Why we travel: an insight into G Adventures' Happiness List

Every year, G Adventures releases its Where to Travel list, looking at hot destinations for the upcoming year. But this time around, we've done things a bit differently. The new Travel Your Heart Out: Happiness List 2026 was led by global consumer research conducted with Opinion Matters, exploring what experiences truly spark happiness and lasting fulfilment — the perfect option for January and Blue Monday — going beyond the sights to focus on the feelings travel inspires.

Not just a tick-box exercise

It’s not just about what you see when you travel, but also how it makes you feel. Increasingly, travellers of all ages put emotional fulfilment — a feeling of wonder, awe, joy, or connection — ahead of just ticking off the must-see sights and getting that perfect shot for their socials.

If it’s your first time in Paris, you’ll want to see the Eiffel Tower. The same goes for the pyramids in Egypt, and no one is going to leave Peru without seeing Machu Picchu. But if you spend your trip jumping from one iconic sight to another, it turns into a to-do list rather than a joyful experience. That’s why G Adventures tours allow you to get off the well-trodden tourist trail and discover the heart of a destination.

Experience it for yourself on: Wonders of Egypt and the Nile

The power of connection

Spending quality time with loved ones is one of the main drivers of travel happiness. More than 50% of people said that travelling with their partner and family is what makes them happiest. Multi-generational trips are the perfect way for families to bond over shared discoveries, make joyful memories, and celebrate milestone events.

The National Geographic Family Journeys with G Adventures cater to all travellers in your group, from grandparents to grandkids, with just the right mix of adventurous activities, culture, and relaxation, whether you’re wildlife-spotting in the Amazon, searching for the "big five" on a safari in South Africa, or marvelling at Egypt’s ancient monuments.

Experience it for yourself on: Ecuador Family Journey: Volcanoes and the Amazon

Travel as a force for good

Travel can help foster understanding rather than division. It helps us recognize our shared humanity, no matter how different our lives might seem on the surface. We’re all becoming increasingly conscious of how our actions can affect the planet and those around us, with travellers caring about the ethics of the travel company they use and insisting on wildlife experiences that support conservation, not cruelty.

That’s why G Adventures is committed to community tourism by acting responsibly both in our own operations and in the destinations we visit on tour. Tours are built on meaningful relationships with local communities, and they directly benefit the people and places we visit. That means that the positive impact ripples out to the wider community and that you can travel safe in the knowledge that you’ll take only great memories and leave only footprints.

Experience it for yourself on: Pakistan: Hike the Karakoram Mountains

Take a breath

In an always-on world, it’s worth taking time to decompress, disconnect from your devices, and be in the moment. Vacations might be the only time we get to really relax, but that doesn’t mean we just want to lounge around. That’s why G Adventures’ tours strike a balance between activity and stillness, connection and some alone time. You might find your joy in untamed landscapes, such as a safari in southern Africa’s wildest places, hiking in the snow-dusted High Atlas mountains in Morocco, or getting some hammock time in the off-grid San Blas Islands off Panama’s Caribbean coast.

Experience it for yourself on: Highlights of Southern Africa

Not just a break, but a breakthrough

Travel broadens not only your physical horizons but also your mental ones. According to neuroscientists, our brains are rewired when we travel and have new experiences. Travelling is an opportunity to escape the day-to-day and discover how people live in other parts of the world, and you return home feeling alive and energized.

G Adventures' tours aim to awaken your senses and give you back your sense of wonder, whether that’s going off the tourist trail in the five Central Asian Stans, learning how to be a safari guide in South Africa’s Kruger National Park, or getting a full cultural immersion in Moldova, one of Europe’s best-kept secrets.

Experience it for yourself on: The Five Stans of the Silk Road

Go local

Today’s travellers want to experience a destination like a local and get closer to the heart of the place. Sustainability is important too, with more than 60% of travellers actively wanting to reduce their carbon footprint. So slow down, avoid the over-visited hot spots, and ditch the tourist traps for local eateries. Stay in small guesthouses or homestays and explore on foot or using public transport. By doing this, you're supporting the local community, too.

That’s the idea behind G Adventures’ new Local Living trips in France, Morocco, and Iceland. They encourage travellers to stay longer in one place and try community-led experiences, perhaps hiking with a shepherd in the Moroccan mountains or a foodie tour in Toulouse. You’ll feel more connected to the land, the locals, and a lifestyle that embraces a simpler way of life.

Experience it for yourself on: Local Living Morocco–Atlas Mountains

Taste the destination

Food is more than just fuel — it’s about history and traditions. We’ve all heard the saying, "The way to a person’s heart is through their stomach," and travellers agree, with more of us wanting to experience a country through its cuisine. Whether you’re slurping a bowl of pho in a hole-in-the-wall café in Vietnam or learning how to rustle up a tasty tagine in Morocco, foodie adventure tours are one of the most memorable ways to experience a destination.

Almost a third of travellers aged 18 to 24 put foodie experiences at the top of their wishlists, and G Adventures’ trips allow you to connect to the locals through food, whether it’s a street food tour, a visit to a food market, or getting hands-on at a cooking class.

Experience it for yourself on: Southeast Asia: Hilltribes & Street Food

The Travel Your Heart Out: Happiness List 2026 is informed by independent research conducted by Opinion Matters, based on a survey of 8,000 adults (18+) who are planning to travel for a holiday in 2026. Respondents were based across the UK, Ireland, Germany, Austria, Switzerland, Canada, Australia, New Zealand, and the USA.

The research was carried out between 4 September and 15 September 2025. Opinion Matters operates in accordance with the Market Research Society (MRS) Code of Conduct and ESOMAR principles, and is a member of the British Polling Council.