Experiential tourism trends drive shift toward immersive travel and interactive museum experiences

Global tourism is undergoing a significant shift toward experiential travel, where travelers prioritize authentic, personal, and immersive interactions over traditional sightseeing. In Indonesia, Deputy Minister of Tourism Ni Luh Puspa noted that millennials and Gen Z are increasingly willing to pay more for high-quality, meaningful experiences, prompting a focus on sectors like MICE (Meetings, Incentives, Conferences, and Exhibitions) and bleisure (business and leisure travel).

This trend is reflected in various forms of niche tourism, such as culinary tours that use gastronomy to connect travelers with local history and traditions. Additionally, the museum sector is evolving to meet these demands through architectural innovation and interactive technology. Notable 2026 openings include the Lucas Museum of Narrative Art in Los Angeles, the expansion of the New Museum in New York, and the V&A East Museum in London, all designed to foster deeper engagement with their collections.