Even as more and more travellers discover the magic of exploring a
destination through experiences, the experiences that they seek are also undergoing
an evolution of sorts. They are getting more and more local and specific – like
visiting the local markets or attending a traditional wedding ceremony.
Hyper-local is where tourism is heading towards.
In fact, according to TripAdvisor, taking classes and workshops is one
of the fastest-growing types of local experiences globally. Learning the
intricacies of the region’s textile weave or studying the local dialect/dance
form affords travellers huge bragging rights!
However, one kind of experience is eclipsing all the others and it involves
food! It is the mother-of-all, most primal instincts that travellers like to
indulge. Whether it is culinary tours, cooking classes or street-grub tours,
food inspires the traveller and the gourmand in us. What has fuelled this
passion further is the social media tool – Instagram! Suddenly there is an
explosion of food-based travel that highlights the specialities of that
destination. Tourism boards quickly caught on to this trend and have been
promoting their country’s foods and beverages like never before. Videos of
food-tastings and chefs making local dishes are going viral quicker than any
other activity.
All this is possible only if there is help from an ‘insider’ – a local
who can help travellers explore the destination like a local and make the
entire process more interactive, more educational, rather than it being just about
gazing through the window of a tour bus. Technology plays its role as well.
Smart phones and various travel apps help travellers scratch their itch – even
while on the move. Itinerary changes, buying additional experiences, sharing
videos and photos even as they are experiencing it, have all been possible with
the help of technology. A common thread that binds all the above experiences though
is ‘authenticity’ not just from its giver but also from its receiver in an
effort to undertake unfeigned and sincere journeys.
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