Let's Play Travel! The Hottest Trend You Need to Know.
Remember the simple joy of play? Charles Schaefer, in his book ‘The Therapeutic Powers of Play,’ captured it perfectly: “We are never more fully alive, more completely ourselves, or more deeply engrossed in anything than when we are at play”. Turns out, this isn't just kid stuff anymore. The travel industry is waking up to the power of "play," realizing that today's travellers crave more than just sightseeing – they're after experiences that are genuinely fun, actively engaging, and deeply personal. This isn't a minor shift; it's a fundamental change in what people want from their trips, and it's poised to reshape the entire tourism world.
A recent, in-depth study by Skift and Qiddiya City, surveying thousands of travellers and travel professionals, really hammers this point home. Their report, aptly titled "The Power of Play: 5 Key Trends Shaping the Future of Tourism," unveils a clear trend: experiences are trumping material goods, and tourism built around entertainment, sports, and culture (ESC) is becoming the driving force in travel spending.
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| Qiddiya City |
Consider these eye-opening findings from the study:
- A massive 93% of travel executives, alongside 86% of travellers, believe that "play" activities are crucial for overall happiness and well-being during travel.
- Over 70% of travellers feel that "play" has become a bigger priority in their trip planning over the last five years.
- A significant 68% of travellers are actually willing to spend more on trips specifically designed around "play".
- Looking ahead, a staggering 92% of travel executives foresee "play" becoming even more vital to global tourism in the next five years.
Travelers Say "Yes" to Play
The core message is undeniable: travellers, especially those from the
Millennial and Gen Z generations, are prioritizing experiences that truly
resonate with them. It's not just about snapping photos in front of famous
landmarks; it's about active participation, creating shared memories, and
feeling genuinely engaged.
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| ESC Tourism |
As the report highlights, today's travellers, particularly Millennials, are
driven to "stand out by pursuing unique experiences rather than following
the crowd". This desire for something different, something enriching, is
fueling the surge in ESC tourism. For a vast majority, 86% to be precise,
taking part in entertainment, sports, and cultural activities is now a key
ingredient for a happy and fulfilling travel experience. And it's not just a
passing fancy; 72% of travellers believe these playful elements have gained
importance in their trips in just the last half-decade.
The Industry Takes Note: Play as a Competitive Edge
Industry leaders aren't just observing this shift – they're actively embracing it. A remarkable 93% of travel executives are in agreement that focusing on "play" will be absolutely essential for the future of tourism. They understand that in this evolving landscape, offering compelling entertainment, sports, and cultural options isn't just a nice bonus – it's the key to attracting and keeping travellers' attention.
In fact, "play" is rapidly becoming a major competitive differentiator. The Skift and Qiddiya City report emphasizes that bold, large-scale ESC projects are now seen as critical for destinations to stand out and gain a competitive advantage. Emerging destinations, and ambitious tourism projects, are strategically leveraging "play" to carve out their unique identities on the global stage.
Think about the sheer competition to host events like the FIFA World Cup.
The intense rivalry between cities to host matches isn't just about the
short-term buzz; it's about the long-term value and the potential to elevate a
destination's profile for years to come. Savvy tourism leaders recognize these
events as "a much bigger springboard for awareness, activity, and future
growth". This proactive, experience-focused approach is becoming the
hallmark of destinations that are truly thriving.
Investment Dollars Flowing into Playful Experiences
So, where are travel companies placing their bets? The study reveals where the investment focus lies within the realm of "play." Concerts and festivals are leading the charge, with a whopping 88% of executives indicating they are a prime area for investment. Hot on their heels are globally significant sporting events (85%), unique arts and cultural exhibitions (83%), and even unique theme parks and recreational activities (82%).
Interestingly, when travel executives were asked about the most crucial
elements for a successful ESC-focused destination, attracting globally
recognized sporting events and maintaining a consistent, high-profile calendar
of events and festivals topped the list. This suggests a clear strategy: focus
on those "must-see," marquee events that draw international attention
and provide a steady stream of compelling reasons to visit. Even destinations
traditionally known for relaxation and natural beauty, like Hawaii, are now
making strategic moves into sports tourism, understanding its growing power to
attract visitors.
Beyond the Event: Crafting a Holistic "Play" Ecosystem
The appeal of "play" isn't limited to just headliner events, however. The research points to a growing trend of experience-driven trips, where the main event is just one piece of a much richer travel puzzle. Around 20% of travellers interested in music, sports, or arts festivals are now planning trips specifically to enjoy the surrounding experiences, the atmosphere, and the collateral activities that go hand-in-hand with a major event. This signals that destinations need to think bigger, curating a comprehensive "play" ecosystem that offers a diverse mix of attractions and activities, catering to the broader desires of today's experience-seeking travellers.
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| Paris 2024 - Olympic Games |
Let's consider the recent Olympics hosted in France. Of course, the headline is always the incredible athletic competitions – the world’s best athletes battling for gold. But think about what it was actually like to be in Paris or Marseille during the Games. It wasn't just about watching track and field or swimming. The whole country transformed into a giant celebration of sport and culture! Imagine strolling through Paris, every corner buzzing with Olympic fever. Fan zones popped up everywhere, showing live events on giant screens. Street performers were out in force, themed art installations dotted public spaces, and even just grabbing a coffee felt different, infused with this electric, international atmosphere. People travelled to France not just to see specific events, but to soak up that once-in-a-lifetime Olympic vibe. The sporting events were the main draw, sure, but the real magic was the immersive, city-wide festival of sport, culture, and international camaraderie – that’s the "play ecosystem" in action, and destinations that get this are winning big.
Sustainability and Safety: The Foundations of Playful Destinations
As "play"-focused tourism continues its ascent, sustainability and safety are emerging as essential pillars for long-term success. Travel executives, when considering expanding into ESC tourism, cite sufficient market demand, robust infrastructure, and well-thought-out safety measures as their primary concerns. These priorities directly align with what travellers themselves are looking for, with safety, health considerations, and even climate-related concerns ranking high on their list of destination decision factors.
In an era where environmental consciousness is increasingly important,
destinations that demonstrate a commitment to sustainability aren't just seen
as more responsible – they're also perceived as safer and more reliable.
Prioritizing sustainable practices in ESC tourism isn't just ethical; it's a
strategic advantage, appealing to environmentally aware travellers and
positioning destinations as forward-thinking and resilient in the face of a
changing world.
The Future is Playful
The message is clear: "Play" is no longer a niche – it's the
future of travel. Travelers are actively seeking entertainment, sports, and
cultural experiences, and the industry is responding with significant
investment and innovation. To truly capitalize on this powerful wave, travel
businesses, destinations, and stakeholders need to keep a few key principles in
mind:
- Embrace the Youthful Traveler: Recognize that younger generations are leading this shift and tailor offerings to their preferences for immersive, experience-rich travel.
- Focus on "Experience as Identity": Understand that today's travellers are seeking experiences that genuinely reflect who they are and offer opportunities for personal expression and connection.
- Consider Location and Convenience: While travellers are willing to venture further for truly exceptional "play" opportunities, ease of access and proximity remain important factors for many.
This whole "niche is the new everything" thing in travel is not
exactly a brand-new tune, but the remix we're hearing now is what's shaking
things up. Think about it,
- Dubai didn't just pop up as a luxury playground overnight; they built that shimmering mirage, brick by high-end boutique brick, becoming the go-to for over-the-top experiences and shopping.
- And India? Forget just Bollywood for a second – the real draw for centuries has been spiritual tourism, right? Pilgrimages, yoga retreats, soul-searching journeys – that's a niche market with serious staying power.
- Even places like Cannes, France – yeah, beaches are nice, but let's be real, it’s the Cannes Film Festival that screams glamour and draws the world's gaze (and wallets!).
- Even ancient Egypt, for centuries, has pulled in tourists eager to gawk at the pyramids and soak in that history – talk about a niche!
- And now, you've got places like Qiddiya City in Saudi Arabia saying "Hold my controller", aiming to be the global coliseum for digital gladiators! It's the same story but, a different beat – find your unique groove, become the go-to spot for that thing, and watch the world beat a path to your door.
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| Happy Vacations |
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