Travelers are putting experiences at the heart of their trips, from culture and cruising to wellness, adventure and immersive attractions.

Travelers are spending heavily on what happens once a trip begins. Tours, attractions and organized activities generated an estimated US$271 billion in global gross bookings in 2025, according to research from Arival and Phocuswright, up from US$253 billion in 2024.

Preferences vary by market. Cultural sites and landmarks attract 47% of Europeans surveyed, while Americans favor sightseeing tours (42%) and culinary experiences (40%). Europeans also show a stronger appetite for spa and wellness activities (33%, against 23% for Americans). In Asia-Pacific, food and live entertainment lead the way: a Trip.com Group survey found that food festivals (62%) and street food tours (57%) are the most popular food experiences, while 66% of respondents are willing to travel for a concert.

Learning is also becoming a stronger motivation. GetYourGuide saw workshop bookings rise by 59% in 2025, from baking bagels in New York to forging swords in Japan.

Theme parks remain a sizeable part of the experience economy. The global theme park market was valued at US$67.9 billion in 2025 and is projected to reach US$110.6 billion by 2033. In the US, destination theme parks are forecast to attract around 125 million visits in 2026, generating approximately US$25 billion in spending.

Cruising is another beneficiary of the shift toward experience-led travel. Cruise Lines International Association (CLIA) counted a record 37.2 million ocean passengers in 2025 and expects 40 million by the end of the decade. The appeal lies in the range of experiences that can be packed into one journey, from food and culture ashore to entertainment, wellness and adventure at sea. Expedition and destination-led cruising are also putting greater emphasis on the places visited and activities available.

At the quieter end of the spectrum, wellness travel is increasingly turning toward the mind. The Global Wellness Institute expects spending to reach US$1.38 trillion by 2029. “Neurosurfing,” built around deep rest, breathwork, sound therapy, painting or cold plunges, reflects demand for experiences centered on focus, relaxation and mental reset.

Rising summer temperatures are also redrawing the map, with “coolcations” in the Alps, Scandinavia or Iceland attracting travelers in search of fresh air. Others are seeking adrenaline activities, sports events or mystery trips, where the destination is revealed only at the last minute.

Only a third of experiences were booked online in 2025, while more than 70% of operators are small or microbusinesses. That leaves significant room for digital tools and closer cooperation between operators, platforms and destinations to make experiences easier to discover and book.

Key figures:

US$271 billion
in global gross bookings for tours, attractions and organized activities in 2025

125 million
visitors expected at US destination theme parks in 2026