From Passive Sightseer to Active Participant
Experiential travel, as the trend is known, is about shifting from being a passive observer to an active participant. It’s the difference between seeing a historic site from a tour bus and taking a walking tour with a local historian who shares personal
stories. Instead of just eating at a popular restaurant, it’s about taking a cooking class to learn how to prepare regional dishes using local ingredients. According to a 2026 American Express Global Travel Trends report, 83% of Millennial and Gen Z travellers prioritise unique, authentic experiences over popular tourist attractions. This desire for immersion is fundamentally changing what it means to go on holiday, turning trips into opportunities for personal growth and genuine connection.
What's Driving the Demand for Authenticity?
Several factors are fuelling this shift. For many, it's a reaction to the homogenisation of global tourism and the desire for something real in a world of social media-driven expectations. After years of seeing the same filtered photos from the same dozen hotspots, travellers are now seeking out the un-staged and the unexpected. The focus is on creating unique memories and even learning new skills that last longer than any souvenir. There's also a growing consciousness about the impact of travel. Many travellers want their money to directly support local communities and are seeking experiences that are sustainable and respectful of local culture. Recent data indicates that 77% of travellers are looking for authentic experiences that represent the local culture.
What Does This Look Like in Practice?
Destination-specific travel can take countless forms. In Vietnam, it could mean learning traditional fishing techniques from a local family instead of just visiting a floating market. In Iceland, it might involve joining the annual 'Rettir' sheep herding celebration alongside local farmers. In a city known for its art, it’s about taking a workshop with a local artisan rather than just visiting a gallery. It can even mean choosing a destination based on a specific feeling or activity, like astro-tourism to see the northern lights in a remote location, or a culinary pilgrimage to a specific restaurant. The common thread is a hands-on, immersive approach that goes beyond the surface. This type of travel prioritises depth over breadth, encouraging slower, more meaningful engagement with a single place.
How the Travel Industry is Responding
The travel and hospitality industry is taking note of this profound shift. Hotels are evolving from mere places to sleep into 'lifestyle hubs' that offer curated local experiences. Many are now partnering with local guides, chefs, and artists to provide guests with exclusive access to authentic activities. Tour operators are designing itineraries that focus on cultural immersion and small-group interactions led by specialists like historians or archaeologists. Even airports are getting involved, with places like Portland International Airport incorporating local shops and green spaces to give travellers a sense of place from the moment they arrive. This is a fast-growing segment of the industry, with the global market for travel experiences projected to climb to over $340 billion by 2029.
