Where Data Tells the Story
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Today’s travelers are making destination decisions based on the promise of rich, memorable experiences. According to McKinsey’s State of Travel Survey (2024), experience-led criteria, such as the quality of local activities (63%), dining options (62%), and cultural authenticity (58%), now rival traditional considerations like cost or accessibility. It’s a clear signal that for modern travelers, the journey isn’t just about getting away; it’s about connecting meaningfully with people, places, and stories.