WHY WE WANT SLOW TRAVEL & MEANINGFUL MOMENTS

If your last holiday left you feeling like you needed another holiday, you’re not alone, says Wendy Wu Tours’ first-ever annual report.

It found Aussies are ditching the frantic checklist holiday and embracing something far more civilised: slower travel, more profound experiences and trips that feel like a memory rather than a marathon.

From Japan obsessions to the rise of solo adventurers and families roaming the world together like a wholesome reality show, here’s where we’re heading in 2026.

JAPAN STILL OWNS OUR HEARTS

Japan remains the number one destination for Australians, and not just for the usual Tokyo-Kyoto sprint.

More than one million Australians headed there between July 2024 and June 2025, with repeat travellers now exploring smaller towns, scenic regions, and immersive experiences that avoid the crowds.

The appetite? Think meaningful moments, not frantic FOMO.

ASIA ISN’T WHAT MANY THINK… IT’S BETTER

The report torpedoes some outdated assumptions about travelling through Asia. While concerns over cost, cultural differences, geopolitics and pollution linger, the reality is a plot twist.

Almost half of the travellers were pleasantly surprised by the friendliness of locals, the affordability and the jaw-dropping landscapes.

Wendy Wu Tours’ Managing Director, Simon Bell, sums it up: “We are witnessing an exciting evolution in Australian travel. People are slowing down, connecting more deeply, and prioritising experiences over checklists.

“Whether it’s exploring Asia for the first time or revisiting a favourite destination, like Japan, Australians are redefining what it means to travel with intention," he said.

This report provides an invaluable snapshot of where Australians are headed and the experiences they truly value.”

RISE OF SLOW TRAVEL: LESS RUSH, MORE REAL

Gone are the days of hammering through five countries in eight days.

Australians are now choosing depth over speed, driven by overcrowding, tourist levies, local protests, environmental impact and the desire to discover places that don’t appear on a billion Instagram accounts.

Slow is now smart.

Remember when the idea of holidaying with your parents, siblings, partners and children sounded like a sitcom waiting to implode? It turns out that people now want exactly that.

Multi-generational travel is booming, with quality time topping the list of motivations. Families want shared memories, not separate itineraries.

And frankly, it beats arguing over who’s hosting Christmas.

TRAVELLING SOLO

Once considered the domain of the brave, the bored, or the newly single, solo travel has firmly moved into the mainstream.

A massive 73 per cent of Australians are considering exploring alone, drawn by freedom, personal growth and cultural immersion.

And they’re not just loafing around cafés writing introspective diary entries either. Food markets, cultural experiences, off-the-beaten-path adventures and even thrill-seeking activities are top motivators.

Guided tours offer the added comfort of company without the agony of group decision-making.

OVER-55s ARE GOING DEEPER (AND LONGER)

Travel isn’t just for the young, flexible or those who can sleep in hostels without emotional injury.

The report shows that individuals over 55 are increasingly investing in meaningful travel through longer stays, small-group tours, cultural immersion, and off-peak escapes.

Forget tick-box tourism. It’s all about thoughtful, intentional experiences.

NEXT FOR 2026?

The report paints a clear picture of how Australians are rethinking their approach to travel. They want genuine connections, slower rhythms, and journeys that hold meaning.

With top destinations including Japan, China, Vietnam, India, South America, South Korea, Africa, and the Middle East, travellers are looking well beyond the usual summer staples.