Travelers’ interest in experiencing places rather than simply seeing them is one reason experiential travel is growing. Many travelers do not want their trip to be solely about taking photos at famous sites. They want to visit areas where they can learn about local customs, enjoy the cuisine, interact with locals, or experience nature. As such, there is a shift occurring in how trips are being planned, how tourist destinations are marketing themselves, and what type of things travelers want to see and experience during a trip.
This blog provides information regarding why travelers are making this choice; what experiential travel is; how travel organizations can provide tourists with good experiences; and tips for travelers who would like to find experiences that will be memorable and worth the money spent.
1. Why Travelers Are Selecting Experiences vs. Visiting Famous Sites
There are many different types of travelers that are looking for more than just photos of a place they visited. These travelers are interested in finding a way to make their travels meaningful and relevant to their own interests and values. Some of the key factors driving the transition to experiential travel include:
- Personal significance: Learning a new skill or gaining a greater understanding of a culture creates a longer-lasting memory.
- Human interaction: Meeting and interacting with locals and other small groups of people makes tourists feel more connected and human compared to traveling in large crowds.
- Originality: Experiences are generally easier to replicate than a traditional itinerary.
- Wellness: Experiencing nature, engaging in physical activity while traveling, and/or slowing down the pace of travel can help alleviate stress.
Repeat travelers (those that have traveled extensively) are particularly evident in this trend. Once again, they have seen the major attractions of a destination and now they are seeking a different type of travel experience.
2. What Does Experiential Exploration Look Like On A Typical Trip?
Experiential travel frequently includes participation. In other words, the tourist is actively doing something, as opposed to merely watching or observing.
Some examples of common forms of experiential travel include:
- Cooking Classes: While some may argue that cooking classes are simply another form of sightseeing, they offer a great opportunity for tourists to learn about a culture’s culinary traditions.
- Market Walks & Farm Tours: These are excellent ways to immerse oneself in a local area. Tourists can learn about the local produce, observe the local markets, and engage with the local people.
- Tasting Menus: Similar to a wine tasting tour, a tasting menu allows tourists to sample a variety of dishes and flavors prepared using local ingredients.
- Craft & Culture Workshops: Many travelers enjoy immersing themselves in the local culture by attending workshops focused on various crafts and art forms such as pottery, textile weaving, dance, music, or even language lessons.
- Nature Immersion: Nature enthusiasts can participate in a wide range of outdoor activities including hiking, wildlife tracking, kayaking, stargazing, and much more.
- Community-Led Tours: Neighborhood history walks and local storytelling provide a unique perspective of the local area and allow tourists to develop a deeper understanding of the community.
- Skill Trips: Photography tours, diving courses, surf camps, and much more allow tourists to learn a new skill or hobby while traveling abroad.
All strong experiential travel experiences typically involve providing context. Context is important because it helps explain why something is significant, how it is performed, and its importance to the local community.
3. What Makes An Experience Of High Quality And Respectful?
While there are many “local experiences” available, they are not always truly local. Good quality experiential tourism ensures that both the tourist and the local community are treated respectfully and with dignity.
Here is a checklist of items that you should consider when evaluating whether or not an experiential travel experience is high-quality and respectful:
- Host Expertise: Is your host knowledgeable about the subject matter? Has your host been trained? Has your host personally experienced the subject matter?
- Group Size: Will you be part of a large group, or a small group? If you are part of a small group, you will have ample opportunity to ask questions and participate fully in the experience.
- Pricing Transparency: Is the price clearly stated? Are all costs included in the price, or are there additional fees? Is your host paid a fair wage?
- Respect For Local Cultures: Is the experience culturally sensitive? Will you be asked to perform in front of others? Will you be expected to participate in anything humiliating or degrading?
- Basic Safety Guidelines: Are the tools used in the experience safe and suitable for use? Are the safety guidelines clearly explained? Are the risks associated with the experience clearly communicated?
If any of the above warning signs are present, it is likely that the experience is not high-quality and respectful.
4. How To Create Experiences That Meet Demands From Both Travelers And Destination/Brands
While experiential demand presents several opportunities for travel companies and destinations, it only does so if it is developed and implemented responsibly. When implemented properly, the most successful experiential travel programs create long-term relationships and minimize the potential for over-tourism.
There are several ways that destinations and brands can successfully implement experiential travel:
- Partnerships With Local Operators: Develop partnerships with local operators to ensure that the experience is genuine, authentic, and profitable for everyone involved.
- Fair Revenue Distribution: Ensure that a fair share of the revenue generated from the experience is distributed to the local operator(s).
- Spread Out Visitors: Spread out the distribution of visitors throughout the year and within the neighborhoods to prevent overcrowding.
- Learning-Centric Itinerary Design: Design the itinerary around educational content and storytelling. Give tourists ample time to absorb the content and reflect upon their experiences.
- Authenticity Protection: Protect the authenticity of the experience by limiting group sizes and avoiding “factory tours.”
- Measuring Impact: Measure the success of the experience based on feedback from the community, not just based on sales numbers.
By developing and implementing high-quality experiences, travel companies and destinations can build stronger local economies and increase tourist satisfaction.
Conclusion
Modern tourism is evolving from “viewing” to “participating.” More and more travelers are planning their trips around connecting with others, learning, and creating personal meaning. Strong experiences tend to be small, well-organized, and respectful with a clear sense of context and fairness towards local communities. Rather than increasing the amount of advertising and promotion, the future of experiential travel lies in developing high-quality experiences, building sustainable partnerships, and establishing high-quality standards that encourage tourists to return to a destination.