Surge in Adventure Tourism: Four Big Trends in 2024
Skift Take
Key Points
- Travelers are increasingly prioritizing unique experiences over traditional sightseeing.
- Destinations such as Fajardo, Puerto Rico, and Hoi An, Vietnam, are experiencing significant booking increases.
- The 'Explorer' traveler type is driving the experience economy with higher spending on experiences and more frequent travel.
Summary
The latest data from GetYourGuide indicates a significant surge in adventure tourism for 2024, with travelers prioritizing unique experiences over traditional sightseeing. Destinations like Fajardo, Puerto Rico, and Hoi An, Vietnam, are seeing substantial increases in bookings, driven by their cultural and adventure offerings. A new type of traveler, termed the 'Explorer,' is emerging, characterized by a higher spend on experiences, longer trips, and more frequent travel, thereby fueling the experience economy.
The latest consumer spending data from GetYourGuide reveals a surge in demand for unique travel experiences and activities that align with personal passions.
The report analyzes booking data from millions of travelers and highlights a significant shift in travel priorities. Here are the key takeaways:
Experiences Rule
Travelers are prioritizing experiences over traditional sightseeing. Nearly all travelers (90%) plan to spend the same or more on activities in 2024, and experiences are now the leading factor when choosing a destination (reported by 98% of travelers).
Passion Drives Destinations
The hottest travel destinations are no longer just about iconic landmarks. Cities like Fajardo, Puerto Rico (up 419% in bookings by American travelers) and Hoi An, Vietnam (up 284% globally) are experiencing a boom, likely due to their unique cultural offerings and adventure opportunities.
Globally Inspired
Travelers are venturing beyond the usual suspects. This year's top trending tours include the Sagrada Familia in Barcelona, kayaking through El Yunque Rainforest in Puerto Rico, and even a hot air balloon ride over Interlaken, Switzerland.
The Rise of the Explorer
GetYourGuide identifies a new breed of traveler – the "Explorer" – who spends more on experiences, takes longer trips, and travels more frequently. These high-value vacationers are fueling the experience economy.
Photo Credit: GetYourGuide Walking Tour in London. Source: GetYourGuide GetYourGuide
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