Trend 10
Secret tourism
Secret tourism
Niche leisure gains ground over a saturated traditional model.
Trend axes
- Exclusive plans
- Urban rediscovery
- Hyperlocal tourism
- Secret recommendations
Some figures
20%
Percentage of the total made up by solo travellers. A market segment that is growing significantly.
10,000
Number of visitors received in high season by Hallstatt, the Alpine village of 800 inhabitants on which Frozen was based.
79%
Percentage of users who are already considering booking their trips in places that are more responsible towards the environment, according to Booking.
91%
Percentage of 2019 levels reached by tourist visits worldwide, according to the World Tourism Organization barometer.
Avoiding overcrowding
The tourism model based on mass visits to iconic places is increasingly unsustainable in terms of accessibility, the environment and heritage protection. Too many travellers put institutions on alert and cause unease among local populations.
This fever for constant discovery marks an era in which people increasingly identify themselves by the plans they make. The search for meaning, exposure to different cultures and the ease of sharing these experiences in a globalised, digitally connected world are key to forging one’s own character.
On an individual level, a counterculture is emerging in which travel options are reinvented, led by people who believe another way of discovering the world is possible.
The access to information that the Internet has brought offers new ways of travelling, new destinations and new activities. From more sustainable journeys by non-polluting transport, to individual travel plans for self-discovery or even exclusive experiences built around works of fiction.
Luxury and status are also reflected in how these alternative plans unfold: underwater and space trips to avoid crossing paths with the rest of us mortals are complemented by charming initiatives of all kinds that only admit select members.
Expert view
Ismael García
CMO at Civitatis
Tourism is constantly evolving. We have seen significant changes in travellers’ preferences, and this dynamism challenges us to adapt our offering all over the world. The number of new options and alternatives grows week by week, so it is not an easy task. But it makes the difference and is part of Civitatis’s seal of quality.
Some destinations will always be top of mind for travellers. Who doesn’t want to feel the thrill of admiring the Colosseum from the arena? Or enjoy the view of New York from the Empire State? Who wouldn’t like to admire Paris at sunset on a cruise along the Seine? For many people, these aren’t just activities; they are moments that create unforgettable memories. And that is something nothing can change. However, we have noticed new trends linked to popular culture, the socio-economic context and sustainability.
Popular culture is taking on a fundamental role. Series, films or concerts become viral phenomena on TikTok and Instagram and drive new tours and destinations to the top of the rankings. Just ask Dubrovnik, San Juan de Gaztelugatxe or Trujillo, which are enjoying a golden age thanks to Game of Thrones.
On the other hand, the socio-economic situation inevitably shapes tourism. However, we are seeing that the desire to travel is more alive than ever and people adapt their budgets to keep discovering the world. We travel to live experiences, and that is where we believe people won’t skimp.
Last but not least, there is sustainability. At Civitatis we are clear: tourism can only be understood as sustainable. People will want to keep travelling, but they will demand that tourism players meet the highest standards of quality.
It is up to us to be ready for these challenges, which are not a forecast of the future. They are already a reality. At Civitatis, fortunately, we can proudly say that we are, and will continue to be, ready.
Cases
01 / 05Zorraquino spotlights
- 01
The new wave of social media is fuelling a growing desire to rediscover familiar places through unique and exclusive experiences: “Being a tourist in your own city”.
- 02
Daytime activities are taking on an ever more prominent role, driven by a shared longing to get out of the house that is still present after the years of pandemic lockdown.
- 03
In the face of the systematic standardisation of tourism, the surprising nature of a place or experience is an increasingly attractive proposition for the public.
Zorraquino playlist
- Excursions into “Oh, A-Oh”Stereolab · 2006
- Paseítos por MadridCarlangas · 2023
- Branquias bajo el aguaDerribos Arias · 1996
More on the trend
References
- El auge de los planes secretos: la gente ya no quiere hacer cosas, quiere vivirlas
- Ce street artiste installe de véritables pièges à touristes à Nice !
- Dis-loyalty — a new travel & food membership that beats boring
- DTC Luggage Brand Away Uses AI to Inspire Real Vacations
- KIND Snacks Exposes One Of America's Biggest Hidden Public Health Issues
- Kampaoh, el camping sostenible que está transformando la industria turística
- La ciénaga de Shrek existe y puedes dormir gratis en ella durante dos noches
- El pelotazo del último unicornio español es secreto: vídeos en TikTok sobre planes en tu ciudad
- Zephalto
- Clandestinemood: las fiestas deportivas solo para mujeres a las que todas quieren ir
- La ciénaga de Shrek existe y puedes dormir gratis en ella durante dos noches
- El auge de los planes secretos: la gente ya no quiere hacer cosas, quiere vivirlas
- The home that inspired Kate Winslet's English cottage from 'The Holiday' is now available on Airbnb
- A Secret, Members-Only Dining Club Debuts in Boston
- Ocio para comunidades de turistas solitarios y aburridos: la empresa turística busca otros nichos
- Turismo cultural con ‘numerus clausus’: los monumentos se blindan contra las visitas masivas
- Exoticca invita a transformar el curriculum vitae en auténticas experiencias vitales gracias a los viajes
- Informe de Viajes Sostenibles 2023
- “Andalusian Crush”, la rompedora campaña de Ogilvy para la promoción turística de Andalucía
Pages 252–278 of the report
