Perhaps coming as little surprise but the latest Travelhorizons survey conducted by MMGY Global Travel Intelligence found that Americans are increasingly interested in immersing themselves in other cultures when selecting a vacation destination.
The survey of 2,301 U.S. adults uncovered that more than half of U.S. adults (53 percent) indicate it is essential to learn about new cultures and gain perspective on new ways of life when traveling. Nearly two-thirds of Millennials (65 percent) believe this finding is important, followed by 53 percent of Gen Xers.
Furthermore, six in ten U.S. adults (58 percent) believe it is vital to learn about the culture of the destination they are visiting. Half want to explore a new culture that is different from their own (53 percent) or spend time with local people from the destination (48 percent). As a result of visiting a foreign country and meeting its residents, nearly four in ten U.S. adults (36 percent) perceived them differently. Half (50 percent) felt a great affection for the people, while four in ten (39 percent) thought they shared many social values.
While there is interest in visiting other cultures, Americans are also trepidatious about where they travel. When choosing a vacation destination, three-quarters (75 percent) of U.S. adults emphasize the importance of feeling welcomed, and 65 percent prefer to go to a place that makes them feel comfortable and feels familiar.