53% of travelers state they have researched or booked a trip to a destination after seeing it in a TV series or a movie.
In the 2026 tourism landscape, understanding traveler motivations is no longer an option—it is a competitive necessity. The industry has moved from simply offering destinations to creating experience ecosystems that respond to a much more conscious, technological, and emotional consumer psychology. According to the “Traveler Behavior” report by Expedia Group, there are clear patterns redefining how cities, and specifically Medellín, must project their international offering.
The Era of “Set-Jetting” and Cultural Influence
One of the most disruptive phenomena identified is set-jetting. According to Expedia, 53% of travelers state they have researched or booked a trip to a destination after seeing it in a TV series or a movie. This data is vital for Medellín, a city that has successfully transformed its narrative through audiovisual productions and pop culture (music and urban art).
Today, travelers do not come to the capital of Antioquia just for its climate; they come to inhabit the settings they have consumed on streaming platforms. For the Bureau, this represents a strategic promotional opportunity: positioning iconic locations, such as the Comuna 13 escalators or the landscapes of Eastern Antioquia, as real-life sets that offer a deep cultural immersion.
“According to Expedia, 48% of travelers prioritize local cuisine, and 44% seek wellness and relaxation experiences.”
Decision Drivers: Gastronomy and Wellness
Expedia Group highlights that 48% of travelers prioritize local gastronomy as a determining factor when choosing their next destination. Medellín has responded with an unprecedented culinary evolution; entrepreneurs in the gastronomic sector, including our Members, are fusing ancestral ingredients with cutting-edge techniques. It is no longer just about food, but about “origin-based gastronomic tourism.”
In parallel, 44% of tourists seek wellness and relaxation experiences. This is where Medellín and Antioquia connect organically with the trend. The city’s proximity to nature reserves allows travelers to access wellness retreats and the “economy of silence” in less than an hour, meeting the expectation of a trip that nurtures both body and spirit.
The Rise of Secondary Destinations (Destination Dupes)
A revealing data point for our regional strategy is that 37% of travelers are opting for “destination dupes”—alternative destinations that offer a similar experience to traditional spots but with less crowding and greater authenticity.
Medellín positions itself today as the perfect “dupe” for major global capitals of design and romance. While traditional destinations may feel saturated, Medellín offers that cosmopolitan freshness with an added value: human connection and local warmth. This trend directly favors the decentralization of tourism toward nearby municipalities like Guatapé, Jardín, or Santa Fe de Antioquia, diversifying the economic impact across the territory.
“A destination’s success in 2026 depends on its ability to be authentic, sustainable, and culturally relevant.”
- Sustainability and Environmental Awareness
Sustainability has ceased to be a label and has become a mandate. According to Expedia, 32% of travelers 32% of travelers prefer destinations that demonstrate a real commitment to environmental conservation. Under the banner of our “Legacy that transforms destinations” strategy, Medellín leads with electric mobility programs and sustainability certifications held by our Members. Promoting tourism that leaves a positive footprint is, today, the most powerful marketing tool.
- The Role of AI in Planning
Finally, technology sets the pace for conversion. The 26% of users already utilize Artificial Intelligence to plan their itineraries. For the Bureau, the integration of digital tools and platforms like Visit Medellín and Antioquia is fundamental to capturing this tech-savvy traveler who seeks immediacy, personalization, and precise data in the palm of their hand.
A Destination Ready for the Future
Data from Expedia Group confirms that the success of a destination in 2026 depends on its ability to be authentic, sustainable, and culturally relevant. Medellín not only meets these metrics but amplifies them through a highly professionalized network of Bureau Members. We are facing a traveler who seeks to “live” the destination, and Medellín is, undoubtedly, the place where all these trends flourish.
The Greater Medellín Convention & Visitors Bureau is a foundation that attracts visitors, events, and opportunities to drive the development of the city and the department, strengthening the tourism sector and working in coordination with public and private entities to promote the city-region.
