I used to be the type of traveler who meticulously ticked off every landmark, every iconic tourist attraction, and every must-see destination on a list. I’d stand at the Eiffel Tower, the Great Wall of China, or Machu Picchu, take the obligatory photos, and move on. Don’t get me wrong—those moments were incredible in their own right. But somewhere along the line, I started feeling like I was traveling more for the photo album than for myself.

experience-based travel and made me realize that the most memorable adventures are those where you engage with the culture, connect with the people, and immerse yourself fully in a place—not just in its sights, but in its soul.

This shift isn’t just my personal story—it’s a reflection of a broader transformation in the travel industry. We’re witnessing the rise of a new kind of traveler, one who seeks meaning over sightseeing, quality over quantity, and connection over convenience. These are the macro trends shaping the future of travel, from slow travel to sustainability, personal growth, and the influence of technology.

The Beginning of My Shift: From Tourist to Traveler

It all started on what I thought would be a typical sightseeing trip to Chiang Mai, Thailand. I had planned a week of temples, markets, and, of course, an obligatory visit to an elephant sanctuary. I’d read up on the history, made a list of temples, and even booked a hotel near the Old City for convenience. It was all mapped out, yet somehow, it felt like something was missing.

On my second day there, after a morning of visiting Wat Phra Singh, one of the city's most famous temples, I felt a bit aimless. The temple was stunning, no doubt—golden spires, intricate carvings, and the unmistakable serenity of Buddhist chants in the background. But when I walked out into the bustling streets, I realized that I hadn’t really felt

That’s when I stumbled upon a small flyer at a coffee shop, advertising a week-long cooking class with a local family in a village about an hour outside of Chiang Mai. It wasn’t something I’d ever thought of doing before. “Why spend a whole week learning how to cook Thai food when I could be exploring the temples?” I thought. But curiosity got the better of me, and I signed up.

That decision was the turning point. What I didn’t realize at the time was that I was embarking on what has now become part of a much larger travel movement: slow travel, which focuses on deep immersion in one place rather than a quick, checklist-style approach.

The Immersion: Connecting Through Food and Culture

The next morning, I was picked up in a truck by Nong, the daughter of the family who would be hosting the class. Nong drove me and two other participants out of the city, past the sprawling rice fields, and into a small village nestled at the foot of the mountains. The air felt different here—fresher, calmer, with none of the chaos of urban life.

We were introduced to Nong’s mother, Aoi, who spoke very little English but had an infectious laugh and a warmth that transcended language barriers. The first thing we did was visit the local market together, where Aoi showed us how to pick the best herbs, vegetables, and meats. It was a sensory overload in the best way possible—the smells of fresh lemongrass, the vibrant colors of chili peppers and coriander, and the sound of vendors shouting their daily specials.

This wasn’t your typical tourist market. There were no souvenirs, no overpriced trinkets—just raw, authentic life unfolding in front of me. I had visited markets before, but I had never shopped like a local. I wasn’t just an observer this time; I was a participant. This is what experience-based travel is all about—being an active participant in the culture you're visiting.

This idea of immersion through everyday life is something we're seeing across many travel destinations. According to the Global Wellness Institute, cultural immersion and wellness tourism grew by 10% annually in the five years before the pandemic, outpacing the general travel market by a wide margin. It's not just about ticking off attractions anymore; people want to get their hands dirty, whether it's in a kitchen, a farm, or a community.

Learning to Cook (And Learning Much More)

The cooking classes themselves were both instructional and meditative. Over the next few days, I learned how to make Khao Soi, Som Tum, and a variety of other traditional Thai dishes. But more than that, I learned about the significance of food in Thai culture—the balance of flavors, the importance of sharing meals, and the deep respect for ingredients grown and harvested locally.

Each day, we would sit down to eat what we had cooked, with Nong, her family, and other participants. The conversations flowed naturally, from discussions about food to stories of travel and life. I began to realize that travel wasn’t just about seeing landmarks—it was about these moments of human connection, about sharing stories over a bowl of curry, and about truly understanding a culture through the eyes of those who lived it.

In those quiet moments, sitting on a wooden bench overlooking the rice fields, I felt something that no temple or landmark had ever given me: a sense of belonging, of being part of something bigger than myself. This was the soul of travel that I had been missing.

The Macro Trend: Slow Travel as a Response to Overtourism

This experience in Chiang Mai didn’t just change how I travel—it connected me to a broader shift happening across the globe. Slow travel is becoming a counter-movement to the fast-paced, whirlwind tours that have led to overtourism in places like Venice, Barcelona, and Santorini.

According to the World Tourism Organization (UNWTO), the global tourism market hit a record 1.5 billion international arrivals in 2019. This boom in tourism has brought economic benefits, but it has also caused cultural erosion, environmental damage, and frustration among locals. Overtourism has become a significant concern, and destinations are looking for ways to attract tourists while maintaining the integrity of their culture and environment.

Slow travel, which encourages travelers to stay longer, immerse deeper, and reduce their environmental impact, is increasingly being promoted as a solution. My experience in Thailand was a perfect example—rather than contributing to overcrowding in popular tourist spots, I was spending a week in a small village, engaging with locals and supporting their community.

The Airbnb Effect, where short-term rentals drive up housing costs and disrupt local communities, has also fueled the slow travel trend. People are beginning to understand the importance of supporting sustainable tourism, which not only minimizes the negative impact on the destination but also maximizes the positive effects on local economies.

Why Are We Shifting Toward Experience-Based Travel?

The shift from traditional sightseeing to experience-based travel isn’t just something I experienced personally. It’s part of a larger trend that’s been sweeping the travel industry in recent years. According to a report by the World Travel & Tourism Council (WTTC), travelers today are increasingly seeking out immersive, meaningful experiences over conventional sightseeing. This shift is driven by several key macro trends:

1. The Desire for Authenticity in an Over-Saturated World

In a world where every destination has been photographed, Instagrammed, and marketed to death, travelers are seeking authenticity. They’re no longer satisfied with just seeing a place—they want to experience it in a way that feels real and unique.

A survey conducted by Skift revealed that 67% of travelers said that authenticity was a key factor when choosing a destination. This has led to a boom in experiences like cooking classes, cultural workshops, and local homestays, where travelers can get a deeper sense of place.

For me, authenticity was what transformed my trip to Thailand from ordinary to extraordinary. I realized that seeing a temple, while beautiful, wasn’t enough. It was the people, the stories, and the everyday moments that truly connected me to the place.

In a Booking.com survey, 55% of global travelers said they were actively seeking out "off-the-beaten-path" experiences, showing how people are turning away from crowded tourist hotspots in favor of more meaningful, less commercialized travel.

2. A Growing Focus on Personal Growth

Travel has long been associated with self-discovery and personal growth, but today’s travelers are more intentional about it than ever before. Rather than simply seeking relaxation or escape, many are looking for travel experiences that challenge them, broaden their perspectives, and teach them something new.

According to Booking.com, 58% of travelers say they now want their travel to contribute to their personal growth. Whether that’s through learning a new skill—like I did in my cooking class—or engaging in mindfulness practices, people are approaching travel with a mindset of self-improvement.

This also ties into the rise of wellness tourism, which has been growing rapidly. According to the Global Wellness Institute, wellness tourism grew by 6.5% annually, almost double the rate of general tourism, reflecting the increasing desire for travel that nurtures

the body, mind, and soul.

3. The Influence of Social Media on Travel Experiences

While social media has certainly contributed to the rise of overtourism and the obsession with "Instagrammable" locations, it has also played a role in the shift toward experience-based travel. Platforms like Instagram, YouTube, and blogs allow travelers to share their unique experiences, inspiring others to seek out similar immersive adventures.

Influencers are now shifting from promoting the most photogenic spots to highlighting authentic, experience-rich travel. A Skyscanner study found that 72% of millennials make travel decisions based on social media recommendations, showing how social media is driving not only where people go but how they experience those places.

Macro Trend: The Growing Demand for Sustainability in Travel

Sustainability has become a major concern across all industries, and travel is no exception. According to the International Air Transport Association (IATA), air travel accounted for 2.5% of global CO2 emissions in 2019. With growing awareness of climate change, more travelers are seeking out sustainable travel experiences that minimize their impact on the environment.

In fact, booking.com reports that 73% of global travelers now plan to stay in eco-friendly accommodation at least once, while 55% said they are more determined to make sustainable travel choices than in previous years. This is particularly true for Gen Z and millennials, who are driving demand for eco-conscious tourism experiences.

Sustainable travel isn’t just about reducing carbon emissions—it’s also about supporting local economies and preserving cultural heritage. During my time in Chiang Mai, I realized that by staying with a local family and learning from them, I was directly supporting their livelihood while also helping to preserve traditional Thai culture.

How You Can Embrace Experience-Based Travel

After my time in Thailand, I knew I wanted to travel differently from then on. The idea of flying halfway across the world just to take a few photos at a famous landmark no longer appealed to me. Instead, I craved experiences that would allow me to dive deep into the culture, history, and people of the places I visited.

Here are a few ways you can embrace experience-based travel on your next trip:

1. Prioritize People Over Places

While it’s tempting to pack your itinerary with as many sights as possible, sometimes the best travel experiences come from the people you meet along the way. Whether it’s a cooking class with a local family, a walking tour led by a passionate historian, or simply a conversation with a shopkeeper, these moments of connection are what truly enrich your travels.

2. Take It Slow

3. Learn Something New

One of the most rewarding aspects of experience-based travel is the opportunity to learn. Whether it’s taking a photography workshop in Iceland, learning traditional weaving techniques in Peru, or practicing meditation in India, travel can be a powerful way to acquire new skills and broaden your horizons.

4. Support Local Communities

When choosing your travel experiences, look for opportunities that support local communities and promote sustainability. This could mean staying at eco-friendly accommodations, dining at locally-owned restaurants, or booking tours with small, family-run businesses.

The Future of Travel and Experience-Based Journeys

As travel continues to evolve, more people are turning toward experience-based travel as a way to create deeper, more meaningful connections with the places they visit. The desire for authenticity, personal growth, and sustainability is reshaping the way we think about travel. We’re no longer content with simply seeing the world; we want to experience it, to engage with it, and to learn from it.

Since that transformative trip to Chiang Mai, I’ve traveled to many more places—always with the intention of seeking out experiences that go beyond the surface. Whether it’s learning to surf in Portugal, participating in a pottery workshop in Japan, or volunteering on an organic farm in Italy, each experience has brought me closer to the heart of the destination.

Experience-based travel isn’t just a trend—it’s a deeper, more meaningful way to explore the world. It’s about shifting our focus from ticking off landmarks to immersing ourselves in the culture, the people, and the spirit of a place. And in doing so, we discover that travel isn’t just about seeing the world—it’s about changing how we see ourselves.