22/09/2026
Watching, visiting and photographing are no longer enough for many travellers. Increasingly, travellers want to learn, create and participate, whether that's taking part in hands-on workshops, staying in design-led hotels, exploring literary destinations or building trips around personal passions and hobbies.
This shift, which we're calling the Creativity Boom, is becoming an increasingly important travel trend. In fact, 68% of travellers have already taken a passion-led trip, rising to 82% among Gen Z travellers.
For travel distributors, the opportunity extends far beyond traditional cultural tourism. From creative experiences and immersive local activities to distinctive accommodation and literary travel, travellers are actively seeking experiences that feel more personal, memorable and authentic.
Our latest article explores what's driving the Creativity Boom and how distributors can tap into growing demand for arts, culture and hands-on travel experiences.
👉 Read more: https://discover.hotelbeds.com/resources/insight/2026-travel-trends-arts-and-culture-tourism-and-creativity-boom?utm_source=linkedin&utm_medium=social-media&utm_term=ws&utm_campaigntype=ac&utm_campaign=creativity_boom