Travel experts explain why luxury travel is expanding beyond major cities
The era of luxury travel, where the most affluent travelers invariably wanted to see the biggest and most famous cities, has passed the high-water mark. Wealthy travelers are shifting their priorities. Instead of prioritizing busy tourist hotspots, they’re eager to explore uncharted territory and have unique travel experiences.
According to AMARC Group, the US luxury travel market is projected to reach 832 billion by 2033, and a significant part of this growth comes from travelers interested in exploring new frontiers and offbeat travel locations beyond the typical major tourist cities.
What’s Driving Luxury Travelers Away From Major Cities?
According to McKinsey’s 2024 State of Travel Survey, luxury travelers are increasingly avoiding the major European cities because of overcrowding and a change in cultural attitudes regarding mass tourism in once-popular destinations like Barcelona and Amsterdam. This is seen by both locals and governments as a nuisance that needs to be managed and delimited.
The problem with tourist overcrowding is so significant in Amsterdam that the local tourism board is responsible for reducing the number of tourists rather than promoting the city. In overcrowded tourist hotspots like Barcelona, it’s difficult to book a hotel or Airbnb, let alone find the space for having personal, memorable, and real cultural experiences
Instead of staying in an overpriced Airbnb miles from the city center, many luxury travelers are opting for authentic experiences in places off the beaten path, such as:
- Learning crafts from a genuine artisan
- Cooking with a local family
- Staying on a working farm
The fastest-growing luxury travel destinations are places offering distinctive cultural experiences and areas of natural beauty not impacted by mass tourism.
What Does a Nonurban Destination Look Like?
Nonurban luxury destinations share several defining qualities, such as:
- Limited crowds
- Genuine local culture
- High-quality accommodations
- Proximity to nature
- Exposure to traditional, authentic ways of life
Rural destinations around the world,, such as Hokkaido in Japan, Mendoza in Argentina, and other similar regions, are increasingly cropping up in luxury itineraries.
In the US, travelers are facing increased delays at airports and concerns about safety, causing them to seek out experiences closer to home. For example, luxury accommodations in Amish Country Ohio, offer exactly what the new generation of high-end travelers is looking for:
- Authentic cultural immersion
- Peaceful landscapes
- Delicious home-cooked food
In other words, a complete departure from the bustling European capitals, where the majority of people you see are fellow travelers. In Amish country and similar destinations, visitors can have an authentic experience instead of a prepackaged vacation full of tourist traps.
Exclusive Getaways: The Future of Luxury Travel Destinations
Luxury travel is no longer about checking off a list of major European cities. Instead of flocking to London, Paris, Barcelona, and similar destinations, luxury travelers are spreading out across the globe, searching for the best-kept secrets and authentic cultural experiences. Current high-end travel experiences are about getting off the beaten path and avoiding being mobbed by the seas of tourists.
If you’re interested in learning more about the future of luxury travel and non-urban luxury trips, check out the rest of our blog posts.
