The past few years have been a time of metamorphosis in the travel industry. And, in 2024, travelers are finding their way back to pre-pandemic norms, while holding on to some newfound interests which took hold out of pandemic necessity. The trends that have captured travelers’ attention are proving to be more than fads; they’re the future of our industry.
This report highlights trends in the travel experiences, activities, and tours category. You’ll find key insights on how the industry has evolved, as well as what may motivate consumers’ travel decisions in 2024 and how those decisions are reinforcing the return of travel. (See methodology below.)
“Travel is experiencing an unquestionable resurgence despite headwinds faced across the industry. The past 18 months have proven to be a chapter of both resilience and growth for many, including Viator,” said Laurel Greatrix, Vice President of Brand and Communications for Viator. “We’re seeing travelers return to pre-pandemic mindsets in many ways, including an exploding interest in cultural experiences and renewed excitement for travel abroad. Some pandemic-era trends are proving their staying power with outdoor activities continuing to captivate adventure-seekers around the world.”
