Experiences are now the fastest-growing segment in travel – bigger than hotels, bigger than flights. If you run experiences, that’s the headline for you this summer.
According to joint research by Arival and Phocuswright, tours, activities and attractions reached $271 billion in 2025 and is projected to hit $342 billion by 2029.
Summer 2026 is where momentum becomes unmistakable. Travellers aren’t just booking trips – they’re booking things to do. The experience is no longer a footnote to the entire holiday. It’s the whole point of the holiday.
Here’s a few standout trends that are driving demand this summer…
Going deeper, not further
Capitalmaxxing: The return of the familiar city
The multi-country sprint is out. Travellers are going back to places they have already been – but this time they want to delve deeper and really understand the culture.
GetYourGuide’s summer 2026 data shows a 35% year-on-year increase in UK travellers searching for London experiences, and a 17% increase in French travellers booking experiences in Paris. In Paris specifically, demand for guided Louvre tours, Catacombs entry, and Seine river cruises has grown triple events. The city isn’t new – but the depth of engagement is.
For operators in major destinations, this is a meaningful shift. Less competition from far-flung alternatives and more appetite for the king of in-depth, expert-led experience that turns a familiar city into something genuinely new.
Read Bókun’s Tourist in Your Own City report here.
Set-jetting: Scene to screen
Running alongside that intentionality is another force shaping where people go: what they’ve been watching.
Expedia’s Unpack Summer ‘26 report found that 81% of Gen Z and Millennial travellers now factor film and TV locations into their holiday planning – and the impact on specific destinations has been measurable. Searches for Yorkshire surged 60% in the six weeks following the release of Wuthering Heights, while Muskoka, Canada climbed 110% after the debut of Heated Rivalry.
With major releases this summer spanning Italy’s Dolomites, Williamsburg Virginia, and Greece, the opportunity for operators in screen-adjacent locations is real. Tours build about recognisable stories and settings that aren’t just good content – they convert.
See the impact of TV and film on the experience industry here.
Learning and connecting
Grandma tourism: The expert in the room
Once travellers have established the best place to go for them, the next step is booking the things they want to do. And increasingly, the answer is: learn something from someone who has spent their lifetime doing it.
GetYourGuide’s Grandma Tourism research based on a survey of 8,000 travellers across the UK, US, France and Germany, found that 76% would book a “grandma-inspired” experience. A cooking class with a local nonna, a traditional craft workshop, a story-led walking tour led by an elder guide. Bookings for hands-on workshops and classes grew 250% between 2023-2025 – six times faster than traditional attraction tickets.
Lore-seeking: Coming home with a story, not just a stamp
The AMEX 2026 Global Travel Trends report frames the same appetite differently: 76% of global respondents say the skills they learn on a trip stay with them longer than any material souvenir, and 69% say creating something with their hands is one of the most rewarding parts of travel.
The AMEX report puts numbers to this behaviour: 79% of millennials and Gen Z actively seek out local work-shops and hand-on activities specific to the destination they’re visiting. And, 82% said that learning a new skill while travelling creates a more memorable experience than sightseeing alone.
Human-led, knowledge-rich experiences aren’t a little niche – they’re where the market is going.
Playcations: The experience as the whole point
For a growing number of travellers, the experience isn’t just something they do on holiday – it’s the reason they chose the destination in the first place.
Airbnb’s 2026 summer data shows listings near golf courses, lakefronts and surf spots among the highest booking growth this summer, with travellers structuring entire trips around a specific activity.
Spending with intention
Fluxury: Splurge selectively
The “fluxury” pattern sees travellers economising on flights, accommodations and logistics, while spending meaningfully on one or two standout experiences. AMEX’s travel trends report confirms this mindset: 74% of millennials and Gen Z say travel is a non-negotiable expense, and they’re highly deliberate about where that money goes.
For experience operators this is good news. You’re often the item travellers choose to splurge on. Now more than ever it’s important to really sell your experiences and show travellers they are worth it.
Dusking: The evening economy
One of the most practical expressions of value-consciousness is when people are booking. Travellers who want more from their experience – better light, cooler temperatures, fewer crowds – are increasingly choosing the evening slot.
GetYourGuide summer data shows a nearly 40% year-on-year increase in bookings for activities after 5pm this summer, particularly in warmer climates. Sunset tours, evening food walks, twilight kayak sessions – the golden hour is now a peak hour.
For operators the message is simple: if you’re not offering evening slots you are leaving bookings on the table.
Escaping the heat
Coolcations: Heading for higher grounds
Skyscanner’s 2026 Travel Trends report found that 76% of global travellers are considering or planning a mountain escape for summer 2026, drawn by cooler temperature, cleaner air and a slower pace.
Criteo’s summer travel pulse adds the commercial dimension: US travellers are 17% more likely to choose cooler cities at peak summer times and they’ll pay a premium to do it.
For any operators with outdoor, highland or nature-based experiences should ensure descriptions focus on this traveller demand.
Why experience operators are winning in 2026
The experiences winning this summer are human-led, specific and bookable. And as Arival and Phocuswright’s research shows, online booking is where the growth is happening – rising from 17% of all experiences booked in 2019 to a projected 42% by 2029.
The question is whether your business is set to capture it. Are you visible on the right channels? Do you have real-time booking availability? Are you connected with distribution partners that suit your target customer?
That’s where we come in. Ready to get set up for peak season? Claim your 14-day free trial now.