A shift from trending to intentional travel
The tourism landscape is undergoing a fundamental transformation in 2026. Travelers are no longer drawn to a destination simply because it tops a "must-see" list or trends on social media. Instead, they are choosing places that speak to who they are — and what they care about.
Whether it's gastronomy, live music, contemporary art, endurance sport, literature or local craftsmanship, the trip itself has become a direct expression of the traveler's identity and interests.
This marks a decisive shift: from trend-driven tourism to intent-driven travel.
According to the American Express Travel Global Travel Trends Report, 79% of travelers rank travel as a key budget priority and actively seek itineraries built around their personal passions.
When the destination becomes the backdrop to a passion
For years, the appeal of a destination rested primarily on its name recognition — the brand power of a city or a country.
Today, the logic has flipped.
Le voyageur ne dit plus simplement :
Travelers no longer simply say:
"I'm going to Berlin." They say: "I'm heading to Berlin to explore its underground techno scene." scène techno berlinoise ».
Likewise, a trip to Tuscany may now be shaped entirely around a natural wine trail, hands-on workshops with producers or encounters with committed winemakers.
The destination has become the backdrop to a passion — no longer the main purpose of the trip.
Authenticity, communities and personalization: the driving forces behind interest-led tourism
Several powerful dynamics explain the rapid rise of interest-led tourism.
The quest for authenticity
Travelers are seeking immersive, grounded experiences: meeting local artisans, joining culinary workshops, taking expert-led tours or attending cultural events firsthand.
The rise of micro-communities
Social media and specialist platforms have made it easy for enthusiasts to connect across borders, sharing recommendations, routes and personal experiences. These interest-based communities now exert a significant influence on travel decisions.
Data-driven personalization
Digital tools now enable the creation of highly targeted itineraries tailored to specific niches: wine tourism, music travel, sports retreats, creative getaways or wellness escapes.
Value over volume
Niche tourism attracts travelers who are often willing to spend more for an expert-level, authentic experience. According to UN Tourism, cultural and gastronomic experiences now rank among the highest-value segments in the industry.
A strategic opportunity for tourism boards
For tourism boards and travel industry stakeholders, this shift represents a major opportunity.
It is no longer enough to promote a territory in broad, generic terms. The challenge now lies in structuring offerings around specific interest-based communities.
This approach delivers tangible benefits:
- Developing hyper-targeted products
- Showcasing local expertise and know-how
- Reducing reliance on seasonal mass tourism flows
- Attracting higher-value, more engaged visitors
According to UN Tourism, over 60% of travelers now choose their destination based on a specific experience they want to have.
More engaged visitors, stronger loyalty, greater returns
By tapping into passions rather than fleeting trends, tourism boards build a deeper connection with their visitors.
A music lover will travel to experience a local scene. A food enthusiast will come to meet producers face to face. An athlete will seek out a specific training environment.
These travelers tend to stay longer, spend more purposefully and develop a lasting relationship with the territory.
Affinity tourism: a structural shift, not a passing trend
Interest-led tourism is not a fad.
It reflects a structural transformation of the industry: less standardized consumption, more affinity, more expertise and deeper immersion.
For brands and tourism boards alike, the goal is no longer simply to be visible — it is to be relevant to the right communities.
The GroupExpression approach
At GroupExpression, we partner with tourism stakeholders to:
- Identify strategic niches
- Design distinctive offerings
- Craft compelling narratives around the passions that bring travelers together.
Because today, it is no longer just destinations that inspire travel — it is passions that shape the journey.
