Research by TripAdvisor has revealed a leap in the number of travellers seeking cultural experiences. Pub tours have emerged as the most favourable way for travellers to see the UK.
Data released by TripAdvisor, the world’s largest travel site, shows that travellers are showing a growing desire for cultural experiences. Bookings for cultural experiences have risen sharply, with a 45% increase this year, compared to 2017.
Cultural experiences include activities centred on architecture, history, and art tours. Emerging cultural experiences include pub, movie-themed, and food tours.
In the UK, bookings for Pub Tours saw a 158% jump so far in 2018, compared to 2017. Historical Tours are the second most favoured cultural tours followed by Movie Tours and Culinary and Gourmet Tours.
Glasgow sees rise in cultural activity
Meanwhile, Glasgow has seen a 148% increase in bookings for cultural tours in the city compared to last year.
Jim Clarkson, VisitScotland Regional Leadership Director, said: “Glasgow has long had a reputation as a major cultural centre thanks to our Charles Rennie Mackintosh heritage, UNESCO City of Music credentials, contemporary art talent and world-class public art collections – many in free museums in galleries – so I’m delighted to see us recognised as among the fastest growing cultural destinations in Europe.
“Glasgow’s cultural offering is central to the city’s Tourism and Visitor Plan to 2023, which sets out a clear direction for building the city’s global profile as a successful tourism destination. This recognition is a great sign that the strategy is working for Glasgow and that our cultural experiences really are wowing visitors.”
Travellers seek to “immerse themselves in the culture”
TripAdvisor spokesperson, Hayley Coleman, said: “Globally, travellers are looking for that local insight into a destination – they want to fully immerse themselves in the culture of that place and come home knowing they’ve soaked up as much of the essence of the destination as possible. The changing traveller itinerary reflects this desire. Whether it’s through a walking tour exploring Soho’s historic pubs, a Samurai Experience in Kyoto, or a guided walk through the ruins of Pompeii, TripAdvisor has cultural experiences around the world that travellers can book to get that insider feeling.”
The experience economy continues to grow as visitors seek more unique and photogenic experiences.