Self-guided hiking and cycling adventure tour operator Macs Adventure has revealed its travel trends for 2025, and is looking to 2026.
Macs said it is seeing sustained interest in its most popular routes like the Tour du Mont Blanc, West Highland Way, and Camino de Santiago, it is also seeing new regions showing strong growth, with departures up 86% to Slovenia’s Julian Alps, 50% across Germany and Austria’s Alpine regions, and 600% percent growth on the 125km Lech River Trail, which starts in Austra and ends in Germany.
“We’re seeing an evolution in the self-guided movement,” said Laurel Todesca, US product director.
“North American travellers want to experience Europe more deeply; away from crowds, through landscapes that feel personal, peaceful, and profoundly local. That’s the future of adventure travel.”
In 2025, Macs said the key trends were:
Cool-cations & Discovery Trips
Demand is soaring for “Discovery Trips” — flexible rail-and-hike or drive-and-hike itineraries ideal for multi-generational groups and travellers seeking cooler destinations. Bookings to Iceland and Norway are both up 50%, while New Zealand has surged 130% compared to last year.
The Rise of the Islands
The next big chapter in sustainable travel is unfolding offshore, the company said. Madeira (up 99%) and the Azores (up 360%) have emerged as the top island destinations for US travellers, reflecting a shift from mainland Portugal to its Atlantic archipelagos.
The Cycling Comeback
Self-guided cycling trips are booming — driven by the e-bike revolution and Macs’ growing collection of routes for every type of rider. France, Portugal, Italy, Spain, and England continue to lead the pack, while “In Style Cycling” trips are gaining serious traction with new travellers.
Walking season is now year-round
More US and Canadian travellers are redefining the traditional hiking calendar – embracing off-peak months and quieter corners of the world to avoid the crowds and connect with local culture. From New Zealand and Portugal to Japan’s Kumano Kodo, winter-friendly destinations are inviting exploration beyond the usual May-to-October hiking season.
While some Southern European routes take a summer pause in July/August, the traditional walking calendar is expanding as hikers seek to beat the heat and crowds. There is a growing appetite for shoulder season or lesser-known trails.
“We’ve built a model that empowers people to travel independently without ever feeling alone,” said Neil Lapping, founder and CEO of Macs Adventure.
“Our travellers crave freedom and discovery. They want to explore at their own pace – when and where they choose – and return home with a sense of accomplishment, inspired to plan their next adventure.”
In 2026, Macs said the Alps are calling ‘louder than ever.’ Top sellers like the Tour du Mont Blanc, Alta Via 1, and Switzerland’s Bernese Oberland and Grindelwald Trail remain favourites among North American travellers.
Macs is also seeing growth from North American travelers in regions traditionally favoured by European markets. More North American travellers are opting for trails like the Salt Trail and King Ludwig Way in Bavaria, Germany as well as the Lech River Trail and Tyrolean Alps in Austria. Germany and Austria as destinations are up over 40%. Slovenia’s Julian Alps continues to trend upwards, with bookings on track to double for 2026.
Shorter getaways are booming, with Short Break bookings up 100% over last fall. Many travellers are adding a few days of hiking onto existing overseas trips. Alternatively, travellers can sample the best segments of well-known long-distance trails including the Kerry Way (Ireland), Wicklow Way (Ireland), Fife Coastal Path (Scotland), and Tour du Mont Blanc (Alpine Crossing).
The Camino Francés continues its reign as a top route, with bookings already up over 100% for 2026. The Camino Portugués (both the Standard and Coastal routes) and the Camino del Norte are also gaining strong traction among North American walkers seeking their own dose of pilgrimage magic.
