From Concerts to Spas: Experience Travel on the Rise

The sheer scale of the travel experience economy is made evident in a McKinsey analysis which estimates it to be worth between USD 1.1 trillion and USD 1.3 trillion, with structured, paid experiences accounting for roughly a quarter of that spend. From live events and cultural engagement (USD 430 billion to USD 530 billion) to active and nature-based travel (USD 250 billion to USD 410 billion), travelers are investing in what moves them emotionally – not just logistically.