Walking into 2026: what the market’s saying—and how we help you act on it

Written By Gavin Priestley

The short version: September’s getting bigger, January’s still hot, inbound looks steady (if choosy), and travellers want slower, more meaningful trips. For walking operators, that’s your sweet spot—cooler trails, golden light, and stories with substance.

What the market is telling UK walking brands for 2026

1) Shoulder season is stepping up

ABTA’s Travel Trends 2026 points to a structural tilt toward September. One in four Brits (24%) planned a September 2025 holiday—a seven-point rise since 2023—with momentum expected to continue into 2026. ABTA also dubs 25–34s the “Travel Trendsetters”, shaping demand and taking the most trips. Translation for walkers: more interest in quieter paths and beautiful light—precisely when your routes look (and film) their best. 

2) New-year intent is hot (again)

Early January remains a high-intent booking window. Industry coverage around Sunshine Saturday (first Saturday in January) points to roughly 5% growth in January 2026 bookings year-on-year, with the CAA signalling a busier month than 2025. Some OTAs saw much bigger day-of spikes—Thomas Cook reported +60% YoY on Sunshine Saturday—so if your product pages reduce friction (clear grading, kit lists, “route reality” clips), you can capture that demand. 

3) Inbound demand looks resilient—if selective

VisitBritain’s 2025 forecast (the latest formal outlook) has inbound visits up 4% and spend up 6% vs 2024, taking both above 2019 in nominal terms. International walkers are still coming for national trails, heritage paths and the pub-at-the-finish charm—though price sensitivity and value perception matter. Think high-clarity product storytelling that removes doubt. 

4) “Slow, meaningful, well-being” isn’t a fad—it’s the brief

Outlooks into 2026 spotlight purposeful, restorative travel: slow itineraries, community-flavoured experiences, wellness woven in. Euromonitor highlights passion- and purpose-led demand with wellness and slow travel reshaping higher-value flows; consumer press echoes the “meaning over mileage” mindset; and the Global Wellness Institute clocks wellness at $6.8T (in total not just travel) with strong growth to 2029. For walking brands, that’s guided hikes, mindful moments, and locally rooted stories. 

How we help (in real terms)

You know your routes and your buyers. We slot in where we add the most value—sometimes a nimble two-person team on the trail; sometimes a fuller crew shaping a season’s worth of stories. Either way: low faff, high usefulness.

  • Start with a chat, not a checklist. We’ll jump on a quick call to hear what’s coming—UK classics, overseas treks, trade priorities, gaps in the library—and agree what’s realistic for your calendar and budget. Plain English, no jargon.

  • Scale to fit. Need just a shooter and a copywriter joining a three-day Lakes itinerary to gather strong visuals plus on-the-trail copy for blogs, captions and emails? Grand—we’ll do that. Got a hero route that needs talent, permissions and a steadier hand? We can bring a producer, drone op and (if you like) models to reflect your customer mix.

  • Story first, then formats. We shape the narrative—why this route, who it suits, what it feels like mid-stride—then spin it into what you need: web hero, 15-second verticals, stills, captions, blog posts, kit lists. One walk, many uses (and plenty of evergreen value).

  • Real walkers, real moments. We’re happy casting models when you need them, but we’re just as comfortable working with guides and genuine guests—briefed properly so the content stays authentic and respectful of place.

  • Plug into your team, not over it. Some clients ask us to lead; others want an extra pair of hands. We can recce routes, co-write shot priorities, or simply show up and capture what matters while your team focuses on guests.

  • Honest, confidence-building content. We prioritise terrain clarity, grading, travel-ease and little reassurances (stiles, scrambles, where the loos are) because those details convert—without glossing over the reality walkers appreciate.

  • Weather, seasons and common sense. We’ll plan around light and likelihood, hold sensible backups, and suggest when a shoulder-season shoot will look better and work harder.

  • Budget you can see coming. Fixed “route-pack” pricing when helpful; day rates when you just need a light lift. If you want a steady drumbeat of content, we can agree a simple retainer that flexes with your programme.

  • Low-lift for your team. Clear comms, tidy asset delivery, filenames that make sense, and a small set of ready-to-use captions and alt text so your posts don’t get stuck waiting on copy.

  • Top-ups, not do-overs. When September or Sunshine Saturday roll round, we refresh with a half-day shoot or new intros/outros—keeping the evergreen library earning without starting from scratch.

If that sounds helpful, let’s have a brew (virtual or real) and talk through your next walks—whether it’s one shooter and a travel writer on Coast to Coast, or a bigger push for a “Super September” campaign across the Dales and the Dolomites. We’ll meet you where you are and make the rest straightforward. All our contact details are here.

Gavin Priestley
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