Travel Counsellors reveal Irish top travel trends for 2026

Cruise boom, cooler destinations and earlier summer getaways shape demand.

Cruises are booming, ‘coolcations’ are gaining momentum, and Irish families are increasingly travelling earlier in the summer, according to new booking trends released today by Travel Counsellors Ireland, the premium leisure and corporate travel specialists.

Cruising has emerged as one of the strongest growth areas for 2026, with ocean cruise bookings up 20% year-on-yearand river cruising up 60%. Demand is being driven by strong value for money, all-inclusive benefits and a wide range of early-booking offers, particularly for families and solo travellers.

Cathy Burke, Managing Director of Travel Counsellors Ireland, said: “River cruising has seen phenomenal growth. Irish clients are embracing the slower pace of river travel and the opportunity to wake up each day in a new town, village or historic city. We’re also seeing strong interest from solo travellers, who are taking advantage of no single-supplements available across many itineraries.”

This appetite for slower, experience-led travel is also reflected in rising interest in northern European destinations. Trips to Norway are up 50%, supported by increased flight capacity and strong demand for cruises through the country’s dramatic fjords.

“Many Irish travellers are actively choosing cooler northern destinations, opting for Scandinavia over the increasingly overheated southern Mediterranean during July and August,” Cathy added.

This is in line with another notable behavioural shift in 2026, observed by Travel Counsellors, with a change in summer holiday timing. June and July travel continues to grow, while August bookings are in decline, particularly among families.

“With most European countries, including the UK, on school holidays in August, availability becomes limited, and prices rise sharply,” said Cathy. “Irish families, whose school holidays typically begin in late May or late June, depending on age group, are choosing to travel earlier. This allows them to secure better accommodation, avoid peak heat and crowds, and benefit from better overall value.”

Further key destination trends for 2026 include:

Europe

• Spain remains the number one destination, despite bookings down 10% year-on-year, with good availability across all regions
• Italy is up 38%, driven by demand for multi-centre and experience-led itineraries
• Greece is marginally down 5%, though demand for luxury five-star resorts continues to rise, with many booking almost a year in advance

Long-haul

• Japan emerging as the new “it” destination, with demand already stretching into 2027
• Sri Lanka up 25%, driven by the island’s mix of culture, wildlife and beaches
• Thailand up 20% and Vietnam up 30%, offering strong value for family travel
• South Africa remains a top-selling destination; with safari enthusiasts’ favourite Tanzania up 10%
• Australia up 20% and New Zealand up 10%, largely driven by family visits and extended touring
• The Maldives is back in favour, often as part of twin-centre trips with Sri Lanka
• USA bookings down 10% year-on-year, but late bookings are up. Orlando remains the number one destination, with Nashville now in the top 10

Established in 2005, Travel Counsellors Ireland has grown into a network of more than 80 independent business owners nationwide. They are part of a global community of almost 2,500 Travel Counsellors across six countries. Operating from its headquarters in Mahon, Cork, the company has become known for bespoke leisure itineraries, trusted corporate travel management and world-class personal service. In December 2025, Travel Counsellors Ireland won Best Long-Haul Agency for the second year in a row at the 2025 ITTN Irish Travel Trade Awards.