Travellers choose adventure over wellness, survey finds
Global Rescue research has found outdoor activities to be the leading motivation for international travel, while golf and wellness escapes were the least appealing
International travellers are increasingly prioritising experiences that offer adventure, nature, and cultural discovery, while golf and wellness activities are less appealing, according to new research from US-based travel risk and crisis response company Global Rescue.
The company found that more than one-quarter (27%) of respondents to its Traveler Sentiment and Safety Survey, conducted among experienced international travellers between 30 June and 6 July 2026, said outdoor adventure activities, including hiking, skiing, and diving, were their primary reason for international travel. Nature, wildlife, and natural phenomena followed at 21%, while 15% primarily travelled for historical sites, heritage, and architecture.
Other motivations were considerably less popular, with 4% citing museums and art as their primary reason for international travel, 3% beaches or visiting friends and family, 2% culinary experiences, 1% wine tourism and fewer than 1% festivals and sporting events.
On the other hand, 41% of respondents considered golf holidays, wellness escapes, and yoga retreats the least appealing reasons to travel abroad. Wine, vineyard, brewery, and distillery tours were the next most commonly selected category, with 14% ranking them as the least appealing, while festivals, concerts, and sporting events were selected by 12%.
There was little difference between US-based and non-US-based travellers in their least preferred travel motivations, with 41% and 40%, respectively, ranking golf and wellness travel last.
The survey also highlighted differences in the primary motivations of the two groups. Outdoor adventure was more popular among non-US-based travellers, with 38% citing it as their main reason for international travel, compared with 24% of US-based travellers. Meanwhile, 17% of US travellers primarily travelled for historical sites, heritage, and architecture, compared with 8% of non-US travellers.
Dan Richards, CEO of The Global Rescue Companies and a member of the US Travel and Tourism Advisory Board at the US Department of Commerce, commented: “The world’s most experienced travellers aren’t looking for experiences they can find almost anywhere. They’re seeking destinations that offer adventure, extraordinary landscapes, wildlife, history, and cultural immersion.”
He added: “The world’s most experienced travellers generally aren’t crossing oceans for a spa treatment or a round of golf. They’re travelling to climb mountains, explore ancient civilisations, encounter wildlife, and experience places that fundamentally differ from their everyday lives. Those are the journeys that continue to inspire international travel.”
IMG revealed the top international destinations for US travellers this autumn, with Mexico coming out on top.