A new report reveals that younger travelers choose destinations based on activities, signaling a major shift in the tourism industry
Mar 27, 2025
A new Arival report shows that travel experiences are increasingly influencing destination choices, especially among Gen-Z and Millennial travelers. These younger groups are shifting the planning mindset from “where to go” to “what to do,” highlighting a growing preference for immersive and meaningful travel activities. The findings will be a central topic at the upcoming Arival 360 event in Valencia.
Key takeaways
- Experiences drive destination decisions: 65% of travelers say experiences influence where they travel, especially those aged 18–54.
- Generational shift: Younger travelers prioritize experiences, food, and activities over traditional destination-first planning.
- Popular experiences: Culinary experiences, local interactions, themed tours, wellness, festivals, and sports events are on the rise.
- Planning behavior differs by age: Travelers aged 18–34 book experiences earlier, while those 55+ tend to decide last minute.
- Economic impact: Many travelers are limiting trips in 2025 due to cost concerns – operators should focus on relevant, standout experiences in a competitive market.
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