Why hobby-led holidays are the biggest travel trend of 2026

Forget ticking off landmarks and chasing the same sunset photo as everyone else on Instagram. In 2026, travellers are booking trips with intention, and it starts with what they love most.

From food-obsessed Jozi locals planning entire holidays around a single bakery in Paris, to runners timing overseas trips with marathon calendars and wellness devotees chasing yoga retreats instead of shopping districts, hobby-led holidays are quietly becoming the new normal.

It’s less about where you’re going and far more about why.

The rise of the passion-led getaway

Global travel brands are calling it “passion pursuits”, but the idea is simple: travel that revolves around a personal interest rather than a bucket list backdrop.

According to Marriott Bonvoy, 72% of global travellers have already taken a trip specifically to follow a hobby, a figure that jumps to 84% among Gen Z. Closer to home, Flight Centre’s latest Global PR Survey reveals that 83% of South Africans say food and gastronomy are a major driver when choosing where to travel.

In other words, we’re not just travelling to see the world anymore, we’re travelling to feel something.

The hobbies people are travelling for

If you live in Johannesburg, this shift probably sounds familiar. Our city has always been about passion projects, from running clubs and supper clubs to yoga collectives, cycling crews and creative communities.

In 2026, those interests are becoming itineraries.

Think:

• Food lovers planning trips around truffle season, street food tours or cooking schools
• Wellness seekers booking destinations based on retreats, hikes or surf camps.
• Creatives travelling for photography seasons, design weeks or art fairs
• Sports fans chasing races, tournaments or training experiences.
• Nature lovers following wildflower blooms, birding routes or stargazing windows

The destination is important, but the hobby comes first.

Travel is getting more personal, not more performative

“Travel will remain deeply personal in 2026,” says Zay Ferguson-Nair, Customer Experience Leader at Flight Centre South Africa. “People want journeys that reflect what lights them up, whether that’s yoga, photography, gardening or baking the perfect croissant. Travel is no longer only about where you’re going, but why you’re going there.”

It’s a noticeable shift away from performative travel and towards experiences that feel meaningful, restorative or creatively fulfilling, especially for travellers who’d rather come home inspired than exhausted.

How to plan a hobby-led holiday (without overdoing it)

If you’re tempted to build your next trip around your passion, a little planning goes a long way.

Follow the calendar, not the airfare
Before you commit to flights, find out when your hobby peaks, whether that’s cherry blossom season, a major food festival, a marathon or a once-a-year workshop. Cheap tickets mean nothing if you miss the moment.

Book the experience first
For passion-led trips, the experience is the destination. Secure festival passes, classes or limited-access events before locking in flights and accommodation.

Pack for the passion
That might mean fewer outfits and more equipment, camera chargers, running shoes, yoga straps or notebooks. Your hobby deserves suitcase space.

Leave room for creative drift
Overscheduling is the fastest way to burn out. Build in at least one unplanned day to wander, explore or follow a spontaneous lead, it’s often where the magic happens.

Tap into local expertise
Connecting with guides or communities who share your interests can turn an itinerary into a shared experience, or even a mentorship.

Why this trend feels right for now

In a world where travel is expensive, time is limited, and burnout is real, hobby-led holidays offer something refreshing: purpose.

They give trips structure without rigidity, meaning without pressure, and memories that last longer than a camera roll.

As Ferguson-Nair puts it, “The map expands in unexpected directions when you follow what makes you feel most alive. Passion becomes both the journey and the destination.”

And honestly? That sounds like a trip worth taking.

RECOMMENDED

📍 The best things to do in Johannesburg
🛏️ Where to stay in Johannesburg
🏨 The best hotels in Johannesburg
🍽 The best restaurants in Johannesburg
🍺 The best pubs and bars in Johannesburg

Follow Time Out Johannesburg on Facebook, TikTok and Instagram!