PHOTO: CANVA
Global tourism is undergoing a profound transformation: traveling no longer means resting, but discovering, feeling, and sharing. The phenomenon of experiential tourism —also known as experiential travel— is a trend that became firmly established in 2025 and will continue into 2026, becoming the central axis of the global travel industry, with an estimated value between 1.1 and 1.3 trillion dollars, according to the latest dossier from Statista.
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In this new paradigm, travelers are no longer satisfied with visiting monuments or staying in luxury hotels. They seek to connect with the local environment, learn something new, and live memorable moments they can narrate, photograph, and share. Thus, travel stops being a break from routine and becomes an extension of personal identity.
What does “experiential tourism” really mean?
Experiential tourism focuses on the active participation of the traveler. It involves engaging with the culture, gastronomy, nature, or events of a destination, beyond merely consuming traditional tourist services.
According to Statista, within this vast global market, structured and paid experiences —such as tours, attractions, sports events, or cultural festivals— represent between 250 and 310 billion dollars.
The interest is no longer in the most popular destinations, but in unique experiences: from a traditional cooking class in Italy to an ecological hike in the Amazon or a film tour through Game of Thrones locations.
This shift is redefining how destinations promote themselves, how platforms sell, and how travelers choose. Experiential tourism is no longer an add-on to the trip, but the main reason for taking it.
Which experiences are most sought after by tourists?
Statista’s report identifies two major categories that concentrate the highest interest:
- Events and culture, with an estimated value between 430 and 530 billion dollars.
- Nature and adventure, representing between 250 and 410 billion.
The boom in sports events, music festivals, and cinematic experiences is generating unprecedented tourist movements. A clear example is the 2026 FIFA World Cup, which could generate 7.5 billion dollars in tourism spending, or the phenomenon known as “set-jetting”, the trend of traveling to places where series or movies were filmed.
In Dubrovnik, tours inspired by Game of Thrones generated nearly 18 million pounds in 2024, while in New Zealand, The Lord of the Rings continues to attract visitors more than two decades later: one in eight tourists says they traveled motivated by the saga.
How is digitalization transforming experience-based tourism?
Technology’s impact has been decisive. Six out of ten experience bookings are now made digitally, an increase of nine percentage points compared to 2019. Tourism platforms and apps have become the new starting point for planning a trip.
Three players dominate this market: GetYourGuide, Viator, and Klook, known as OTAs (Online Travel Agencies) specializing in experiences.
- GetYourGuide recorded a 355% increase in downloads since 2019.
- Klook, the leader in Asia, surpassed 9.8 million downloads.
- Viator, owned by Tripadvisor, grew from 55 million dollars in revenue in 2020 to 840 million in 2024, becoming the group’s most profitable unit.
Digital growth has changed not only how travelers book, but also how they discover and share. Social media and online reviews directly influence purchase decisions, creating a new economy based on recommendation and emotion.
What are younger generations looking for when they travel?
Generation Z and millennials are the main drivers of this phenomenon. According to Statista, 83% of centennials and 77% of millennials plan to travel more when motivated by specific events or activities.
Among the key factors that determine destination choice are:
- Local activities and living culture.
- Authentic gastronomy.
- The possibility of discovering something new.
- Interaction with the community and respect for sustainability.
Behavior varies by country. In India, China, and Brazil, travelers are willing to pay more for memorable experiences, regardless of income level. In contrast, in Mexico, Portugal, and Italy, travelers tend to prefer free or low-cost activities.
What role do destinations, brands, and tourism operators play?
The rise of experiential tourism is forcing destinations to rethink their marketing strategy. It is no longer enough to promote beaches or monuments: they must design memorable experiences that become reasons to travel.
Destinations are focusing on four main pillars:
- High-impact cultural and sporting events.
- Nature-based experiences with a sustainable approach.
- Gastronomic and wellness tourism.
- Themed routes based on film, history, or local traditions.
At the same time, OTAs and local operators must improve the curation of their catalog, offering quality and authenticity, while hotels and airlines incorporate experiences into their loyalty programs or digital upselling strategies.
The future of the sector lies in integration: from initial inspiration to booking and the final experience, everything must be connected within an ecosystem that facilitates discovery and purchase.
What challenges does experiential tourism face?
Despite its exponential growth, experiential tourism faces significant challenges:
- Overcrowding of popular destinations, which threatens sustainability.
- Market fragmentation, with thousands of local providers lacking access to technology or training.
- The need for quality standards that ensure safe and consistent experiences.
- Price sensitivity, especially in emerging economies.
Overcoming these challenges will require strengthening sector professionalization, investing in digitalization, and fostering partnerships between public and private actors that prioritize authenticity, inclusion, and sustainability.