Travellers are increasingly looking for more than sightseeing when they go on holiday, with a growing appetite for immersive cultural experiences, outdoor adventures and destinations beyond the traditional tourist trail.
According to Tripadvisor booking data for the first half of 2026, experiences that allow travellers to connect more deeply with the places they visit are gaining popularity, from learning traditional crafts from local experts to exploring natural landscapes and getting out on the water.
The figures, which compare bookings between January and June 2026 with the same period last year, point to a shift toward personal, interactive, and memorable travel experiences.
Cultural experiences take centre stage
Travellers are increasingly choosing to participate in local culture rather than simply observe it.
Craft classes were Tripadvisor's fastest-growing experience category globally in the first half of the year, with bookings increasing by 88% year on year.
Japan emerged as a standout destination for this trend. Bookings by US travellers for Japanese craft classes increased by more than 300% compared with the same period in 2025, accounting for one in five craft classes booked globally.
Demand for cultural performances is also growing. Concerts and special events recorded an 87% increase in bookings, with Europe accounting for the vast majority of bookings in this category.
From experiencing traditional fado music in Portugal to watching flamenco performances in Spain, travellers are embracing activities that offer insight into a destination's history and traditions.
These experiences are also receiving positive reviews. Cooking classes, craft classes and dance lessons rank among Tripadvisor's highest-rated experiences, with average ratings above 4.8 out of five.
Nature-based adventures gain momentum
Outdoor experiences continue to attract travellers looking to explore destinations beyond their main attractions.
Globally, bookings for eco tours increased by 62%, while fishing charters grew by 41% during the first half of 2026.
In the US, demand for outdoor and nature-based activities also rose significantly. Submarine tours recorded a 111% increase, followed by eco tours at 83%, ski and snow experiences at 42%, and nature and wildlife experiences at 41%.
Adventure activities are also earning high ratings from travellers, with shark diving, ziplining, parasailing, and hiking and camping among the highest-rated experiences in the US.
Wellness is becoming part of the outdoor travel trend, too. Day spa experiences grew by 45%, driven by interest in natural thermal spas, mud baths and geothermal pools.
New Zealand recorded more than double the year-on-year bookings for day spa experiences, helping Rotorua, known for its geothermal spas, emerge as one of Tripadvisor's fastest-growing destinations.
Destinations where nature is the main attraction
The growing interest in outdoor activities is also influencing travellers' destination choices.
Whale-watching experiences in Seward, Alaska, recorded a 61% increase in bookings, while kayaking through the bioluminescent waters of Vieques, Puerto Rico, grew by 69%.
Rotorua, New Zealand, also recorded a 55% increase in bookings for experiences, highlighting the appeal of destinations where natural landscapes and outdoor activities are central to the visitor experience.
These figures suggest that travellers are increasingly seeking destinations that allow them to engage directly with their surroundings, whether through wildlife encounters, water-based adventures or geothermal landscapes.
Coastal escapes and water activities make waves
Coastal destinations featured prominently among the fastest-growing places for experiences in the US during the first half of 2026.
Catalina Island recorded the biggest increase among the destinations highlighted, with bookings rising by 383%. La Jolla followed with 67% growth, while Newport Beach recorded an increase of 64%.
Other coastal destinations also experienced strong growth, including Myrtle Beach at 54%, Panama City Beach at 50% and Destin at 49%.
The figures reflect continued interest in beach destinations and activities that allow travellers to experience the water rather than simply enjoy the view.
In the US, bookings for submarine tours increased by 111%, fishing charters by 57%, parasailing by 45% and boat rentals by 37%.
From exploring the coastline by boat to venturing beneath the surface, water-based activities are becoming an increasingly popular part of the travel experience.
Travellers venture beyond the usual hotspots
Another notable trend is the growing interest in destinations outside the world's most-booked tourist locations.
According to Tripadvisor, destinations beyond its 100 most-booked locations grew more than twice as fast as the top 100 destinations in the first half of 2026.
Central America and the Caribbean were among the regions benefiting from this trend, with four of Tripadvisor's five fastest-growing countries for experiences located in these areas.
Guatemala recorded a 74% increase in bookings for experiences, followed by St Maarten at 57%, Honduras at 49% and the Cayman Islands at 45%.
In Europe, Albania also emerged as a fast-growing destination, with bookings increasing by 60%.
From exploring ancient Mayan ruins in Guatemala to discovering Albania's coastline, these destinations are attracting travellers looking for experiences beyond established tourist hotspots.
Experiences shaping the future of travel
The first-half figures suggest that travellers are increasingly prioritising what they can experience at a destination, rather than simply how many landmarks they can visit.
Cultural activities, outdoor adventures, coastal experiences and lesser-known destinations are all contributing to this shift towards more immersive travel.
The findings are based on Tripadvisor experiences booking data from January 1 to June 30, 2026, compared with the same period in 2025.
For category and destination rankings, Tripadvisor applied minimum booking thresholds of 10,000 bookings globally and 5,000 in the US. Review rankings were based on average traveller ratings, with a minimum of 500 reviews globally and 200 in the US.
seanne.rall@iol.co.za
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