Survey Forecasts Customized Travel Strong for Next Year to Locales Ranging from South Africa to Antarctica

OYSTER BAY, NY (December 5, 2023): Motivated by crossing items off their to-do lists, travelers will roam the world in 2024, prioritizing authentic, customized experiences in off-the-beaten-path locales. Results of a new advisor survey from American Marketing Group forecast the top travel destinations and trends for next year as well as recommended must-have experiences. 

Europe’s popularity will continue unabated, according to the advisors surveyed. Italy will be 2024’s top destination, with Greece and Portugal also cracking the top five. Alaska is the only US locale to reach the top five, and favorite sun-and-sand spot Riviera Maya rounds out the list of top destinations.

Visiting exotic destinations was identified by advisors as a top emerging trend, and their forecasts for 2024’s trending locales range from first-place South Africa and second-place Eastern Europe to a duo of Asian countries - Japan and Thailand – as well as Antarctica.

“People’s sense of adventure has been awakened,” said Nicole Mazza, AMG Chief Marketing Officer. “They’re hungry for far-flung international experiences. They want to spread their wings and try something they’ve never done, whether it’s a new place, new activity or new style of travel.”

All-inclusive travel is the top trend for next year, as travelers crave extra value and ease of planning in their vacations. River and ocean cruising also ranked highly in the survey. Multigenerational travel and small-group travel are surging in popularity due to a desire to experience the world with loved ones.

Bucket-list travel is the number-one emerging trend, according to the survey, as travelers are converting their dreams into to-do lists. Personalized experiences and authentic travel made the top five as well, reflecting a heightened interest in cultural immersion tailored to the traveler’s preferences. Off-the-beaten path travel also ranked highly, along with AI-assisted travel planning.

“People are prioritizing their bucket lists like never before and giving themselves the gift of travel,” said Mazza. “They’re not waiting any more for when, if or how. They’re working with travel advisors now to customize vacations that will create precious memories for the rest of their lives.”

When asked about must-have travel experiences for 2024, advisors recommended four styles of trips:

Immersive experiences – Discover firsthand how other cultures live. Connect with the nature, history and cuisine of the destination. Custom itineraries, longer stays and purposeful interactions all deepen the bond to the area. 

Cruising – With so much variety, cruises offer something for everyone. Ocean and river cruising both provide a taste of different destinations. Try sailing on a new ship to enjoy all the offerings and features. Upgrade the voyage with a suite or a premium or luxury sailing.

Enhanced vacations – Splurge on travel experiences that make a major difference to the enjoyment of the trip. Secure first-class air and expedited customs service. Treat yourself with a five-star hotel or spacious suite. Book private transfers, tours, yachts and jets.

Out-of-the-ordinary destinations – Visit sites such as Alaska’s glaciers, Machu Picchu and the Pyramids of Egypt while you still can. Experience pristine nature with an African safari, or Galapagos Islands or Antarctica journey. Discover different ways of life in places such as Southeast Asia and the South Pacific, even ones that might be out of a traveler’s comfort zone.

Survey results are as follows:

Top Destinations

1. Italy
2. Alaska
3. Greece
4. Riviera Maya
5. Portugal

Top Exotic Destinations

1. South Africa
2. Eastern Europe
3. Japan
4. Thailand
5. Antarctica

Top Trends

1. All-inclusive travel
2. River cruising
3. Multigenerational travel
4. Ocean cruising
5. Small-group travel

Top Emerging Trends

1. Bucket-list/to-do trips
2. Personalized experiences
3. Off-the-beaten-path/exotic destinations
4. Authentic travel
5. AI-assisted travel planning

Advisors from TRAVELSAVERS, NEST and Affluent Traveler Collection agency affiliates in the US and Canada participated in the survey between Nov. 8 and 27, 2023.

###

About American Marketing Group, Inc.
Established in 1970, American Marketing Group is a dynamic organization encompassing 19 pioneering travel companies, including TRAVELSAVERS, NEST and The Affluent Traveler Collection. The international travel marketing leader is an essential business partner to agencies and suppliers, providing them with innovative products and services that offer a competitive advantage in the leisure and corporate markets. With a global reputation for excellence, AMG advances the trade through dedicated sales support, proprietary technology, networking opportunities, longstanding supplier partnerships and award-winning marketing. With more than 25,000 top-performing advisors generating $20 billion in revenue, AMG empowers its affiliates to achieve greater success financially, professionally and personally.