Traveller Segmentation: The Expanding Role of Cultural Explorers in Shaping Global Tourism

The global travel industry is expected to experience unprecedented growth in 2024, with 1.5 billion international trips forecast to generate a record-breaking USD1.9 trillion in tourism spending. Yet travel dynamics have changed profoundly due to global events such as the pandemic, wellness and sustainability and rapid technological advances. Travellers desire more meaningful and authentic experiences where technology plays a pivotal role in facilitating greater personalisation. As a result, travel businesses have had to rethink their strategies to align with the ever-evolving preferences of consumers, giving rise to cultural explorers who desire locally immersive and tailored experiences.

Local immersion and authenticity drive cultural tourism

Euromonitor International has identified eight distinct segments of travellers: eco-adventurers, blended travellers, leisure seekers, digital travellers, wellness worshippers, adventure lovers, luxury seekers, and cultural explorers.

Each traveller segment represents a unique opportunity to better engage with potential travellers and understand their travel needs

^{Source: Euromonitor International}

Traveller profiles

With recent global events, local immersion and authentic experiences are increasingly becoming a priority, with strong interest in culture, communities and nature driving tourism demand. Cultural explorers are part of this broader change, placing a strong emphasis on authenticity, sustainability, and personal enrichment. In addition to engaging deeply with local communities, they are interested in experiencing a destination's culture and heritage through immersive travel, including digital immersive experiences that enhance their understanding and interaction with the local environment.

These travellers present a significant opportunity for countries that have not traditionally targeted this growth market. Economic growth in places like China is driving more outbound travel, while changing preferences post-pandemic are driving travellers to prioritise deeper cultural and experiential engagement over traditional tourism. Travel destinations can also benefit from these culturally curious travellers, as they promote sustainable and participatory tourism, which involves travellers actively engaging with local communities, learning about cultural practices, and contributing to the preservation of heritage, all of which benefit both visitors and host communities.

Younger generations, particularly millennials and Gen Z, seek unique and authentic experiences. Due to their digital nature, Gen Z often blend physical and virtual experiences, making use of tools such as augmented reality (AR) to enhance cultural tourism. To meet this evolving market's expectations, destinations must integrate seamless bookings, artificial intelligence personalisation, and virtual previews. Euromonitor International's Voice of the Consumer: Digital Consumer Survey, fielded March to April 2024, revealed that over 25% of respondents globally used virtual or augmented reality to plan or book their trips, such as viewing a hotel room before booking it, highlighting the growing significance of these technologies for capturing this tech-savvy demographic and assisting travellers with visualising their experience before committing.

Cultural explorers, who value authentic experiences, represent four of the top traveller profiles by key source markets across six regions

^{Source: Euromonitor International}

With the growth of international travel and sophistication, these younger explorers fuel the expansion of cultural tourism, a multibillion dollar industry with key destinations emerging as hubs for immersive experiences such as "stay like a local", cultural gastronomy, religious tourism, and heritage exploration. Over the next five years, in-destination spending on these experiences is expected to exceed USD500 billion. Those destinations that capitalise on these source markets by offering customised, authentic experiences can establish themselves as high-value destinations.

Cultural destinations

Yet this interest in culture is also merging with a more creative cultural experience. This can be observed in the rise of transformative travel, which combines cultural education with personal growth. Several European cities, including Málaga and parts of France, are utilising the Pompidou pop-up concept to bring art exhibitions to local communities. Through these immersive pop-ups, visitors can experience dynamic, interactive experiences beyond traditional museum spaces. In Africa, Ghana's "Beyond the Return" initiative, which builds on the success of the "Year of Return", has become a leading example of how to attract cultural explorers through heritage-focused tourism. Furthermore, Moroccan gastronomy tourism and rich culinary traditions are attracting visitors. In Asia, Japan excels at blending ancient traditions with futuristic innovations.

Expanding opportunities in emerging destinations

Middle Eastern countries are becoming key hubs for cultural tourism, combining modern luxury with traditional values. Halal Travel Network provides specialised support to help operators meet the cultural and religious needs of Muslim travellers. According to Hafsa Gaher, Founder and Director of the Halal Travel Network, “It is important to note that these tourists seek a variety of experiences, from cultural exploration and adventure to relaxation, with a strong emphasis on religious principles. To succeed in this market, Halal-certified accommodations, prayer facilities, and compliant food are essential.”

In South Africa, destinations such as Cape Town are capitalising on their Muslim heritage by offering attractions such as the Halal-certified Aquila Private Game Reserve, increasing their appeal to Muslim travellers.

With overtourism posing a threat to local resources, lesser-known destinations can use this opportunity to attract travellers seeking authentic experiences. These regions can appeal to cultural explorers seeking genuine interactions through the promotion of their unique cultural assets and the preservation of their local heritage, positioning themselves as sustainable alternatives to overcrowded destinations.

The path forward

Travel operators should shift their focus from promoting traditional sightseeing activities to offering tailored, immersive experiences. This will enable them to remain competitive in the rapidly evolving global travel landscape. Cultural tourism will be driven by transformative travel that combines cultural learning and immersive experiences with personal growth, attracting a growing demand for it. Digital tools such as AR-guided tours and virtual experiences will also redefine how destinations engage with cultural explorers. Businesses can forge stronger connections, boost loyalty, and achieve sustained growth in a competitive, culturally-focused tourism industry by investing in advanced technology such as AI.

For further insight, read our report, Identifying the Traveller of the Future Through Consumer Segmentation.