Monday, November 25, 2024
The rise of the global middle class is democratizing travel, driving demand for immersive and unusual experiences that connect with local culture and nature. Adventure tourism is thriving, with affluent travelers favoring soft adventures like hiking and wildlife watching, alongside thrill-seeking pursuits like skydiving. Gen Z and Millennials prioritize experiences over material goods, increasingly seeking sustainable and authentic travel.
Lesser-known destinations like Albania benefit from affordability and unique offerings, while “destination dupes” create opportunities for smaller countries. The growing trend towards adventure and authenticity heralds an exciting era for global tourism, reshaping how travelers engage with the world. Here is an exclusive insights with Juliette Losardo, Exhibition Director at WTM London where she explains how the global middle class shapes the demand for new and unique travel experiences.
How is the rise of the global middle class shaping the demand for new and unique travel experiences?
The rise in the global middle class has caused a trend of democratisation in the industry, with consumers feeling drawn to the broadening range of unusual and immersive offerings in a destination. Today’s travellers demonstrate earthier behaviours with local culture and the natural environment both increasingly powerful magnets for travel.
What specific trends in adventure tourism are you seeing among affluent travellers, and how is WTM London supporting this shift?
Among the 29% of travellers found to report an increased interest in adventure travel in our Global Travel Report, we found that soft experiences are most popular including hiking, cycling and wildlife watching. That said, on the opposite end of the scale, intrepid travellers are open to more thrill-seeking and extreme adventures such as cage-diving, volcano-boarding or skydiving. We’d say that experimenting with your offerings is welcome and encouraged – sometimes the more adventurous, the better!
With Gen Z and Millennials prioritizing experiences over material goods, how do you see this impacting the future of the travel industry?
Currently, the data from our Global Travel Report shows that 53% of travellers will attempt to minimise their carbon footprint in the next year – a figure we predict will continue growing. Gen Z and Millennials are significantly more conscious of their environmental impact than previous generations, and this awareness is reflected in how they engage with local communities during their travels. So, in light of the growing number of people choosing experiences over anything else, we’re confident that the tourism economy, local populations and widespread hospitality sector will continue to thrive, making travel all the more powerful.
Albania has seen impressive growth in visitor arrivals. What factors contribute to the appeal of this destination for today’s travellers?
The growing popularity in coolcations mixed with the hunger for exploring new destinations while remaining cost conscious, places this destination in the spotlight. Here travellers can still enjoy their summer holiday while avoiding the scorching summer heat and it’s notably cheaper than its more popular counterparts, making it a great alternative to Mediterranean hotspots.
What opportunities do you see for smaller or lesser-known countries to capitalize on the growing interest in unique and adventurous travel experiences?
The growing trend of destination dupes presents the opportunity for lesser-known areas to capitalise on tourism, but the focus on authentic cultural experiences must remain paramount. Strategically building in unique and traditional offerings is a great way to attract travellers seeking deeper and more immersive experiences, which we know is becoming more and more important to the modern traveller. It’s a hugely exciting time for the industry and I think we’ll see new destinations grabbing the limelight in years to come.
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