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Cultural Traveler Study

by Katie Skrzek

Jun 19, 2019

© Katatonia82 | Dreamstime
Freiburg is one of the oldest and loveliest destinations in Germany, with more sunshine than any other city. Take in the local culture at the city’s farmers’ stands; its many cafés, breweries and restaurants; and its historic city center, home to an impressive 380-foot-tall Gothic Cathedral.

Trends / Top Trends

Travel, media and entertainment start-up Culture Trip revealed the results of a recent study on the cultural travel mindset. Findings are based on a survey of 10,500 respondents in the United Kingdom and United States, with further in-depth interviews of 150 consumers. The study explores global outlooks, openness to new experiences and motivations for travel.


“The current socio and geo-political environment is pushing people to engage with culture, and with the meaning of culture, in new and deeper ways,” said Dr. Kris Naudts, founder and CEO, Culture Trip. “This study came about from an ambition to better understand the world of modern experiences and travel from our unique perspective of cultural exploration.”


Of those surveyed, 60 percent said their outlook was influenced by different cultures and 78 percent have friends and family of different nationalities and ethnicities. Forty-three percent of respondents said they make compromises on daily expenses to save money for travel.


Through the study, four types of travelers were recognized:

  • Culturally Aware: Those who enjoy cultural experiences from a comfortable distance
  • Culturally Curious: Travelers seeking bucket list-type trips
  • Culturally Immersive: Trailblazer travelers who aim for personal growth through travel
  • Culturally Fluid: Individuals at ease making connections wherever they visit


Visit the website for more information about methodology and a full list of the findings.


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