Every year, G Adventures releases its annual Where to Travel list, looking at hot destinations for the upcoming year. But, this year, we are doing things differently. Following the release of our new Travel your heart out brand positioning, which isn’t about filling passports, but filling lives, we wanted to explore how travel can change people, and its power to create lasting happiness.
Introducing the new Travel your heart out: Happiness List 2026, informed by global consumer research that looks beyond where people should go, and instead focuses on the experiences and moments that spark happiness, purpose and fulfillment.
The findings reveal that travel can be a huge driver of long-term happiness and, for many travelers, it’s less about where they go, and more about the experience and how they feel.
85% of respondents agree (that number jumps to 89% when looking at just American respondents) travel contributes to their long-term happiness, and 76% report feeling happier in everyday life when they have a trip booked, compared to only 35% without a vacation on the horizon.
Travel Motivation
It’s not just where you go, but how you feel - Travelers across generations are placing emotional fulfillment over ticking off famous sites. 61% saying they choose trips based on experiences over destinations (73% for just Americans), rising to 68% among 25–34 year olds, and 73% among adventure travelers, highlighting how purpose-driven travel is shaping a new era of exploration. The desire to feel something – awe, wonder, joy, connection – is outpacing the urge to simply “see” something.
The power of connection and belonging - The study reveals that quality time with loved ones and joyful shared memories are the strongest contributors to happiness when travelling. 51% said time with family or a partner made them happiest on a past trip.
Purpose-driven travel and understanding your place in the world - G Adventures believes that travel can drive understanding, overcome fear and be the fastest path to peace. 79% of travellers surveyed say travel makes them more understanding and empathetic of other cultures and 65% say being part of a community is important to them, while 68% say it helps them better understand themselves and their purpose – a sentiment strongest among 25–34 year olds (75%).
Ethical travel is also a growing priority. 80% say they are thoughtful about who they travel with and their ethics, and 74% avoid experiences that don’t support the ethical treatment of animals. 82% say that it’s important to them to avoid overcrowded destinations and opt for more off-the-beaten track options or off-peak times of year.
Decompressing, disconnecting, and finding wonder - In an always-on world, the results show travelers are craving time to pause and breathe. 70% say they feel happier with longer holidays (two weeks or more), and 63% want to relax and de-stress, particularly 55–64 year olds (71%).
But it’s not just rest they’re seeking. 43% say they want to be active and explore on holiday, and 37% want to feel a sense of wonder. Many find that happiness in open, untamed landscapes, with 36% of respondents putting very remote destinations in their top 3 places they feel happiest and 35% choosing mountain environments.
This growing appetite for balance, between activity and stillness, connection and solitude, reflects a new emotional dimension to travel: one that prioritizes presence and perspective as much as escape.
Not just a break, but a breakthrough - Supporting G Adventures’ belief that travel should be a breakthrough, 37% of travelers surveyed are seeking a trip that offers the notion of something ‘new’ and ‘different’ to their everyday lives, along with the desire to learn about how people in other parts of the world live. 39% said they wanted a trip to help them feel alive and energized.
Going local - Modern travelers want to experience life like a local, not a visitor. 61% prefer trips that allow them to live like a local (that number jumps to 71% for US only), and 85% value staying and eating in locally owned places – supporting communities while getting closer to the heart of a destination. Sustainability is front of mind too: 62% actively consider reducing their carbon footprint through rail or public transport.
Taste the destination - We’ve all heard the age-old saying ‘The way to a person’s heart is through their stomach’ and travelers seem to agree. 30% of travelers surveyed ranked ‘experiencing different foods and drinks to those I have at home’ as one of their top three drivers of happiness when travelling, with those aged 18-24 being the most likely to rank this as their number 1 if it is in their top 3 (29%).
The Travel Your Heart Out Happiness List
So, where and when are travelers truly their happiest selves? The data reveals that beachy bliss, city exploration, ocean escapes, sampling foods and drinks different to those at home and experiencing the culture of a destination top the global happiness chart. Based on the findings, G Adventures is on a mission to make 2026 the happiest travel year yet.
- Beach time in Panama
- Exploring new cities in the Stans
- On the ocean in the Arctic
- Experiencing new foods and wines in Moldova
- Slow down, avoid the hotspots, and experience the culture of a destination like a local in France, Morocco, and Iceland
- A sense of wonder - 'Eclipse of the Century' in Egypt and Morocco
- Connecting with family in Ecuador
- Supporting wildlife in southern Africa
- De-stress and relax with Sri Lanka sailing
- Feel alive and energized in Guatemala
About G Adventures
G Adventures isn’t just a travel company, we’re a movement. Since 1990, when social entrepreneur Bruce Poon Tip set out to change the way people see the world, we’ve been leading the way in community tourism and small-group adventure travel. With more than 850 life-changing trips in 100 countries across all seven continents, we help travelers connect deeply with local people, cultures, landscapes and wildlife, all while having a blast.
But it doesn’t stop there. With us, travel is about passion, purpose, and making a difference. Our ‘G for Good’ social impact commitments ensure every journey supports local communities, with over 130 community tourism projects powered by our non-profit partner, Planeterra, and our industry-first Ripple Score™, which tracks how much of our travelers’ money stays local. And through our Trees for Days initiative, we’ve planted over 3 million trees (and counting), one for every traveler, every day they are on trip with us, helping communities and the planet to thrive together.
At G Adventures, we believe in changing lives through travel, and not just for the traveler. Our unique company culture fuels a global community that transcends borders, connecting people with purpose and spreading joy, curiosity, and humanity in everything we do. We’re not just about seeing the world, we’re about making it better, together.
Learn more and join the movement at www.gadventures.com.