Try 2026’s Travel Trends in Norwich

Try 2026’s Travel Trends in Norwich

by Katie Thompson

Every year, a whole host of trends are on hand to get us excited about travelling again. But what if we told you, you don’t have to go to a far-flung destination to try them? 

Here in Norwich, we’ve got something for everyone. From wellness communities to innovative art experiences and local produce so special you’ll take it home as a souvenir. And in Norfolk, step into the shoes of your favourite period dramas or step back in time for nostalgic memories made anew. 

So, forget about flights and opt for a staycation instead. Here’s how to try 2026’s biggest travel trends in Norwich!

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Social Saunas at The Lions’ Den 

Follow in the footsteps of Norwich natives and head to The Lions’ Den for a sauna experience made for authentic community and connection (30 minutes from £11). 

At their City location, you can look out across Norwich’s skyline from their rooftop saunas and the largest indoor community sauna in the county! Embrace refreshing ice baths and let the tension dissipate- you’ll soon be chatting with friends old and new. Try your hand at a restorative session of yoga, Pilates or calisthenics before unwinding with a smooth coffee in their cafe. (It turns into an alcohol-free bar in the evenings, serving thoughtfully crafted drinks that help you socialise without the hangover.) 

Or head to The Lions’ Den River where two wood-fired saunas are ensconced beside the River Wensum. Look out onto rippling waters and whispering willows as you take an icy plunge. Embrace the calm and toast marshmallows under twinkling fairy lights. 

And in Norfolk, the sauna at Fairhaven Woodland & Water Garden (also a great spot for clear night skies and stargazing) is the perfect antidote to an exhilarating dose of cold-water wild swimming (50-minute sauna £17, wild swimming £12).

Museums Ditch the Glass at the Sainsbury Centre 

The Sainsbury Centre is an innovative art museum that challenges traditional expectations.  

This futuristic Norman Foster-designed space sees art as living. Here, you can hug Henry Moore’s ‘Mother & Child’ (yes, really!), recline beneath a Giacometti, and even become your own work of art in a life-size display case. That’s not all- the Sainsbury Centre’s biannual seasons ask the big questions, exploring different perspectives and mediums through a series of exhibitions. Think ‘How Do We Find Love?’, ‘Can We Stop Killing Each Other?’ and ‘What is Truth?’.  

And outside, you’ll discover the Sculpture Park (FREE), where pieces by Lynne Chadwick, Antony Gormley and more dot the landscape. 

What’s more, you pay what you can to enter, contributing to this unique space and keeping thousands of years of creativity accessible to all.

Grocery Shop Tourism in the Lanes 

One way to really get a taste of your destination? The local produce.  

In the Lanes, Jarrolds, our flagship, family-run department store, is home to a wonderful food hall. Head to the lower ground level where you’ll be greeted with a treasure trove of local produce form Norwich, Norfolk and East Anglia. Think jams, condiments and chutneys; indulgent cookies, chocolate and sweet treats; pasta, olive oil and cheeses. There’s a deli packed with fresh produce and an eye-catching selection of local spirits, including gin, rum and whisky. Why not treat yourself or a loved one to a hamper? 

Opposite on Norwich Market- where you’ll discover a myriad of mouthwatering food stalls, is Sir Toby’s Beers. This craft beer bottle shop (and bar!) showcases the latest craft bees from the UK and worldwide, with a focus on East Anglian real ales. Similarly, Beer Hatch, found in our Cathedral Quarter, is all about the region’s best local brews, ales and ciders, with a rotating selection of 5 draughts on tap to drink in or takeaway.

Hotels Go Local in Norwich 

Speaking of local produce, if you’re staying, we recommend The Assembly House and the Maids Head for a Norwich-centric stay. 

At the historic Maids Head Hotel, treat yourself to a nightcap in their wood panelled bar from a selection of Norfolk spirits. We love The English Distillery, whose award-winning whiskies make the most of Norfolk’s microclimate for a smooth finish. And in the hotel’s stylish 2AA Rosette WinePress restaurant, you can savour seasonal local produce and a selection of elevated classics. 

And at The Assembly House, delicious local produce is found throughout their menu. From Eggs Benedict with Norfolk ham to Norfolk Smoked Dapple and Colman’s Mustard (of course) in their iconic three cheese toastie and cheese scones. And if you’re staying on a special occasion, you may even experience local traditions, such as that of Valentine’s Eve and the mysterious antics of Jack Valentine– look out for a small gift left on your doorstep!

Design Week at Norwich University of the Arts 

Norwich is a creative city, known for its artistic and inclusive community.  

Every summer, Norwich University of the Arts holds their highly anticipated Grad Fest (12 – 25 June 2026) (as well as a post-grad showcase later in the year (3 – 9 September 2026)). With courses spanning practices from fashion design and communications to photography, illustration, fine art, games design, acting, interior design and more, you can immerse yourself in a world of creativity.  

This 12-day festival invites students, graduates and the public alike to visit a series of physical exhibitions across the campus, each one offering new perspectives, untold stories and unique designs from the next up-and-coming cohort of makers (FREE). It’s certainly a positive, fun and energetic event.

Period Drama Set-Jetting at Holkham 

Searching out your favourite film locations may be nothing new, but it is a truth universally acknowledged that the influence of period dramas is an enduring one. 

Cue Holkham. Looking out across sprawling parkland, home to a gorgeous deer herd, lake, walled-garden and acres of greenery, Holkham’s Palladian-style Hall really is straight out of a film. ‘The Duchess’ to be exact. Take a tour of the magnificent interiors- the Marble Hall is a must-see- and follow in the footsteps of Keira Knightley and Ralph Fiennes as Georgina and William Cavendish. The walls were the backdrop to the film’s Oscar-winning costumes and sky-high wigs. (You might even spy a framed photo of the resident Coke family with the actors in their library.) 

Then make your way to Holkham beach’s wild, windswept sands. As a backdrop for many a blockbuster, you’ll recognise them from the end of ‘Shakespeare in Love’, when Gwyneth Paltrow’s Viola lands on the shores of Norfolk- a stand in for Virginia in America.

Grandparent Getaways in the Broads National Park 

A multigenerational trip is guaranteed to be full of nostalgia, but equally one that makes new memories. So, where better for a grandparent getaway than the Broads National Park?  

Stay in the peaceful surrounds of Worstead Estate (between £250 – £350 per night depending on high or low season and accommodation, minimum 2 or 4 nights), where you can gather for hearty breakfasts around long dining tables, enjoy garden games on large lawns and bring out your competitive side in private games rooms. Then head out into the Norfolk countryside for a traditional steam engine experience on the scenic Bure Valley Railway (adult return £25, child return £12.50). Chug past verdant fields and sunshine yellow rapeseed before a cosy evening in front of the wood-burner. 

And if a multigenerational trip has got you thinking about your family history, local tour guide Cheryl Cade offers bespoke family tours to take you and your loved ones back in time through your East Anglian ancestry.

Cruising on the Wensum and the Yare 

It’s not hard to see why getting out on the water is a form of wellness in itself. Away from technology, noise and the hustle and bustle of everyday life, you can truly embrace tranquility. And once you’re in Norwich, you don’t have to travel to do so.  

With Pub & Paddle (from £15 for 2 hours), you can canoe, kayak, row or paddleboard your way through the city and along the River Wensum. Get a completely new perspective on the city, passing local landmarks like Cow Tower and Pull’s Ferry while swans glide alongside you, not forgetting to stop at a waterside pub or two. This is Pub & Paddle, after all! 

Or from Thorpe St Andrew’s riverside green, hire one of Bishy Barney Boats’ iconic red motorboats and make your way east into the fringes of the Broads National Park (from £25 for 4 passengers for 1 hour). With bushy greenery on either side, look out for elusive kingfishers, bobbing grebes and curious herons and admire pretty waterside properties and charming pubs at Bramerton and Surlingham- perfect for a mid-way pub lunch pitstop!