From Destination to Experience
For years, travel planning was simple: pick a destination, book a flight, and find a hotel. Sightseeing was often an afterthought, a list of famous landmarks to check off. Today, that model is being turned on its head. A new era of ‘experience-first’
tourism has emerged, where the activity—be it a music festival, a wellness retreat, a culinary tour, or a theme park visit—is the primary reason for the trip. Recent travel data from 2026 shows that visitors are increasingly building entire journeys around singular passions and pre-planned activities rather than a location alone. This reflects a broader desire for more meaningful and personalised journeys that go beyond crowded tourist hubs and generic itineraries.
What's Driving the Change?
Several factors are fuelling this trend. The rise of a digitally native generation of travellers, particularly Gen Z, is a major driver. For them, travel is defined by what they want to do, with cultural exploration, outdoor activities, and culinary discoveries being key motivators. These travellers are spending with intent, often cutting back on flights or accommodation to free up their budget for immersive experiences that create lasting memories and compelling stories. The search for authenticity is another powerful influence. Travellers are looking for deeper cultural connections and personal experiences, moving away from rushed checklists towards slower, more focused exploration. This is amplified by the convenience of online travel platforms, which make it easier than ever to discover, compare, and pre-book a vast array of tours and activities.
How Indian Travellers are Embracing the Trend
Indian travellers are at the forefront of this shift in Asia. Reports from the first half of 2026 show a strong preference for immersive, family-friendly, and adventure-led holidays. Data from travel platform Agoda reveals that theme parks and island excursions are among the most-booked activities for Indians travelling in Asia. Universal Studios Singapore, the Pattaya Coral Island Tour in Thailand, and VinWonders in Vietnam were among the top attractions booked by Indian travellers, indicating that these experiences are often the main draw for the trip. Beyond theme parks, there is a growing demand for scenic and adventure-focused activities, such as visiting Sun World Fansipan Legend in Sapa, Vietnam, for its cable car ride to Indochina's highest peak. This move towards pre-planned, experience-led itineraries highlights a desire for hassle-free holidays packed with entertainment and adventure.
Asia's Hotspots for Experiences
Across Asia, destinations are adapting to cater to this new style of travel. Singapore and Thailand are leading the way, positioning themselves around unique events and immersive offerings. Japan and Vietnam are also seeing a surge in popularity, thanks to their rich blend of culture, value, and diverse experiences. The trend extends beyond major capitals to secondary cities and lesser-known destinations, as travellers seek more personal and less crowded experiences. In fact, recent research found that nearly three-quarters of travellers would visit a lesser-known city specifically to attend a local event or festival. For many Indian families and groups, short-haul destinations across Southeast Asia remain a top choice due to their easy connectivity and value-for-money offerings.
The Future of Your Holiday Plans
This evolution in travel behaviour suggests that the most memorable trips are no longer just about where you go, but what you make of it. Pre-booking key attractions and day tours not only secures your spot but also provides structure, allowing for more spontaneity around the main events of your trip. Research shows that while travellers are conscious of rising costs, they are more likely to reduce spending on flights and accommodation than on experiences. As you plan your next getaway, consider starting with the experiences you crave most. Whether it’s exploring local food scenes, attending a major sporting event, or simply unwinding at a tranquil retreat, letting the activities guide your destination choice could lead to your most fulfilling holiday yet.
