H1 2026 Report

Global Travel Trends & Activities Index 2026

The Activities Index is Civitatis's twice-yearly read on how the world books experiences — built from real booking records, not surveys.

It tracks where travelers go, what they book once they arrive, and how far ahead they commit — split across our two channels: B2C Direct (travelers booking on civitatis.com) and B2B Agency (travel agencies and partners selling our inventory). Comparing the two reveals demand patterns neither channel shows alone.

This edition covers H1 2026 actuals (January–June) alongside H2 2026 on-the-books forecasts (July–December), so you can see both what happened and what's already committed.

On this page

Global destination rankings — booking share by world region and the top 10 markets.

Product & activity mix — which categories travelers actually book, and how B2C and B2B diverge.

Booking habits & traveler profiles — lead times, and who is traveling (couples, families, solo, groups).

The dataset

1.2M+

Travelers per month

+6M

Verified reviews

160+

Countries

B2C Direct

B2B Agency

Key Takeaways

Five things the data tells us

Southern Europe stays #1

49.3% of H1 bookings and 44.7% of H2 on-the-books. Dominant across all channels and periods.

Asia climbs in H2

Asia jumps from #5 to #4 in H2 (5.3%), overtaking North America — a seasonal surge worth tracking.

B2C is a guided-tour marketplace

80.64% of direct bookings are Guided Tours. B2B is far more diversified across Day Trips and Tickets.

Agencies plan 88% earlier

B2B books 49 days ahead on average vs 26 days for B2C — demanding different inventory and pricing strategies.

Couples lead both channels

32.21% of B2C and 27.51% of B2B bookings are couples — the primary target for digital acquisition campaigns.

01 — Global Destination Rankings

Global Destination Rankings

Share of total booking volume by world region — H1 2026 actuals vs H2 2026 on-the-books forecast.

H1 Actual

H2 Forecast

H1 Actual · Jan – Jun 2026

Southern Europe49.3%

Central / Northern Europe30.5%

Latin America8.7%

North America3.3%

Asia3.1%

Africa2.7%

Middle East1.8%

EMEA (Other)0.53%

Oceania0.10%

H2 On-The-Books · Jul – Dec 2026

Southern Europe44.7%

Central / Northern Europe32.3%

Latin America9.1%

Asia5.3%

North America4.7%

Africa2.0%

Middle East1.4%

EMEA (Other)0.28%

Oceania0.10%

B2B Agency Channel

Top Markets — B2B

Most-sold destinations via Travel Agencies — H1 actuals vs H2 forecast

H1 2026 — Actual

Italy

19.49%

Spain

19.11%

France

12.81%

United States 9.45%

Brazil 6.82%

Colombia 4.64%

Japan 4.31%

Morocco 3.97%

Argentina 3.71%

Dominican Republic 2.50%

H2 2026 — Forecast

Italy

20.20%

Spain

18.23%

United States

11.62%

France 8.58%

United Kingdom 6.93%

Japan 4.77%

Colombia 4.16%

Brazil 3.57%

Greece 3.43%

Mexico 2.41%

02 — Product & Activity Categorization

Product & Activity Mix

Booking distribution by activity type across B2C vs B2B channels — H1 2026 data.

B2C — Direct Consumer

H1 2026

B2C

81%

Guided

Guided Tours & Free Tours

80.64%

Day Trips & Excursions

7.97%

Attraction Tickets

4.75%

Boat Trips & Cruises

2.80%

Other Categories

Action & Nature0.90%

Food & Wine Tourism0.81%

Shows & Performances0.67%

Additional Services0.49%

Transport & Transfers0.46%

Multi-day Excursions0.29%

Unique Experiences0.09%

Aerial Tours0.07%

B2B — Travel Agencies

H1 2026

B2B

45%

Guided

Guided Tours & Free Tours

45.21%

Day Trips & Excursions

24.39%

Attraction Tickets

15.37%

Boat Trips & Cruises

5.72%

Other Categories

Action & Nature2.74%

Shows & Performances1.64%

Food & Wine Tourism1.38%

Additional Services1.09%

Transport & Transfers0.90%

Multi-day Excursions0.81%

Aerial Tours0.40%

Unique Experiences0.18%

Key Insight — Channel Comparison

B2C Direct

Guided Tours & Free Tours80.64%

Day Trips & Excursions7.97%

Attraction Tickets4.75%

Boat Trips & Cruises2.80%

B2B Agency

Guided Tours & Free Tours45.21%

Day Trips & Excursions24.39%

Attraction Tickets15.37%

Boat Trips & Cruises5.72%

B2C is an overwhelming Guided Tours marketplace (80.64%), while B2B distributes far more evenly — Day Trips (24.39%) and Attraction Tickets (15.37%) carry far greater weight via agency channels.

03 — Booking Habits & Traveler Profiles

Booking Habits & Traveler Profiles

Booking window analysis and traveler segmentation across B2C and B2B channels — H1 2026 data.

Booking Window

How far in advance do travelers book?

B2B agencies book significantly earlier than direct consumers — a structural difference in purchasing behavior.

B2C Direct

avg. days in advance

median days

Half of direct consumers book with just 11 days to spare — a last-minute profile that favors mobile-first and impulse purchases.

B2B Agency

avg. days in advance

median days

Half of agency clients book over a month ahead — reflecting itinerary planning cycles and group coordination needs.

Average Booking Lead Time

B2C Direct26 days

B2B Agency49 days

On average, the booking lead time for agencies is 88% longer than for direct consumers (49 days vs. 26 days).

H1 2026 Data

Who travels
with Civitatis?

Top B2C Profile

32.21%

Couples

The dominant booking profile in both channels, making couples the primary target for direct digital acquisition.

Traveler Profile Breakdown · H1 2026

Profile Type

B2C

B2B

Couples

32.21%

27.51%

Undefined / Other

24.52%

32.77%

Groups of Friends

15.94%

12.35%

Families (Older Children)

12.53%

13.62%

Solo Travelers

9.59%

7.28%

Families (Young Children)

5.21%

6.37%

Notable Insight

Solo travelers are significantly more represented in B2C (9.59%) vs B2B (7.28%), while Families with Young Children show a higher B2B share (6.37% vs 5.21%) — suggesting agencies curate more family-friendly packages.

Press enquiries press@civitatis.com

Global Travel Trends & Activities Index 2026 · Data reflects booking records across B2C and B2B channels · Period: H1 Jan–Jun 2026 / H2 Jul–Dec 2026