Australians are embracing a new era of travel, one defined by purpose, connection, and discovery, according to Wendy Wu Tours’ first-ever annual Travel Insights Report, The Journey Ahead.
The report, released yesterday, reveals that travellers are moving away from checklist tourism and towards immersive, meaningful experiences across Asia and beyond. Japan remains Australia’s number one travel destination, while countries such as China, Vietnam, India, South America, South Korea, Africa and the Middle East are also topping wish lists for 2026.
Simon Bell, Managing Director of Wendy Wu Tours Australia, said Australians are rethinking what travel means to them. “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 rediscovering a favourite destination like Japan, Australians are redefining what it means to travel with intention.”
While concerns about cost, cultural differences, or pollution sometimes deter travellers from visiting Asia, The Journey Ahead found that those who go are often surprised by what they discover. Nearly half of travellers report being struck by the friendliness of locals (49%), affordability (47%), and breathtaking scenery (43%).
The research also highlights a generational and cultural shift towards slow travel. Australians are spending more time in fewer destinations, exploring local cultures, and travelling outside peak seasons to reduce environmental impact and avoid overcrowding.
Multi-generational travel is booming as families seek shared experiences that bring them closer together. Two-thirds of Australians cite spending quality time with loved ones (66%) as their main motivation, followed by creating lasting memories (57%).
Solo travel is also on the rise, with 73% of Australians considering travelling alone in the coming year. Freedom, personal growth, and cultural immersion are the top drivers, while guided tours are helping solo explorers feel secure and connected. Culinary adventures (55%), cultural encounters (50%), and off-the-beaten-path exploration (41%) are among the most sought-after solo experiences.
For over-55s, the focus is shifting from sightseeing to significance. This growing demographic is embracing small group tours, cultural immersion, and longer, more meaningful journeys that move beyond ‘tick-box tourism’.
The Journey Ahead provides a comprehensive look at how Australians are approaching travel in 2026 and beyond — seeking depth, connection, and purpose in every journey.
For more information or to read the full report, visit www.wendywutours.com.au.
