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A while ago, when we were exploring emerging travel and tourism trends for 2025, Experiential Travel was mentioned, and it appears that this has massively grown in popularity. In all likelihood, be a front-runner in travel trends for 2026. It was spawned primarily from the COVID-19 era, when introspection was the order of the day, and many people, threatened with the idea of never being able to travel again, began to see travel from a different perspective.
No longer did they simply want to see the sights in foreign lands, but the urge to become part of the communities and activities of other cultures became something that many, old and young alike, were drawn to. In fact, it appears, according to a Skift report, that it is “the extreme age differences of Gen Z and Baby Boomers that make Experiential Travel such an important prospect from a marketing point of view, as these travellers are crucial to the Experiential Economy because they often have the most time and money to spend.” So, “what,” I hear you ask, “is the Experiential Economy?”.
The experiential significance
According to a recent Skift State of the Travel Industry report, “The rise of the Experiential Economy is a long-term secular tailwind supporting the growth of the global travel industry. The manufacturing economy sells goods. The service economy sells skills. The Experiential Economy sells identity. For example, accounting is an important service, but it’s not an experience. Especially for younger people, travel is a part of their personality. This willingness to spend on identity is creating a more resilient travel industry.”
I believe that this Experiential Travel boom is so significant for South African travel and tourism as we have so much to offer in this regard. Typical experiential travel activities include township tours, living among urban or rural communities, and participating in wildlife conservation projects such as animal tagging and tracking, and there are so many such opportunities available here.
What excites me the most is that Experiential Travel encourages travellers to contribute meaningfully to our rural communities and become part of activities designed to foster genuine involvement, which has a positive and lasting impact. The question then is: How do we best market these experiences, and make them accessible to both local and international tourists? The most important thing is providing accurate information and good guidance to encourage their participation.
When in Gen Z territory….
There’s an old travel saying, ‘’When in Rome, do what the Romans do.’’ It is a reminder to be cognisant of observing the culture of the country if you want to feel welcomed. This mindset is central to the enjoyment of Experiential Travel, and something that I urge all travellers to remember. We must also remember that though our marketing of Experiential Travel to a new generation of adventure travellers should be on platforms where their expectation of authentic reviews and shared experiences appear. We are beginning to find that the traditional ‘Influencer’ driven content, now seen as inauthentic, due to sponsored trips and curated experiences, is giving way to authentic user-generated experiences on platforms like TikTok, which is promoting genuine travel experiences. This is not only where Gen Z (and now many older travellers) spend their time, but where they are being influenced to make travel and other consumer decisions.
Authenticity is key
It is all about authenticity, and this extends to the nature of the marketing we as an industry utilise too. There is a growing use of TikTok as a platform where ordinary travellers share real experiences, packing tips, and destination insights. I’m pleased to share that my team is developing a TikTok channel for Bush-breaks to educate and inform potential travellers, address common questions from international audiences, and dispel common myths, all with the goal of making travel experiences more accessible and appealing. We now live in a world of people who seek to find their identity, not only in their own backyard, but in the world, and who demand authenticity and transparency. My advice to those in the Travel and Tourism industry, therefore, who want to really benefit from this Experiential Travel boom, is simply to ‘’keep it real!’’
Lidia de Olim
CHIEF EXECUTIVE OFFICER