G Adventures is reframing its annual Where to Travel list for 2026, shifting the emphasis from hot destinations to the experiences that genuinely make travellers happier.
The move follows the launch of the company’s new Travel Your Heart Out brand platform, which centres on meaningful travel and personal transformation rather than passport stamps. The result is the Travel Your Heart Out: Happiness List 2026 – a report informed by global consumer research into what truly drives joy, purpose and fulfilment on the road.
The findings make one thing clear: long-term happiness isn’t tied to a specific place, but to how travel makes people feel. A huge 88 per cent of respondents say travel contributes to their long-term happiness, while 82 per cent feel happier in everyday life when they have a trip booked – compared to just 41 per cent without a holiday on the horizon.
Experiences over destinations
Travellers across all age groups are prioritising emotional fulfilment over sightseeing, with 63% choosing trips based on experiences rather than destinations. That figure jumps to 72 per cent among 25–34-year-olds and 80 per cent among adventure travellers, pointing to a growing desire for awe, joy, connection and purpose.
The joy of connection
Quality time with loved ones was the strongest contributor to happiness on past trips, with 52 per cent of travellers ranking time with family or a partner as their top source of joy.
Travel as a path to understanding
The research supports G Adventures’ belief that travel can foster empathy and connection.
80 per cent say travel makes them more understanding of other cultures.
72 per cent say it helps them better understand themselves and their purpose – rising to 82 per cent for 25–34-year-olds.
Ethical considerations are increasingly influential, with 87 per cent mindful of who they travel with and 75 per cent avoiding experiences that compromise animal welfare.
79 per cent prefer to avoid overcrowded destinations, opting instead for off-peak or off-the-beaten-track experiences.
Craving rest – and wonder
Travellers are looking to decompress, with 75% saying longer holidays (two weeks or more) boost their happiness. Relaxation and de-stressing rank highly, especially among 55–64-year-olds.
But rest isn’t everything:
43 per cent want to stay active and explore.
43 per cent are seeking a sense of wonder.
Remote places and mountain landscapes are strong happiness drivers for more than a third of respondents, reflecting a desire for presence, perspective and balance.
Travel as a breakthrough
A significant 38 per cent are seeking trips that feel “new” and different to everyday life, while 44 per cent want to feel alive and energised – reinforcing G Adventures’ belief that travel should spark meaningful personal breakthroughs.
Going local
Immersive travel continues to grow in appeal, with:
63 per cent preferring trips that let them live like a local
89 per cent valuing stays and meals in locally owned places
63 per cent actively trying to reduce their carbon footprint through rail or public transport
Food remains a powerful source of joy, with 32 per cent naming new culinary experiences among their top happiness drivers. Travellers aged 35–44 were the most likely to rank food as their number-one source of happiness.
