Across the globe, cultural immersion is emerging as the leading travel priority, according to the latest research from Skift.

The travel research platform’s Skift State of Travel 2026 report looks at how travel and tourism trends are evolving, including what’s shaping travellers’ experiences abroad.

Its findings show that cultural immersion consistently ranks ahead of adventure and luxury seeking worldwide. In Asia, as many as 50% of travellers were found to be cultural immersion travellers, compared to 32% who prioritised adventure and 30% seeking luxury experiences.

This pattern was also seen in the Middle East and North Africa, North America…

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