Each year, G Adventures releases its annual ‘Where to Travel’ list, looking at hot destinations for the upcoming year. But, this year, the travel company is doing things differently, focussing on how travel can change people, and its power to create lasting happiness.
Following the release of its new ‘Travel your heart out’ brand positioning, which isn’t about filling passports, but finding emotional fulfilment, G is introducing the Happiness List 2026 – a passport of destinations that aren’t necessarily trendy, but instead will generate experiences and moments that “spark happiness, purpose and fulfillment.”
The findings – based on consumer research – reveal that travel can be a huge driver of long-term happiness and, for many travellers – it’s less about where they go, and more about the experience and how they feel.
Indeed, 85% of Canadian respondents surveyed agree travel contributes to their long-term happiness, while 78% report feeling happy in everyday life when they have a trip booked.
Travel motivation
- It’s not just where you go, but how you feel – Travellers across generations are placing emotional fulfilment over ticking off famous sites. 68% of Canadians say they choose trips based on experiences over destinations, rising to 75% among 34 – 44-year-olds, and 77% among adventure travellers, highlighting how purpose-driven travel is shaping a new era of exploration. The desire to feel something, be it awe, wonder, joy, or connection, is outpacing the urge to simply “see” something.
- The power of connection and belonging – 52% said time with family or a partner made them happiest on a past trip.
- Purpose-driven travel and understanding your place in the world – 82% of travellers surveyed say travel makes them more understanding and empathetic of other cultures and 68% say being part of a community is important to them, while 68% say it helps them better understand themselves and their purpose; a sentiment strongest among 25- 34-year-olds (79%).
- Ethical travel is also a growing priority – 86% say they are thoughtful about who they travel with and their ethics, and 74% avoid experiences that don’t support the ethical treatment of animals. 83% say that it’s important to them to avoid overcrowded destinations and opt for more off-the-beaten track options or off-peak times of year.
- Decompressing, disconnecting, and finding wonder – 46% say they want to switch off from work and the pressures of life when travelling, with Gen Z feeling this the most (52%). Additionally, almost 71% stated they’re looking forward to longer holidays over two weeks where they can decompress and experience more of a destination. Meanwhile, almost half (48%) say they want to be active and explore on vacation, and 40% want to feel a sense of wonder.
- Not just a break, but a breakthrough – 37% of travellers surveyed are seeking a trip that offers the notion of something ‘new’ and ‘different’ to their everyday lives, along with the desire to learn about how people in other parts of the world live. 43% said they wanted a trip to help them feel alive and energized.
- Going local – 62% prefer trips that allow them to live like a local, and 86% value staying and eating in locally owned places while supporting communities and getting closer to the heart of a destination. Sustainability is front of mind too: 64% actively consider reducing their carbon footprint through rail or public transport.
- Taste the destination – 52% of travellers surveyed stated ‘enjoying local food and drink’ as one of their top drivers of happiness on a past trip, and 53% listed delicious cuisine as a top ‘must-do’ to achieve happiness on a trip.
The list
So, where and when are travellers truly their happiest selves? The data reveals that beachy bliss, city exploration, ocean escapes, sampling exotic foods and beverages, and experiencing different cultures sit at the top of the global happiness chart.
Based on these findings, G experts pick 10 of the company’s new travel experiences based on where travellers say they feel happiest and what motivates them to travel:
- Beach time in Panama: When travellers were asked about their happiest travel moments, beach time came out on top, with city exploration landing in the top three. This brand new ‘18-to-Thirtysomethings’ trip perfectly balances both. Young travellers start in vibrant Panama City, soaking up its dynamic mix of history and modern energy before heading off-grid to the San Blas Islands, where Indigenous-owned accommodations offer a rare chance to disconnect from screens and reconnect with life’s simple pleasures. With turquoise waters, traditional huts and boat trips between islands, happiness comes easily as travellers get into the rhythm of island life.
- Exploring new cities in the Stans: New cities, longer journeys, historical immersion, natural beauty and destinations that are far beyond the ordinary – this new 23-day journey through The Stans as part of the National Geographic Journeys with G Adventures collection ticks all the happiness boxes. From wandering the ancient streets of Khiva, Samarkand and Bukhara, to marvelling at natural wonders like Kaindy Lake’s sunken forest and the red rock cliffs of Charyn Canyon, this this region, shaped for centuries by the Silk Road trade, invites a deep sense of wonder, belonging and global connection, leaving travellers more in tune with the world – and themselves.
- In the realm of the polar bear: Remote landscapes and time on the water were also among top happiness boosters, and there’s nowhere more profound to experience both than the Arctic. Aboard the new G Expedition ship, the newly launched Arctic Expeditions offer close encounters with icebergs and glaciers, robust wildlife policies and the opportunity to disconnect in this remote region. Plus, with David Attenborough’s new Frozen Planet available now, travellers can fill up their happiness bucket while they wait for their trip of a lifetime.
- Trying new foods and wines in Moldova: For those who find happiness in the joy of new foods and beverages on the road, this new seven-day Moldova trip is a true celebration of culture through cuisine. Travellers will explore underground wine cellars sampling the largest collection of exclusive wines in the country, join locals making traditional dishes and visit an eco-friendly cheese factory in a converted school. It’s about so much more than new flavours; every meal tells a story, and every shared table builds a friendship in this often overlooked European gem.
- Slow down and live like a local: in a world that’s always rushing, many travellers crave time to slow down, skip the obvious, and discover the world’s hidden corners. That’s the idea behind G Adventures’ Local Living trips in places like France, Italy, Morocco, and Iceland. Designed to bypass crowded tourist hotspots, these trips encourage travellers to stay longer in fewer places, using local transportation and family-run accommodations. Settling in like a local, travellers can enjoy a remote hamlet stay in East Iceland with relaxing geothermal pools, quirky wildlife, coastal trails tied to Icelandic folklore and spiritual tradition. These adventures prioritize connection to the land and a simple, joy-filled lifestyle.
- ‘Eclipse of the century’ in Egypt and Morocco: Few experiences evoke awe like a total solar eclipse, and, in August 2027, travellers can witness six unforgettable minutes of celestial magic as the moon blocks the sun for the longest land-based time in decades. G Adventures has launched five new eclipse trips in Egypt and Morocco, offering nearly 400 travellers VIP access to eclipse viewing in the prime path of totality locations, including from the deck of a boat on the Nile in Egypt and an exclusive viewing party in Chefchaouen, Morocco. Blending ancient wonders with a once-in-a-lifetime cosmic event, these trips are a must-do on the happiness list.
- Connecting with family in Ecuador: Over half of travellers surveyed said time with family made them happiest and this new National Geographic Family Journey to Ecuador is sure to deliver treasured family memories. From chocolate tasting and rainforest hikes to stays in jungle lodges, families will deepen their connection with the world, and each other on this nine-day adventure. Bonding over discovery and adventure, families will learn about nature, history and Indigenous traditions, with plenty of interactive and adventurous activities for all ages to be enjoyed together.
- Supporting wildlife in Southern Africa: Ethical travel and supporting wildlife emerged as key considerations for travelers when surveyed and this trip delivers both in abundance. Travelers will witness Africa’s most iconic wildlife in their natural habitats while discovering the vital role even the smallest species play in the ecosystem. Venture into the wild heart of Zimbabwe’s Hwange National Park, learn what it takes to be a guide in South Africa’s legendary Kruger conservancy, and unwind amid the sophistication of the Cape Winelands – a guaranteed ticket to purpose-driven happiness.
- De-stress and relax with Sri Lanka sailing: Gentle rocking waves, sleeping under the stars, swimming in clear blue waters, enjoying fresh local dishes prepared by an on-board chef and watching the sunset over the ocean; it doesn’t get much more relaxing than this. Sailing Sri Lanka: South Coast offers travellers the opportunity to sail along Sri Lanka’s southern coastline, exploring remote beach towns, fishing villages and historic sites, along with plenty of time for swimming, surfing or just relaxing on the deck of the 54-foot catamaran, watching dolphins and blue whales in the water below.
- Feel alive and energized in Guatemala: Sometimes a solo trip is just the thing to wake up the senses and remember just how big, diverse, welcoming and exciting the world can be. On the brand-new Solo-ish Guatemala trip, travellers will experience the thrill of discovery while learning to make traditional Guatemalan dishes, exploring the ancient ruins of Tikal and visiting local indigenous villages where they will have the opportunity to browse artisan markets. And, because it’s part of G Adventures’ Solo-ish style of trips, this trip balances independence and community, offering a journey that recharges the spirit, offers community and friendship and celebrates the joy of self-discovery.
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