TRENDS•
WELLNESS, REWIRED FOR 2026 From stargazing, sauna soaking and forest bathing, to age-blocking, sleeping and playing, wellness travel is evolving into something broader, more social and more science-led: Star bathing: Dark-sky destinations are attracting travellers looking stillness and reflection. Stargazing, night walks and astronomy-led experiences offer a powerful antidote to screen fatigue. Sauna socials: Communal wellness is on the rise, with saunas becoming social spaces. From lakeside gatherings to urban bathhouses, travellers are craving shared relaxation experiences. Longevity retreats: Health is becoming long-term. Travellers are booking programmes focused on sleep, nutrition, performance, and longevity boosting outcomes, blending medical insight with lifestyle travel. Nature immersion: Forest bathing, cold-water swimming and outdoor meditation are moving into the mainstream, driven by demand for simple, accessible wellbeing. Sleep tourism: Rest is emerging as a luxury in its own right, with hotels designing experiences around better sleep, circadian rhythms and digital detox. Playful wellness: Wellbeing is becoming less rigid, with creative, social and outdoor activities reimagining what wellness looks like.
Football fans from all over the world discovered Arabian
culture during the FIFA World Cup 2022 in Qatar
3 RETURNING TO THE LAND Rural travel is moving from niche to mainstream. Today, travellers are actively trading urban breaks for nature-led experiences, with farm stays and agritourism leading the shift. According to Vrbo, 84% of travellers are interested in staying on or near a farm, while Airbnb reports a 35% rise in searches for national parks. This reflects a wider desire to disconnect from screens and reconnect with physical, real-world experiences. Farm- based travel is also aligning with the evolution of wellness. Travellers are seeking simplicity – fresh air, outdoor activity and meaningful interaction with nature. Experiences such as harvesting produce, hiking and engaging with regenerative farming practices are becoming key decision drivers.
THE BUSINESS OF GOING RURAL 84% interested in farm stays 300% increase in farm-related reviews
12% growth in agritourism market annually $14.5 billion agritourism market value by 2029 (Sources: Vrbo, Airbnb)
Star bathing is a new wellness travel trend
ATM YEARBOOK 2026 | 129
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