Where: The nature of the Gennargentu and the Olympics in Milan

In 2026, travel will oscillate between the need for nature, silence and authenticity and the attraction for major international events, capable of catalysing very substantial tourist flows. Data collected by Airbnb tell of a rapidly changing travel market, where the choice of destination is increasingly becoming an act of identity, whether it is a regenerating escape or collective participation. The race for uncontaminated places is a more than evident trend, and among the most sought-after nature destinations is the Gennargentu National Park, emblematic of a Sardinia that goes beyond the iconic sea and intercepts a need for open spaces, biodiversity and slow rhythms. At the same time, the demand for stays in the vicinity of national parks (such as Yosemite) or protected areas (such as Ujung Kulon in Indonesia) is growing, and outdoor experiences in little-known places (such as the Samaria Gorge in Crete) are consolidating as one of the main travel factors. Looking at Italy, it is mainly families and Millennials who are focusing on national destinations that offer open landscapes and extended holiday times, from Costa Rei to Valle d'Aosta, while the desire for the Great North is still strong, with Rovaniemi, in Lapland, acting as the icon of experiences immersed in evocative snowy scenery. And finally the big events, with sporting events at the forefront: 2026 is the year of the Olympics and the World Cup, and destinations such as Milan or the cities between Mexico, Canada and the United States that will host the games will benefit.