Experiential Travel: How Moments Make Memories
The thirst for travel moments that create lasting memories and deepen connections is reshaping the future of tourism, with travelers seeking more than just a getaway. Experiential travel has emerged as a powerful trend over the last few years that reflects a fundamental shift in the way we explore the world. No longer limited to sightseeing and ticking destinations off a list, today’s travelers are welcoming the ever increasing range of immersive experiences on offer. As travelers prioritize significance in their journeys, we’ve taken a deeper look into this growing trend and how you can embrace it.
The rise and rise of experiential travel
The growth of the experiential travel market has been notable over the past few years and shows no signs of abating. According to Statista, the global travel experience market was projected to reach between $1.1 trillion and $1.3 trillion in 2024, with structured activities such as guided tours and live events now accounting for around 25% of travelers’ total expenditures on experiences worldwide. A recent survey by GetYourGuide showed 98% of travelers stating that the promise of unique experiences heavily influences their choice of destination.
However, this wave of change goes beyond adventure tourism or bucket-list escapades. Travelers are increasingly seeking transformative experiences that foster personal growth. Consider learning the Flamenco in Spain and learning all about its heritage or taking in a foodie tour and cooking demonstration in a New York City market, discovering how it helps provide affordable, quality food to the community. Experiences such as this are more than entertainment and novelty; they allow travelers to explore deeper dimensions of culture and authenticity with each journey.
Reflecting the voice of a new generation
The preference for cultural immersion is gaining traction, especially among younger generations. Millennials and Gen Z travelers are particularly drawn to rich cultural engagements, with a Bloomberg report revealing that 86% of millennials favor travel that fosters experience and connection, and 60% believe in the importance of engaging with local culture. This engagement from the next generation of travelers will fuel the growth of experiential travel long into the future.
The desire for fulfillment and sustainability
Studies have long indicated that filling holidays with new experiences is not merely pleasurable—it creates deeper memories and provides a sense of fulfillment. Experiences, especially those that are new and unique, significantly enhance happiness, emotional well-being and long-term life satisfaction.
Travelers are also increasingly conscious of their impact on local communities, resulting a growing demand for sustainable and responsible experiential travel practices. As noted by Zurab Pololikashvili, Secretary General of the UN Tourism Organization, the shift towards experiential travel allows tourists to create a positive legacy in the destinations they visit.
SAVE UP TO $2,000 PER COUPLE* ON YOUR FIRST PREMIUM TOUR.
Plus receive latest offers, travel inspiration, and discover how your travels will make a positive impact. Together, WE MAKE TRAVEL MATTER®. Subscribe NowExperiential travel with Insight Vacations
Proud to be ahead of trend, premium immersive experiences have been the cornerstone of Insight Vacations’ tours since its inception. Designed with the curious traveler in mind, every journey features unique ways to connect with destinations at a deeper level, while having a lot of fun along the way. Here’s just a teaser of what lies in store.
Learn about oyster cultivation in Croatia and dine on fresh catch.
Discovery through dining
Connecting with your destination through food is a wonderful way to explore its history, heritage, and culture while enjoying a delicious experience. Dining is at the heart of every Insight Vacations tour, and beyond exceptional restaurants, we’ve handpicked a range of immersive culinary experiences that delve deeper into the essence of each location you visit.
Learn the art of pasta making in Italy with Chef Lorenzo at his family farm in Umbria, followed by a delicious lunch of traditional dishes during our European Dream tour. On Spectacular National Parks of Eastern USA, discover the flavors of the USA on an Asheville walking food tour, where you can embrace the region’s signature farm-to-table offerings while visiting several acclaimed eateries featuring some of Asheville’s notable chefs, brewers, and mixologists. In Ston, the oyster capital of Croatia, a local oyster farmer will share insights into oyster cultivation, leading to a sensational sea-to-table tasting experience during our Country Roads of Croatia tour.
Indigenous encounters
Meeting the indigenous peoples of a destination uncovers a history and meaning that can never be found in a museum. The opportunity to learn, share stories and ask any questions you have is priceless.
Travel with us on our Northern Lights of Scandinavia premium tour and you’ll meet a Sami family in Norway in their reindeer camp. As you dine, talk and play games, you’ll get an insight into Scandinavia’s fascinating history and cultural heritage. While on Spectacular Rockies and Glaciers of Alberta, join a First Nations Cree Iroquois Local Expert for a forest walk, to learn how their ancestors survived off the land and used the plants as medicines. Both MAKE TRAVEL MATTER® Experiences, they advance United Nations Global Goals and ensure your visit makes a positive impact.
Enjoy private concerts and rituals
Experiential travel transforms ordinary trips into unforgettable journeys by immersing you in the local culture and traditions, taking you to people and events you might otherwise not see. These Insightful Encounters are a feature on many of our tours.
On Classical India with Nepal, you’re invited to take part in an Aarti Chanting Sunset Ceremony. in the Ganges, guided by an expert in India’s religious rituals. This intimate experience offers profound insights into the local spirituality and customs. While in Budapest, a student takes you on a tour of the Liszt Music Academy, followed by a recital. This institution, founded by the legendary piano virtuoso and composer Franz Liszt in 1875, provides a unique glimpse into Hungary’s rich musical heritage during our Highlights of Eastern Europe tour. Meanwhile, in Cape Breton, immerse yourself in the vibrant culture of the Gaelic settlers at an authentic Ceilidh night, where Celtic music takes center stage alongside Acadian hospitality and entertainment on Landscapes of the Canadian Maritimes.
Meet game changers
Travel also has the power to introduce us to inspirational people that influence our lives for long after. In Denali, Alaska, enjoy an exclusive meeting with four-time Iditarod champion Martin Buser, where you’ll gain firsthand insight into the challenges of the 1,049-mile race, followed by lunch at his home. Experience this unique opportunity on our Jewels of Alaska tour. In Kathmandu, Nepal, attend a talk led by a remarkable woman who has conquered Mount Everest, the highest peak on Earth. This empowering talk is part of our Classical India with Nepal journey.
About Leanne Williams
I'm a writer, editor and interview specialist with a lifetime's love of travel. There’s nothing more inspiring to me than meeting, and writing about, the world's leading destination experts and travel industry insiders. The thing I love most about writing for Insightful is that I'm always learning something new.
LIKED THIS POST? SHARE WITH YOUR COMMUNITY
Keep exploring
