Travelers are increasingly moving away from simply sightseeing, preferring deep immersion in culture, active outdoor recreation, and visiting locations outside traditional tourist routes.
According to booking data from Tripadvisor for the first half of 2026, experiences that allow tourists to interact more closely with visited places are gaining popularity. These activities range from learning traditional crafts from local artisans to exploring natural landscapes and participating in water sports.
A comparison of bookings for the period from January to June 2026 with the same period last year shows a clear shift towards personal, interactive, and memorable travel.
Modern tourists are increasingly choosing to participate in local culture rather than just observe it. The masterclass category has become the fastest-growing experience category globally in the first half of the year, showing an 88% increase in bookings compared to the previous year.
Japan is a prime example of this trend. Bookings for Japanese masterclasses by American tourists increased by over 300% compared to the same period in 2025, accounting for one-fifth of all global bookings for such activities.
Demand for cultural performances is also growing. Concerts and special events recorded an 87% increase in bookings, with the vast majority of these bookings being in Europe. Tourists are discovering the history and traditions of destinations by attending flamenco performances in Spain or enjoying traditional Fado music in Portugal.
These experiences receive high ratings: culinary courses, craft workshops, and dance lessons are among the highest-rated experiences on Tripadvisor, boasting an average rating above 4.8 out of five.
Active recreation continues to attract travelers seeking to explore places beyond major tourist attractions. Globally, eco-tour bookings rose by 62%, and fishing charters by 41% in the first half of 2026.
In the US, demand for conservation and nature-based activities has also significantly increased. Scuba diving tours showed the highest growth (up 111%), followed by eco-tours (83%), as well as skiing and snowboarding (42%) and nature and wildlife experiences (41%).
Adventure activities are also highly sought after by tourists; in the US, highly rated options include shark diving, zip-lining, parasailing, as well as hiking and camping.
Wellness is becoming part of the active recreation trend. Day spa experiences grew by 45%, driven by interest in natural thermal spas, mud baths, and geothermal pools. New Zealand demonstrated more than double the growth in spa service bookings, making Rotorua, known for its geothermal spas, one of the fastest-growing destinations on Tripadvisor.
The growing interest in active recreation is also influencing destination choices. Whale watching tour bookings in Seward, Alaska, increased by 61%, while kayaking trips through the bioluminescent waters of Vieques, Puerto Rico, grew by 69%.
Rotorua, New Zealand, also recorded a 55% increase in experience bookings, highlighting the appeal of places where natural landscapes and active recreation are central to the visitor experience.
This data indicates that tourists are increasingly looking for destinations that allow them to directly interact with the environment, whether it's encountering wildlife, engaging in water adventures, or exploring geothermal landscapes.
Coastal destinations have become some of the fastest-growing in the US in the first half of 2026. Catalina Island showed the most significant growth among listed destinations, with bookings increasing by 383%. This was followed by La Jolla (up 67%) and Newport Beach (up 64%).
Other coastal locations also demonstrated steady growth, including Myrtle Beach (54%), Panama City Beach (50%), and Destin (49%). These figures reflect a sustained interest in beach holidays and activities that allow tourists to feel the water, not just look at it.
In the US, scuba diving tour bookings rose by 111%, fishing charters by 57%, parasailing by 45%, and boat rentals by 37%. From exploring the coast by boat to diving beneath the surface, water activities are becoming an increasingly popular part of the trip.
Another notable trend is the growing interest in places outside the world's most popular tourist spots. According to Tripadvisor, destinations not in the top 100 most booked places grew more than twice as fast as the top 100 destinations in the first half of 2026.
Central America and the Caribbean have proven to be regions benefiting from this trend, as four out of the five fastest-growing countries for Tripadvisor experiences are located there. Guatemala showed a 74% growth in experience bookings, followed by St. Maarten (57%), Honduras (49%), and Cayman Islands (45%).
Albania also stood out in Europe as a fast-growing destination, with bookings increasing by 60%. From exploring ancient Maya sites in Guatemala to discovering the Albanian coast—these places attract tourists seeking experiences outside established tourist centers.
The results of the first half of the year indicate that travelers are increasingly prioritizing what they can experience in a destination, rather than just the number of sights visited. Cultural activities, nature adventures, coastal relaxation, and lesser-known destinations are contributing to this shift toward richer tourism.
These findings are based on Tripadvisor experience booking data for the period from June 1 to June 30, 2026, compared to the same period in 2025. For ranking categories and destinations, Tripadvisor set minimum booking thresholds of 10,000 global bookings and 5,000 in the US. Review ratings were based on the average tourist rating, provided there were a minimum of 500 reviews worldwide and 200 in the US.