A transformative trend to explore beyond the busy tourist areas and attractions of major urban destinations is gaining momentum, fueled by travelers of all generations seeking more experiences true to local culture.
This trend, which has been described as a “view of life” rather than tourism, is documented in key research studies, including a 2023 review by booking.com which found that 75% of survey participants said they wanted “experiences that are authentic and representative of local culture.”
THE American Express 2023 Global Travel Trends Report also identified a strong focus among travelers on unique tourism opportunities “that give them a taste of local culture and allow them to explore hidden gems that their friends back home don't know about.”
Tourism officials in major urban destinations have also observed this trend. “Guests are now looking for immersive experiences and a connection to the local identity and way of life, promoting regional specialties, crafts and culture,” said Norbert Kettner, CEO of the Vienna Tourist Board. “They are thirsty for authentic and inspiring encounters, far from the usual tourist crowds. »
Travelers seeking these encounters are increasingly straying from well-trodden tourist trails and heading toward lesser-known urban neighborhoods.
“There has been a broad and clear trend of travelers seeking more unique experiences,” said Douglas Quinby, co-founder and CEO of Arival. A recent research report from Phocuswright (Travel Weekly's sister brand) and Arival on Perspectives on travel experiences A survey of more than 4,000 travelers in Europe and the United States found that 42% of travelers say “getting off the beaten path” is “very important” to them when traveling. “That rises to 50% for millennials and Generation X,” Quinby added.
© WienTourismus/Paul Bauer, Yppenplatz
In search of authenticity, personalization and positive impact on communities
As leisure travel volume has picked up, travel consultants and tour operators are increasingly responding to requests from customers who want different, more personalized experiences during their urban explorations.
Lesser-known neighborhoods always have the power to surprise,” adds Gabriela Knöbl, tourist guide and co-owner of Rebel Tours Vienna. “There’s always a new door to open, a new restaurant to eat at, or a hidden courtyard to discover.”
The quest for more individualized and personal experiences is also fueling the trend to go beyond a city's tourism hub.
Noted Gwen Kozlowski, president of Exeter International“I hear from travel advisors all the time that their clients want to think outside the box, think outside the box, do something that's not Google-friendly. For every traveler, I think it means something different. Maybe it's bragging rights, maybe a personal connection. Or maybe they just don't want to be in a herd on a bus tour, because where's the magic in that?
The American Express 2023 Global Travel Trends report also reveals that a growing number of travelers want to know that the decisions they make while traveling can have a positive impact on the destinations they visit, and they want the money they spend they spend on vacation supports the trip. local community.
A good example is Vienna's Heartbeat Streets initiative, “where conscious travelers seek to have a positive impact on the destinations they visit, while enriching their own experiences,” Kettner said. “By venturing into less explored areas, our guests actively contribute to the development of the city and its communities.
© WienTourismus/Paul Bauer, Spittelberg district
Who travels off the beaten track
The travelers most interested in venturing into the lesser-known parts of a city are usually repeat travelers who have already visited that city's main tourist attractions.
“No one goes anywhere for the first time without seeing the main tourist areas of a city,” Kozlowski said. “Typically, this is a traveler who has been there before and is ready to leave this route for the first time.”
Tour operators and travel advisors recognize that most of their customers want a mix that includes well-known tourist sites and attractions as well as unique local experiences, away from tourist centers. The balance depends on the traveler, their level of experience with a particular destination, their age, length of stay, and their overall comfort level and travel style.
Travelers pursuing their particular interests are also a key driver of the trend to explore lesser-known neighborhoods. Culinary trips and food tours are one example. A recent study from luxury travel network Virtuoso found that 70% of Virtuoso advisors say they have seen a increase in culinary travel, with 20% of travelers booking trips with food and wine as their primary focus. Nearly nine in 10 advisors (87%) said authenticity is a major motivator, and 53% say hyper-local dining, not just farm-to-table, but neighborhood-to-table , is really taking off.
Neighborhood tourism is here to stay
The steady increase in neighborhood tourism is likely to continue due to travelers' growing desire for personal travel experiences, and potential neighborhoods must offer visitors richer, deeper, more authentic encounters with a city and its residents.
To learn more about different city districts, check out destination management companies, such as the Vienna Tourist Board. These organizations are like local experts and can help provide travel advisors and tour operators with the best advice and information about their cities.
