BERLIN - The travel landscape is undergoing a dramatic transformation as experiences become the primary driver for modern travelers. GetYourGuide, the world's leading marketplace for travel experiences, has unveiled its inaugural Hidden Trends List for 2026, revealing three surprising movements reshaping how people explore the world.
From Birdwatching to Coffee Connoisseurs
The data-driven report, compiled from millions of traveler bookings and searches, indicates a significant shift away from traditional tourism toward more meaningful, curiosity-driven adventures. Fifty-four percent of travelers now express interest in incorporating birdwatching into their future trips, while one in three travelers prioritize a destination's coffee scene over its nightlife when planning vacations.
"Travel now means tapping into real connections, not ticking off landmarks," said Jean-Gabriel Duveau, VP of Brand at GetYourGuide. "Our analysis of booking drivers revealed that travelers are choosing activities that challenge and change them."
The Rise of Experience-Driven Tourism
The trends highlight a fundamental change in travel priorities. Workshops and skill-building activities have seen a remarkable 59% increase in bookings, with nearly one-third of Gen Z travelers preferring to return home with new abilities rather than physical souvenirs.
This movement toward experiential travel reflects a deeper desire among modern travelers to immerse themselves in local cultures and return from trips with more than just photographs. The data confirms that guided tours and hands-on experiences are becoming the centerpiece of vacation planning rather than supplementary activities.
Birdwatching's Pop Culture Moment
What was once considered a niche hobby has exploded into mainstream popularity, driven in part by social media trends and popular culture. The #BirdTok phenomenon on TikTok and Netflix's "The Residence," which featured a birdwatching lead character and attracted 33 million viewers, have contributed to the activity's resurgence.
Nearly half of surveyed travelers (45%) now believe birdwatching has become "cool again," and destinations known for exceptional birding opportunities are experiencing significant increases in search activity on GetYourGuide's platform.
"Many travelers are discovering birding via #birdtok. But it's not just an online fad," Duveau explained. "Destinations known for birdwatching have experienced some of the highest increases in searches on our platform in 2025."
Popular birdwatching destinations include Oman's Daymaniyat Islands, Vietnam's Cat Ba National Park, and Thailand's Doi Inthanon, where travelers can observe exotic species while hiking and kayaking.
Coffee Culture Overtakes Nightlife
The pursuit of exceptional coffee experiences is becoming a major travel motivator, particularly among younger demographics. The data reveals that 25% of Millennials would choose a destination specifically for its coffee scene, while 33% of all travelers now rank coffee culture above nightlife when planning getaways.
This trend is reflected in booking numbers, with coffee tour reservations increasing by 54% in 2025 compared to the same period in 2024. Travelers are seeking authentic experiences like sipping brews on Kenyan coffee farms or learning to pull perfect espresso in traditional Roman cafés.
The shift represents a broader movement toward daytime cultural immersion and away from conventional party-focused tourism. Travelers are increasingly valuing quality local experiences over generic nightlife options.
Skills Trump Souvenirs
The most significant behavioral change identified in the report involves the growing preference for acquiring skills over purchasing souvenirs. With workshop bookings up 59%, travelers are demonstrating a strong desire to return from vacations with new capabilities rather than material possessions.
This trend is particularly pronounced among Gen Z travelers, with 31% preferring skill acquisition over souvenir shopping. The data suggests younger travelers value personal growth and memorable experiences more highly than traditional vacation mementos.
From cooking classes and craft workshops to language immersion and artistic skills, travelers are seeking opportunities to develop new talents while exploring different cultures, fundamentally changing what constitutes a successful vacation.
