What is the “Experience” of Experience Travel?

Hearing many travel industry presentations, seeing countless tourism ads, and reading a myriad of destination descriptions, I’ve noticed the recurring, almost cliché use of the word “experience.”

Destinations claim that "visitors want experiences" when they travel, and promise that visitors will find “unique local experiences” galore. This word is now migrating to other activities that might not be considered experiential like retail activity; it isn't shopping anymore; it's a "lifestyle experience."

With all the (over)use of the word "experience," few, if any, have described what experience means. Yet, when listening to speakers say that travelers seek experiences, we nod our heads and act like we understand the intended (but unexplained) connotation. 

I discussed this with Carl, my TAG partner. I asked can travelers who stop at a noted cultural site or natural wonder, get out of their tour bus or car, take a quick selfie, then move to the next spot claim they had a travel “experience?"

Why be concerned about what "experience" is or means? A key reason is that if a visitor is satisfied with a trip, they will be likely to tell others and to return. That is good for a destination and its visitor-serving businesses. It is good for the local community and the local economy. The more a place connects with its visitors, and the more visitors connect with a place, the better for everyone involved.   

Seeking further insight, I found the following information and research about experience travel. As may be expected, there is no one definition, but I found some common elements, themes and attributes, including:   

• Delving Deeper into the Destination:  According to Sean Newsome, a writer for National Geographic, “experiential travel usually delves deeper into a given destination…  such tours tend to focus on less-touristy spots."  It can also involve more adventurous activities, perhaps those a visitor might not be able to do at home. Newsome notes that experience tourism has benefits for both the destination as "the deeper we get into a destination, the more widely our money spreads.”

  
  

• Local influence: ‘Travel like a local’ is another oft-quoted truism related to experiential travel.  An (uncredited) article in Heartland Japan describes as “a trip that removes the traditional divide between ‘tourists’ and ‘locals’…. where visitors are encouraged to immerse themselves in the ways and traditions of a country or community and to see life through the eyes of a native. Typically, activities are hands-on and interactive, rather than simply taking pictures…” And, as in the name of the source, “stay in the heartland.”  As well, Sean Newsome notes, “…chatting to locals and getting to know about their day-to-day lives…could provide meaningful insight into the lived reality of a given destination. These kinds of colloquial exchanges also contribute to a more comprehensive understanding of a place, which could prove just as memorable as a guide’s treasure trove of facts and history.”

  
  

• Immersion with all one’s senses, curiosity-driven, breaking cultural barriers: Travel experiences can include both visiting iconic must-see attractions and sights and going beyond to places not in the tourist guide, according to Paula McInerny for Destinations. She notes that “travelers want to get a feel of the place.” As I see it, visiting “other” places is often driven by our own innate curiosity (rather than being a check on a bucket list), and by experimental engagement, we can learn, understand, and even break down cultural barriers. By doing so, we create our unique memories and better ourselves in the process.

  
  

• Travel is transformative; experiences get you there: According to author Valerie Forgeard, “When you immerse yourself in unfamiliar cultures, savor exotic cuisines, meet interesting people from different walks of life, or gaze upon breathtaking landscapes – each moment becomes a priceless treasure trove of new experiences. It pushes you out of your comfort zone and challenges you to see the world from different perspectives. Whether it's through spiritual awakening, educational opportunities, or fostering environmental awareness – travel is more than just sightseeing; it's about being part of a global community." Also, when we as visitors engage with others, “we leave footprints” from these encounters on one another.  

  
  

• Create memories, not checklists: To my earlier point about taking selfies as an experience, Anna Tombrook notes that “Experiential tourism is mostly focused on experiences as opposed to destinations. It also entails spending more time with locals and exploring off-the-beaten paths… also known as immersion travel.” She explains that “the core of experiential travel will always be immersive experiences" while cautioning that the experiences should be those the visitor enjoys rather than those they may think they should do.

In summary, a travel experience can be from the inside out and the outside in. That is, what each visitor brings with him/her on the trip, and what the trip does to/for each traveler. Some common themes that I discovered in my research on experience travel include the following:

• Exploration

• Inspirational

• Driven by curiosity

• Off-the-beaten-track

• Expected but also the unexpected (in a good way)

• Visitor feels sense of place

• Transformative

• The wonderful and meaningful opportunity for visitors’ and locals’ exchanges, building bridges of positive and lasting impressions on both

My overall conclusion is that an experience is defined by the visitor; that is, what he or she personally sees as both their reason for traveling and what they hope to do and feel—when in, and beyond—their destination. 

Happy Travels!