Neighborhood Tourism Soars as Travelers Seek a Local Sense of Place

20.11.2023 - 15:38 / travelweekly.com / Norbert Kettner

A transformative trend to explore beyond well-trodden tourism areas and attractions in major urban destinations is gaining momentum, fueled by travelers of all generations who are seeking more experiences that are true to local culture.

The trend, which has been referred to as ‘life-seeing’ versus sightseeing, is documented in key research studies, including a 2023 report by booking.com that found 75% of survey participants said they want, “authentic experiences that are representative of the local culture.”

The American Express 2023 Global Travel Trends Report also identified a strong traveler focus on unique touring opportunities “that give them a taste of local culture and let them explore hidden gems that friends back home don’t know about.”

Tourism officials in major urban destinations have also observed the trend. “Guests now seek immersive experiences and a connection with local identity and lifestyle, valuing regional specialties, crafts and culture,” said Norbert Kettner, CEO of the Vienna Tourist Board. “They crave genuine, inspiring encounters away from the usual tourist crowds.”

Travelers who are seeking out those encounters are increasingly getting off well-worn tourism tracks and into lesser-known city neighborhoods.

“There has been a broad, clear trend of travelers seeking more unique experiences,” said Douglas Quinby, co-founder and CEO of Arival. A recent Phocuswright (sister brand to Travel Weekly) and Arival research report on The Outlook For Travel Experiences that surveyed more than 4,000 travelers across Europe and the U.S. found that 42% of travelers say ‘going off the beaten path’ is ‘very important’ to them when they travel. “This rises to 50% for millennials and Gen-X,” Quinby added.

In search of authenticity, personalization and a positive impact on communities

As leisure travel volume has roared back, travel advisors and tour operators are increasingly fielding requests from clients who want different, more personalized experiences on their urban explorations.

The lesser-known neighborhoods always have the ability to surprise you,” adds Gabriela Knöbl, tour guide and co-owner of Rebel Tours Vienna. “There is always a new door to open, a new restaurant to eat at, or a hidden courtyard to discover.”
The quest for more individualized and personal experiences is also fueling the trend to go beyond a city’s tourist hub.

Noted Gwen Kozlowski, president of Exeter International, “I hear over and over from travel advisors that their clients want to get off the beaten path, go outside of the box, do something that is ‘unGoogle-able’. For each traveler I think that means something different. Maybe it’s bragging rights, maybe it’s a personal