The ever-changing nature of travel continues to rebound and evolve, and travel experts are now seeing recent shifts in what travelers are seeking out of a trip. Bryan Lewis, a seasoned European travel expert and founder of Tenon Tours, says travelers are demanding more than just sightseeing from a vacation.
Instead, the modern traveler is seeking immersive, cultural experiences that connect them to people, tradition, and stories. Instead of checking off bucket-list landmarks, travelers are chasing meaning, authority, and balance in their trips. I chatted with Lewis to learn more about how (and why) travelers are craving culture over checklists. Here’s what he shared.
Shifting travel values
According to Lewis, recent travel trends have shown travelers prioritizing slower, more meaningful travel that allows them to experience destinations like a local as opposed to keeping up with an “Instagram checklist.”
“I think the COVID-19 pandemic showed us that life is precious, and we all need to stop and enjoy it. When it comes to travel, it taught many of us to savor the moments and focus on the experiences and connections that matter most, rather than trying to see and do everything at once,” he shares.
“There have also been many news articles about overcrowding in major European cities or at major tourist attractions, and I think travelers are finding that off-putting. People are catching on to the idea that Instagram vs. reality means you may have to make choices when deciding which sites to visit. People are realizing that sometimes the best experiences come not from ticking off the most famous sites, but from making intentional choices about where to go and leaving space for those meaningful moments along the way,” says Lewis.
Cultural connections are the new luxury
Lewis also shares that cultural connections are the new luxury, as travelers seek authentic experiences such as ancestry discovery, cooking with locals, or bonding on family trips, over packed itineraries. “Any time you can speak directly with someone from another culture, their story becomes part of yours, and adds a layer of uniqueness that you don’t get out of traditional sightseeing,” he says.
“While visiting Lake Como in Italy for the first time, I was introduced to a local operator in Lecco who offered a personal cooking experience in their home. This not only included firsthand instruction on how to properly prepare and cook homemade pasta, but started with a trip to the local market to source the ingredients, learn about types of regional produce, cheese, and meats, and have a conversation with those who found themselves to be educators of their own art. I’ve been able to recommend this experience to our clients who have expressed this as one of the most amazing and authentic experiences they’ve had abroad.”
Escaping the crowds
With over-tourism and long lines at major landmarks in popular destinations, travelers are also rethinking how and where they spend their time. Lewis shares that travelers are seeing the value in having their attractions pre-booked, especially with ‘skip-the-line’ access, and are now willing to travel during off-peak season just to avoid lines.
Although it may mean that the weather isn’t ideal, some travelers are shifting to the idea that the potential for rain is preferable to extreme lines in sweltering heat.
“We’ve also seen some travelers foregoing the main attractions in the interest of skipping these long lines and focusing on more off-the-beaten-path attractions and destinations,” Lewis shares.
While the shoulder season was once April, early May, and October for many European destinations, these months are now becoming more popular. Traveling outside of the busy period means fewer crowds, which allows travelers to immerse themselves in the destination, rather than the logistics of maneuvering through a destination. Additionally, it’s worth considering ‘destination dupes’ if a traveler is looking for a particular vibe but wants to avoid crowds.
“Think Croatia over the Amalfi coast; Slovenia over Switzerland, or Porto over Paris.”
Emotional payoff
Beyond itineraries, Lewis also says today’s travelers are craving perspective, empathy, and appreciation for cultural differences, something that only immersive travel experiences can provide. “There’s a sense of wonder and inspiration that comes from immersing oneself in another culture. Whether it’s walking through the local grocery store to see how the products differ, or making a commitment to yourself to find a local pub back home that has live music to join in on the community and camaraderie, travel opens you up to these experiences and inspires you in your own life.”
“Experiences like these help shape travelers into being more open-minded to people and ideas that are different from their own. It’s so easy to get stuck in our own worlds, but immersive experiences remind us that there’s a whole world out there,” Lewis reminds us. When asked about the future of these travel trends, Lewis shared that he believes the focus on culture over checklists is a travel trend that’s here to stay.
