Travel trends shaping experiential journeys and tours in 2024

While ‘revenge travel’ has abated, the return to travel reached new heights in 2023, from roads and rails to the seas, skies, and into space. Sightseeing pass company Go City witnessed a roaring sales surge in 2023, but not just in the expected tourist meccas. Travelers, fueled by a thirst for fresh experiences, flocked to underrated gems and niche destinations.

Travel trends in 2024

The enduring popularity of Europe in 2023 is expected to persist into 2024, as Go City saw stellar sales growth in 2023 for iconic destinations like London and Paris, driven by Olympic anticipation. Beyond these tourist hotspots, hidden gems like Gothenburg, Madrid and Rome are also emerging as must-visit destinations.

Drawing from Go City’s comprehensive customer data and pass usage across 30 cities globally, here are the five travel trends to look out for in 2024.

1. Craving authentic local experiences

Recognizing the growing appetite for authentic experiences, Go City teamed up with local partners to offer immersive guided tours and take travelers beyond the usual tourist hotspots, uncovering hidden gems and offering intimate cultural encounters.

From enjoying boat rides and sampling local snacks at the Damnoen Saduak floating market near Bangkok to joining the Korean life time walking tour at historic attractions in Seoul – travelers are guaranteed a truly immersive experience.

2. A journey through culinary travel 

Food has increasingly become a central pillar of exploration, which travelers are seeking in authentic flavors, and participating in hands-on culinary activities. Some of the popular culinary activities among Go City customers include a Thai cooking class and Michelin Guide street food tour available on Bangkok passes, as well as a delicious plate of hearty boat noodles as part of the Aberdeen Fishing Village experience offered on our Hong Kong pass.

For cocktail connoisseurs, they should definitely visit Raffles Courtyard and Long Bar, and enjoy a fine glass of a Singapore sling cocktail, using Go City’s Singapore pass. Similarly, wine enthusiasts can delight in sampling six unique wines paired with locally-sourced cheese and charcuterie at Urban Winery Sydney, available through Go City’s Sydney pass.

3. Inspired through social media

Both millennials and Gen Z rely heavily on social media such as Instagram and TikTok for travel inspiration, and often is a key motivator to visit Insta-worthy attractions such as theme parks or museums. Theme parks like the Hong Kong Disneyland and Universal Studios Singapore remain as most visited attractions among Go City customers visiting the APAC region, and other popular attractions such as SEA LIFE Ocean World and Madame Tussauds are new additions to the Bangkok pass.

photo by @globetraveldiary, @traveltogether_cs, davidnola, @katiedreamcatcher/Instagram

4. Longer stays in a destination are preferred

Soaring airfares and flexible work arrangements are driving a new travel trend: extended holidays! Travelers are increasingly choosing to extend their holidays to maximize the value of their expenditures by prolonging their stays at destinations.

Go City has observed a similar trend, noting a surge in sales of All-Inclusive passes with extended durations for select top destinations. In 2023, for instance, Go City’s top 2 best-selling Dubai All-Inclusive passes were 5-day and 7-day, while sales of Go City’s Paris All-Inclusive passes for 4-day and 6-day durations saw more than a 1.3x increase in growth compared to 2019.

5. Asia thriving as hot travel destinations

Travelers are increasingly captivated by the region’s diverse array of cultures and tantalizing culinary experiences, all while finding their travel dollars stretch further.

In 2023, Singapore was the hottest APAC destination to Go City customers, witnessing a phenomenal 2x growth in visitors, fascinating both long-haul travelers from the United Kingdom and United States of America, and short-haul explorers from Australia. Similarly, Bangkok’s captivating charm also resonated with visitors from the UK, USA, China and India, which again highlights the growing appeal of APAC destinations.

As travelers seek greater value and distinctive experiences for their vacations, the Go City sightseeing pass is the key to unlocking the best city breaks in over 30 vibrant destinations.

For more information, please visit www.gocity.com, or contact APACtrade@gocity.com for trade enquiries.