As travel preferences evolve, one thing has become clear—today’s travellers increasingly seek immersive, hands-on experiences. While cultural and historical tours remain popular, a noticeable shift towards skills-based activities and outdoor adventures offers a deeper connection with the destination.
This shift reflects a growing demand for activities that showcase a place and allow travellers to engage directly with local traditions, nature, and adventure. This trend presents a unique opportunity for tour operators to create more interactive and personalized experiences.
A 2023 report by Skift highlighted that over 60% of travellers now prefer experiences over material goods, with 79% of Gen Z and Millennials driving this shift by actively seeking out hands-on cultural and outdoor activities.
Cultural tourism meets hands-on learning
Cultural tourism has long been a favourite among travellers, but the focus is changing. Instead of just sightseeing, tourists are now looking to participate in the culture they’re visiting. Cooking classes, guided photography tours, and painting workshops are some of the fastest-growing activities, with travellers eager to learn new skills from local experts.
Viator reported that cooking classes were among its top 10 most popular summer experiences, reflecting a global trend of travellers seeking immersive, educational activities. According to the same report, guided photography tours and painting classes saw more than 50% year-over-year growth, indicating the growing demand for activities that offer a personal, skill-based experience.
Case study: Césarine’s recipe for tour distribution success
An example of a successful operator capitalizing on the trend for skills-based travel is Césarine, a company offering immersive cooking experiences led by locals. With the help of Palisis, Césarine could distribute its unique culinary offerings across multiple booking platforms, resulting in increased visibility and bookings. This demonstrates how aligning with traveller preferences for hands-on, culturally enriching experiences can lead to significant business growth. Read the full case study on Césarine’s success here.
The rise of outdoor adventures
Outdoor activities have become incredibly popular in recent years, with a strong trend toward nature and wildlife tours, mountain biking excursions, and water-based activities such as kayaking and safaris. According to Adventure Travel Trade Association, outdoor and adventure travel grew by 65% between 2020 and 2022, showing no signs of slowing down.
Viator data also showed that 8 out of their top 20 summer experience categories were open-air experiences, reflecting the global desire for outdoor, adventure-based activities. Americans, in particular, have embraced these adventures, with nature and wildlife tours in their top 10 most popular categories.
Why these trends matter for tour operators
Tour operators should consider adapting their offerings to skills-based activities and outdoor adventures as they grow in popularity. These types of experiences provide a deeper level of engagement, which today’s travellers are looking for. In a competitive market, being able to offer something that stands out—like a cooking class with a local chef or a wildlife safari—can make a huge difference in attracting the modern tourist.
Adapting to these trends also means ensuring tour operators’ operations runs smoothly. According to Phocuswright, over 50% of travellers expect to be able to book experiences instantly online, and they seek flexibility, particularly for weather-dependent outdoor activities. Offering real-time availability and easy booking options is now essential for any operator.
Conclusion
As the travel industry continues to evolve, skills-based activities and outdoor adventure trend present a significant opportunity for growth. By offering experiences that allow travellers to connect with a destination meaningfully, tour operators can cater to the increasing demand for hands-on and outdoor experiences.
For those ready to tap into these trends, focusing on the quality and uniqueness of your experiences will be crucial in standing out and creating memorable moments for your guests.