Let’s Play Travel! The Hottest Trend You Need to Know.

Remember the simple joy of play? Charles Schaefer, in his book ‘The
Therapeutic Powers of Play,’ captured it perfectly: “We are never more fully
alive, more completely ourselves, or more deeply engrossed in anything than
when we are at play”. Turns out, this isn’t just kid stuff anymore. The travel
industry is waking up to the power of “play,” realizing that today’s
travellers crave more than just sightseeing – they’re after experiences that
are genuinely fun, actively engaging, and deeply personal. This isn’t a minor
shift; it’s a fundamental change in what people want from their trips, and it’s
poised to reshape the entire tourism world.

A recent, in-depth
study by Skift and Qiddiya City, surveying thousands of travellers and
travel professionals, really hammers this point home. Their report, aptly
titled “The Power of Play: 5 Key Trends Shaping the Future of
Tourism,” unveils a clear trend: experiences are trumping material goods,
and tourism built around entertainment, sports, and culture (ESC) is becoming
the driving force in travel spending.

Qiddiya City

Consider these eye-opening findings from the study:

• A massive 93% of
  travel executives, alongside 86% of travellers, believe that
  “play” activities are crucial for overall happiness and
  well-being during travel.
• Over 70% of
  travellers feel that “play” has become a bigger priority in
  their trip planning over the last five years.
• A significant 68% of
  travellers are actually willing to spend more on trips specifically
  designed around “play”.
• Looking ahead, a
  staggering 92% of travel executives foresee “play” becoming even
  more vital to global tourism in the next five years.

Travelers
Say “Yes” to Play

The core message is undeniable: travellers, especially those from the
Millennial and Gen Z generations, are prioritizing experiences that truly
resonate with them. It’s not just about snapping photos in front of famous
landmarks; it’s about active participation, creating shared memories, and
feeling genuinely engaged.

ESC Tourism

As the report highlights, today’s travellers, particularly Millennials, are
driven to “stand out by pursuing unique experiences rather than following
the crowd”. This desire for something different, something enriching, is
fueling the surge in ESC tourism. For a vast majority, 86% to be precise,
taking part in entertainment, sports, and cultural activities is now a key
ingredient for a happy and fulfilling travel experience. And it’s not just a
passing fancy; 72% of travellers believe these playful elements have gained
importance in their trips in just the last half-decade.

The Industry
Takes Note: Play as a Competitive Edge

Industry leaders aren’t just observing this shift – they’re actively
embracing it. A remarkable 93% of travel executives are in agreement that
focusing on “play” will be absolutely essential for the future of
tourism. They understand that in this evolving landscape, offering compelling
entertainment, sports, and cultural options isn’t just a nice bonus – it’s the
key to attracting and keeping travellers’ attention.

In fact, “play” is rapidly becoming a major competitive
differentiator. The Skift and Qiddiya City report emphasizes that bold,
large-scale ESC projects are now seen as critical for destinations to
stand out and gain a competitive advantage. Emerging destinations, and
ambitious tourism projects, are strategically leveraging “play” to
carve out their unique identities on the global stage.

Think about the sheer competition to host events like the FIFA World Cup.
The intense rivalry between cities to host matches isn’t just about the
short-term buzz; it’s about the long-term value and the potential to elevate a
destination’s profile for years to come. Savvy tourism leaders recognize these
events as “a much bigger springboard for awareness, activity, and future
growth”. This proactive, experience-focused approach is becoming the
hallmark of destinations that are truly thriving.

Investment
Dollars Flowing into Playful Experiences

So, where are travel companies placing their bets? The study reveals where
the investment focus lies within the realm of “play.” Concerts and
festivals are leading the charge, with a whopping 88% of executives indicating
they are a prime area for investment. Hot on their heels are globally
significant sporting events (85%), unique arts and cultural exhibitions (83%),
and even unique theme parks and recreational activities (82%).

Interestingly, when travel executives were asked about the most crucial
elements for a successful ESC-focused destination, attracting globally
recognized sporting events and maintaining a consistent, high-profile calendar
of events and festivals topped the list. This suggests a clear strategy: focus
on those “must-see,” marquee events that draw international attention
and provide a steady stream of compelling reasons to visit. Even destinations
traditionally known for relaxation and natural beauty, like Hawaii, are now
making strategic moves into sports tourism, understanding its growing power to
attract visitors.

Beyond the
Event: Crafting a Holistic “Play” Ecosystem

The appeal of “play” isn’t limited to just headliner events,
however. The research points to a growing trend of experience-driven trips,
where the main event is just one piece of a much richer travel puzzle. Around
20% of travellers interested in music, sports, or arts festivals are now
planning trips specifically to enjoy the surrounding experiences, the
atmosphere, and the collateral activities that go hand-in-hand with a major
event. This signals that destinations need to think bigger, curating a
comprehensive “play” ecosystem that offers a diverse mix of
attractions and activities, catering to the broader desires of today’s
experience-seeking travellers.

Paris 2024 – Olympic Games

Let’s consider the recent Olympics hosted in
France. Of course, the headline is always the incredible athletic competitions
– the world’s best athletes battling for gold. But think about what it was
actually like to be in Paris or Marseille during the Games. It wasn’t just
about watching track and field or swimming. The whole country transformed into
a giant celebration of sport and culture! Imagine strolling through Paris,
every corner buzzing with Olympic fever. Fan zones popped up everywhere,
showing live events on giant screens. Street performers were out in force,
themed art installations dotted public spaces, and even just grabbing a coffee
felt different, infused with this electric, international atmosphere. People travelled
to France not just to see specific events, but to soak up that
once-in-a-lifetime Olympic vibe. The sporting events were the main draw, sure,
but the real magic was the immersive, city-wide festival of sport, culture, and
international camaraderie – that’s the “play ecosystem” in action,
and destinations that get this are winning big.

Sustainability
and Safety: The Foundations of Playful Destinations

As “play”-focused tourism continues its ascent, sustainability
and safety are emerging as essential pillars for long-term success. Travel
executives, when considering expanding into ESC tourism, cite sufficient market
demand, robust infrastructure, and well-thought-out safety measures as their
primary concerns. These priorities directly align with what travellers
themselves are looking for, with safety, health considerations, and even
climate-related concerns ranking high on their list of destination decision
factors.

In an era where environmental consciousness is increasingly important,
destinations that demonstrate a commitment to sustainability aren’t just seen
as more responsible – they’re also perceived as safer and more reliable.
Prioritizing sustainable practices in ESC tourism isn’t just ethical; it’s a
strategic advantage, appealing to environmentally aware travellers and
positioning destinations as forward-thinking and resilient in the face of a
changing world.

The Future
is Playful

The message is clear: “Play” is no longer a niche – it’s the
future of travel. Travelers are actively seeking entertainment, sports, and
cultural experiences, and the industry is responding with significant
investment and innovation. To truly capitalize on this powerful wave, travel
businesses, destinations, and stakeholders need to keep a few key principles in
mind:

1. Embrace the Youthful
   Traveler: Recognize that younger generations are leading this
   shift and tailor offerings to their preferences for immersive,
   experience-rich travel.
2. Focus on
   “Experience as Identity”: Understand that
   today’s travellers are seeking experiences that genuinely reflect who they
   are and offer opportunities for personal expression and connection.
3. Consider Location
   and Convenience: While travellers are willing to venture further for
   truly exceptional “play” opportunities, ease of access and
   proximity remain important factors for many.

This whole “niche is the new everything” thing in travel is not
exactly a brand-new tune, but the remix we’re hearing now is what’s shaking
things up. Think about it,

• Dubai didn’t just
  pop up as a luxury playground overnight; they built that
  shimmering mirage, brick by high-end boutique brick, becoming the go-to
  for over-the-top experiences and shopping.
• And India? Forget
  just Bollywood for a second – the real draw for centuries
  has been spiritual tourism, right? Pilgrimages, yoga retreats,
  soul-searching journeys – that’s a niche market with serious staying
  power.
• Even places like
  Cannes, France – yeah, beaches are nice, but let’s be real, it’s the Cannes
  Film Festival that screams glamour and draws the world’s gaze
  (and wallets!).
• Even ancient
  Egypt, for centuries, has pulled in tourists eager to gawk at the pyramids
  and soak in that history – talk about a niche!
• And now,
  you’ve got places like Qiddiya City in Saudi Arabia saying “Hold my
  controller”, aiming to be the global coliseum for
  digital gladiators! It’s the same story but, a different beat – find your
  unique groove, become the go-to spot for that thing,
  and watch the world beat a path to your door. 

Happy Vacations

In essence,
as Ross McAuley from Play Qiddiya City so eloquently put it, “Play is an
instinctive part of what makes us human – it’s as natural to us as walking or
breathing”. By tapping into this essential human instinct and building travel
experiences around “play,” destinations and travel companies can
really bring to life exciting and engaging adventures. This approach can help
create memorable trips that connect with people and shape the future of tourism
in a fun way.