According to Tripadvisor booking data from the first half of the year, one thing is clear: travelers are looking for experiences that help them connect more deeply with the places they visit.
From learning a new skill from a local expert and spending more time in nature to getting out on the water and discovering destinations beyond the traditional tourist trail, today's travelers are shifting away from passive sightseeing in favor of experiences that feel immersive, personal, and memorable.
Here's a look at the trends shaping travel so far this year.
- Getting hands-on with local culture
Travelers are increasingly looking for experiences that let them step into local culture, rather than just observe it.
Craft classes were Tripadvisor's fastest-growing experience category in the first half of the year, with bookings up 88% year over year. Home to centuries-old craft traditions that continue to thrive today, Japan has become a standout destination for this trend. Bookings by U.S. travelers for Japanese craft classes increased more than 300% compared to last year, accounting for one in five craft classes booked globally.
That same desire for cultural immersion is also fueling demand for performances rooted in local traditions. Concerts and special events grew 87%, with experiences in Europe accounting for the vast majority of bookings in that category. From the soulful sounds of fado in Portugal to the passion of flamenco in Spain, travelers are embracing performances that offer a window into a destination's history, traditions, and culture.
Travelers aren't just booking these experiences, they're loving them too. Cooking classes, craft classes, and dance lessons all rank among Tripadvisor’s highest-rated experiences, earning average ratings above 4.8 out of 5.
- Nature takes center stage
Since the pandemic reignited our love for the outdoors, travelers have continued to choose experiences that get them outside and into the heart of a destination — and this year’s no exception.
Eco tours (+62%) and fishing charters (+41%) saw strong growth in the first half of the year, highlighting travelers' growing appetite for nature-based adventures. The trend is even more pronounced in the U.S., where submarine tours (+111%), eco tours (+83%), ski and snow experiences (+42%) and nature and wildlife experiences (+41%) all saw significant surges in demand. Travelers are also giving these adventures top marks, with shark diving, ziplining, parasailing, and hiking and camping ranking among Tripadvisor's highest-rated U.S. experiences.
Wellness is becoming part of the outdoor story, too. Day spa experiences grew 45%, driven by demand for natural thermal spas, mud baths, and geothermal pools over traditional spa treatments. In New Zealand alone, day spa bookings more than doubled year over year, helping make Rotorua (known for its world-famous geothermal spas) one of Tripadvisor's fastest-growing destinations.
Demand for outdoor experiences is also shaping where travelers choose to go. From spotting whales in Seward, Alaska (+61%) and kayaking through the bioluminescent waters of Vieques, Puerto Rico (+69%), to exploring geothermal landscapes in Routoura, New Zealand (+55%), travelers are increasingly choosing places where nature isn't just the backdrop, but the main attraction.
- Coastal destinations and water activities make waves
The growing appetite for outdoor adventure is also making waves along coastlines, where travelers are increasingly choosing beach towns and island escapes — and finding new ways to experience them once they arrive.
Across the U.S., coastal destinations dominated Tripadvisor's list of fastest-growing places for experiences in the first half of the year. Catalina Island (+383%), La Jolla (+67%), Newport Beach (+64%), Myrtle Beach (+54%), Panama City Beach (+50%) and Destin (+49%) all saw significant growth as travelers sought out sun, sand, and life on the water.
It's not just where people are traveling, but how they're experiencing these destinations. In the U.S., growth in submarine tours (+111%), fishing charters (+57%), parasailing (+45%) and boat rentals (+37%) reflect a desire to get out on the water rather than simply admire it from shore.
- Looking beyond the biggest tourist hotspots
In the first half of the year, destinations outside Tripadvisor's 100 most-booked locations grew more than twice as fast as the top 100 themselves, suggesting that travelers are increasingly embracing places beyond the traditional tourist trail.
Much of that growth is being driven by destinations in Central America and the Caribbean, where four of Tripadvisor's five fastest-growing countries for experiences are located. Guatemala (+74%), St. Maarten (+57%), Honduras (+49%), and the Cayman Islands (+45%) all saw strong growth, while Albania (+60%) emerged as a fast-rising destination in Europe.
Whether it's exploring ancient Mayan ruins in Guatemala or wandering Albania's dramatic coastline, travelers are discovering that some of the world's most memorable experiences can be found beyond its best-known tourist hotspots.
If the first half of 2026 is any indication, the most memorable trips aren't defined by how many landmarks travelers check off a list — they're shaped by the moments that invite them to participate, explore, and discover something new.
Methodology
These trends are based on Tripadvisor experiences booking data from the first half of 2026. Growth figures compare bookings from January 1 – June 30, 2026, with the same period in 2025. Experience category and destination rankings include minimum booking thresholds of 10,000 bookings globally and 5,000 bookings in the U.S. Review rankings are based on average traveler ratings and include a minimum of 500 reviews globally and 200 reviews in the U.S.
