What do travellers want in 2023?

Meaningful travel and ultra-localised itineraries There's a desire to give back to local businesses, as well as to minimise one's footprint and immerse in the destination in respectful ways.



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Travelers will seek out cultural experiences From boutique museums to hidden street art and inaccessible ruins, people not only want to explore the increasingly popular destinations but also venture into less-known yet extraordinarily interconnected cultures.

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In 2023, we can expect to see a rise in eco-tourism, which focuses on environmentally responsible travel. This could include activities such as volunteering on conservation projects, staying in eco-friendly accommodations, and supporting local sustainable businesses.

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There will likely be a preference for visiting less-crowded destinations in 2023. This is partly due to COVID-19 concerns, but perhaps also due to a growing desire to have a unique experience. Travelers are opting for small group adventure travel, like AAA Club Adventures.

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A resounding 87% of survey respondents expect to travel at least as much as they did in the prior year, with 49% selecting that they expect to travel more. This is especially true among younger respondents, with 59% of those between the ages of 18 to 26 planning to travel more in 2023.

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70% of Gen Z and millennial respondents agree that they have been inspired to visit a destination after seeing it featured in a TV show, news source, or movie. And 61%of Gen Z and millennials agree that a top motivation for traveling in 2023 is to visit a destination because it looks great in photos and videos.

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In 2023, I expect that to reverse and year-over-year fares to fall. With China—the last major country with covid travel restrictions—poised to reopen on January 8, I'm anticipating a huge uptick in transpacific flights (which are currently down 50% compared to 2019). More competition = cheaper fares.

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Top 24 Countries To Visit in 2023
  • Sri Lanka – Lush Greenery & Scenic Beaches.
  • Germany – Postcard-Perfect.
  • Zimbabwe – Hidden Gem.
  • Panama – Picturesque Coastline.
  • Kyrgyzstan – Semi-Nomadic Experience.
  • Jordan – Open Up To New Experiences.
  • Indonesia – Most Beautiful Of All.
  • Belarus – Europe's Most Trending.


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The Least-Visited Country in the World: Tuvalu According to the United Nations World Tourism Organization, the remote Pacific island country Tuvalu is the least-visited country globally.

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The cheapest months to travel are:
  • November – early December.
  • Late January – March.


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Instead, try traveling during the shoulder season. It's often much cheaper to travel from May to early June and September through mid-October. The weather is still relatively warm during the shoulder season, and you'll beat the crazy summer crowds. This is when we find the best international flight deals!

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Now, the day of the week you choose to travel does make a difference in the best time to buy flights. In 2023, the cheapest day of the week to fly is Wednesday. Flying on Wednesday will save you almost $100 versus Sunday – the most expensive day to fly.

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Summer Travel Survey & Trends 2023 — Nearly 85% to Travel, 42% to Travel More than Last Summer, More than 54% to Fly on a Plane, 100 Million to Road Trip Over 250 Miles. August 2023 Update – Summer is almost over. See our Labor Day 2023 Travel Survey for trends and data. Summer travel is officially here.

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2023 average vacation cost: Breakdown of travel, food and more. How much does the average vacation cost? The average vacation for one person in the U.S. costs about $1,919 per week. A vacation for two people will typically cost around $3,838 per week.

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Time your booking right
“For domestic flights, if you're talking peak season, it's about three to seven months in advance,” he says. “For international flights — [it's] four to 10 months.”

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Advisors have shared in the TMR Europe Trends Outlook 2023 that most clients want to experience urban centers and small towns or the countryside in Europe. Experiences such as camping trips and amusement parks, have a lower preference as these are also available in the US and Canada.

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Four megatrends are likely to have significant impacts and relevance for tourism: i) evolving visitor demand; ii) sustainable tourism growth; iii) enabling technologies; and iv) travel mobility.

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Domestic airline prices are on the decline in 2023, finally retreating after spiking just a year ago. International fares are still high. After soaring in 2022, prices for domestic airline tickets are on the descent.

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Now, the day of the week you choose to travel does make a difference in the best time to buy flights. In 2023, the cheapest day of the week to fly is Wednesday. Flying on Wednesday will save you almost $100 versus Sunday – the most expensive day to fly.

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By flying out of an airport that's not as busy or choosing a destination not as popular with tourists, people can save money on their trip. Travelers can also save cash by being flexible with dates, especially when booking for midweek or offseason vacations.

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