Pandemic-era lockdowns have led to the rise of “travel experiences” — or meaningful, focused activities that lead to a deeper and often slower immersion in a destination.
It’s no longer enough to just go to a place. many want to learn about it and be spiritually transformed along the way.
If that sounds like a tall order for a summer getaway, luxury travel company Virtuoso asked 20,000 of its travel advisors to share their top experiences for 2024.
Here are the nine must-have experiences that topped the list.
1. Dark sky tourism
While traditional tourism focuses on filling the daylight hours with activities, dark sky tourism is only about the nights.
The focus is on the wonders of the night sky – from stargazing to the Northern Lights, although trips can also include tours to see nocturnal animals.
Dark sky tourism focuses on rural locations without light pollution, such as the Olympus National Park in Greece.
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Virtuoso recommends trips to Norway, Iceland and Canada, while noting that travelers who like warmer weather can see the April 8 total solar eclipse in northern Mexico.
From Blanco, Texas to Albania, Spain, travelers can also check out one of the 200 places in 22 countries designated as “Dark Sky Placeby the non-profit organization DarkSky International.
2. “Slow” safari
Safaris are at the top of many travelers’ bucket lists, but they shouldn’t be too fixated on finding the “Big Five” – such as the lion, leopard, rhino, elephant and African buffalo.
The “slow safaris” focus on the full range of Africa’s wildlife and landscapes, “providing the ideal counterpoint to the more adrenaline-inducing cod migration and lion hunt,” according to Virtuoso.
“Slow safaris” take you all over Africa, rather than focusing on its big game.
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“Slow safaris offer an opportunity to enjoy some of Africa’s less hidden wildlife and at a more leisurely pace,” said Misty Belles, the company’s vice president of global public relations. “From bird watching to seeing what our guide thought was the ultimate spot – an aardvark – successful safaris can extend beyond the Big Five.”
3. Wellness as a way of life
Wellness destinations are everywhere, but Virtuoso recommends de-stressing in “the happiest country in the world or the Land of Smiles” — Bhutan or Thailand, respectively.
Bhutan’s famous Gross National Happiness or GNH index measures the collective happiness and well-being of the population. It was established in 2008 and is an important driving force behind the country’s tourism and economic policies.
Young monks studying in Pana, Bhutan.
Peter Adams | Stone | Getty Images
It is also less expensive to visit following the country’s half temporary of the $200 daily Sustainable Development fee.
As for Thailand, Virtuoso consultants recommend “well-known areas like Chiang Mai and Koh Samui” as well as more secluded spots.
The InterContinental Khao Yai Resort is an example. Located 2.5 hours from Bangkok, the spa and its rooms are decorated inside luxury recycled railway carriages near the UNESCO designated Khao Yai National Park.
4. The seasons of Japan
Japanese Rail Pass, the fastest-growing travel site in the United States, won’t help travelers explore North America — but it will take them to Japan by train.
The site had the largest increase in average monthly traffic (+239%) from 2022 to 2023 among US users, highlighting the growing interest in visiting among international visitors, according to data analytics firm Similarweb.
The city of Hakodate, on the Japanese island of Hokkaido, on a winter night.
Wiphop Sathawirawong | Istock | Getty Images
Virtuoso notes the popularity of visiting Japan in the spring, when Sakura, or cherry blossoms, bloom in places like Kyoto and Kanazawa. However, the company’s advisors also ask travelers to consider a winter visit “when the ski season is in full swing and the summit of Mount Fuji is covered in snow.”
5. Mission Cruises
Expedition cruises are a popular way to explore the Galapagos Islands.
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Popular for places from Antarctica to the Galapagos Islands, expedition cruises often have experts on board, such as historians and geologists, and are aimed at people looking for an added element of adventure.
“A growing number of people no longer want an unusual vacation,” James Cole, founder of U.K.-based Panache Cruises, told CNBC Travel.
“People crave adventure … there is a certain degree of romance here that harkens back to the era of great explorers like Hilary, Cousteau and Shackleton.”
6. Paris to Istanbul, by train
There are many ways to travel between the French capital of Paris and Istanbul in Turkey, which is at the crossroads between Asia and Europe.
But perhaps none as luxurious — and expensive — as the Venice Simplon-Orient-Express, A Belmond Train.
The Venice Simplon-Orient-Express welcomes a Turkish group to Istanbul on August 31, 2022.
Yasin Akgul | Afp | Getty Images
The train makes shorter trips, many lasting only one to two nights, in Europe, but only one trip a year takes passengers from Paris to Istanbul.
Departing in August, Virtuoso recommends travelers catch the Olympics first before departing the city in style.
7. Passion travels
Hobbies may be tied to the home, but Virtuoso recommends taking your passions on the road.
Its advisors recommend that those who love gardening book a trip to watch London RHS Chelsea Flower Show in May, while bookworms can head to the Prague library Strahov Monastery.
The library at the Strahov Monastery in Prague.
Wolfgang Kaehler | Lightrocket | Getty Images
A new company is named Dinosaur Journeys allows enthusiasts to travel with paleontologist Brian Curtice to dig for bones and explore fossil sites across the United States.
“These trips are a paleontologist’s dream,” Curtice said, adding that the trips include “amazing displays of dinosaurs, mammals, marine reptiles, pterosaurs, fish … a who’s who and what’s what of paleontological wonders.”
8. Escape to a private island
Charting a private island is the ultimate secluded vacation, says Virtuoso.
Private islands provide “absolute seclusion,” says Virtuoso.
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But you don’t have to book the whole island to have a similar stay.
From Reserve Bawah in Indonesia’s remote Riau Islands to The Resort at Isla Palenque, Panama, private island accommodation is for those who want to get away from it all, in a destination where sandy paths replace roads and private villas replace a traditional hotel.
9. Food festivals and private tours
Food tours are not new, but they offer a window into a culture’s past and present.
Virtuoso recommends exploring Peruvian cuisine at Mistura Food Festivalor check out the street food of Ljubljana, Slovenia.
The Mistura Food Festival showcases Peruvian food and chefs from around the country.
ERNESTO BENAVIDIS | Afp | Getty Images
Cooking classes and food tourism with guides like Mexico City The curious Mexicancan directly support the local population as well.