Italy’s Groundbreaking Shift, Experience-Led and Agentic Destination Management Set to Overhaul Travel Strategies. Here’s What You Need to Know

The global travel industry is undergoing a major transformation in 2026, driven by the rise of AI-powered, experience-led destination management. As travellers increasingly move away from generic, price-driven travel options, their focus is shifting toward experiences that have personal meaning, enhance wellbeing, and align with their identity. A recent report on Travel Megatrends 2026 highlights how tailored experiences are set to dominate the tourism landscape, as artificial intelligence is integrated into travel management systems.

The Rise of Personalisation and the Role of AI

The Travel Megatrends 2026 report identifies a key shift in the industry with the rise of the “intentional traveller.” This type of traveller places a strong emphasis on personalisation—moving away from traditional, price-based decisions to more individual-focused travel planning. This shift in behaviour marks personalisation as the core element of travel decision-making. AI-powered tools are now providing real-time recommendations before and during trips, rather than just at the booking stage. As a result, travellers will experience journeys that are uniquely tailored to their preferences, wellness needs, and personal identity. This transition to AI-driven solutions is expected to revolutionise how travel decisions are made globally, marking a significant shift in the travel industry’s focus.

Narrative-Driven Travel: A Shift Towards Immersive Experiences

Another evolving trend within the travel landscape is the preference for narrative-driven travel. More and more, travellers are seeking destinations that provide immersive stories, rather than just iconic landmarks or generic attractions. This trend, known as set-jetting, is inspired by media and entertainment, where travellers are drawn to locations featured in their favourite movies or TV shows. This new approach to travel moves away from traditional sightseeing and instead focuses on the experience itself—highlighting a destination’s culture, heritage, and local stories. Destinations are now marketing themselves not just for their historical or natural value but for their ability to tell a compelling story that resonates with travellers on a personal level.

Event Tourism as a Major Growth Driver

The 2026 travel landscape is also expected to see an increased emphasis on event tourism, particularly in Europe. Major events such as sports, festivals, and exhibitions are becoming key drivers of tourism growth. These events contribute significantly to visitor spending and have the potential to reshape how destinations cater to tourists. The report predicts that demand for event-based tourism will continue to rise, making it crucial for destination management organisations (DMOs) to incorporate predictive analytics and smart planning to manage these opportunities effectively. By investing in these legacy-focused events, countries can maximise their economic and social returns, while simultaneously improving their sustainability and tourism strategies.

Wellbeing Travel: A Focus on Health and Restoration

As wellbeing travel continues to rise in prominence, 2026 will see an increased focus on physical, emotional, and mental restoration. More travellers are seeking journeys that promote self-care, whether through nature-based experiences or active travel. According to data, nearly 18% of tourism experiences in Europe are currently linked to nature activities, reflecting a growing demand for wellness tourism. Destinations are responding by curating experiences that centre on health, restoration, and the mind-body connection. This type of travel is set to become a core pillar of the tourism industry, as people place more value on their overall wellbeing when selecting their travel experiences.

The Expanding Demand for Roots and Heritage Travel

The demand for roots and heritage travel is another key trend highlighted in the report. This segment focuses on the cultural and ancestral heritage of travellers. It’s not just a nostalgic interest, but a growing segment of the travel market, as people seek deeper connections to their heritage and ancestral roots. The report shows that there has been a significant increase in demand for such experiences in destinations like Italy, where travellers are looking for authentic experiences that link them to their cultural background. This expanding interest in roots tourism presents an opportunity for destinations to create experiences that forge a stronger connection between the traveller and the place they are visiting. By embracing this trend, destinations can strengthen the link between personal identity and the locations that draw these travellers.

Destination Management: Moving Beyond Iconic Attractions

There is a growing trend in destination management to shift the focus from promoting iconic attractions to offering a more diverse and structured portfolio of experiences. Countries such as Italy, Spain, and France are examples of destinations that are already leading the charge by offering a variety of cultural, gastronomic, and nature-based experiences. By doing so, they are not only spreading demand geographically but also seasonally, reducing the pressure on popular attractions. This shift towards a more diverse tourism offering encourages longer stays and fosters more evenly distributed tourism, which helps promote more sustainable tourism practices. By focusing on the experience and the story of a destination, travellers are more likely to engage with local culture and feel a deeper connection to the places they visit.

The Role of AI in Destination Management

Artificial intelligence plays a central role in the evolving landscape of destination management. With AI and data-driven systems, destinations can better anticipate visitor demand, optimise visitor flows, and manage capacity more effectively. AI-powered tools now enable destination management organisations (DMOs) to make real-time decisions that not only enhance the visitor experience but also help manage sustainability goals. These smart systems can predict demand, recommend actions, and streamline routine processes, ultimately helping destinations provide more personalised and seamless travel experiences. As AI technology continues to evolve, it will become even more integral to how destinations cater to travellers, ensuring that each experience is more tailored to individual preferences.

The Future of Travel Will Be Personal, Purpose-Driven, and AI-Powered

As the year 2026 draws near, the global travel industry is preparing for a major shift towards more personalised, experience-driven, and AI-powered destination management. This transformation reflects a broader trend where travellers are increasingly seeking experiences that are meaningful, tailored to their personal identity, and focused on wellbeing. The increasing demand for wellness and roots travel, combined with the rise of narrative-driven tourism and event-based tourism, will reshape the tourism landscape in the years to come. By embracing AI and smart systems, destinations will be able to optimise visitor flows, create more dynamic experiences, and promote sustainability. The future of travel will not just be about where people go, but how they experience the places they visit, and destinations will need to adapt to this demand for more meaningful and personal connections.

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