The Mediterranean has long been among the top tourism regions in Europe, but the destinations we visit, and the ways we interact with them, are changing, according to a new trends report.
Produced by MGallery Hotel Collection and travel trend forecasting agency Globetrender, the MGallery Trends 2026: The Mediterranean Briefing looks at how travellers are now seeking out deeper and more meaningful interactions with local cultures, even as sun and sea remain top priorities when choosing a country.
“The Mediterranean is at a tipping point,” said Jenny Southan, founder and CEO of Globetrender. “Demand is reaching record levels, but at the same time travellers are becoming more selective about how they experience it.
“There is a growing preference for places that feel slower, more local and less exposed to mass tourism – which is forcing the industry to rethink how it delivers value in such a well-established region.”
Travelling to a country, not the Med as a whole
