But in 2026, travel preferences will shift significantly. People are increasingly seeking not only the sea and beaches, but also unique culture, good cuisine, nature, safety, and new experiences. Popular destinations this year include Japan, Italy, Iceland, Portugal, Vietnam, and South Korea. Less obvious places, such as Okinawa, Sardinia, and Phu Quoc, are also appearing on the lists of top destinations for 2026.

And when it comes to cities specifically, Bangkok, Hong Kong, London, Istanbul, Dubai, and Paris remain the global tourism leaders. Interestingly, Hong Kong has already welcomed over 31 million visitors in the first seven months of 2026, representing a growth of approximately 12% compared to last year.

It turns out that tourists today have a huge choice: they can go for a beach holiday in Thailand, for history and architecture in Europe, for technology and contemporary culture in South Korea, or for nature in Iceland. But if one destination could be called the world's leading tourist magnet, Bangkok remains a strong contender for that title.