For many travelers, tourism is less about packing bags and more about packing identity. When someone shares travel photos, they are doing more than showing off beaches and cocktails; they are telling a story about who they are, what they value, and where they come from. Culture, heritage, belonging, and representation are becoming the lenses through which people choose destinations, tours, and itineraries. Brands and destinations that miss that truth are losing ground.
Why? Because meaningful travel has become an emotional compass. According to a recent survey, 38 percent of Americans express interest in “niche travel,” defined as travel driven by local culture, food, history, or offbeat experiences, with 11 percent saying they are very interested in it. Meanwhile, more travelers than ever want more than the postcard view; they’re looking for street food, murals, living history, traditions, and communities.
Cultural heritage travel is booming. Another recent study shows that 78 percent of U.S. leisure travelers engage in cultural or heritage activities. These travelers spend on average about USD 994 per trip, substantially more than general tourists. The appetite for heritage shows no signs of cooling. The global heritage tourism market is projected to grow at a 4.6% CAGR over the next decade.
For many, traveling becomes a form of reclamation– of history, tradition, identity. Take food tourism as an example. Street food tours, regional cuisines, family recipes, and displaced diaspora dishes are not optional extras anymore. They have become central to why people travel. In the niche‐travel survey mentioned above, among those who have engaged in cultural or heritage travel, more than half explored culinary‐focused experiences, followed by history, art, and traditions.
Consider places that lean into identity as part of their brand. Oaxaca, Mexico is not just a destination with beautiful architecture and beaches. It is home to indigenous traditions, mezcal distilleries, culinary rituals, and vibrant textile work. It draws travelers who want more than sun; they want ritual, heritage, and cultural roots. Another example: the UN Tourism’s Best Tourism Villages initiative highlights small villages with strong cultural and natural assets. It isn’t marketing alone; these are communities working to preserve identity, stories, and environment, and travelers are responding.
The travel choices people make are now extensions of their values. Thirty percent of travelers say neighborhood and local culture tours are among the fastest-growing categories in their bookings. People want to see the hidden corners of a city: the markets, the crafts, the local storytellers. These aren’t cheap options. Cultural and heritage travelers are more likely to travel farther, stay longer, and spend more on immersive experiences than those seeking relaxation alone.
As identity travel grows, so do expectations. Authenticity in representation has become crucial. It’s no longer enough to put up a facade of local culture. Visitors want grown-ups doing the work: local guides, storytelling from people who live the tradition, food prepared by local makers, and communities that benefit from tourism. Homogenized souvenir shops and fake “local” performances won’t cut it. And many travelers are now weary of visiting destinations where tourism is the primary economic driver– places such as Morocco and Bali, for instance.
Brands and destinations that get this right are reaping rewards. One example is the rising popularity of experiences such as culinary trail packages in cities like New Orleans, where Afro-Creole and Southern food heritage are central to the tourism offering. Another is how Lisbon’s fado performances, traditional tile-painting workshops, and neighborhood-based art collectives are wrapped into itineraries marketed to diaspora populations longing for connection. Yes, there are luxury resorts and Instagram-friendly photo ops at play. But what makes them stick is the lived texture of place.
The “mainstream” is shrinking. What was once considered niche is now influencing how major travel companies design offerings. Hotel brands are adding cultural-heritage tours as package features. Airlines partner with local cultural festivals. Cruise ships offer shorter “stop-overs” that allow passengers to explore local artisans or culinary tours rather than being shuttled into crowded tourist zones. The value is no longer just in scenic views but in identity affirmation.
Economic stakes underline this shift. Heritage travelers spend more both on their trips and locally. In the U.S., they spend almost twice as much per trip compared to those whose travel isn’t culturally oriented. They are more likely to extend stays, repeat visits, and recommend experiences; all variables brands aim for. Authentic cultural travel drives loyalty, not just dollars.
Of course, this isn’t without tension. Cultural tourism must avoid trivialization, appropriation, and “Disneyfication” of culture. Where identity work is in demand, exploitation often tries to follow. The burden of authenticity often lands on communities themselves. There are growing conversations about sustainable tourism that gives back, equitable tourism models, carrying capacity for heritage sites, and policies that protect local traditions from being commodified. Destinations and operators that don’t do that risk backlash and erosion of trust.
So what does this mean for travel brands, DMOs (Destination Marketing Organizations), tour operators, and hospitality companies? First, they need to move beyond “all-inclusive” mainstream packages and build experiences that let travelers feel seen: packages around foods, festivals, arts, and identity. Next, partner deeply with local communities not as props but as stewards, guides, storytellers, and decision-makers. Use narrative and design to let the local voice come through in every hotel stay, guidebook, and menu item. Finally, communicate that identity work transparently: share heritage, show impact, celebrate local makers, and protect traditions.
Travel today is identity work. People don’t just want to escape; they want affirmation. Brands that recognize this capture more than attention. They capture loyalty. They don’t just sell tickets or stays, they turn destinations into part of someone’s story. Missing that, and you are missing the future of travel.
