How Authentic Experiences Shape the New Tourism Economy
Photo Credit: A Mexican woman preparing a dish in a market. Adobe Stock / Liliana
Skift Take
The tours and experiences space is rapidly evolving. Not only is this a major opportunity for tour operators and travel agents, but for other travel sub-sectors as well.
In a new report, How Authentic Experiences Shape the New Tourist Economy, Skift Research looks at this rapidly evolving sector and the implications for businesses.
Multiple studies have shown that experiences are the most influential part of the travel planning process. But the experiences sector is relatively new and not well understood.
Sometimes considered the “last outpost” in travel, the experiences sector is an increasingly enticing space not just for tour companies and travel agencies, but for the travel industry more broadly, with hotels and even airlines taking an increased interest in it. There is also a rapid shift taking place from offline to online, creating something close to a travel industry gold rush.
Modern travelers, particularly among millennials and Gen
