DUBLIN, June 18, 2026 (GLOBE NEWSWIRE) -- Holafly, the global leader in travel eSIMs, today released its Summer Travel Report 2026, revealing a major shift in global travel preferences. While Spain continues to rank as the world's most popular summer destination, Asian countries are gaining significant ground, with Japan climbing to second place globally and South Korea recording the strongest rise among the top destinations compared with last year.
The findings highlight a changing tourism landscape where iconic destinations remain strong while Asian markets continue to gain ground. Spain retains the number one position, followed by Japan, the United States and South Korea. Thailand also enters the global top 10 for the first time, reinforcing Asia's growing influence on international travel decisions. Together, these movements suggest that Asia is no longer simply an emerging travel trend, but one of the key forces shaping global tourism demand.
Japan stands out as one of the top performers in this year's ranking. The country attracted interest from travelers across North America, Europe and Asia-Pacific, positioning it as one of the most widely desired destinations worldwide. Tokyo also emerged as the most-mentioned city destination in the survey, reflecting Japan's distinctive ability to blend culture, gastronomy, technology, nature and entertainment into a single journey.
