What makes a traveler truly happy in 2026? The international travel agency G Adventures answered this question with the publication of its annual "Happiness List." Central Asia—Turkmenistan, Kazakhstan, Kyrgyzstan, Uzbekistan, and Tajikistan—was recognized as one of the top destinations offering "deep joy and cultural enrichment."
Why Central Asia?
Unlike beach holidays, which G Adventures experts call "fleeting," the Central Asian region made the list thanks to its historical complexity. Travelers from the UK, US, and Europe are looking for authenticity—the opportunity to experience the living legacy of the Great Silk Road—and a unique blend of the futuristic architecture of modern capitals, ancient monuments, and the region's majestic landscapes. G Adventures' signature style of "community tourism" finds ideal soil in Central Asia—hospitality is part of the DNA here.
The inclusion of all five Central Asian countries in such a prestigious ranking speaks to the development of a unified tourism brand for the region. For Turkmenistan, this signifies growing interest from "conscious travelers"—those who value ecology, respect traditions, and are willing to explore the country in depth.
G Adventures, a global leader in adventure and responsible tourism, relied not on social media posts or "popular seasonal destinations," but on a mass survey. The study involved 8,000 people planning trips next year. The key criterion for "happiness" in 2026 was identified as a combination of personal comfort and the opportunity to contribute to local communities. As a result, the company shifted its focus from geography to emotion: what exactly people want to experience while traveling—peace, renewal, a sense of connection with loved ones, or a "recharge" through nature.
Neighbors on the "Happiness List": Map of Global Experiences
For a complete picture, here are nine more destinations identified by experts that will compete for tourists' attention in 2026:
- Guatemala: For immersion in Mayan culinary traditions.
- Arctic: For "icy Zen" and expedition cruises.
- Ecuador: For the Amazon jungle and chocolate tasting right on the cocoa plantations.
- San Blas Islands (Panama): For those seeking solitude on 378 coral reefs.
- African Safari: A timeless wildlife viewing classic.
- Spain (August 2026): A prime location for viewing a total solar eclipse.
- Sri Lanka: Exploring the coast by boat and experiencing life in coastal villages.
- Eastern Iceland: Black sand beaches and rugged natural beauty.
- Moldova: Discovering new wine routes in Europe.
ORIENT Backgrounder: The Philosophy of "Force for Good"
G Adventures is a Canadian company founded by Bruce Poon Tip in 1990. He transformed a traditional travel agency into a social enterprise. His idea is that tourism should be a "force for good," helping local communities thrive.
While they currently have 28 offices worldwide (including the US and UK) and operate globally, their heart, headquarters, and roots are in Toronto, Canada. G Adventures is interesting, above all, for its unique philosophy. While most tour operators sell "hotels and beaches," G Adventures sells "community tourism."
Partnership with National Geographic: They have an exclusive line of National Geographic Journeys tours. These are in-depth, exploratory trips with a focus on culture and history.
Ripple Score: This is their signature feature. They show what percentage of the money from the tour remains directly with the local residents (guides, guesthouse owners, artisans). Typically, this figure is over 90%.
Turkmenistan is on their list: They actively take groups along the Silk Road. Their standard itinerary includes Ashgabat, Darvaza (a gas crater), Kunyaurgench, and Mary (Merv). For them, Turkmenistan is the "ultimate less-ventured destination."
