Travel demand surges for 2026 as AI planning rises and cruise bookings rebound

International Medical Group (IMG) has published the results of its sixth annual Travel Outlook Survey, based on responses from more than 1,000 customers, highlighting strong demand for travel in 2026 across both international and domestic markets.

The US-based insurer found that 93% of respondents planned to travel internationally, with 38% intending to take three or more trips. Domestic travel also remains robust, with 88% planning trips within their home country – a 3% increase year on year – and over half (53%) expecting to travel three or more times.

Italy ranks as the top destination for the first time, followed by Canada, Mexico, France, and Spain.

Travellers are increasingly blending traditional and digital planning methods. While 41% use a travel adviser for at least some trips, 33% say they are likely to use artificial intelligence (AI) tools in 2026. Among these users, AI is primarily used for recommendations (75%), itinerary planning (70%), and inspiration (69%), while only 13% expect to use it for booking.

“Our survey results show that AI is becoming an increasingly valuable tool in the discovery phase of travel, but as travellers move closer to booking, confidence in the technology shifts,” said Justin Poehler, IMG Chief Commercial Officer.

Urban tourism leads planned trip types (49%), followed by rural tourism (39%), and beach holidays (38%). Cruise demand is rising, with 30% planning a cruise, up 11%, while 33% of families are opting for multigenerational travel.

Despite growing spend, concerns remain centred on health risks and trip disruption, consistent with previous years.

According to the latest IATA predictions, air travel is set to double by 2050.