A growing trend among travelers is pursuing authentic, local experiences beyond major urban attractions. This “life-seeing” trend is documented in studies such as Booking.com’s 2023 report, where 75% of participants sought authentic cultural experiences.
The American Express 2023 Global Travel Trends Report also highlighted a desire for unique tours showcasing local culture and hidden gems. Norbert Kettner, CEO of the Vienna Tourist Board, noted that travelers now value regional specialties, crafts, and genuine encounters over typical tourist spots.
As leisure travel blossoms in the summer, travel advisors and tour operators see more requests for personalized urban experiences. Today’s travelers (or maybe we should call them explorers) seek new areas, from new restaurants to hidden courtyards. They want out lesser-know experiences that Google or AI can’t deliver!
The American Express report also found travelers want their spending to benefit local communities. Initiatives like Vienna’s Heartbeat Streets show how venturing into less explored areas can positively impact destinations and enrich traveler experiences.
So, who is doing all this neighborhood tourism? Experienced travelers who have already seen main attractions. Travel advisors should look to balance well-known sites with unique local experiences based on the traveler’s preferences and experience level.
Neighborhood tourism is expected to grow, offering richer, deeper, and more authentic city encounters. Destination management companies like the Vienna Tourist Board can provide travel advisors with insights and tips on diverse neighborhoods. But of course, the most valuable assets to a travel professional are the personal contacts made during their own travel or FAMs.
As the demand for neighborhood tourism grows, it’s crucial for travel professionals to adapt and cater to these changing traveler preferences. By starting with the areas they are familiar with, they can offer clients deeper, more customized travel experiences. This positions them as experts in the lesser-known neighborhoods of popular destinations with more personalized information and allows them to provide unique, authentic itineraries that stand out for the client and, more so, over the competition.
For those living in tourist destinations, there’s a unique opportunity to enhance their reputation and attract more clients by becoming the go-to neighborhood tourism expert in their own community. This dual approach not only enriches travelers’ adventures but also strengthens the travel advisor’s role as a trusted source for exceptional, memorable journeys, offering a clear competitive advantage in the industry.
