A recent Mabrian study reveals a global shift towards experiential tourism, with an 8% increase since 2019 in activities like active, nature, gastronomic, and wellness tourism. Traditional options like cultural exploration and beach vacations have declined.
Italy tops the list with four trending regions, followed by France and Germany with two each. The UK and Portugal contribute one region each. Piedmont in Italy, known for its cultural and natural attractions, leads, followed by New Aquitaine in France and the East of England.
Other top destinations include Occitanie (France), Campania, Lombardy, and Emilia-Romagna (Italy), North Rhine-Westphalia and Hamburg (Germany), and Lisbon (Portugal).
The study highlights a 5% and 3% increase in active and nature tourism since 2019. Conversely, cultural tourism has slightly declined (-3%), and sun and beach tourism decreased (-2%), reflecting a preference for authentic and immersive experiences in 2024.
Travel Trends 2024, Italy, France, Germany, Adventurers’ Favorites