The Top European Destinations for Experiential Tourism in 2024

by Mia Taylor
Last updated: 3:55 PM ET, Thu December 28, 2023

Year after year, the demand for “experiential” travel continues to grow.

In fact, the motivation to indulge in experiential travel has increased by 8 percentage points globally since 2019, according to a new analysis from travel intelligence company Mabrian.

Specifically, experiential travelers are seeking opportunities for “active and natural tourism,” explains the report.

“Experiential tourism encompasses activities such as active, natural, gastronomic, and wellness experiences, while conventional tourism includes culture, sun and beach, family activities, nightlife, and shopping,” says the report.

What’s more, it seems Northern European countries are apparently leading the way when it comes to being best poised to satisfy such travelers in the coming year. Europe has experienced an equivalent 8 percent growth in experiential activity offerings between 2019 to 2023, according to the report.

So which countries specifically, are ready to satisfy the experiential tourism boom on tap for travelers in 2024?

Northern Europe including Iceland, Norway, Finland, Slovenia, and Switzerland, says the Mabrian report. These countries have captured more than 60 percent of visitor interest among experiential travel seekers.

The study arrived at this conclusion using a variety of research methods including sentiment analysis of travelers through “active listening on social media” and a review of transactional data on future air connectivity.

More than 380 million tourist mentions online between January and October of 2023 were analyzed and compared with the four previous years. Researchers also examined spontaneous conversations related to travel on social media through Artificial Intelligence and Natural Language Processing in order to interpret what motivates travelers to visit a place.

The result of all the data analysis is Mabrian's prediction that there will be a "dynamic shift towards experiential travel globally and specifically in Europe, highlighting Italy, France, and Germany as key players in the upcoming travel trends in 2024.”

Trending European Destinations for 2024

Expanding beyond experiential hot spots for 2024, the Mabrian analysis also identifies more broadly trending European destinations for the coming year

The eternally popular Italy wins the top slot in this category, followed by France and Germany.

Additional locations among the list of top 10 trending destinations include Occitania (France), Campania (Italy), North Rhine-Westphalia (Germany), Lombardy (Italy), Emilia-Romagna (Italy), the province of Hamburg (Germany), and the province of Lisbon (Portugal).

"The Piedmont region in Italy, New Aquitaine in France, and the East of England stand out as the top three destinations, emphasizing interest in a blend of cultural, natural, and gastronomic attractions with robust air connectivity,” says the report.

Here’s a closer look at what some of these regions have to offer:

Piedmont Region, Italy
Notable for destinations like Turin, Stresa, and Alba, Piedmont stands out with a balance of cultural and natural offerings. Gastronomic experiences feature prominently among experiential motivations, coupled with positive trends in flight accessibility.
New Aquitaine, France
Featuring destinations such as Bordeaux, Biarritz, and Limoges, this region stands out for its oenological and gastronomic products alongside active tourism. The region enjoys good and stable air connectivity.
East of England, United Kingdom
Including Cambridge, Essex, and Norfolk, this region achieves a balance between cultural and natural offerings, positioning it as a growing destination. Its solid and stable connectivity further supports its appeal.