Educational travel is an unforgettable and immersive way to learn something first-hand while exploring new and exciting places. Think: adult (or family) field trips ANYWHERE you want to go, learning about ANYTHING you want to know. Academic adventures are all the rage.
In 2023, tourists are projected to be more selective in their spending since the passion for post-pandemic revenge travel has begun to wane and personal growth and knowledge are increasingly considered valuable expenditures. According to a recent survey by luxury travel provider The Luminaire, 90% of those polled ranked the appeal of ‘luxury educational travel experiences’ at an 8, 9 or 10 out of 10. Many industry experts have seen this trend coming down the line since 2022. Tom Marchant, co-founder of Black Tomato, considers this type of travel only picking up pace in 2023.
The days of vacations planned around poolside all-you-can-drink cocktails may be a thing of the past, at least for a little bit, while tourists gravitate toward meaningful and educational travel instead. Whether travelers are looking to take a deep dive into a new culture through their taste buds with an authentic Thai cooking class in Chiang Mai, take a course to expand their knowledge of art in France on a scavenger hunt through the Louvre or just explore and discover a new place with itineraries a la carte; educational tourism can get them there. The world truly is an “academic” oyster ready for the taking.
From extravagant overseas travel to finding local or “local adjacent” educational experiences, adventurers can uncover an itinerary to match their trip needs with a little help from their preferred internet search engine. The possibilities are endless, including academic adventures that allow people to experience foreign countries through the lens of an architect, protect wildlife alongside conservationists and biologists or see where some of the most significant battles of the Revolutionary War were fought. One thing these academic adventures have in common is the meticulously laid out itineraries offered by many tourism websites.
Resorts can take advantage of this current travel trend and boost their appeal to travelers by crafting personalized itineraries that highlight unique experiences both on and around their premises. By incorporating local wildlife, culture and traditions specific to the region, these itineraries can yield the greatest return on investment and create a truly authentic and unforgettable educational adventure for visitors. Plus, this strategy can foster a lasting connection between the resort and its guests for years to come.
Many resorts, tour operators and destinations are capitalizing on this trend in a big way. Family Coppola Hideaways offers educational opportunities on-site at their retreats in Belize and Guatemala, where participants of all ages can learn about wildlife or textiles native to the regions. Tauck is an award-winning, family-owned travel company that offers a variety of inclusive top-notch travel packages that include tour guide-led cruises, land excursions, family vacations and special events. Tauck Bridges for family travel is all about “celebrating different cultures and traditions, discovering natural wonders and learning about history firsthand… (helping to) build bridges of understanding between young and old, locals and travelers, all over the world.” Right here in the Garden State, VisitNJ.org offers preplanned road trips catering to various interests, from Black Heritage Itineraries to the Anthony Bourdain Food Trail. With the click of a mouse, anyone can download a PDF showcasing the best (tried and true) spots to hit along a designated route in any region of the state. Did somebody say weekend getaway?
For more exciting ways to help you create authentic academic adventures for visitors to your property or destination, contact Lynn Kaniper at Dana Communications at lkaniper@danacommunications.com or 609.466.9187 ext. 117.
