Guided tours are experiencing a significant resurgence, with younger travelers leading the trend. Data from GetYourGuide reveals that 94% of leisure travelers who booked a guided tour in 2023 plan to do so again this year, with 89% believing local guides offer the best way to explore new destinations.
Two in five Millennials (42%) and Gen Z (40%) travelers booked a guided tour last year, showcasing their preference for authentic, locally curated experiences. Guided tours are favored for their ability to provide in-depth historical insights (69%), local cuisine exploration (40%), and interactions with locals (28%).
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International travelers are particularly keen on guided tours, with 58% booking one in the past year and 82% preferring local guides. Food-focused guided tours are also popular, especially among Gen Z (65%) and Millennials (63%).
Travelers prioritize knowledgeable (74%), trustworthy (64%), and friendly (52%) guides, with a sense of humor being a bonus for 31%. Nearly half of travelers prefer small or private group tours (49%) and seek tours led by locals for unique insights (68%).
For more information, visit GetYourGuide.
About GetYourGuide
GetYourGuide is a global marketplace for discovering and booking travel experiences, offering tours from local experts, exclusive attraction access, and immersive experiences. With over 150 million tickets sold, GetYourGuide connects travelers with unique adventures in more than 10,000 cities worldwide.
Popular Tours for U.S. Travelers:
- Lower Antelope Canyon Guided Tour
- Boston Fenway Park: Guided Ballpark Tour
- Rome: Colosseum, Palatine Hill, and Roman Forum Guided Tour
- Athens: Acropolis, Parthenon & Acropolis Museum Guided Tour
- From Florence: Tuscany Wine & Food Tour with Guide
As Demand for Leisure Travel Continues to Surge, New GetYourGuide Survey Finds Gen Z and Millennials Lead the Comeback of Guided Tours.
