When travel becomes an experience
Today, we are witnessing a transformation in the way people travel. Exploring a destination is no longer limited to touring its main attractions or accumulating photographs; we increasingly seek to get closer to its culture, understand its dynamics, and connect with the people who bring it to life. Travel is starting to be valued not only for the places we visit, but for the experiences we live and what we take away from them. According to The Latam Experiences Traveler report—conducted by Arival and Phocuswright in collaboration with Civitatis—this shift in traveler expectations explains why experiential tourism is establishing itself as one of the key drivers of travel in Latin America, a region where cultural richness and biodiversity offer countless opportunities to discover each destination from a closer, more authentic perspective. From an analytical and business standpoint, this shift responds to a market demand to move beyond generic offerings. In an environment saturated with standardized options, the value proposition for operators, hotel chains, and travel agents no longer rests solely on physical infrastructure or traditional amenities. The competitive edge has shifted toward the ability to curate memorable experiences: from culinary workshops using local ingredients to guided tours led by residents of the
Wineries that become tourist destinations
Wine tourism is no longer an experience reserved for experts. Today, thousands of travelers —myself included— look for something beyond a perfectly poured glass: we want to feel the place, meet the people behind each label, and sense how the landscape blends with the wine born from it. I find it fascinating how wineries have evolved from production sites into true travel destinations. In them, wine meets architecture, art, wellness, and gastronomy, creating experiences that stay with you long after the visit. According to the World Tourism Organization, wine tourism is growing at more than 12% per year, driven by those seeking authenticity, connection, and sustainability. Europe: Where Wine and Art Meet Europe remains the starting point of this trend. In Spain, Marqués de Riscal in La Rioja blends history and modernity —its Frank Gehry–designed building looks like a sculpture floating among the vineyards. In Italy, Antinori nel Chianti Classico feels like an underground work of art, where family, architecture, and tradition come together in a single experience. And in France, Château Smith Haut Lafitte takes the concept even further with vinotherapy spas and tours that connect nature, wellness, and wine. What’s most interesting is how these wineries are redefining luxury. It’s no longer
Off-the-Radar Cities Becoming the New Protagonists
When we think of tourism, we often picture major capitals and iconic destinations. Yet, as a curious traveler and trend observer, I find it fascinating to see how many so-called “secondary” cities — places that aren’t the main focus of their countries — are starting to take center stage. These destinations remind us that tourism not only drives local economies, but also changes how we live, connect, and experience authentic cultures. In recent years, two key forces have fueled this phenomenon: overtourism — the saturation of destinations such as Rome, Florence, or Venice — and the rise of slow travel. More and more travelers seek to avoid crowds and discover genuine, affordable experiences. This shift has led to new favorites such as Bologna, Perugia, and Catania in Italy; Porto (Portugal), Quebec (Canada), Kyoto (Japan), and Quito (Ecuador); or even U.S. cities like Asheville (North Carolina) and Milwaukee (Wisconsin). The same desire for authenticity is evident in Asia, where destinations like Chiang Rai (Thailand) and Fukuoka (Japan) offer serenity, culture, and distinctive local flavors. Take Ghent, Belgium, for example. Once considered merely a stop between Brussels and Amsterdam, it has become a must-visit for its mix of historic canals, art festivals, and vibrant