The End of the Bucket List?
For decades, travel was often defined by a checklist approach. Seeing the Eiffel Tower, walking the Great Wall, or taking a photo with the Leaning Tower of Pisa were rites of passage. But today, travellers are increasingly swapping these bucket lists
for something more personal. The new philosophy isn't about seeing the world's most famous sights, but about experiencing the world through the lens of a personal interest. [3] This shift is moving the focus from performative travel—collecting photos for social media—to journeys that are more meaningful and restorative. [3] Instead of coming home exhausted from a packed itinerary, the goal is to return inspired. [3]
From Destination to Motivation
The core of this trend, often called “passion-led” or “hobby travel,” is simple: your motivation for the trip comes before the destination. [3] It’s about letting your interests guide your itinerary. A foodie might plan a trip to Paris not for the Louvre, but for a croissant-baking class at a famed patisserie. [3] A dedicated runner might choose their next holiday based on where a marathon is being held. This approach redefines the very purpose of a vacation. Instead of a simple escape, travel becomes an act of personal fulfilment and skill-building. Tour operators have noticed, with bookings for workshops and classes seeing a significant increase. [7] For many, especially Gen Z and Millennials, drawing travel inspiration from a recent TV show or film has also become a major driver, a phenomenon known as "set-jetting". [17, 20]
Why Is This Happening Now?
Several factors are fuelling this change. The post-pandemic world saw a major reassessment of personal priorities. [4, 5] Many people are now seeking deeper cultural connections and more intentional experiences rather than rushing through a crowded schedule. [9] The rise of remote and hybrid work has also blended the lines between work and leisure, allowing for longer, more immersive stays. [2, 9] Furthermore, a growing sense of loneliness in a hyper-digital world has created a desire for connection, and travel built around shared interests offers a powerful way to bond with like-minded individuals. [11] It's a move toward what some call the “Connection Economy,” where emotional fulfilment and a sense of belonging are the ultimate luxuries. [11]
What Passion Travel Looks Like in India
This trend is resonating strongly with Indian travellers. More people are opting for skill-based and learning-led holidays over traditional leisure trips. [12] Domestically, there's a surge of interest in experiences rooted in Indian heritage and wellness. Yoga and meditation retreats in Rishikesh, learning traditional arts like Madhubani painting in Bihar, or Kathakali training in Kerala are popular choices. [12] For those travelling abroad, it's about acquiring new skills—from certified scuba diving courses in the Maldives to watchmaking workshops in Switzerland or perfume-making classes in Paris. [12] The modern Indian traveller wants to return home not just with photos, but with new stories, skills, and even certifications. [12]
How to Plan Your First Passion Trip
Getting started is easier than you think. Begin by looking at your existing hobbies. What do you enjoy doing in your spare time? Whether it's photography, cooking, hiking, or art, there’s likely a travel experience built around it. Start by searching for workshops, festivals, or guided tours related to your interest. Think about what skill you'd love to learn or deepen. Culinary enthusiasts can find cooking classes almost anywhere in the world, from pasta-making in Italy to sushi workshops with local chefs in Japan. [12, 15] Outdoor lovers can find guided hikes, surf camps, or wildlife photography tours. The goal is to design a trip where the activities, not just the location, bring you joy and a sense of purpose.
