The summer of 2026 redesigns the geography of the desires of Italians, who continue to look at travel as a form of escape, but they do so with increasingly precise criteria, less linked only to the postcard and increasingly oriented towards safety, authenticity, sustainability and the possibility of living experiences capable of truly describing the territories crossed. This transformation is captured by the analysis of Airalo, a global eSIM platform, which lists the destinations with the most significant growth between 2024 and 2025 and shows a clear change in the habits of those preparing to leave.
The most surprising data concerns the United Kingdom, which recorded an increase of 295 percent and leads the ranking of the fastest growing destinations, followed by Peru with an increase of 147 percent, Colombia with an increase of 115 percent, Brazil with an increase of 114 percent and Morocco with an increase of 91 percent. To complete the picture of emerging destinations there are Kenya, Georgia and Cape Verde, respectively growing by 80, 79 and 72 percent, confirming a new tourist demand that no longer seeks only beautiful places to photograph, but itineraries capable of offering identity, culture, nature and a more direct relationship with local communities.
Travel still costs money, but it’s no longer enough
Price remains the first factor in choosing a destination, but it is no longer the only decisive parameter. According to the YouGov report commissioned by Airalo, the overall cost of the trip influences 62 percent of Italians, followed by the safety of the destination, indicated by 44 percent of those interviewed, the climate, important for 35 percent, the cultural offer, chosen by 34 percent, and the ease of access, important for 31 percent.
The photograph that emerges is that of a more attentive and selective traveller, who evaluates the budget but does not want to give up the quality of the experience, the perception of stability and the possibility of moving in a simple and safe way. In an international context marked by tensions, geopolitical crises and new environmental sensitivities, the destination is no longer chosen just for fashion or convenience, but becomes a declaration of priorities: where to go, how to get there, how protected to feel and what type of impact to leave on the territory.
Generational differences also play a role, because younger travelers show a greater propensity towards dynamic itineraries, outdoor activities and less conventional formulas. 17 percent of Gen Z consider adventure and sport to be decisive elements when choosing a destination, compared to 6 percent of Baby Boomers. The older generations, however, continue to favor comfort, stability and favorable climatic conditions, with the climate considered a priority by 43 percent of Baby Boomers compared to 14 percent of Gen Z.
United Kingdom and Georgia, the return of slow tourism
The boom in the United Kingdom does not only indicate a return to London or the large British cities, but above all signals a growing interest in slower and more immersive forms of tourism, with itineraries that look to the Scottish Highlands, Cornwall and routes less crowded on traditional urban circuits. The journey, in this case, becomes a search for landscape, silence, nature and local identity, in a direction that perfectly intercepts the desire for more personal and less standardized experiences.
Georgia follows a similar trajectory, but with an even more marked figure in terms of culture and food and wine. The country conquers Italian travelers thanks to its ancient winemaking traditions, cuisine, historical heritage and a model of hospitality perceived as genuine, rooted and deeply linked to the territory. It is a destination that responds to the desire to discover places still far from mass tourism, but accessible enough to become a concrete choice for those looking for an alternative to the most popular destinations.
South America, the new frontier of authentic travel
Among the great revelations of summer 2026 is South America, which according to Airalo data shows a very strong growth in Italian interest in Peru, Colombia and Brazil. Here the journey is built around nature, culture, adventure and immersion in the territories, with an increasingly evident demand for experiences that combine landscape discovery, local traditions and gastronomy.
In this scenario, the phenomenon of “adventure gastronomy” also gains strength, a form of tourism that combines outdoor activities, exploration of the territory and traditional cuisine, transforming food into a gateway to understanding identities, communities and lifestyles. You don’t travel just to see, but to taste, walk, meet, cross and experience the place in a deeper way.
Peru, with its combination of archaeology, Andean landscapes and gastronomic culture, Colombia, increasingly at the center of new international routes, and Brazil, with its natural and urban variety, intercept precisely this demand for authenticity, offering Italian travelers the idea of a strong, recognizable and different experience from the classic seaside holiday.
Morocco, Cape Verde and Kenya: accessible exoticism and sustainability
Morocco and Cape Verde also confirm significant growth, supported by the ability to offer an exotic but relatively accessible imagery. In Morocco, interest in desert stays, traditional riads and itineraries capable of combining historic cities, natural landscapes and local culture is increasing. Cape Verde, on the other hand, stands out for slow and sustainable tourism formulas, especially in the islands less exposed to large mass flows, where travel takes on a softer and less consumerist pace.
Kenya is growing instead thanks to the sustainable safari segment, which captures a new sensitivity towards trips in contact with nature but more attentive to environmental and social impact. Driving interest are formulas that encourage relationships with local communities, the protection of natural heritage and a more responsible use of fauna and territories. The safari, therefore, is no longer just the spectacular experience to be recounted upon return, but becomes part of a different way of understanding the journey, more aware and less predatory.
Security changes courses
The theme of international security also contributes to redefining the map of the summer. According to the analysis, growing destinations are reachable through direct connections or western and northern air corridors, i.e. routes perceived as more stable from a geopolitical point of view. It is an increasingly relevant element, because the contemporary traveler not only evaluates the beauty of the destination, but also the tranquility of the route, the ease of communication, the possibility of staying connected and the feeling of being able to move without interruptions.
“In a rapidly evolving international context, the chosen destination increasingly reflects the traveler’s expectations and values. It is not just a question of where to go, but of how one wishes to experience the trip: authenticity, awareness and the search for meaningful experiences are emerging as the new criteria that guide Italians’ choices”, comments Matteo Papa, Regional Director Europe of Airalo.
And it is precisely within this transformation that connectivity becomes an increasingly central part of the travel experience. “In this scenario, connectivity also proves to be an increasingly central element. eSIMs are rapidly moving from being a solution for expert travelers to an essential tool for anyone who wants to move abroad safely and without interruptions. The recent milestone of 30 million Airalo users globally confirms how this technology is becoming more and more firmly established in people’s travel habits”, adds Papa.
The result is a broader, less predictable and more stratified map of summer, where the journey no longer coincides only with escape, but with an identity choice. Italians continue to leave, but they choose differently: they look for destinations that are reachable, safe, authentic, culturally strong and capable of giving back something more than a simple holiday. And so the United Kingdom, South America, Africa and the Caucasus forcefully enter the new geography of tourist desire in 2026.
