As we approach the 2026 Lunar New Year holiday, Innocean has identified ‘Purpose-driven Travel’ as a key trend to watch, showcasing global destinations they’ve encountered during their ad shoots.
Innocean’s Data Insights team reports that travel has evolved beyond visiting famous landmarks; it’s now about experiences that align with personal values and interests.
The new gold standard for travel? Seeking those life-changing moments that spark inspiration, rather than just escaping the daily grind.
In this shifting landscape, ad creators tasked with bringing brand philosophies to life have been scouting locations worldwide, each with its own unique appeal.
Innocean has curated a list of top travel spots that have caught advertisers’ eyes, organizing them by the type of experience they offer.
Craving an authentic local vibe beyond the tourist traps? Set your sights on Bari and Matera in Italy, or Cheongnamdae in Cheongju, South Korea.
For Trip.com’s “No Worries Trip” campaign, Innocean chose the southern Italian port of Bari and the cave city of Matera. These spots aren’t about glitz – they’re about soaking in the real, everyday Italy.
Picture old stone walls, winding alleys, and scenes of daily life where travelers and locals mingle effortlessly. The campaign’s message? Travel’s true essence lies in these human connections.
Cheongnamdae in Cheongju, once a government facility, starred in Genesis’s GV70 “Luxe in Every Touch” campaign. Now, it’s a haven where nature and history intertwine. Instead of manufactured landmarks, you’ll find forests and landscapes shaped by decades, embodying Genesis’s vision of luxury as something with depth, crafted by time.
For a sensory awakening in nature’s embrace, Tromsø, Norway, is the go-to destination.
Nestled in the Arctic Circle, Tromsø offers a front-row seat to the aurora, set against a backdrop of extreme conditions. The interplay of prolonged darkness and biting cold creates a mesmerizing light show.
Innocean captured this awe-inspiring environment for the Genesis GV60 “Take Your Wonder Further” campaign, conveying how harsh conditions can spark profound emotions.
For a truly unique experience, check out Na Oh, a restaurant in Singapore’s HMGICS (Hyundai Motor Group Innovation Center Singapore), where Michelin three-star chef Corey Lee works his magic.
HMGICS is a mind-bending fusion of car manufacturing, sprawling farms, and fine dining. Here, robots cultivate ingredients that end up on your plate, challenging our notions of what a factory can be and showcasing a futuristic lifestyle powered by cutting-edge tech.
An Innocean spokesperson shared, “While scouting filming locations, we often found ourselves more inspired by the places than we’d anticipated.” They added, “We hope people will explore these destinations based on what speaks to them, making 2026 a year filled with rich, diverse experiences.”
Reporter Ahn Ok-hee ahnoh05@hankyung.com
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