Innocean said Tuesday it is recommending “purpose-driven travel” as a key trend ahead of the Lunar New Year holiday and is sharing global destinations it encountered while filming advertising campaigns.
According to Innocean’s Data Insight Team, travel is shifting away from simply checking off famous attractions toward experience-based trips that reflect personal tastes and values. The team said travelers are increasingly looking for “great moments” that inspire them, rather than trips focused only on rest or escape.
Innocean organized major destinations used in its global campaigns by travel purpose and introduced several locations chosen by advertising professionals.
For travelers who want to experience local atmosphere and everyday life beyond major tourist sites, Innocean pointed to Bari and Matera in southern Italy, as well as Cheongnamdae in Cheongju, North Chungcheong Province, South Korea.
Bari, a port city, and Matera, known for its cave dwellings, were filming locations for Trip.com’s “Trip Wherever, Worry-Free” campaign. Innocean said the settings preserve local daily life rather than showcasing flashy attractions, and the campaign emphasized that “the essence of travel is ultimately the experience between people.”
Cheongnamdae, a key location for the Genesis GV70 “Luxe in Every Touch” campaign, was once a major national facility but has since been reborn as a space shaped by nature and time, Innocean said. Instead of man-made landmarks, forests and scenery formed over the years create its distinctive mood, and Genesis used the site to present a new meaning of luxury as “depth created by time.”
For travelers seeking to sharpen their senses in nature, Innocean named Tromso, Norway. Located in the Arctic Circle, Tromso offers views of the aurora amid long darkness and severe cold, creating striking contrasts of light, it said. Innocean said its Genesis GV60 “Take Your Wonder Further” campaign filmed there conveyed that extreme conditions can produce powerful emotion.
For those looking for a new experience created by contrasting elements, Innocean recommended Hyundai Motor Group’s Singapore Global Innovation Center, known as HMGICS, and Na Oh, a restaurant inside the center created in collaboration with Michelin three-star chef Corey Lee.
Innocean described HMGICS as a space where an auto production facility, a large farm and a restaurant coexist, blending robotics and nature, industry and dining. It said the process of ingredients grown by robots becoming dishes shows a new lifestyle shaped by evolving technology.
An Innocean official said the company often found greater inspiration at filming locations while searching for sites for ad production. The official encouraged people to visit the destinations introduced and “make 2026 even more diverse.”
* This article has been translated by AI.
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