From gym-cations and wellness retreats to sailing adventures and off-grid escapes, the latest travel industry reports reveal the trends set to shape sports tourism and active travel in 2027.
Whether it’s travelling for an outdoor adventure or booking a fitness-focused holiday, active experiences are becoming an increasingly important part of the way we travel.
With travel brands, hotel groups and tourism organisations publishing their predictions for the year ahead, we look at some of the key trends for sports tourism, outdoor adventures, and active travel in 2027.
Main image: Gym-cations and fitness retreats are big sports travel trends for 2027 (Credit: Victor Freitas/Unsplash)
‘Best in Travel’: Adventures and active experiences
Hiking, sailing, diving and wildlife adventures feature prominently in Lonely Planet’s Best in Travel 2027, which showcases 50 destinations and experiences. Active highlights include walking the 62-mile St Cuthbert’s Way between the Scottish Borders and Northumberland in England, hiking Japan’s epic 1,000km Michinoku Coastal Trail and exploring Ireland’s Killary Fjord in Co Galway. Other recommendations include sailing Italy’s Aeolian Islands, diving into Poseidon’s underwater world in Greece’s Aegean Sea, exploring Costa Rica’s Monteverde cloud forest and taking a “polar plunge” in Antarctica. Read more at lonelyplanet.com
‘Gym-cations’: Fitness goes on holiday
Health and fitness travel is inspiring people to seek destinations where staying active is as easy as sightseeing, according to Skyscanner’s Travel Trends 2027. Two-thirds of millennials (67%) are more likely to book a hotel serving a nutritious breakfast, while 40% of Gen Z travellers prioritise hotels with gyms. Bangkok, Mumbai, New York, Phuket and Seoul top its hotel gym-filter destinations. Meanwhile, TikTok has recorded a 659% year-on-year increase in views for “Gym Hotel” content. Read more at skyscanner.net
‘Anti-optimised holidays’: Less pressure, more enjoyment
Travellers are moving away from tightly scheduled itineraries towards slower, more restorative experiences, according to Lemongrass Marketing’s 2027 Travel Trend Report. Its “Anti-Optimised Holiday” trend reflects growing resistance to maximising every minute of a trip. Rather than returning home transformed, travellers increasingly want to feel “truly rested”. The report highlights simpler itineraries, longer stays in fewer places and more unstructured time. For active travellers, this could mean leisurely hiking, cycling or swimming instead of completing a demanding itinerary. Read more at lemongrassmarketing.com
‘Signal severance’: Going off-grid
Switching off from technology is becoming an important motivation for travel, with Skyscanner identifying “Signal Severance” as a trend for 2027. Its research found that one in four Gen Z travellers plan to disconnect, with remote destinations such as Finland’s Kittilä and Rovaniemi attracting interest. For outdoor and adventure tourism, the trend lends itself to wilderness escapes, hiking, camping, skiing and other activities where travellers can reconnect with nature. The appeal is spending time outdoors without digital distractions. Read more at skyscanner.net
‘Male Reset’: Outdoor adventures for men’s wellbeing
Fitness retreats, outdoor challenges and mindfulness getaways are becoming part of a new approach to men’s wellbeing, according to Lemongrass Marketing’s 2027 Travel Trend Report. Its “Male Reset” trend highlights experiences combining physical activity with emotional wellbeing and social connection. “From a tourism perspective, the result has been a growing interest by men to use travel as a vehicle for physical, mental, and emotional wellbeing,” Lemongrass said. “They are seeking fitness-focused retreats, mindfulness getaways, and outdoor challenges as a socially acceptable and aspirational way to embrace fullbody wellness and bond with friends in a meaningful way.” Read more at lemongrassmarketing.com
‘Strongest season-start yet’: Early ski bookings and short breaks
British skiers are booking earlier for the 2026-2027 winter season, according to UK ski holiday operator Heidi. Its bookings are up 63% year-on-year, with demand for flexible short breaks of two to five nights rising 59%. Peak-season bookings are up 110%, while February half-term bookings have increased 51%. Easter demand has climbed 139%, with Easter Sunday falling on 28 March 2027. The figures suggest strong interest in securing popular dates early while retaining flexibility over trip duration. Read more at heidi.com
‘Alpine favourites and hidden gems’: Ski destinations booming
Established ski resorts and lesser-known destinations are both attracting growing demand for winter 2026-2027, according to Heidi. Bookings are up 118% for Val Thorens, 83% for Tignes and 93% for Flaine. Montgenèvre has recorded 134% growth, while Les Menuires is up 195%. Italy bookings have more than doubled (+107.5%), with Sauze d’Oulx proving particularly popular. Heidi has also added six Canadian destinations, including Banff, Lake Louise, Whistler, Fernie, Kicking Horse and Tremblant, to its winter programme. Read more at heidi.com
‘Sailing adventures’: Experience more, rush less
Sailing holidays are appealing to travellers seeking outdoor adventures, secluded destinations and slower-paced experiences, according to Sunsail’s 2027 Travel Trends & Destination Watchlist. Its research found that 22% of customers want to visit less crowded locations, while 36% are motivated by natural beauty. The company also identifies demand for flexible itineraries, with opportunities for swimming, snorkelling and paddleboarding. Croatia’s Lastovo and Mljet islands, along with Greece’s Kalamos, are among its destinations to watch for 2027. Read more at sunsail.com
‘Not Hot List’: Off-the-beaten-track adventures
Lesser-visited destinations offering outdoor adventures are in the spotlight for 2027, according to Intrepid Travel’s 2027 Not Hot List. The adventure travel company highlights 10 destinations offering alternatives to established tourism hotspots. These include Georgia’s Mestia for hiking and skiing, Sri Lanka’s Pekoe Trail for trekking, Sweden’s Dalsland for kayaking and cycling, and Chile’s Carretera Austral for Patagonian adventures. Intrepid has also introduced new itineraries, including a nine-day Trans-Caucasian Trail trek and a 10-day Pekoe Trail hike. Read more at intrepidtravel.com
‘Multigenerational adventures’: Active yachting holidays together
Families and friends of different ages are increasingly choosing shared outdoor adventures, according to Sunsail’s 2027 Travel Trends & Destination Watchlist. The company reports that 49% of respondents identify family holidays as their preferred type of yacht charter, highlighting the appeal of experiences suitable for several generations. From kayaking and paddleboarding to swimming, snorkelling and wildlife encounters, sailing holidays offer activities that different age groups can enjoy together. Flexible itineraries also allow travellers to explore at their own pace. Read more at sunsail.com
‘What before where’: Experience-led travel
Choosing what to do before deciding where to go is set to become increasingly important in 2027, according to Sunsail. Its 2027 Travel Trends & Destination Watchlist identifies the “What Before Where” effect, with 60% of customers citing discovering new places as a primary holiday motivation and 59% driven by natural beauty. For sports and adventure travellers, this means building holidays around activities such as sailing, snorkelling or exploring coastal landscapes rather than simply choosing a destination and filling an itinerary. Read more at sunsail.com
‘Glow-cations’: Health and longevity holidays
Health, longevity and restorative experiences are expected to influence travel choices in 2027, according to Allianz Travel’s 2026-2027 Travel Trends. The company identifies “glow-cations” as holidays built around specialist beauty treatments, restorative health technologies and longevity programmes. Seoul is highlighted for its combination of advanced skincare treatments with traditional restorative temple stays, while Sardinia is recognised for its association with longevity and healthy lifestyles. The trend reflects growing interest in holidays where improving wellbeing becomes the main motivation for travel. Read more at allianztravelinsurance.ca
Sports and adventure travel destinations to watch in 2027
From mountains and national parks to islands and remote coastlines, the latest travel reports offer plenty of inspiration for active holidays in 2027.
Lonely Planet’s Best in Travel 2027 highlights Italy’s Veneto region for the Dolomites and Lake Garda, Argentina’s Bariloche and lakes region for mountain adventures and watersports, and Oman for its deserts, rugged mountains and coastline. Other picks include Kenya’s Tsavo national parks for wildlife encounters, Australia’s Tweed region for its Northern Rivers Rail Trail, and Japan’s Okinawa islands for coastal adventures.
Intrepid Travel’s 2027 Not Hot List features Georgia’s Mestia, Sri Lanka’s Pekoe Trail, Sweden’s Dalsland and Chile’s Carretera Austral.
For sailing and watersports, Sunsail highlights Croatia’s Lastovo and Mljet islands, along with Greece’s Kalamos.
Meanwhile, ski operator Heidi reports growing demand for Val Thorens, Tignes, Flaine, Montgenèvre and Les Menuires, while Skyscanner identifies Finland’s Kittilä and Rovaniemi for off-grid escapes.