Major trends in tourism and hospitality industry: Analytics, challenges and prospects for 2026

This article examines the main trends in tourism and the hospitality industry. The spa industry was analyzed, which is currently receiving special attention, as travelers are increasingly trying to take care of their health. It is concluded that in the era of rapid development of tourism and hospitality, the dominant trend among Russians is a huge interest in their native country, with its cultural features, beautiful locations, and improved infrastructure. The trend for authenticity (tradition) is becoming a competitive advantage. There is a transformation of tourist preferences, their awareness. Russia is becoming a magnet for foreign tourists, and in 2026, domestic tourism, according to the author, will become a key driver for the development of the industry.