Americans Want More Culturally Immersive Vacations, MMGY Study Says

The latest Travelhorizons survey conducted by MMGY Global Travel Intelligence confirmed what most travel advisors already know to be true: Americans are increasingly interested in immersing themselves in other cultures when selecting a vacation destination.

The survey of 2,301 U.S. adults found that more than half of U.S. adults (53%) indicate it is essential to learn about new cultures and gain perspectives on new ways of life when traveling. Nearly two-thirds of Millennials (65%) believe this finding is important, followed by 53% of Gen Xers.

Six in ten U.S. adults (58%) believe it is vital to learn about the culture of the destination they are visiting. Half want to explore a new culture that is different from their own (53%) or spend time with local people from the destination (48%). As a result of visiting a foreign country and meeting its residents, nearly four in ten U.S. adults (36%) perceived them differently. Half (50%) felt a great affection for the people, while four in ten (39%) thought they shared many social values.

While there is interest in visiting other cultures, Americans are also apprehensive about where they travel. When choosing a vacation destination, three-quarters (75%) of U.S. adults emphasize the importance of feeling welcomed, and 65% prefer to go to a place that makes them comfortable and feels familiar.