Madrid, May 2026 – Civitatis, the leading curated marketplace for Spanish and Portuguese-speaking tours and activities worldwide, has identified a structural shift in European travel behavior, where curated experiences are becoming a primary driver of destination choice. The finding comes from The 2026 European Experiences Traveler Outlook, a new report produced by Arival in partnership with Civitatis.
The research shows that European travelers are taking fewer trips and becoming more selective with their travel spending. However, experiences are emerging as the emotional and cultural core of the journey, with travelers prioritizing meaningful, immersive and personalized activities over volume or frequency of travel.
For Civitatis, these findings confirm a broader transformation already visible across its platform: travel demand is shifting from “what to do” to “why it matters”, with experiences increasingly shaping not only trip design, but destination choice itself.
“We are entering a new phase where travelers are more intentional than ever,” said Andrés Spitzer, CEO at Civitatis. “People are being more selective with their budgets, but they are not willing to compromise on experiences that create emotional connection, discovery and meaning. As a curated marketplace, we ensure travelers don’t have to gamble with their time or money; curation is about moving from infinite choice to trusted, fully validated experiences that guarantee perfect memories.”
Experiences are becoming a key driver of destination choice
One of the most significant insights from the report is the growing strategic importance of experiences in the travel decision-making process. More than half of European travelers now say that tours and activities influence where they choose to travel, placing experiences alongside traditional drivers such as weather, gastronomy and overall destination appeal.
According to Civitatis, this represents a fundamental shift in the travel funnel, where inspiration and experience discovery are increasingly happening before destination selection.
“Experiences are no longer something travelers add at the end of the journey,” stated Spitzer. “They are becoming a core part of how destinations are chosen in the first place. And trust is the most valuable currency in modern travel. To protect that trust, we maintain a strict, human-curated marketplace where we reject 70% to 80% of the products we receive monthly. This rigorous filter ensures we deliver the “Perfect Memories” modern travelers are looking for.”
Regional dynamics: Europe is not moving at the same pace
The report also highlights clear differences across European markets, revealing uneven but accelerating adoption of experience-led travel behavior.
- Spain is the only major European market where average travel spend increased year over year, signaling stronger resilience in experiential demand.
- France, Germany and the UK recorded declines in trip spending, reflecting more cautious consumer behavior and tighter budgets.
- Southern European markets continue to show stronger alignment with mobile-first booking and experience-driven travel patterns compared to Northern Europe.
Civitatis notes that these differences underline a broader structural trend: experience-led travel is becoming mainstream faster in Southern Europe, while other markets are evolving more gradually under economic pressure.
Younger travelers are reshaping the experience economy
Travelers aged 18–34 continue to lead the shift toward immersive and participatory travel. Despite financial constraints, this group consistently outspends older generations in tours, activities and attractions, prioritizing hands-on, cultural and social experiences over traditional sightseeing formats.
The report highlights growing demand for cooking workshops, local cultural routes, small-group experiences and interactive activities that foster emotional connection and participation.
“This generation doesn’t want to just observe a destination, they want to be part of it,” commented Spitzer. “They are looking for experiences that feel authentic, social and memorable, not transactional.”
Digital acceleration: AI and mobile are redefining discovery
Technology is becoming central to how travelers discover and book experiences. The report shows that nearly eight in ten travelers now book experiences in advance, driven by the widespread adoption of digital and mobile-first behaviors.
At the same time, AI is emerging as a new discovery layer in travel planning, with travelers increasingly using AI-powered tools to design itineraries, compare options and inspire trips before booking.
“For Civitatis, this marks a major shift in visibility: ‘Discoverability is now as vital as inventory,’ highlighted Spitzer. “AI is a powerful tool for faster, algorithmic search, but it inherently relies on trust, and trust can only be built by real people. In an era where AI-driven content risks spreading unverified information, ensuring authenticity is paramount. Our expert-curated catalog and 5 million real, verified reviews protect that trust, proving that while technology guides the journey, safeguarding our reputation through genuine human experiences is what truly matters.”
Sustainability is becoming a purchase driver, not a message
The study also shows that 65% of European travelers actively choose brands and experiences that prioritize sustainability, with younger and higher-income travelers showing the strongest willingness to pay more for responsible options.
Civitatis highlights that sustainability is no longer a branding layer, but a core component of perceived quality and trust.
Industry implications: from inventory-led platforms to curated, intent-driven travel experiences
Based on the findings, the report identifies several structural implications for the tours and activities ecosystem:
- Experiences are becoming a primary driver of destination selection, not just trip planning.
- Discovery is moving earlier in the travel funnel, increasingly influenced by digital and AI tools.
- Operators must compete on emotional relevance, not only availability or price.
- Mobile-first behavior is becoming the default across all age groups.
- Sustainability is evolving into a quality and trust signal, not just a marketing message.
The 2026 European Experiences Traveler Outlook is based on a survey of 1,750 travelers from Spain, France, Germany and the U.K., conducted by Arival in partnership with Civitatis.