Old favourites and cruising shape 2026 booking trends for Irish holidaymakers: Travel Counsellors Ireland

Cruise holidays and trusted European favourites are shaping how Irish people will travel over the next 12 months, according to booking data from Travel Counsellors Ireland.

Booking trends for the premium leisure and corporate travel specialists over the coming 12 months saw Greece record the strongest growth in bookings compared with the same period last year, while Japan, South Africa and Singapore emerged as standout destinations. Cruise sales also increased by 18%, reflecting growing demand for slower, more immersive styles of travel.

Cathy Burke, Managing Director of Travel Counsellors Ireland, said: "Global uncertainty isn't putting people off travelling, but it is changing how they travel. We're seeing Irish holidaymakers become much more intentional about where they go and how they spend their time, choosing holidays that offer reassurance, value and memorable experiences.

"Trusted favourites such as Greece and Italy continue to perform strongly, while cruises, touring holidays and multi-centre itineraries are growing in popularity."

Trusted European favourites are winning back holidaymakers

• Greece recorded the strongest year-on-year growth, with bookings more than doubling.

• Italy remains the company's most-booked destination in Europe, while France, Portugal and Croatia also recorded strong growth.

• Spain continues to be a favourite for Irish holidaymakers, with Costa Adeje in Tenerife among the most popular resorts, particularly in winter.

Slow travel gathers pace

• Cruise sales are up 18% year-on-year, driven by exceptional value across river and ocean cruising and a wave of new ship launches.

• Longer, more immersive itineraries are also growing in popularity, from USA West Coast fly-drive holidays to Canadian rail journeys aboard the iconic Rocky Mountaineer.

Destinations on the rise

• Japan bookings are up 58%, with travellers to this beautiful country increasingly choosing longer touring itineraries that immerse them in the country's culture, cuisine and landscapes.

• South Africa is up 32% year-on-year, with safari experiences, Cape Town and the Garden Route continuing to attract travellers seeking once-in-a-lifetime adventures.

• Sri Lanka, Thailand and China continue to grow as holidaymakers look for trips that combine culture, wildlife, wellbeing and adventure alongside time to relax.

Travel Counsellors Ireland has more than 80 independent business owners nationwide and is part of a global community of almost 2,500 Travel Counsellors operating across six countries. Travel Counsellors Ireland was listed in the Irish Times Top 1000 2024 and won Best Long-Haul Travel Agency at the ITTN Annual Awards for the past two years. 

For more information visit www.travelcounsellors.ie.