What will make travelers genuinely happy in 2026? An answer to this question was offered by international travel company G Adventures, which has published its annual Happiness List. Central Asia—Turkmenistan, Kazakhstan, Kyrgyzstan, Uzbekistan, and Tajikistan—has been named one of the key destinations delivering “deep joy and cultural enrichment,” according to the Orient.tm portal.
Why Central Asia?
Unlike beach vacations, which G Adventures experts describe as “fleeting,” Central Asia earned its place on the list for its historical depth and layered heritage. Travelers from the UK, the United States, and Europe are drawn by authenticity—the chance to experience the living legacy of the Great Silk Road, the unique blend of futuristic architecture in modern capitals, ancient monuments, and the region’s majestic landscapes. G Adventures’ signature model of community-based tourism finds ideal conditions in Central Asia, where hospitality is deeply ingrained in local culture.
The inclusion of all five Central Asian countries in such an authoritative ranking points to the emergence of a unified regional tourism brand. For Turkmenistan, this signals growing interest from “conscious travelers”—those who value sustainability, respect traditions, and seek meaningful, in-depth exploration.
How the Happiness List Was Compiled
G Adventures, a global leader in adventure and responsible tourism, based its ranking not on social media trends or seasonal popularity, but on a large-scale survey. The study involved 8,000 people planning to travel in the coming year. The main criterion for “happiness” in 2026 was identified as a balance between personal comfort and the ability to contribute to local communities. As a result, the company shifted its focus from geography to emotions—what travelers want to feel on the road, whether it is calm, renewal, connection, or a “reset” through nature.
Other Destinations on the Happiness List
Alongside Central Asia, experts highlighted nine other destinations expected to compete for travelers’ attention in 2026:
- Guatemala — for immersion in Mayan culinary traditions
- The Arctic — for “icy zen” and expedition cruises
- Ecuador — for Amazon rainforests and chocolate tasting at cocoa plantations
- San Blas Islands (Panama) — for seclusion across 378 coral reefs
- African safaris — a timeless wildlife experience
- Spain (August 2026) — the prime location to observe a total solar eclipse
- Sri Lanka — coastal exploration by boat and village life
- East Iceland — black-sand beaches and stark natural beauty
- Moldova — discovery of emerging wine routes in Europe
ORIENT Background: The “Force for Good” Philosophy
G Adventures is a Canadian company founded in 1990 by Bruce Poon Tip, who transformed a traditional travel agency into a social enterprise. His core idea is that tourism should be a “Force for Good,” helping local communities earn sustainable income.
Today, the company operates 28 offices worldwide, including in the United States and the United Kingdom, while its headquarters remain in Toronto, Canada. G Adventures is best known for its focus on community tourism rather than conventional “hotels and beaches.”
Key features include its exclusive National Geographic Journeys tours, which emphasize culture and history, and its “Ripple Score,” showing how much tour revenue stays with local residents—typically more than 90%.
In Turkmenistan, G Adventures actively runs Silk Road routes, including Ashgabat, Darvaza (the gas crater), Kunya-Urgench, and Mary (Merv), describing the country as the “ultimate less-ventured destination.”
CentralasianLIGHT.org
December 24, 2025