Tripadvisor Finds Travelers Are Trading Sightseeing for Hands-On Experiences
Tripadvisor data shows sharp growth in craft classes, nature excursions, and bookings beyond established tourism hubs.
Photo: Jimmy Liu / Unsplash
Travelers are increasingly choosing hands-on cultural activities, outdoor adventures and lesser-known destinations over conventional sightseeing, according to Tripadvisor’s 2026 Mid-Year Experiences Trends Report.
Craft classes were the platform’s fastest-growing experience category during the first half of 2026, with bookings rising 88 percent year over year. Japan was a particular standout: bookings by U.S. travelers for Japanese craft classes increased by more than 300 percent and accounted for one in five craft classes booked globally.
Demand also grew for performances tied to local culture. Bookings for concerts and special events increased by 87 percent, largely driven by European experiences such as fado performances in Portugal and flamenco shows in Spain. Cooking classes, craft classes and dance lessons all earned average traveler ratings above 4.8 out of five.
“Travelers are looking for experiences that help them connect more deeply with the places they visit,” Tripadvisor said in the report. That shift, the company added, is drawing travelers away from “passive sightseeing” and toward activities that feel more immersive and personal.
Nature-based excursions were another strong category. Eco-tour bookings increased 62 percent globally, while fishing charters rose 41 percent. In the United States, submarine tours climbed 111 percent, followed by eco tours at 83 percent and nature and wildlife experiences at 41 percent.
Wellness demand also moved outdoors. Day-spa bookings increased 45 percent, driven by interest in thermal spas, mud baths and geothermal pools rather than traditional treatments. New Zealand bookings more than doubled, contributing to strong growth for Rotorua and its geothermal attractions.
Coastal destinations saw some of the most pronounced gains. Experience bookings on Catalina Island increased 383 percent, while La Jolla, Newport Beach, Myrtle Beach, Panama City Beach, and Destin all posted double-digit growth. Travelers were not simply heading to the water: U.S. bookings rose for fishing charters, parasailing, and boat rentals.
Perhaps most notable for trip planning, destinations outside Tripadvisor’s 100 most-booked locations grew more than twice as quickly as those within the top 100. Guatemala, Albania, St. Maarten, Honduras, and the Cayman Islands ranked among the fastest-growing countries in terms of experiences.
The findings are based on Tripadvisor bookings from January through June 2026, compared with the same period in 2025.
