The desire for meaningful connections and tailored experiences is shaping the industry, from customized itineraries to immersive cultural engagements. Mainstream tourism attractions are becoming a thing of the past. Today, more and more travelers are willing to pay for those bucket list adventures and authentic cultural experiences that make for a "once in a lifetime" trip. Companies poised to capitalize on this trend are marketing their services as much more than just an activity - creating a unique and meaningful experience. Dining, culture and connections are inspiring leisure travel decisions as people increasingly prioritize the purchase of experiences over things. (Hilton) Destinations highlighted in 2024’s “Best in Travel” report include Mongolia (country), Western Balkans' Trans Dinarica Cycling Route (region), Nairobi in Kenya (city), Spain (sustainable) and The Midwest, USA (best value). (Lonely Planet) More than half of travelers have researched or booked a trip to an entertainment-inspired destination after seeing it on a TV show or movie, saying TV shows influence their travel decisions more than Instagram, TikTok and podcasts. (The Week) Experiences & Attractions at a glance
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