The latest consumer spending shift is clear: despite economic uncertainty, people are spending more on experiences, most notably travel activities that express personal passions. In fact, this growing industry is predicted to hit $1.6 trillion by the end of 2024.
At GetYourGuide, a leading travel experiences platform that has sold 150 million tickets to “things to do” like walking tours, cooking workshops, and special access to cultural attractions, we have 15 years of experience in this space and data from 140,000 bookable activities in 10,000 cities.
Below is proprietary GetYourGuide data that share more about the upcoming 2024 travel season, including summer 2024’s…
- Trending Destinations
- Top Activities
- Experience Spending Trends
MEET THE EXPERIENCE INDUSTRY’S 2024 RISING HOT SPOTS
Global travelers
- Hoi An, up by 284%
- Kyoto, up by 254%
- Istanbul, up by 208%
- Surat Thani Province, up by 200%
- Siem Reap, up by 175%
- Rotorua, up by 173%
- Marrakech, up by 170%
- Tokyo, up by 170%
- Agadir, up by 167%
- Buenos Aires, up by 152%
American travelers
- Fajardo, up by 419%
- Mexico City, up by 170%
- Buenos Aires, up by 167%
- Kyoto, up by 167%
- Auckland, up by 162%
- Sydney, up by 150%
- Niagara Falls, up by141%
- Tokyo, up by 138%
- Medellín, up by 138%
- Hanoi, up by 134%
New Yorkers
- Mexico City, up by 162%
- Tokyo, up by 128%
- Bangkok, up by 122%
- San Juan, up by 111%
- Medellín, up by 99%
- Marrakech, up by 96%
- Cartagena, up by 78%
- Budapest, up by 73%
- Tromsø, up by 71%
- Athens, up by 46%
DACH travelers
- Phuket City, up by 309%
- Hoi An, up by 284%
- Agadir, up by 251%
- Istanbul, up by 216%
- Kyoto, up by 208%
- Rotorua, up by 205%
- Krabi Province, up by 204%
- Hong Kong, up by 200%
- Nuremberg, up by 197%
- Surat Thani Province, up by 165%
PEOPLE AROUND THE GLOBE ARE GOING WHERE THEIR PASSIONS TAKE THEM
We’re undergoing a major shift in travel. People are looking for experiences worth traveling for and align with their personal passions.
Main themes of our top trending tours include:
- Culture and history
- Adventure and nature
- Immersive and unique
Global travelers
- Tower Bridge Ticket
- Sagrada Familia Tour
- Mt Fuji and Lake Kawaguchi Day Trip from Tokyo
- Edge Observation Deck Ticket
- Teide National Park Stargazing Tour
- Gozo, Comino and Blue Lagoon Boat Day Trip from Malta
- Bernina Train and St. Moritz Day Trip from Milan
- Cape Sounion and Temple of Poseidon Evening Trip from Athens
- Thang Long Water Puppet Theatre Ticket
- Ha Long Bay and Lan Ha Bay Multi Day Cruise from Hanoi
Top trending categories globally include workshops and classes, private tours, followed by adventure activities.
American travelers
- Palm Springs Aerial Tramway Ticket
- Colosseum with Arena Floor Ticket
- Lake Como, Bellagio and Lugano Day Trip from Milan
- Sagrada Familia Tour
- Mt Fuji and Lake Kawaguchi Day Trip from Tokyo
- El Yunque Rainforest and Waterfalls Day Trip from San Juan
- Acropolis of Athens Tour
- Edge Observation Deck Ticket
- Dublin Walking Tour
- Interlaken Tandem Paragliding Tour
Top trending categories with American travelers are workshops and classes, followed by private tours and multi-day trips.
New Yorkers
- Edge Observation Deck Ticket, up by 160%
- Budapest Evening Sightseeing Cruise, up by 108%
- American Museum of Natural History Ticket, up by 81%
- Montserrat Day Trip from Barcelona, up by 65%
- Douro Valley Day Trip from Porto, up by 63%
- Reykjavik Airport Transfer, up by 52%
- Uffizi Gallery Ticket, up by 51%
- Amsterdam Small Boat Cruise, up by 50%
- Park Güell Ticket, up by 49%
- Palace of Versailles Ticket, up by 29%
DACH travelers
- Tower Bridge Ticket
- Sagrada Familia Tour
- Cape Sounion and Temple of Poseidon Evening Trip from Athens
- Mt Fuji and Lake Kawaguchi Day Trip from Tokyo
- Mount Fuji Day Trip from Tokyo
- Thang Long Water Puppet Theatre Ticket
- Miami Everglades, City Tour and Bay Cruise Combo
- Gozo, Comino and Blue Lagoon Boat Day Trip from Malta
- Prague Old Town and Castle Tour
- Edge Observation Deck Ticket
Top trending categories with DACH travelers are workshops and classes, followed by private tours and multi-day trips.
Methodology for trending destinations and tours
The above data is pulled from GetYourGuide platform data, analyzing global bookings from Jan. 1 to March 31 2023 and 2024.
- We ranked the biggest percentage change in destinations from the top 150 markets by bookings volume, isolating by source market; and for trending tours.
- For top US cities for American travelers, we picked the top 10 US cities with the biggest percentage changes, isolating by the US as a source market.
- We analyzed the largest percentage changes in the top 500 activities on GetYourGuide.
