Year after year, the demand for experiential travel continues to surge, with an 8% global increase in motivation since 2019, according to Mabrian’s latest analysis. The report identifies Northern European countries, including Iceland, Norway, Finland, Slovenia, and Switzerland, as leading the way in satisfying the growing interest in active and natural tourism.
The study, employing various research methods such as sentiment analysis on social media and a review of transactional data, predicts a dynamic shift towards experiential travel globally, particularly in Europe. Italy, France, and Germany are highlighted as key players in the upcoming travel trends for 2024.
Expanding beyond specific hotspots, the Mabrian analysis unveils broader trending European destinations for the coming year. Italy secures the top slot, followed by France and Germany, with additional locations like Occitania, Campania, North Rhine-Westphalia, Lombardy, Emilia-Romagna, the province of Hamburg, and the province of Lisbon making the top 10 list.
Piedmont Region in Italy, New Aquitaine in France, and the East of England emerge as standout destinations, emphasizing a blend of cultural, natural, and gastronomic attractions with robust air connectivity. From Turin and Stresa in Piedmont to Bordeaux and Limoges in New Aquitaine, these regions offer unique experiences that cater to the growing demand for immersive travel.
Piedmont Region, Italy
Known for destinations like Turin, Stresa, and Alba, Piedmont stands out with a balance of cultural and natural offerings. Gastronomic experiences feature prominently among experiential motivations, coupled with positive trends in flight accessibility.
New Aquitaine, France
Featuring destinations such as Bordeaux, Biarritz, and Limoges, this region stands out for its oenological and gastronomic products alongside active tourism. The region enjoys good and stable air connectivity.
East of England, United Kingdom
Including Cambridge, Essex, and Norfolk, this region achieves a balance between cultural and natural offerings, positioning it as a growing destination. Its solid and stable connectivity further supports its appeal.