started · updated
Skift report: Cultural immersion becomes top global travel priority
A new report from Skift, titled ‘Skift State of Travel 2026’, reveals that cultural immersion has become the primary priority for travelers worldwide, outpacing interests in adventure and luxury travel.
In Asia, 50% of respondents identified as cultural travelers, compared to 32% seeking adventure and 30% seeking luxury. Similar trends were observed in North America, Europe, and the Middle East and North Africa, where cultural immersion rates ranged between 36% and 42%.
Regarding spending, 71% of travelers prefer to allocate funds to food and culinary experiences. Other significant spending areas include adventure and nature (48%), art and history (42%), and live entertainment (36%).
The report also designates 2026 as the ‘year of intelligence,’ noting the rising influence of artificial intelligence in the sector. Approximately 62% of global travelers are aware of AI-driven planning tools, and among high-income travelers who are aware of them, 81% already utilize these tools to organize their trips.
Entities
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 3 SOURCES] 71% of respondents prefer spending money on food and culinary experiences. de.euronews.com · it.euronews.com
- [● 3 SOURCES] Cultural immersion is the top travel priority globally, surpassing adventure and luxury. de.euronews.com · it.euronews.com
- [● 3 SOURCES] In Asia, 50% of travelers prioritize cultural immersion, compared to 32% for adventure and 30% for luxury. de.euronews.com · it.euronews.com
- [● 3 SOURCES] 81% of high-income travelers aware of AI tools already use them for trip planning. de.euronews.com · it.euronews.com
- [● 3 SOURCES] 62% of global travelers are aware of AI-powered travel planning tools. de.euronews.com · it.euronews.com