Experiences are becoming an increasingly important part of the tourism product
Tripadvisor data For the first half of 2026, they show strong growth in activities that connect travellers with local culture and nature. Destinations outside the top 100 are growing more than twice as fast as the leading tourist locations, while Albania stands out with a 601% increase in experience bookings.
Travellers are no longer just choosing where they are going, but increasingly what they will do once they get there. That is one of the clearer messages from Tripadvisor’s bookings report for experiences from January to June 2026.
The fastest growth was in workshops of traditional and other crafts, with 88% more bookings than the previous year. Concerts and special events rose by 87%, while eco tours recorded growth of 62%.
Local culture is becoming a bookable product
The trend is particularly evident in Japan. Bookings by American travellers for local craft workshops there have increased by more than 300%, and Japan now accounts for a fifth of all bookings in that category on Tripadvisor.
A similar logic can be seen in culinary workshops, dance classes and local performances. For destinations, this opens up space to expand their offering beyond classical tours and tickets. Local artisans, guides and small activity providers can become part of the tourism distribution chain if their product becomes easy to book online.
Nature is no longer just a backdrop
Eco tours increased by 621%, and fishing trips by 411%. At the same time, spa experiences recorded a 451% rise, primarily thanks to interest in thermal springs, mud baths and geothermal pools.
That is an interesting signal for the Adriatic region too. The coast, national parks, islands, rural areas and local gastronomy give the region great scope for products that combine nature and activity, instead of the offer being reduced to accommodation and sightseeing.
Albania is growing by 60% and sending a signal to the region.
Perhaps the most important data for this part of Europe comes from Albania. TripAdvisor reports a 601% increase in experience bookings, making the country one of the fastest-growing markets in the report and a particularly notable European example.
At the same time, Albania's INSTAT reported that the number of guests in registered accommodation establishments in June was 17% higher than a year earlier.
For agencies, DMCs and activity providers The message is quite specific. Demand is spreading towards less established destinations, but guests are also looking for experiences they can enjoy and book. Just being a „hidden gem“ is no longer enough.
