BERLIN, April 21, 2026 – As vacationers search extra significant and immersive methods to discover the world, a brand new international report by GetYourGuide, the main market for journey experiences, reveals how “Grandma Tourism” is shifting into the mainstream with experiences led by older native guides reshaping the way in which folks journey.
Impressed by #grandmacore, the web motion celebrating nostalgic hobbies like knitting and crafting, this new journey pattern now displays a broader cultural shift in the direction of authenticity, human connection and hands-on studying.
Key findings from The Rise of Grandma Tourism embody:
76% of vacationers say they’d e book a “grandma-inspired” experience69% desire studying from older native guides over youthful generations96% recurrently interact in analog hobbies similar to cooking, gardening or crafting whereas at house
From #grandmacore to international journey conduct
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What started as a social media motion, has now amassed over 251 million views on TikTok and advanced into a worldwide journey pattern. Vacationers are more and more in search of experiences rooted in connection, from cooking household recipes to studying conventional crafts and listening to private tales. This journey pattern is impressed by client conduct at house. Throughout Europe and the US, analog hobbies are already extensively practiced, with practically two-thirds of individuals partaking in them recurrently.
A shift already seen in reserving conduct
The shift is already seen on GetYourGuide’s platform. Bookings for workshops and courses have elevated by greater than 250% between 2023 and 2025, considerably outperforming conventional attraction tickets and making them one of many fastest-growing classes. On the similar time, bookings referencing “grandma” or related elder-led experiences have risen by 50%, underlining the rising enchantment of intergenerational connection.
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“Travel isn’t just turning up and ticking boxes anymore, it’s about learning something meaningful about a place from the people who know it best,” says Johannes Reck, co-founder of GetYourGuide. “As our lives become increasingly digitalized, travelers are seeking moments to slow down, reconnect and engage with culture passed down through generations in a more human way.”
Why vacationers are turning to grandmothers
Vacationers cite calm, studying new abilities, and disconnecting from screens as key motivations behind this conduct. Actually, throughout all nations, 67% say they flip to analog actions to really feel calm, and practically half say these experiences assist scale back nervousness. Past emotional advantages, older guides are additionally turning into a robust driver of reserving selections. Experiences led by grandparents at the moment are among the many most influential components in reserving selections, rating alongside evaluations and proposals.
For the grandmothers themselves, the impression is equally highly effective. Catherine, 63, a Paris-based macaron-making information, explains, “I wanted to give people a wonderful memory of Paris. Not something bought, but a skill, a little piece of Parisian tradition they could take home.”
In Rome, 68-year-old pasta-making information Rosella highlights the human connection on the coronary heart of those experiences. “When they arrive, they’re shy. But when they leave, they hug me,” she says, describing how sharing meals and tales creates lasting bonds between strangers.
As these experiences proceed to develop in recognition, they level to a transparent shift in journey priorities: Gone are the times of simply ticking off “the sights.” In 2026, studying, connection and creating reminiscences are packing necessities.
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For extra, take a look at The Explorer’s article: Why grandma guides might be an antidote to trendy loneliness.
Concerning the information
GetYourGuide surveyed greater than 8,000 vacationers throughout France, Germany, Nice Britain and america through Toluna in February 2026The analysis explores participation in analog hobbies, motivations and journey preferencesGetYourGuide reserving information analyzed international efficiency throughout 2023, 2024 and 2025, together with progress in workshops, courses and elder-led experiences
About GetYourGuide
GetYourGuide is a number one international on-line market to find and e book experiences value touring for. Vacationers can use GetYourGuide to seek out issues to do in additional than 18,000 cities, together with excursions from native consultants, unique entry to must-see points of interest, in addition to immersive bucket-list experiences. Greater than 50,000 provide companions leverage GetYourGuide’s easy-to-use platform to develop their companies, providing 200,000 experiences to vacationers world wide. For extra data, observe GetYourGuide on LinkedIn, Instagram and TikTok and go to getyourguide.com.
