Cultural immersion has overtaken adventure and luxury as the primary motivation for travellers worldwide, according to the latest research from Skift. The travel data platform's State of Travel 2026 report, which tracks evolving trends in tourism, reveals a consistent shift towards experiences that offer deeper engagement with local traditions, cuisine, and everyday life.
The findings show that cultural immersion ranks first across all major global markets. In Asia, 50% of travellers are classified as cultural immersion travellers, compared with 32% who prioritise adventure and 30% who seek luxury. Similar patterns emerge in the Middle East and North Africa (42%), North America (39%), and Europe (36%), where cultural immersion leads over other travel motivations.
Food leads the experience economy
When it comes to spending, culinary experiences dominate. A striking 71% of respondents said they are most likely to spend on food and culinary activities, far ahead of adventure and nature (48%), arts, culture and history (42%), live events and entertainment (36%), health and wellness (36%), and sports (24%). This suggests that for many travellers, tasting local flavours is the most direct route to understanding a destination.
The report also notes that in-demand experiences increasingly blend culture with authentic luxury, wellness, and nature. Travellers are no longer satisfied with passive sightseeing; they want to participate in the cultural fabric of a place, whether through cooking classes, artisan workshops, or community-based tourism.
AI and the 'year of intelligence'
Skift dubs 2026 the “year of intelligence”, reflecting the growing role of artificial intelligence in travel planning. The research finds that 62% of global travellers are familiar with AI travel-planning tools, and among high-income travellers who know these tools, 81% have used them to plan a journey. This technological shift is making trip planning more efficient, but it is developing alongside a persistent desire for authenticity.
Authenticity, the report argues, has become the “north star” of travel experiences. Instead of prioritising famous landmarks, travellers are now drawn to specific experiences and emotional connections. Some 43% of survey respondents say experiences are the most important part of travel for them.
“Traveller behaviour is evolving, marked by rising demand for AI-driven personalisation and a shift toward more sustainable choices,” said Jean-Jacques Morin, group deputy CEO at Accor. He pointed to the popularity of “dupe destinations” – less crowded, more affordable alternatives to popular hotspots – and “coolcations”, vacations in cooler climates as travellers seek to avoid extreme heat.
Social media: from inspiration to planning tool
Social media has transformed from a source of travel inspiration into a full-fledged planning tool. The report finds that 63% of travellers use social media for destination ideas, 56% to find experiences and restaurants, and 45% to compare hotels. Many also watch travel vlogs, search for deals, follow influencers, and read user-generated reviews.
The viral power of social media was demonstrated by IShowSpeed's 12-hour livestream of his Caribbean tour, powered by Expedia, which drew 400 million viewers. Searches for St. Maarten jumped 70%, while Guadeloupe and Dominica saw increases of 50% and 35% respectively. Yet this virality cuts both ways.
“Social media has destabilised the discovery cycle,” Skift warns. “The same platforms that make an unknown destination famous in weeks also make it feel overexposed within months.” This dynamic poses a challenge for destinations seeking sustainable tourism, as hidden gems can quickly become overcrowded hotspots.
For European travellers, the trend towards cultural immersion aligns with broader shifts in how the continent's diverse cultures are explored. From the rich cultural offerings in Florence to the culinary traditions of Portugal, the emphasis is on meaningful engagement rather than mere sightseeing. As the report suggests, the future of travel lies in experiences that resonate emotionally and culturally, supported by intelligent technology that helps travellers find their own path.
