WTM 2026研究凸显体验在旅游需求中的日益重要角色

Demand for experiential travel featured prominently at WTM London 2026. Research findings and industry presentations highlighted the growing influence of experiences on travel decisions. According to Tourism Economics, 60% of surveyed travellers wanted luxury holidays. Meanwhile, 58% of international travellers had travelled abroad specifically for an event during the previous two years. Examples from the Netherlands and Philadelphia also demonstrated how events can attract visitors beyond traditional tourism channels.

Luxury travel increasingly centres on experiences

Sean Morgan, Head of Travel Industry Research at Tourism Economics, presented the luxury travel finding during WTM’s opening day. He highlighted experiences as a central element of travellers’ preferences.

The discussion also explored how luxury preferences may evolve. Chase Gray of Skift Advisory described future luxury through the concept of “access, not excess”. He identified three traveller groups: prestige seekers, enrichment-focused travellers and those prioritising personal connections.

These groups reflect different motivations. Some travellers seek recognition and visibility. Others prioritise personal development, while many value time with family and friends.

Events create international demand for destinations

The WTM Global Travel Report found that 58% of international travellers had travelled overseas specifically to attend an event. The research covered the previous two years.

Music, sport and cultural events also featured in WTM’s discussion of passion tourism. One example came from Awakenings, the Dutch techno festival organised by Superstruct Entertainment. Luiza Fortuna of Superstruct Entertainment said that 80% of international festival visitors would not visit the Netherlands without the event. The festival attracts around 80,000 visitors from more than 80 countries over a weekend, according to its official website.

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Moreover, Dutch media reported that the 2026 edition welcomed 119,000 visitors over three days. Attendees came from more than 115 countries. These figures underline the festival’s international reach.

Philadelphia extends the World Cup experience beyond stadiums

Visit Philadelphia also presented its approach to event-led tourism. Angela Val highlighted how major concerts can encourage visitors to explore the destination beyond the performance.Sh e cited Taylor Swift concerts as an example. Visitors increasingly want to experience the city during a longer stay. Some extend their visit across three days.

Philadelphia applied this approach during the 2026 FIFA World Cup. The city organised free activities beyond the stadiums. Its FIFA Fan Festival ran for 39 days, from 11 June to 19 July, at Lemon Hill in East Fairmount Park.

The programme included live match broadcasts, food, music and cultural activities. Admission was free on match days, although visitors needed to register. Organisers expected between 15,000 and 25,000 visitors on match days. During the WTM presentation, Val also highlighted the number of visitors attending the World Cup without match tickets. She cited a figure of 70%, underlining the importance of activities beyond the stadium experience.

Together, the examples presented at WTM show how destinations and event organisers can connect major attractions with wider visitor experiences. The findings place experiential travel among the important themes shaping tourism demand.

The article WTM research highlights the growing role of experiences in travel demand first appeared in TravelDailyNews International.