit shoulder seasons or explore lesser-known islands to avoid peak crowds.
India makes a notable appearance at number 16 with Kerala, a destination long associated with slow travel. Its backwaters, hill stations, wildlife reserves and Ayurveda traditions align closely with the 2026 traveller’s preference for restorative, immersive journeys. Budapest, at 15, continues to gain ground as a Central European favourite, offering history, architecture and thermal baths at a gentler pace and price point than some Western European capitals.
Scotland’s Highlands, ranked 22, Provence in France at 23, and Palawan in the Philippines at 26 further underscore the diversity of traveller aspirations. From road trips through rugged landscapes to sun-drenched villages and pristine island ecosystems, these destinations appeal to travellers seeking beauty with substance.
According to Rough Guides, the methodology behind the list is as important as the destinations themselves. The rankings are not based on hype or social media trends alone, but on real traveller behaviour. By analysing more than 30,000 bespoke trip enquiries, the company identified clear patterns in where demand is building. These insights were then combined with on-the-ground knowledge from local experts who understand which regions are evolving, which routes are opening up and which experiences are gaining momentum. The result is a list that reflects both aspiration and practicality.
What emerges from the 2026 rankings is a picture of a traveller who is curious, culture-hungry and increasingly intentional. Bucket-list favourites remain strong, but they are being reimagined through slower itineraries, deeper local engagement and a desire to go beyond the obvious. Emerging gems sit comfortably alongside global icons, suggesting that the future of travel lies not in chasing the next new place, but in experiencing destinations more meaningfully.
For those already dreaming ahead, Rough Guides notes that any of these destinations can be shaped into a fully personalised journey, designed by experts who know the terrain intimately. As 2026 approaches, the list serves less as a checklist and more as an invitation: to travel thoughtfully, to seek out stories as much as sights, and to let curiosity lead the way.
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