U.S. travelers are choosing trips around experiences, not just destinations

MundoTrip says U.S. vacation planning is shifting toward food, culture, nature and local experiences, with travelers increasingly treating activities as the core value of a trip. The trend could reshape how international packages are built, marketed and sold.

Why it matters: - U.S. travelers are moving away from check-the-box sightseeing and toward trips built around memorable experiences. - The shift is changing what travelers protect in their budgets, what destinations compete on and how vacation packages are designed. - For travel brands, the opportunity is no longer just selling flights and hotels. The new sell is the experience layered on top.

What happened: - MundoTrip highlighted the rise of experience-led travel as U.S. vacationers seek more meaningful holidays. - The company framed the trend around international travel that emphasizes food, culture, nature, wellness and local activities. - U.S. citizen international departures reached 9.3 million in March 2026, up 5.2% from a year earlier, according to the U.S. National Travel and Tourism Office. - Research from GetYourGuide and Wakefield Research found 95% of U.S. leisure travelers wanted new or unique experiences on holiday. - The same research found 90% wanted to experience destinations more like locals.

The details: - Experience-led travel does not replace sightseeing. It adds activities such as neighborhood food tours, artisan workshops, cooking classes and local stays. - A Rome trip may still include the Colosseum, but travelers are also looking for food tours and culinary experiences. - A Japan itinerary may still include Tokyo and Kyoto, but travelers are adding traditional cooking classes, craft workshops and ryokan stays. - The destination remains the base. The experience is becoming the reason the trip feels worth taking. - The GetYourGuide study found 71% of respondents were unwilling to cut activity and experience spending, even if they reduced spending elsewhere. - The trend varies by traveler type. Younger travelers often want discovery, food, social experiences and unique activities. - Couples often look for milestone moments, workshops and memorable dining. - Families tend to value shared activities that work across generations. - Older travelers often prefer expert guidance, cultural depth and a comfortable pace.

Between the lines: - The change suggests travelers are buying outcomes, not just itineraries. - That favors brands that can package emotion, authenticity and ease into a single trip. - The trend also points to a more selective traveler. People may spend less on generic trip elements and more on the parts they will remember. - MundoTrip is positioning its vacation offering around that shift, with flights, lodging and transfers acting as the framework rather than the main attraction.

What's next: - Japan, Thailand and Italy are likely to remain strong test cases for experience-led travel. - Japan is seeing more demand for immersive tourism tied to cooking, crafts, rural stays and cultural workshops. - Thailand’s 2026 strategy focuses on higher-value tourism and combines Bangkok, Chiang Mai and Phuket with food, wellness, cultural and nature-based activities. - Italy continues to draw travelers to Rome, Florence and Venice, while also benefiting from demand for vineyards, artisan experiences and slower cultural exploration. - MundoTrip says the next generation of vacation packages will be built around how travelers want a journey to feel. - The company’s broader message is that classic travel packages are not going away. They are becoming more experience-driven.