Integrating local communities in product planning is crucial, argues Unforgettable Croatia’s Graham Carter
What is it that drives people’s holiday choices? The most obvious answer, for some time, was budget. While it still holds true that value for money is a vital part of the equation, in recent years it is destinations that have climbed the ladder of importance.
This trend shows no signs of slowing down. Take, for example, this Autumn’s CLIA Cruise Week, which had a theme of #DiscoverMore. Across the week, various activities shone a spotlight on the wealth of destinations and experiences guests can enjoy, following agent feedback which demonstrated just how important these factors are.
From a cruise and wider travel sector perspective, destination experience is evolving. Guests are no longer happy with passive sightseeing of postcard-like tourist hotspots; instead, the name of the game is authenticity. People want to peel away the layers and see somewhere as it is, true and real, not with a tourist shine added.
Industry data backs up this change, too. A 2024 report by MMGY Global found that travellers value the quality of the destination and the opportunity for in-depth exploration and engagement when planning their getaway, with 61% stating this would be a key motivation for booking a cruise.
The demand is clearly there, bringing with it an opportunity for cruise lines, tour operators and travel agencies to differentiate themselves by offering experiences that build genuine connections.
At Unforgettable Travel Group, we partner with local guides and communities, bringing to life the places we explore. For example, on our specialised tours in Southeast Asia, we offer traditional batik painting in a Balinese village or the chance to explore the ancient art of Thai cooking in a local chef’s home. On our Croatian cruises, guests can discover hidden coves, medieval towns and local vineyards, and perhaps join a fresh oyster and mussels tasting experience in Ston.
The benefits of this approach extend beyond the traveller. By integrating local communities into the tourism value chain, we can all contribute to economic sustainability. Local guides and small businesses benefit directly from tourism, promoting a fairer distribution of income.
This focus on local connections also addresses the growing concern around over-tourism. Popular destinations can sometimes suffer from the adverse effects of mass visitors. By providing off-the-beaten-path experiences, we can alleviate pressure on these hotspots and distribute tourist traffic more evenly.
A huge part of the future of travel lies in creating meaningful, immersive holidays that connect travellers with their destinations. By prioritising local connections and authentic engagements, we not only enhance the traveller’s journey but also contribute to the sustainability and prosperity of the communities we visit.