From Rwanda to Vietnam, how a new wave of travel is prioritizing authenticity, sustainability, and unique experiences
Feb 26, 2025
A recent Skift survey found that 70% of travelers now prioritize authenticity and unique experiences when planning their trips, signaling a shift away from traditional tourist destinations to emerging ones. Countries like Rwanda, Vietnam, and Malaysia are capitalizing on this trend by offering innovative tourism strategies, cultural richness, and sustainable practices. These destinations are attracting travelers seeking authentic, off-the-beaten-path experiences and are rapidly gaining traction in the global tourism landscape.
Key takeaways
- Changing travel priorities: Travelers are increasingly seeking authenticity and experiences over traditional sightseeing;
- Emerging destinations: Countries such as Rwanda, Vietnam, Malaysia and Peru are emerging as top destinations, offering unique attractions and cultural richness;
- Post-pandemic growth: Vietnam is regaining post-pandemic tourism momentum with relaxed visa policies, while Peru is showcasing its stunning geography and world-renowned cuisine;
- Saudi Arabia’s rapid growth: Saudi Arabia’s tourism sector is expanding rapidly with a campaign to promote lesser-known attractions and a focus on unexplored territories;
- The Philippines beyond beaches: The Philippines is diversifying its tourism by highlighting cultural heritage and historical experiences, moving beyond its traditional beach offerings;
- Rwanda’s eco-tourism: Rwanda is becoming an eco-tourism hub with exclusive experiences like gorilla trekking and infrastructure development to boost tourism;
- Malaysia’s strategic growth: Malaysia’s investment in tourism infrastructure has led to a 17% year-on-year increase in international travel spending.
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