Travelers Choose Destinations for the Experience—When Safety and Costs Check Out

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.