Traveler segmentation: cultural explorers are shaping the future of tourism

The global travel industry is expected to see unprecedented growth in 2024, with 1.5 billion international trips expected to generate a record $1.9 trillion in tourism spending. Yet travel dynamics have changed profoundly due to global events such as the pandemic, wellness, sustainability and rapid technological advancements. Travelers want more meaningful and authentic experiences where technology plays a central role in facilitating greater personalization. As a result, travel agencies have had to rethink their strategies to align with consumers' ever-changing preferences, giving rise to cultural explorers eager for immersive and personalized local experiences.

Local immersion and authenticity boost cultural tourism

Euromonitor International has identified eight distinct segments of travelers: eco-adventurers, mixed travelers, leisure travelers, digital travelers, wellness enthusiasts, adventure seekers, luxury seekers and cultural explorers.

Each traveler segment represents a unique opportunity to better engage with potential travelers and understand their travel needs.

^{Source: Euromonitor International}

Traveler profiles

With recent global events, local immersion and authentic experiences are increasingly becoming a priority, with strong interest in culture, communities and nature driving tourism demand. Cultural explorers are part of this broader shift, with a strong emphasis on authenticity, sustainability and personal enrichment. In addition to engaging deeply with local communities, they want to experience the culture and heritage of a destination through immersive travel, including immersive digital experiences that enhance their understanding and interaction with the local environment.

These travelers represent a significant opportunity for countries that have not traditionally targeted this growing market. Economic growth in countries like China is leading to increased outbound travel, while changing preferences post-pandemic are pushing travelers to favor deeper cultural and experiential engagement over traditional tourism. Travel destinations can also benefit from the cultural curiosity of these travelers, as they promote sustainable and participatory tourism, which involves travelers actively engaging with local communities, learning cultural practices and contributing to heritage preservation, which benefits both visitors and host communities. .

Younger generations, especially millennials and Gen Z, are looking for unique and authentic experiences. Due to their digital nature, Generation Z often mixes physical and virtual experiences, using tools such as augmented reality (AR) to enhance cultural tourism. To meet the expectations of this evolving market, destinations must integrate seamless bookings, artificial intelligence personalization and virtual previews. Euromonitor International's Voice of the Consumer: Digital Consumer Survey, conducted from March to April 2024, found that more than 25% of respondents globally were using virtual or augmented reality to plan or book their trips, e.g. example by visiting a hotel room before booking it, which highlights the growing importance of virtual or augmented reality for planning or booking their trips. the importance of these technologies in capturing this tech-savvy demographic and helping travelers visualize their experience before committing.

Cultural Explorers, who value authentic experiences, represent four of the top traveler profiles by top source markets across six regions.

^{Source: Euromonitor International}

With the growth and sophistication of international travel, these young explorers are fueling the expansion of cultural tourism, a multi-billion dollar industry with key destinations emerging as hubs for immersive experiences such as 'stay like a local', cultural gastronomy, religious tourism and heritage exploration. . Over the next five years, destination spending on these experiences is expected to exceed $500 billion. Destinations that capitalize on these source markets by offering personalized and authentic experiences can establish themselves as high-value destinations.

Cultural destinations

But this interest in culture also merges with a more creative cultural experience. This can be seen in the rise of transformative travel, which combines cultural education and personal growth. Several European cities, including Malaga and parts of France, are using the Pompidou pop-up concept to bring art exhibitions to local communities. Through these immersive pop-ups, visitors can enjoy dynamic and interactive experiences beyond traditional museum spaces. In Africa, Ghana's Beyond Return initiative, building on the success of the Year of Return, has become a leading example of how to attract cultural explorers through tourism. focused on heritage. Additionally, Moroccan gastronomic tourism and rich culinary traditions attract visitors. In Asia, Japan excels in the art of mixing ancient traditions and futuristic innovations.

Expanding opportunities in emerging destinations

Middle Eastern countries are becoming key hubs for cultural tourism, combining modern luxury and traditional values. Halal Travel Network provides specialist support to help operators meet the cultural and religious needs of Muslim travelers. According to Hafsa Gaher, founder and director of the Halal Travel Network, “It is important to note that these tourists seek a variety of experiences, from cultural exploration and adventure to relaxation, with a strong emphasis on the principles religious. To succeed in this market, Halal certified accommodation, prayer facilities and compliant food are essential.

In South Africa, destinations like Cape Town are capitalizing on their Muslim heritage by offering attractions such as the Halal-certified Aquila Private Game Reserve, increasing their appeal to Muslim travelers.

With overtourism posing a threat to local resources, lesser-known destinations can take advantage of this opportunity to attract travelers seeking authentic experiences. These regions can attract cultural explorers seeking genuine interactions through the promotion of their unique cultural assets and the preservation of their local heritage, thereby positioning themselves as sustainable alternatives to crowded destinations.

The way forward

Travel operators should move away from promoting traditional tourism activities to offering tailor-made immersive experiences. This will allow them to remain competitive in a rapidly changing global tourism landscape. Cultural tourism will be driven by transformative travel combining cultural learning and immersive experiences with personal growth, driving growing demand. Digital tools such as AR tours and virtual experiences will also redefine how destinations interact with cultural explorers. Businesses can build stronger connections, strengthen loyalty and achieve sustained growth in a competitive, culture-driven tourism sector by investing in cutting-edge technologies such as AI.

To find out more, read our report, Identifying the traveler of the future through consumer segmentation.