Emerging Travel Trends: Workations, Slow Tourism, and Culinary Experiences Gain Popularity

Recent insights from the 2024 Europ Assistance / IPSOS Global Holiday Barometer reveal a significant shift in travel preferences, highlighting the growing popularity of niche travel segments such as workations, slow tourism, and culinary tours. 

The report, which surveyed 21,000 respondents across 21 countries, underscores travelers’ resilience and adaptability amid ongoing global challenges.

 

Key Findings:
Strong Travel Enthusiasm: Despite concerns about inflation and geopolitical tensions, the desire to travel remains robust. The survey indicates that 80% of Europeans express enthusiasm for travel, with notable excitement also observed in India (53%) and North Asia (31%). This enthusiasm reflects a pent-up demand for new adventures and experiences.

Rise of Workations: A significant trend identified in the report is the increasing interest in workations—where individuals blend work with vacation by working remotely from holiday destinations. Approximately 25% of active European travelers plan to embark on a workation this year, with even higher interest in the Middle East (76%) and India (75%). 

Interest in Slow Tourism: The concept of slow tourism is gaining traction, with 69% of Europeans expressing interest in immersive travel experiences that support local communities and minimize environmental impact. This trend encourages travelers to engage more deeply with their destinations rather than rushing through them.

Culinary Tours on the Rise: Culinary experiences are becoming increasingly popular among travelers seeking to explore local cultures through food. These tours offer unique opportunities to connect with destinations on a deeper level while enjoying authentic culinary delights.

Safety and Health Priorities: Safety remains a top concern for travelers across all regions. The survey indicates that travelers prioritize health protocols and safety measures when selecting destinations, particularly in light of recent global events. Notably, concerns about armed conflict have surged among European travelers, with 49% citing it as an essential factor in their travel decisions.

Navigating Economic Challenges: Rising inflation continues to impact travel planning, prompting travelers to seek cost-effective alternatives. Many are adjusting their budgets and spending habits to accommodate rising costs while still pursuing their travel aspirations.

Sustainable Travel Awareness: While only a small percentage of travelers prioritize environmental concerns when choosing destinations, there is a growing awareness of sustainable practices. Many travelers are now actively supporting local economies and minimizing waste during their journeys.

The findings from the Holiday Barometer suggest that travelers are not only eager to explore new destinations but are also increasingly conscious of how they do so. As trends like workations, slow tourism, and culinary tours gain momentum, the travel industry must adapt to meet these evolving preferences while ensuring safety and sustainability remain at the forefront of the travel experience.