The Rise of Experiential Travel

Travel has been going through a major renaissance in recent years. It’s become increasingly clear that travelers today are prioritizing immersive experiences over traditional cultural sightseeing. Rather than simply visiting landmarks, people are now looking for memorable moments, from attending concerts and music festivals to chasing major sports events like a tennis Grand Slam or a city marathon. Even splurging on journeys such as luxury sleeper train expeditions across the Peruvian Andes or Scottish Highlands (looking at you, Belmond). The bottom line is that the motivation behind travel is shifting.

The Andean Explorer by Belmond

For decades, Mexico has had global attention for its iconic Día de los Muertos celebrations, held from October 30 to November 2. But in recent years, the Mexico Grand Prix has redefined what the end of October means for the country’s tourism, bringing in a new wave of visitors seeking adrenaline at the F1 race. According to Expedia Group, sports travel accounts for about 10% of global tourism spending and is projected to reach nearly US $1.3 trillion by 2032.

In 2024, Taylor Swift changed the game for event-based travel when her record-breaking Eras Tour sparked tourism surges across Europe, (guilty as charged). From airlines to hotels and restaurants, nearly every sector responded to the “Swifties effect,” traveling in record numbers from city to city. Airlines like SAS added more routes to Stockholm, while hotels offered concert-themed amenities and local businesses created special promotions to capture the energy of the moment.

More recently, Bad Bunny’s 30-day "No me quiero ir de aqui" residency in Puerto Rico showed the power of homegrown entertainment to drive global tourism. According to Forbes, the event attracted visitors from around the world and injected close to $200 million into the island’s economy during what’s typically considered a low travel season. As a Boricua myself, it was incredible to see how people of all ages, backgrounds, and cultures came together to celebrate the art and passion of being Puerto Rican.

Bad Bunny 'No me quiero ir de aqui' Residency, Puerto Rico

While cultural landmarks like museums, galleries, and historical sites remain important elements of a traveler’s itinerary, they’re no longer the main event. Instead, they’ve become add-ons to a journey inspired by something bigger, an “Instagrammable moment,” a performance, or an experience that connects people. Which brings me to my quick takeaway: Travelers today are willing to spend more on an experience that feels special, and that’s where I, as a FORA advisor, can really make a difference. I always try to design trips that include at least one moment my clients will never forget. It’s not just about which city, but what experience, what event, and how we can elevate that itinerary. That’s when a trip becomes a life-changing experience.

Happy travels,

G.