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What Motivates Cultural Tourists? An Analysis Of Bucharest Inhabitants’ Motivation To Visit The Centre Region

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Tourism Motivation

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Chinese Academy of Geological Sciences, Beijing, China

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Erkuang Zhang

China University of Geosciences, Beijing, China

Mingzhong Tian

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(2020). Tourism Motivation. In: Chen, A., Ng, Y., Zhang, E., Tian, M. (eds) Dictionary of Geotourism. Springer, Singapore. https://doi.org/10.1007/978-981-13-2538-0_2549

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UN Tourism | Bringing the world closer

Tourism and Culture

Ethics, Culture and Social Responsibility

  • Global Code of Ethics for Tourism
  • Accessible Tourism

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  • Women’s Empowerment and Tourism

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The convergence between tourism and culture, and the increasing interest of visitors in cultural experiences, bring unique opportunities but also complex challenges for the tourism sector.

“Tourism policies and activities should be conducted with respect for the artistic, archaeological and cultural heritage, which they should protect and pass on to future generations; particular care should be devoted to preserving monuments, worship sites, archaeological and historic sites as well as upgrading museums which must be widely open and accessible to tourism visits”

UN Tourism Framework Convention on Tourism Ethics

Article 7, paragraph 2

This webpage provides UN Tourism resources aimed at strengthening the dialogue between tourism and culture and an informed decision-making in the sphere of cultural tourism. It also promotes the exchange of good practices showcasing inclusive management systems and innovative cultural tourism experiences .  

About Cultural Tourism

According to the definition adopted by the UN Tourism General Assembly, at its 22nd session (2017), Cultural Tourism implies “A type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume the tangible and intangible cultural attractions/products in a tourism destination. These attractions/products relate to a set of distinctive material, intellectual, spiritual and emotional features of a society that encompasses arts and architecture, historical and cultural heritage, culinary heritage, literature, music, creative industries and the living cultures with their lifestyles, value systems, beliefs and traditions”. UN Tourism provides support to its members in strengthening cultural tourism policy frameworks, strategies and product development . It also provides guidelines for the tourism sector in adopting policies and governance models that benefit all stakeholders, while promoting and preserving cultural elements.

Recommendations for Cultural Tourism Key Players on Accessibility 

UN Tourism , Fundación ONCE and UNE issued in September 2023, a set of guidelines targeting key players of the cultural tourism ecosystem, who wish to make their offerings more accessible.

The key partners in the drafting and expert review process were the ICOMOS International Cultural Tourism Committee and the European Network for Accessible Tourism (ENAT) . The ICOMOS experts’ input was key in covering crucial action areas where accessibility needs to be put in the spotlight, in order to make cultural experiences more inclusive for all people.

This guidance tool is also framed within the promotion of the ISO Standard ISO 21902 , in whose development UN Tourism had one of the leading roles.

Download here the English and Spanish version of the Recommendations.

Compendium of Good Practices in Indigenous Tourism

Compendium of Good Practices in Indigenous Tourismo

The report is primarily meant to showcase good practices championed by indigenous leaders and associations from the Region. However, it also includes a conceptual introduction to different aspects of planning, management and promotion of a responsible and sustainable indigenous tourism development.

The compendium also sets forward a series of recommendations targeting public administrations, as well as a list of tips promoting a responsible conduct of tourists who decide to visit indigenous communities.

For downloads, please visit the UN Tourism E-library page: Download in English - Download in Spanish .

Weaving the Recovery - Indigenous Women in Tourism

Weaving the recovery

This initiative, which gathers UN Tourism , t he World Indigenous Tourism Alliance (WINTA) , Centro de las Artes Indígenas (CAI) and the NGO IMPACTO , was selected as one of the ten most promising projects amoung 850+ initiatives to address the most pressing global challenges. The project will test different methodologies in pilot communities, starting with Mexico , to enable indigenous women access markets and demonstrate their leadership in the post-COVID recovery.

This empowerment model , based on promoting a responsible tourism development, cultural transmission and fair-trade principles, will represent a novel community approach with a high global replication potential.

Visit the Weaving the Recovery - Indigenous Women in Tourism project webpage.

Inclusive Recovery of Cultural Tourism

INCLUSIVE RECOVERY OF CULTURAL TOURISM

The release of the guidelines comes within the context of the International Year of Creative Economy for Sustainable Development 2021 , a UN initiative designed to recognize how culture and creativity, including cultural tourism, can contribute to advancing the SDGs.  

UN Tourism Inclusive Recovery Guide, Issue 4: Indigenous Communities

Indigenous Communities

Sustainable Development of Indigenous Tourism

The Recommendations on Sustainable Development of Indigenous Tourism provide guidance to tourism stakeholders to develop their operations in a responsible and sustainable manner within those indigenous communities that wish to:

  • Open up to tourism development, or
  • Improve the management of the existing tourism experiences within their communities.

They were prepared by the UN Tourism Ethics, Culture and Social Responsibility Department in close consultation with indigenous tourism associations, indigenous entrepreneurs and advocates. The Recommendations were endorsed by the World Committee on Tourism Ethics and finally adopted by the UN Tourism General Assembly in 2019, as a landmark document of the Organization in this sphere.

Who are these Recommendations targeting?

  • Tour operators and travel agencies
  • Tour guides
  • Indigenous communities
  • Other stakeholders such as governments, policy makers and destinations

The Recommendations address some of the key questions regarding indigenous tourism:

indigenous entrepreneurs and advocates

Download PDF:

  • Recommendations on Sustainable Development of Indigenous Tourism
  • Recomendaciones sobre el desarrollo sostenible del turismo indígena, ESP

UN Tourism/UNESCO World Conferences on Tourism and Culture

The UN Tourism/UNESCO World Conferences on Tourism and Culture bring together Ministers of Tourism and Ministers of Culture with the objective to identify key opportunities and challenges for a stronger cooperation between these highly interlinked fields. Gathering tourism and culture stakeholders from all world regions the conferences which have been hosted by Cambodia, Oman, Türkiye and Japan have addressed a wide range of topics, including governance models, the promotion, protection and safeguarding of culture, innovation, the role of creative industries and urban regeneration as a vehicle for sustainable development in destinations worldwide.

Fourth UN Tourism/UNESCO World Conference on Tourism and Culture: Investing in future generations. Kyoto, Japan. 12-13 December 2019 Kyoto Declaration on Tourism and Culture: Investing in future generations ( English, French, Spanish, Arabic, Russian and Japanese )

Third UN Tourism/UNESCO World Conference on Tourism and Culture : For the Benefit of All. Istanbul, Türkiye. 3 -5 December 2018 Istanbul Declaration on Tourism and Culture: For the Benefit of All ( English , French , Spanish , Arabic , Russian )

Second UN Tourism/UNESCO World Conference’s on Tourism and Culture: Fostering Sustainable Development. Muscat, Sultanate of Oman. 11-12 December 2017 Muscat Declaration on Tourism and Culture: Fostering Sustainable Development ( English , French , Spanish , Arabic , Russian )

First UN Tourism/UNESCO World Conference’s on Tourism and Culture: Building a new partnership. Siem Reap, Cambodia. 4-6 February 2015 Siem Reap Declaration on Tourism and Culture – Building a New Partnership Model ( English )

UN Tourism Study on Tourism and Intangible Cultural Heritage  

The first UN Tourism Study on Tourism and Intangible Cultural Heritage provides comprehensive baseline research on the interlinkages between tourism and the expressions and skills that make up humanity’s intangible cultural heritage (ICH). 

UNWTO Study on Tourism and Intangible Cultural Heritage

Through a compendium of case studies drawn from across five continents, the report offers in-depth information on, and analysis of, government-led actions, public-private partnerships and community initiatives.

These practical examples feature tourism development projects related to six pivotal areas of ICH: handicrafts and the visual arts; gastronomy; social practices, rituals and festive events; music and the performing arts; oral traditions and expressions; and, knowledge and practices concerning nature and the universe.

Highlighting innovative forms of policy-making, the UN Tourism Study on Tourism and Intangible Cultural Heritage recommends specific actions for stakeholders to foster the sustainable and responsible development of tourism by incorporating and safeguarding intangible cultural assets.

UN Tourism Study on Tourism and Intangible Cultural Heritage

  • UN Tourism Study
  • Summary of the Study

Studies and research on tourism and culture commissioned by UN Tourism

  • Tourism and Culture Synergies, 2018
  • UN Tourism Study on Tourism and Intangible Cultural Heritage, 2012
  • Big Data in Cultural Tourism – Building Sustainability and Enhancing Competitiveness (e-unwto.org)

Outcomes from the UN Tourism Affiliate Members World Expert Meeting on Cultural Tourism, Madrid, Spain, 1–2 December 2022

UN Tourism and the Region of Madrid – through the Regional Ministry of Culture, Tourism, and Sports – held the World Expert Meeting on Cultural Tourism in Madrid on 1 and 2 December 2022. The initiative reflects the alliance and common commitment of the two partners to further explore the bond between tourism and culture. This publication is the result of the collaboration and discussion between the experts at the meeting, and subsequent contributions.

Relevant Links

  • 3RD UN Tourism/UNESCO WORLD CONFERENCE ON TOURISM AND CULTURE ‘FOR THE BENEFIT OF ALL’

Photo credit of the Summary's cover page:  www.banglanatak.com

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Research Article

Sociodemographic relationships of motivations, satisfaction, and loyalty in religious tourism: A study of the pilgrimage to the city Mecca

Roles Conceptualization, Data curation, Formal analysis, Investigation, Methodology, Validation, Visualization, Writing – original draft, Writing – review & editing

Affiliation Brunel Business School, Brunel University London, Uxbridge, London, United Kingdom

Roles Conceptualization, Data curation, Investigation, Methodology, Resources, Validation, Visualization, Writing – original draft, Writing – review & editing

Affiliation Universidad Espíritu Santo, Samborondón, Ecuador

Roles Conceptualization, Data curation, Formal analysis, Resources, Software, Validation, Visualization, Writing – original draft, Writing – review & editing

Affiliation Facultad de Economía y Empresa, Universidad Católica de Santiago de Guayaquil, Guayaquil, Ecuador

Roles Conceptualization, Data curation, Investigation, Resources, Visualization, Writing – original draft, Writing – review & editing

* E-mail: [email protected]

Affiliation Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y Humanísticas, Guayaquil, Ecuador

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  • Tahani Hassan, 
  • Mauricio Carvache-Franco, 
  • Orly Carvache-Franco, 
  • Wilmer Carvache-Franco

PLOS

  • Published: March 30, 2023
  • https://doi.org/10.1371/journal.pone.0283720
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Table 1

Religious tourism is a growing sector of the tourism market because of the many social and cultural changes in the 21st century. Pilgrimage centers worldwide are considered important at the levels of religion, heritage, and culture of tourism. Despite the popularity of journeys to pilgrimage centers and their global importance, there is still a lack of knowledge about the dimensionality and impact of socio-demographic factors on visiting these centers. This study aims to (i) establish the motivational dimensions of the pilgrimage to Mecca (ii) identify the relationship between socio-demographic aspects of pilgrims and the motivation (iii) determine the relationship between socio-demographic aspects of pilgrims, satisfaction, and loyalty. The research was carried out on pilgrims who had visited Mecca. The sample consisted of 384 online surveys. Factor analysis and multiple regression method were applied to a analyze data. The results show three motivational dimensions: religious, social, and cultural, and shopping. Additionally, there is evidence of a relationship between age, marital status and average daily expenditure per person with some motivational variables. Similarly, a relationship was found between average daily expenditure per person and other variables such as satisfaction and loyalty. This study helps tourism companies pay attention to pilgrims’ the socio-demographic characteristics of and match them with their motivation, satisfaction, and loyalty during the planning process.

Citation: Hassan T, Carvache-Franco M, Carvache-Franco O, Carvache-Franco W (2023) Sociodemographic relationships of motivations, satisfaction, and loyalty in religious tourism: A study of the pilgrimage to the city Mecca. PLoS ONE 18(3): e0283720. https://doi.org/10.1371/journal.pone.0283720

Editor: Vincenzo Basile, University of Naples Federico II: Universita degli Studi di Napoli Federico II, ITALY

Received: November 25, 2022; Accepted: March 15, 2023; Published: March 30, 2023

Copyright: © 2023 Hassan et al. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Data Availability: All relevant data are within the paper and its Supporting Information files.

Funding: The authors received no specific funding for this work.

Competing interests: The authors have declared that no competing interests exist.

1. Introduction

Religious tourism is a growing form of travel due to the many socio-cultural changes taken place, including globalization, transport development, and commercialization [ 1 ]. Religious tourism is the journey to sacred sites to meet the religious and spiritual needs of the tourists traveling to those destinations [ 2 – 5 ].

The most common form of religious tourism is a pilgrimage which involves practices of the religion such as Hajj to Mecca in Islam, pilgrimage to the ministry of Jesus and sites associated with saints for Christians, pilgrimage of Jews to the City of Jerusalem, and pilgrimage of Buddhists to temples and the Ganges River which occur at specific times of the year [ 3 ].

Traveling to religious destination is influenced by tourist’s motivations. Those reasons are why tourists to visit the site [ 6 ]. Generally, motivations are defined as the reasons behind visiting a specific destination which has a relevant effect on the design, promotion and planning of travel destination [ 7 , 8 ]. Religious tourism is generally divided into religious motives such as worship and secular motives, including cultural motives, relaxation motives, pleasure-seeking motives such as shopping, seeing old historical sites, having peace, and spending times with family and friends [ 9 ]. Previous studies found that religious tourists’ motivation can be influenced by three other factors: socio-demographic characteristics, satisfaction, and loyalty. First, tourism socio-demographic aspects of are tourists’ properties or attributes of such as gender, age, educational level, job, income, region, and nationality [ 3 , 10 ]. It is crucial to study those aspects because of their role in explaining the differences in tourists’ lifestyles and travel motivations hand and their impact on the tourists’ demand and tourism services [ 10 – 12 ]. The socio-demographic characteristics of tourists were also found to have a significant impact on families’ travel plan, behaviour, and expenditures [ 13 ]. Second, satisfaction addresses how the destination matches the needs of tourists [ 14 ]. Third, loyalty to a tourist destination refers to the willingness to recommend the destination to other people and make a future revisit [ 15 ]. Tourists’ satisfaction and loyalty are essential considerations for tourism marketers in improving the quality and services of tourist interests and ensuring a delightful experience at a destination [ 14 ].

The pilgrimage to Mecca is one of the most important religious events in the world due to the gathering of millions of people from all over the world in the Holy city of Mecca in Saudi Arabia during a specific time of the year to perform Hajj [ 16 – 18 ]. However, the pilgrimage to Mecca takes two forms: Hajj and Umrah. The Hajj takes place in the last month of the Islamic calendar, and it is obligatory for every Muslim once in life, whereas the Umrah is performed at any time of the year [ 19 , 20 ]. During the visit to Mecca, Muslims pray in the Grand Mosque (Masjid al-Haram) and visit religious sites such as Safa and Marwa Mountain in order to pray, find peace, happiness and follow Prophet Muhammed (PBUH) on his last visit to Mecca [ 21 ].

A careful look into the previous studies about religious tourism showed a paucity of studies about the relationship of socio-demographic factors with motivation, satisfaction, and loyalty among pilgrims to religious sites. Studying this interrelationship is vital for preparing tourism plans, improving services, accommodating pilgrims, and meeting their needs since they will be satisfied and repeat their visits in the future. Thus, the objectives of this study are to (i) establish the motivational dimensions of the pilgrimage to Mecca (ii) determine the relationship between socio-demographic aspects of pilgrims and their motivation (iii) identify the relationship between socio-demographic aspects of pilgrims, satisfaction, and loyalty.

2. Literature review

2.1. motivations in religious tourism.

Religious tourism is an old form of tourism that appears and developed with the religions throughout history [ 22 ]. Religious tourism is s the visit to a specific destination, and it includes three categories: (1) sites of high value that attract large numbers of tourists such as cathedrals, (2) religious festivals and (3) pilgrimages shrines [ 23 ]. Furthermore, Nyaupane et al. [ 24 ] ascertained those visitors to religious sites tend to travel with their families or organized groups during specific seasons influenced by climate, holidays, work schedules, and ceremonies. Pilgrimage, the most common form of religious tourism, is a practice in some religions such as Islam, Christianity, Buddhism, and Hinduism [ 3 ].

Previous studies about tourists’ motivation agreed on two types: push and pull motives. Push motives are tourists’ internal desires for having fun, relaxation, family bonding, social interaction, knowledge seeking, and enjoying challenges. Pull motives are external factors that attract tourists to travel to a particular destination, including the historical, cultural and environmental qualities and attributes [ 25 – 29 ].

Studies have identified different motives for religious tourism. These motives include the need to search for life meaning and develop personal values [ 1 ]. Thus, people travel to religious sites to search for the meaning of life, spend time with family and friends, visit historical and cultural place, and relax [ 30 , 31 ]. These motives are classified into three main groups: religious, touristic, and recreation [ 32 ]. However, previous studies showed that motivations vary according to the type of the religious site. For instance, churches are considered cultural buildings visited for less religious reasons. Hence, churches are visited for historical and cultural motives more than religious ones [ 33 – 35 ]. Concerning Buddhist sites, few studies explored tourists’ motives. Scholars found push motives such as religious belief and mental relaxation and pull motives such as seeing the architecture, cultural enjoyment, and history [ 36 , 37 ]. Finally, for Muslim pilgrims to Mecca, their motives are not limited to religion. Other motives include praying in the Masjid al-Haram (The Great Mosque of Mecca), leisure, shopping, and benefitting from the Islamic tourist packages [ 38 , 39 ].

Regarding the nature of the pilgrims and their motivations. For Muslims, Luz [ 40 ] stated that there are a variety of reasons why Muslims travel to Mecca and Medina in Saudi Arabia for pilgrimage. The benefit of receiving forgiveness of sins is the primary incentive for praying in Masjid al-Haram (The Great Mosque of Mecca) and Masjid-e-Nabawi in Medina. Finding love and pleasure is the second justification. Because of their devotion to the Prophet Muhammad, who visited these locations, Muslims make pilgrimages to Mecca. In order to express their love for the Prophet, Muslims appreciate and cherish certain locations. Third, Muslims travel there on pilgrimages, which enables them to respect other travellers’ cultural and ethical beliefs as well as their own. These travellers come to perform the Hajj in Mecca and to see Masjid-e-Nabawi in Medina [ 21 ].

In Christianity, churches are regarded as cultural sites in Western nations and are frequently visited by tourists [ 35 ]. Tourists are more likely to visit churches for historical and cultural reasons than for religious ones, according to several UK surveys [ 41 ]. A similar analysis of English visitors to Chichester Cathedral by Gutic et al. [ 33 ] revealed that history, architecture, and curiosity were the primary motivators. However, spiritual motivations like prayer or inner serenity were less significant. St. David’s Cathedral in Wales was researched by [ 42 ] who agreed that people go to the cathedral to learn more about the national heritage.

Regarding Buddhism there aren’t many studies on Buddhists sacred sits that examine the motivations behind visiting Buddhist locations. For instance, Bodhgaya, an Indian Buddhist site, was researched by Piramanayagam et al. [ 37 ] in 2021. Three factors were discovered by this study: religious convictions, history, architecture and culture, and service quality. They claimed that the best reason to travel to Bodhgaya was due to the caliber of the services offered. Religious convictions and mental rest were identified as driving motives in Wang et al. [ 36 ]’s study on religious tourism motivation in Buddhist Mountain (China), whereas cultural enjoyment was identified as an attracting factor. The aforementioned discussion confirmed that there is a difference among religions in regard to their motivations to visit religious sites. This could be attributed to the difference of beliefs and the nature of these religions.

2.2. Socio-demographic aspects and motivations in religious tourism

Religious tourism is studied from the socio-demographic aspect. However, research on this relationship is scarce, and it needs to be studied to understand these concepts better and improving the services to the pilgrims of those sacred sites. Studies found a difference between men and women in travelling for religious tourism [ 23 ]. For instance, visits to saints and the cult of the Virgin Mary are known for recovering from illnesses, disease protection and resolving infertility; thus, these sites are more visited by women than men. For example, many visitors to European Marian shrines are female women pilgrims who make vows for health issues related to them or family members, especially children [ 12 ]. Similarly, most pilgrims to Mecca are male because of travel gender limitations between men and women [ 43 ]. Variations are found in the relationship between socio-demographic aspects and motivation in religious tourism. For example, Vistad et al. [ 44 ] studied pilgrims’ visits to Nidaros Cathedral in Trondheim, Norway, and found no motivational differences among pilgrims based on their level of education whereas the Homeland/ region influences nature knowledge and joy motivations that more important to European pilgrims than to Norwegians. Being in solitude is more important to European and German pilgrims than to Norwegians. The study showed that being in solitude is less important for inexperienced pilgrims. Finally, experienced pilgrims are more religiously motivated than less experienced ones. Hence, pilgrims’ socio-demographic aspects of significantly impact their motivations to travel to sacred destinations. Pillai et al., [ 45 ] investigated the pilgrims who visited the 17th Exposition of St Francis Xavier’s holy relics, a Christian religious event in Goa, Indonesia and found no relationship between pilgrims’ motivation and their demographic aspects except age. Another study conducted by Liro [ 1 ] about the Roman Catholic sanctuaries in Poland found that demographic aspects have a significant impact on religious tourism. Women are more motivated to travel, pray and participate in cultural events than men. This study also found a difference between the travel motives of Polish, and foreign visitors. Polish and foreign tourists were motivated for praying and pilgrimage whereas foreign visitors of these sacred sites as part of their sightseeing in the region. Finally, in terms of gender, older people are more religiously motivated than young ones.

Studies about the relationship between sociodemographic aspects and motivations of pilgrims are not conclusive and lead to different results. Thus, further investigating the relationship between socio-demographic aspects and motivations among pilgrims could provide knowledge about their travel preferences. This study could also assist the religious tourism market plan future trips to fit pilgrims’ motivations and their socio-demographic characteristics.

Therefore, based on the discussed arguments, the following research question is derived:

Q1: What is the relationship of socio-demographic aspects with motivation to visit Mecca?

2.3. Socio-demographic aspects related to satisfaction and loyalty in religious tourism

Satisfaction is essential for tourists’ companies to successfully market destinations and improve their quality of services and products. Satisfaction is crucial for improving the destination image [ 46 , 47 ]. Furthermore, satisfaction can provide forecasts for the loyalty to a particular destination and the desire of the tourists to return to that destination [ 48 ]. In general, tourism satisfaction is the positive feeling about the expectations and the perceived benefits that tourists express after travelling [ 49 ]. Another crucial element in tourism is loyalty which is essential in improving the travel destination image through positive word of mouth. Loyalty is the repetition of visit to a destination and visitors’ recommendations of the destination [ 50 ]. Regarding religious tourism, satisfaction is the degree to which the destination matches the need of the tourist [ 51 ]. Loyalty in religious tourism is overall feeling about the visit, the recommendation of a destination to other people and the intention to revisit the destination in the future [ 51 ].

Empirical studies of the relationship between socio-demographic aspects and pilgrims’ satisfaction showed different results. For instance, age, gender, occupation and academic status do not significantly affect on satisfaction among Malaysian Hajj (Pilgrims to Mecca) [ 52 ]. Conversely, Joseph et al., [ 53 ] found that satisfaction varied among pilgrims to Sabarimala hill temple, Kerala State of India. The researchers found that pilgrims from the agriculture sector have a high level of satisfaction. Pilgrims with high and low income are more satisfied than those with average income. Another study about tourists participating in the “Saint Parascheva” pilgrimage, Romania, found that age variable is the only one among socio-demographic aspects that influenced the pilgrims’ satisfaction, which is attributed to the high level of faith among them [ 54 ]. Moreover, religious tourism does not indicate a relationship between sociodemographic variables and loyalty. For example, a study about the antecedents of tourist loyalty in Jammu and Kashmir, India, found that gender moderates the effect of destination image on the satisfaction and loyalty of tourists [ 55 ]. Hence, we can infer that socio-demographic aspects may relate to satisfaction and loyalty. However, this relationship may vary from one socio-demographic aspect to another.

Therefore, we propose that socio-demographic aspects of pilgrims may affect their satisfaction and loyalty:

Q2: What is the relationship between socio-demographic aspects of pilgrims and satisfaction?

Q3: What is the relationship between socio-demographic aspects of pilgrims and loyalty?

3. Study area

Mecca is located in the West of Saudi Arabia near the city of Jeddah. Muslims are obliged to visit Mecca once in their life to perform Hajj during the period of 8 to 12th Dhu al-Hijjah (the last Islamic month). Muslims also visit Mecca to perform Umrah, a non-compulsory ritual that can be performed any time of the year [ 56 ]. Travelling to Mecca stems from the fact that performing Hajj is the peak of the Muslim pilgrims’ religious life, and it is a representation of the Muslim principles of unity and equality since pilgrims to Mecca perform the same rituals and wear the same cloths [ 40 ].

Visiting the holy city of Mecca involves several Islamic sites to perform Hajj or Umrah. The most important is the Great Mosque of Mecca (the Masjid al-Haram), where Muslims must circumambulate the Kaaba. Then, Muslims walk between the mountains of Safa and Marwah. Moreover, Muslims can visit other sacred sites, including Maqam Ibrahim (the stone where Abraham stood when building the Kaaba) and Jable Al- Nour, where Prophet Muhammad received the first revelation in Hera Cave [ 21 ]. Pilgrims can visit cultural sites like the Mecca Museum and an exhibition of two sacred mosques while on their trip to Mecca. Al-Zahir Palace was originally known as the Mecca Museum. It has an exhibit on Islamic calligraphy, a chamber dedicated to Islamic art, and a collection of pre-Islamic era archeological finds. The ancient golden metal gate of the Ka’bah of Al Masjid Al Haram in Mecca and the Mosque of the Prophet in Medina are both on display in the Two Mosques Exhibition together with marble emblems, pillars, historical images, and other artifacts. The Ka’bah fabric was created in the Al-Kiswah (cloth of the Ka’bah) Factory. Visitors interested in antiques can also go to the Mecca auction. It offers a fantastic collection of jewels and ancient Arabic coins where people can place bids on the objects on exhibit. The Al-Zaher Palace Museum is another option for them. This museum displays artifacts from various Islamic historical periods in the region as well as the history of Mecca. It was built in an Islamic style in 1944. It was initially used by King Abdul Aziz as his Mecca headquarters, where he met representatives of Muslim pilgrims from all around the world. Then, it was changed into a museum dedicated to Islamic history. Pilgrims can visit the many eateries in Mecca for entertainment and shopping. Paradise Restaurant, which is near to Al Masjid Al Haram, is one of the eateries. It serves conventional cuisines and is open at night. Al Tazaj is another well-known eatery that is well-known throughout the kingdom of Saudi Arabia. It is renowned for serving a variety of BBQ dishes, including hamburgers. Tourists can visit Mecca Mall for shopping. It is a sizable shopping mall that provides families with a calm and welcoming atmosphere. It provides both domestic and foreign product brands, supermarkets, and eateries [ 57 ].

4. Methodology

This study has the objectives (i) to establish the motivational dimensions of the pilgrimage to Mecca, (ii) to identify the relationship between socio-demographic aspects of pilgrims and motivation (iii) to determine the relationship between socio-demographic aspects of pilgrims, satisfaction, and loyalty. Motivation, satisfaction, and loyalty were the dependent variables and sociodemographic factors were the independent variables analyzed. To achieve these objectives, the authors developed a questionnaire consisting of three sections for 18 years and above pilgrims. These sections are socio-demographic, visitor motivations, and satisfaction and loyalty to the visit. The socio-demographic part consists of 12 closed questions about the characteristics of pilgrims taken adapted from Lee et al. [ 58 ]. Section two is taken adopted from Pillai et al., [ 45 ] with a 5-point Likert scale ranging from 1 meaning not very important to 5 meaning very important. The Cronbach’s Alpha Coefficient of the motivation scale value reached 0.96, which means an acceptable internal consistency. Part three is about satisfaction and loyalty based on a 5-point Likert scale ranging from 1 means not very important and 5 means very important, and it is taken from Kim and Park [ 59 ].

Written informed consent was obtained from all participants in the questionnaires. This study is part of the Project ethically approved by the Research Dean of the ESPOL University. The questionnaire was prepared with Google Form. The authors conducted a pilot test of 25 surveys to validate the questions and find errors. After this pilot test, aspects of the wording of the questions were corrected so that they are better understood by the respondents.

The questionnaire was sent via WhatsApp in Bahrain, where most of the population are Muslims. The sample consisted of 384 valid surveys. The data collection period was from May to July 2021. A margin of error of +/− 5%, a confidence level of 95% and a variation of 50% were proposed. Then, data were organized, tabulated, and analyzed using SPSS Version 26 program. A factor analysis was applied to explain the relationship between the variables. The KMO index (Kaiser–Meyer–Olkin) and Bartlett’s test of sphericity were applied to know the appropriateness of performing factor analysis. The following stage used multiple regression to find the relationship between sociodemographic variables and the study variables (motivations, satisfaction, and loyalty). Only significant variables (p<0.05) were considered to find the relationship between variables.

5.1. Sociodemographic profile of the sample surveyed

The present study was carried out in Bahrain where the majority of its population are Muslims and make the pilgrimage to the city of Mecca. The sample in terms of its sociodemographic characteristics was made up of national tourists (13.8%) and foreigners (86.2%). Also, 76.3% of tourists were men and 23.7% women. About marital status, 71.1% were married, while 16.9% were single. Regarding age, the majority group of tourists was between 21 and 30 years old with 39.1%, followed by those between 41 and 50 years old with 29.2%. Regarding the educational level, university students constituted the largest group (60.7%), followed by tourists with completed secondary studies (29.4%). Regarding professional activity, private employees (44.3%) and state employees (29.7%) made up the majority of the occupational groups in the sample. Most of the tourists (48.2%) had returned to the city of Mecca for the second time, followed by those who had visited it more than four times (25.4%). The majority group wanted to travel with their families (76.8%), followed by those who wanted to travel with their friends (14.8%). Most of the tourists stayed in the destination for four days and three nights (28.1%), or three days and two nights (29.1%) Finally, 36.5% of tourists claimed to have spent between USD 60,01 and USD 90 per day, followed by those who spent between USD 30,01 and USD 60 per day, with 24%.

5.2. Motivations in religious tourism

Factor analysis has been carried out to reduce the items to a smaller number of factors that facilitate interpreting the results. The Varimax rotation method was used to order the factors with the high and low factorial loads. The factors found were represented by 82.92% of the total variance. Cronbach’s Alpha of factors was between 0.987 and 0.935. Factorial loads were between 0.507 and 0.939, so all factorial loads were above the critical value of 0.50 suggested by Hair et al. [ 60 ]. The KMO index was 0.90, indicating an excellent relationship between the variables. In addition, Barlett’s test of sphericity was significant (p<0.05), so the factor analysis model was adequate. The results are shown in Table 1 .

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https://doi.org/10.1371/journal.pone.0283720.t001

According to the table, the first dimension has been called "religious" and is related to religious motivations, including seeking peace, attending religious festivals, appreciating or experiencing the grandeur of the churches, and relieving daily stress. This dimension included 68.99% of the total variance, making it the most important concerning the other factors. The second dimension has been called "social and cultural" and was related to the motivations to satisfy my curiosity, fulfill a lifelong desire, experience a different culture, appreciate and experience ancient architecture, and accompany friends or family. This dimension corresponded to 10.16% of the total variance. In contrast, the third dimension is "shopping", and it was related to the motivations to buy religious items and local items. This dimension included 3.78% of the total variance.

5.3. Relationship between sociodemographic variables and religious and social, and cultural motivations

To analyze the most important predictors in the "religious" and "social and cultural" motivations, the authors used the Multiple Enter Regression technique. Table 2 presents the results.

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https://doi.org/10.1371/journal.pone.0283720.t002

In addition, there was no collinearity, with tolerance values between 0.7 and 1. No relationship was found between sociodemographic variables and "religious" motivation, so no sociodemographic variation has influenced religiously motivated tourists. Moreover, a negative relationship was found between "age" and "social and cultural" motivation (Beta = -0.158; p<0.002), so younger tourists were the most socially and culturally motivated. Likewise, a negative relationship has been found between "marital status" and "social and cultural" motivation (Beta = —0.301; p<0.000), so married tourists were the most motivated by social and cultural aspects. In addition, a negative relationship has been found between the "average daily expenditure per person" and the "social and cultural" motivation (Beta = —0.153; p<0.002), so the tourists who spent the least were the most socially and culturally motivated.

5.4. Relationship between sociodemographic variables and shopping motivation

A Multiple Enter Regression has been used to analyze the most important predictors in "shopping" motivation. The results are presented in Table 3 .

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https://doi.org/10.1371/journal.pone.0283720.t003

The regression model was significant in the F test (p < 0.05). There was no collinearity, presenting tolerance values between 0.7 and 1. A negative relationship has been found between age and motivation for shopping (Beta = -0.155; p<0.005), so younger tourists were the most motivated by shopping. These findings have answered the research question Q1: What is the relationship of socio-demographic aspects with motivation to visit Mecca?

5.5. Relationship between sociodemographic variables and satisfaction

A Multiple Enter Regression has been used to analyze the most important predictors of satisfaction. Table 4 presents the results.

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https://doi.org/10.1371/journal.pone.0283720.t004

The F test (p < 0.05) of the regression model was significant. Tolerance values were between 0.7, and no collinearity was found. Average daily spending per person and satisfaction (Beta = -0.131; p<0.011) presented a negative relationship, so the tourists who spent the least amount of money were the most satisfied. These findings answered the research question Q2: What is the relationship between socio-demographic aspects of pilgrims and satisfaction?

5.6. Relationship between sociodemographic variables and return and recommendation intentions

A Multiple Regression was used to analyze the most important predictors in return and recommendation. The results are presented in the Table 5 .

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https://doi.org/10.1371/journal.pone.0283720.t005

According to the results, the regression model was significant in the F test (p < 0.05), and there was no collinearity, presenting tolerance values between 0.7 and 1. A negative relationship was found between average daily expenditure per person and return intentions (Beta = -0.126; p<0.015). Likewise, a negative relationship was found between the average daily expenditure per person and the intentions of recommendation (Beta = -0.136; p<0.009), so that the tourists who spent the least were the ones who had the most intentions to return and recommend the destination.

5.7. Relationship between sociodemographic variables and saying positive things about destiny

To analyze the most important predictors in saying positive things about destiny, a Multiple Enter Regression has been used. The results are presented in the Table 6 .

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https://doi.org/10.1371/journal.pone.0283720.t006

F test (p < 0.05) of the regression model was significant. Tolerance values between 0.7 and 1 and no collinearity was found. The average daily expenditure per person and saying positive things about the destination (Beta = -0.156; p<0.003) revealed a negative relationship so the tourists who spent the least were the ones who said the most positive things about the destination. These findings answered the research question Q3: What is the relationship between socio-demographic aspects of pilgrims and loyalty?

6. Discussion

The first objective of this study was to establish the motivational dimensions of the pilgrimage to Mecca. The research revealed three motivational factors: religious, social and cultural, and shopping. This finding is in line with previous studies about religious tourism. Piramanayagam et al., [ 37 ] identified the following motivational factors for visiting the Buddhist site of Bodhgaya: religious belief, architecture, culture, history, and service quality. Liro et al., [ 32 ] found that the visitors’ motives of the pilgrimage center in Krakow (Poland) are pilgrimage, prayers, enjoying a new place, participating in a cultural event, shopping, and business meeting. The contribution of this manuscript to the academic literature is by identifying three motivational factors for travelling to the holy city of Mecca.

Moreover, this study pointed out that religious motives are the most relevant factors for a visit, followed by non-religious motives such as social and cultural motives and shopping. For example, Božic et al. [ 61 ] study of Vujan Monastery (Serbia) found that visitors’ motives are divided into two types: Religious (seek for forgiveness, show and express love towards God, pilgrimage, pray at the tomb of saint and healing) and secular (cultural value, see the architecture, historical value and enjoy the nature surrounding the monastery). Similarly, Rybina [ 38 ] found that pilgrims from Kazakhstan, Kyrgyzstan, Tajikistan, and Uzbekistan visit Mecca for both religious (show love towards God, seek forgiveness and grow spiritually) and secular motives (learn about the culture and history of the sacred site).

This study aimed to identify the relationship between pilgrims’ socio-demographics aspects of and motivations as a second objective. Results showed that religious motivation (such as seeking peace, attending the religious festival, experiencing the holy atmosphere, and having the chance to see Mecca) does not depend on socio-demographic variables. Regarding social and cultural motivation, a negative relationship was found between age and those motivations. Younger visitors were most socially and culturally motivated. A negative relationship was also found between marital status and social and cultural motives, so married tourists were the most motivated. Moreover, a negative relationship was found between the average daily expenditure per person and the social and cultural motivation, so those visitors who spent the least were the most motivated socially and culturally. Finally, a negative relationship was found between age and shopping motivation regarding shopping motive. Therefore, younger tourists were the most motivated by shopping. These findings differ from Vistad et al. [ 44 ] about motives of pilgrimage to Nidaros, Norway, who found that solitude and meeting the locals/local heritage were more important for men than women. Education had no impact on motivational dimensions. Region/homeland influenced some motivational dimensions such as nature (knowledge and joy) being more important to other European pilgrims than to Norwegians while being in solitude was important to other European and German pilgrims than Norwegians. In another study by Irimias et al. [ 12 ] about the motives of Hungarians pilgrims to travel to religious sites in general and their relationship with their socio-demographic characteristics, there was a difference among age groups. For example, senior visitors travel to places where they can see religious sites, which is less important for young ones. Regarding faith, the motive of visiting for learning was more important to religious travelers than non-religious. Similarly, Pillai et al. [ 45 ] studied the impact of socio-demographic aspects on motivations to travel to St. Francis Xavier’s Holy Relics in Goa. They pointed out that socio-demographic aspects (age, gender, income, marital status, and education) did not influence on motivations (Experience religion, social Exploration, escape, experience belief, and shopping) to travel except for age. They found that those aged between 40 to 49 indicated that escape from daily routine was the most important motivation for travelling to sacred destinations. The discussion showed no inclusiveness in the results about the influence of socio-demographic aspects on motivations to travel to sacred sites. Therefore, there was an instant need to clarify this relationship in different religious destinations. Another contribution of this manuscript to the academic literature was finding negative relationship between some motives and socio-demographic aspects of visitors especially age, marital status, and the average daily expenditure per person.

The last objective of this research was to identify the relationship between socio-demographic aspects and variables of satisfaction and loyalty. This study has found a significant negative relationship between average daily spending per person and satisfaction regarding socio-demographic variables and satisfaction. Those results differ from the previous studies. For instance, Ahmad et al. [ 52 ] studied the impact of demographic aspects on the customer satisfaction of Malaysia Hajj Pilgrims. They found that gender, age, occupation and academic background had no significant difference in customer satisfaction. In contrast, Tatarusanu, et al. [ 54 ] investigated participating in the Saint Parascheva pilgrimage organized annually by Metropolitan Cathedral in Iasi, Romania. They found that only age and faith significantly impacted on satisfaction among the socio-demographic aspects of the study (age, education, area, income, gender, and faith). Regarding age, pilgrims aged 61 and above had the highest level of satisfaction, whereas the lowest level was among those younger than 20 years old. Concerning faith religious visitors who participated in the rituals had a high level of satisfaction compared to those who did not participate on regular bases and those who had no faith and did not participate.

In terms of loyalty, there is a paucity of studies conducted about the impact of socio-demographic aspects on it. This study has investigated three aspects: return intention, recommendation, and saying positive things. Generally, this study found a negative relationship between the average daily expenditure per person and loyalty. In detail, a negative relationship has been found between average daily expenditure per person and return intention, recommendation intentions, and saying positive things about the destination. In other words, visitors who spent the least were the ones who tended to return to the same destination, recommend the destination, and say positive things about the destination. Similarly, Bhat and Ahmad [ 55 ] studied tourists Jammu city for pilgrimage. They found that gender moderated the effect of destination image on satisfaction and loyalty of pilgrims. Thus, further studies should be conducted to understand the socio-demographic aspects impact on loyalty and generalize the results. Another contribution of this manuscript to the academic literature is the absence of negative relationship between socio-demographic aspects and satisfaction and loyalty variables. This relationship was found in the average daily expenditure per person variable.

In conclusion, more studies that relate socio-demographic variables and motivations are needed because the results of the available studies did not lead to conclusive results. The available studies and this one found that age and average daily expenditure per person have significant impact on motivations to travel to religious places. Likewise, average daily expenditure per person positively impacted the satisfaction and loyalty of these tourists.

Furthermore, the study has practical implications. First, the behavior disparities between older and younger religious tourists should be considered by all parties involved in managing religious sites. Therefore, it will be beneficial for service providers to segment those visitors according to their socio-demographic characteristics to ensure better services which can affect their satisfaction and loyalty. Hence, tourism should make improvements focused on tourists motivated by religion and on young tourists with offers related to social and cultural and shopping. Likewise, it should focus on tourists who want to spend less, with offers related to the social and cultural aspects since these tourists are the most satisfied and have greater loyalty to the destination. Moreover, this study can help managers of those religious sites in planning and implementing strategies that promote the importance of the religious site and enhance its position as a visitor’s attraction destination. Managers, marketers, and government representatives should advertise Mecca as a cultural and shopping hub in addition to a spiritual location. This announcement can be accomplished by promoting cultural events and Mecca retail areas like Souq Okaz (an old market that used to be hosted). Souq Okaz was recently recovered, and it has an array of cultural events including literary readings, exhibits of arts and crafts, and presentations. Other festivals and events can be organized throughout the year since lots of visitors visit Mecca around the year.

7. Conclusions

Religious tourism is a growing sector of the tourism market because of the many social and cultural changes in the 21st century. The interest in studying religious tourism stems from the fact that people live these days in a fast stead life resulting from the many changes in societies and thus tend to seek for calmness and spiritual growth. Pilgrimage centers worldwide are considered necessary for religious, heritage and cultural tourism. Despite pilgrimage centers’ popularity and increasing global importance, there is still a lack of knowledge about their dimensionality and impact of socio-demographic factors on the visit to these centers.

Among the main results of this study, we found three motivational dimensions for visiting the holy city of Mecca: religious, social and cultural, and shopping. Regarding socio-demographic aspects and motivations, the study found no relationship between those aspects and religious motivations. Concerning social and cultural motivation, a negative relationship has been found between socio-demographic variables (age, marital status, and average daily expenditure per person) and social and cultural motivation. Thus, younger tourists, married tourists, and tourists who spent less money were the most motivated by social and cultural aspects. Similarly, a negative relationship has been found between age and motivation for shopping. Thus, younger tourists were the most motivated by shopping. Moreover, this study found a negative relationship between average daily spending per person and satisfaction, so the tourists who spent the least were the most satisfied. Regarding loyalty, the authors found a negative relationship between average daily expenditure per person and other variables such as return intentions, recommendation intentions, and saying positive things about the destination. Hence, the tourists who spent the least were the ones who had intentions to return, recommend and say positive things about the destination.

Theoretically, the results mark a significant development in the investigation of Muslim tourists. Past research has focused mainly on the general motivation of the tourists with little significance attached to the Muslim family tourists, representing extensive and growing segments in tourism businesses. This study provides evidence for the experience effect by showing how respondents’ ages, marital status, and average daily expenditure per person affect the motivation of Muslim family visitors. Most importantly, this study is the first one that investigated the motivations, socio-demographic aspects, satisfaction, and loyalty of visitors to the holy city of Mecca since studies about those variables related to Islamic holy sites are scarce. Therefore, this study opens new doors for similar studies in the Islamic world and facilitates the understanding and nature of those destinations and visitors. This study discovered that socio-demographic factors significantly impacted visitor motivations, satisfaction, and loyalty particularly age and average daily expenditure per person. Findings provide significant knowledge to the literature on consumer behavior, Islamic tourism, motivation, satisfaction, and loyalty. This study strongly contributes to the academic literature because it is the first one that focused on Muslim family tourists to the city of Mecca in terms of their motivations, socio-demographic aspects, satisfaction, and loyalty.

The results of this study offer some important managerial implications to the marketers and authorities of the holy city of Mecca. It recommends that officials increase the religious motivations of these travelers by periodically researching their needs and organizing services to suit their desired spiritual experience. The results of this study could give the municipal of the city of Mecca insights of what motivates pilgrims to visit the holy destination of the Grand Mosque and this could encourage government to set strategies to ensure a better hosting of travelers. Also, to improve the social and cultural part, travel agencies and tourist companies to Mecca should promote social and cultural motivation among travelers in an appropriate way by providing service packages that involve visits to cultural and social sites such as museums and cultural centers. Also, to increase motivations for shopping, holy cities such as Mecca could build more shopping malls, traditional markets and restaurants offering high-quality local and international products, especially religious ones such as the Holy Quran, the rosary and dates. It could increase travelers’ satisfaction, make them prone to repeat visits, and recommend the destination to others. Services and activities in the city of Mecca should be varied to meet the different needs of different age groups, marital status, salary etc. Additionally, to enhance the social and cultural component, travel agents and tourism businesses in Mecca should appropriately encourage social and cultural motivation among visitors by offering service packages that include trips to social and cultural venues such museums and cultural centers. Additionally, holy places like Mecca might construct more malls, traditional markets, and restaurants that sell high-quality regional and worldwide goods, particularly religious ones like the Holy Quran, the rosary, and dates, in order to improve the motivation for shopping. It might boost visitors’ contentment, encourage them to return, and encourage them to recommend the place to others. Mecca’s services and events should be diverse to fulfill the requirements of people of all ages, marital statuses, income levels, and other categories.

This study has some limitations that should be taken into consideration. This research focuses on the visit to the holy city of Mecca. Other Islamic cities such as Najaf, Karbala, Mashhad Cairo, and Damascus can be investigated. In the future, other Islamic cities and mosques can be studied and the motivations for visit among them may be compared. However, this study’s main emphasis was the socio-demographic factors, motivations, satisfaction, and loyalty variables were the of. It will be necessary for the future to study additional factors, such as Islamic hospitality, Islamic tourist cultural values, Islamic beliefs, Islamic entertainment, Islamic morals, cultural variations, and how Muslims view tourism to improve Islamic tourism concepts globally. Data collection took time during spring. Thus, the impact of seasonality on the visit to the holy City of Mecca should be studied. Finally, because each country has its economic level, education, and age circumstances, the study’s context (Bahrain) limits the results’ generalizability to other countries for future research. Consequently, there can consequently be no inference regarding the findings’ applicability outside these situations. Moreover, using a country besides Bahrain aids our understanding, of why Muslims travel under specific circumstances.

Supporting information

S1 file. survey on the motivations to visit mecca..

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https://doi.org/10.1371/journal.pone.0283720.s002

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  • 57. TripAdvisor. https://www.tripadvisor.com/Attractions-g293993-ActivitiesMecca_Makkah_Province.html (Accessed on 5 March 2022).

Wander-Lush

World’s Best Cultural Tourism Destinations: 30 Cultural Trips to Take This Year

Discover the best cultural trips and immersive travel experiences our world has to offer. From Southern India to the High Arctic, here are the top 30 countries and regions for cultural tourism this year .

With many of us now on the lookout for deeper and more meaningful travel experiences , cultural tourism – travel that prioritises learning about and appreciating different ways of life – has never been more appealing.

Immersive cultural experiences give travellers an opportunity to see the world from a different perspective, form meaningful relationships, and develop new skills. They can also open the door to a slower, more sustainable type of travel that has benefits for local communities and a lighter impact on the planet.

Whether you’re a seasoned cultural traveller researching for your next trip or you’re interested in getting off-the-beaten-track but aren’t sure where to start, I hope this guide to culture and travel offers you some food for thought!

I also suggest reading these tips for socially responsible travel for advice about engaging with different cultures in a sensitive and mindful way.

Please note: This post contains affiliate links, meaning I may earn a commission if you make a purchase by clicking a link (at no extra cost to you). Learn more.

This post may contain sponsored links for which I received compensation.

What is cultural tourism?

Cultural travel is as broad and multifaceted as culture itself – it’s difficult to pin down, and highly subjective. For me, cultural tourism is a kind of travel that prioritises activities and experiences designed to immerse you in a way of life that differs from your own.

It might involve consuming tangible cultural products (museums, archaeological sites, food , tea ) or encountering intangible cultural elements (rituals, performances, processes). As well as art, literature, religious monuments and the like, it also encompasses ways of living, values and beliefs – both historical and contemporary.

It’s almost impossible to avoid local culture when you travel. No matter your motivation, it’s inevitable that you’ll end up experiencing some aspect of local culture, even if it’s something as simple as eating local cuisine or learning a few words of the language.

Apart from these incidental encounters, cultural tourism represents a more concerted effort to engage with local culture through specialised activities. In the same way an adventure traveller might seek out a particular hiking route, for example, a cultural traveller might plan their trip around a festival.

Cultural vacations might involve:

  • Learning a new skill, for example through a cooking class or craft workshop
  • Attending a local festival or event
  • Participating in a ritual or ceremony
  • Eating local food
  • Staying with a family at a homestay
  • Immersing yourself in the local community by teaching English as a foreign language
  • Visiting a community-based tourism project
  • Visiting World Heritage Sites and immersive museums
  • Taking a locally guided tour

There’s lots more to cultural trips (as you’ll soon see), but these are some of the common elements we tend to associate with this genre of travel.

Practicing Hmong embroidery at a homestay in Sapa, Vietnam.

Pros and cons of cultural travel

Cultural travel is almost a guaranteed way to enrich your experience as a tourist. But it’s worth noting that this type of travel has both benefits and downsides for host communities.

Cultural tourism helps to encourage the preservation of culture and heritage by keeping endangered traditions alive. There might be little demand for heritage handicraft skills, for example, but outside interest (and an opportunity to earn an income) could be enough to safeguard a tradition that might otherwise have been lost.

By the same token, cultural tourism can incentivise better protections for physical heritage sites, ensuring that monuments and the like remain accessible for future generations. Cultural tourism can have far-reaching social impacts and environmental benefits when it gives rise to new social enterprises, local businesses and women-led ventures geared towards giving tourists an immersive experience.

On the other hand, there’s always a question mark around authenticity when it comes to cultural travel. If a ritual is performed for the benefit of outsiders, does it lose its meaning? Commodification of culture for tourism is a serious issue that impacts many communities and can be damaging to social and economic development more broadly.

Cultural tourism often involves travelling to more remote areas, which introduces a whole host of other pros and cons. A road constructed for the benefit of tourists is also new infrastructure for the community – but it might speed up globalisation and cultural erosion, while the very presence of tourists can worsen environmental pollution or cause rifts between different social groups.

These are complicated issues. Personally, I think cultural exchange is one of the most important aspects of travel and when managed properly and in a way that actively involves communities, the benefits can outweigh the drawbacks.

Top 30 countries & regions for cultural trips

There’s not a town, city, county or region in the world that doesn’t have something amazing to offer in terms of local culture. This makes it very hard to pick the ‘best’ places for cultural tourism.

However, each of these 30 hand-picked destinations stands out for its extravagant festivals and celebrations, rich cuisine and heritage handicrafts that give travellers a window on culture, heritage and the local way of life.

At the end of the list, you’ll find my top tips for having a more culturally immersive travel experience no matter where in the world you go.

Cultural destinations in the Americas

Antioquia Department, Colombia • Cuba • Ecuador • Big Island of Hawaii, USA • Orleans Parish, USA • Oaxaca, Mexico

Colombia’s Antioquia Department – for pueblos, bandeja paisa & Botero

A woman looks out the window of her colourful house in Jerico, Colombia.

A melange of Indigenous traditions and colonial influences, there are few destinations in the world more culturally vibrant or intriguing than Colombia.

Antioquia Department in the north-west – with the city of Medellin as its capital – has become one of the most popular destinations in the country for tourists, beloved for its exquisite landscapes, colourful small towns and coffee farming heritage.

Along with several other departments, this part of Colombia is home to the Paisas , a self-defined cultural group whose name is derived from a Spanish word meaning ‘countryman’. They speak their own dialect, eat their own cuisine, and pass down their culture through a rich tradition of music and folklore.

Modern-day Antioquian culture is defined by the region’s artists, writers and poets. And then there’s the city of Medellin itself, which has undergone a huge transformation in recent years and is now considered one of the country’s main cultural hubs.

Top cultural experiences in Antioquia

Eat Paisa cuisine: One of the biggest joys of visiting Antioquia is experiencing the food scene. Paisa cuisine is heavily influenced by the topography and way of life in the Colombian Andes – carb-heavy dishes that feature beans, rice and maize are designed to fuel bodies for back-breaking work on the land. Bandeja Paisa is by far the most popular traditional dish and a must-eat in Medellin. The Antioquian version of a ploughman’s lunch, it consists of carne asada (grilled steak), chicharrón (crispy pork rind), rice and red beans served with a slice of avocado, fried plantains, a fried egg and a corn arepa on the side. It’s not for the faint hearted!

Visit a pueblo : Colombia is renowned for its small towns with colourful painted facades and pretty flower boxes. Antioquia is home to some of the loveliest pueblos in the country, including  Jardin , Jericó and Santa fe de Antioquia, to name but a few. Developed during Spanish times, most follow the same basic town plan: A public square, a market, a church, and rows and rows of houses built in the region’s vernacular style. If you’re short on time, Pueblo Paisa in Medellin is a model village in the heart of the capital.

Shop at the San Alejo Handicraft Market: If you happen to be visiting Medellin on the first Saturday of the month, don’t miss this unique opportunity to see Colombia’s handicraft traditions on display. Vendors from across the region descend on the city to sell traditional products, including woven Wayuu bags, and artisanal foods. You can chat to the vendors and watch live demonstrations to see how these Indigenous handicrafts are produced.

Visit Comuna 13: A locally guided tour of Medellin’s Comuna 13 will allow you to delve into the city’s tumultuous recent past in a respectful and mindful way. This collection of once-notorious city neighbourhoods has become a symbol for the nation’s transformation and cultural revitalisation. Street art, music and other expressions of local creativity are all on display for visitors to enjoy.

Cuba – for Mambo, classic cars & casas particulares

A colourful car parked in front of brightly painted houses in Cuba.

The native Taino Indians called their beautiful island Cubanacán. When the Spaniards arrived in 1511, they shortened it to ‘Cuba’ and claimed it for Spain, labelling it “the most beautiful land human eyes have ever beheld.”

Ethnically, the country is a vibrant mix of Europeans, Africans brought over as enslaved workers throughout the 1700s, and a large group of Chinese imported as indentured servants. Sadly, the original inhabitants have largely disappeared.

On December 31, 1959 the Cuban Revolution succeeded in converting the country into a communist nation. Since then – and due to the mutually adversarial relationship with the United States – the island nation has existed in semi-isolation, frozen in time.

The cars that roam the streets are the same classic American models from the 1950s, and the frequently crumbling buildings have enjoyed little renovation.    

Despite Cuba’s trying history, the spirit of the people lives on and in its rich and celebrated culture. Before you go, learn the dos and don’t of visiting Cuba . 

Top cultural experiences in Cuba

Dance the night away at a musical venue: Cuba is the birthplace of dozens of musical genres including Mambo, Cha-Cha-Cha and Afro-Cuban Jazz. These Afro-European genres have contributed and enriched music categories around the world. Be sure to experience one of Cuba’s world-famous carnivals and Jazz Festivals.

Overdose on art and architecture: With nine UNESCO World Heritage sites and an amazing collection of museums, Cuba is a culture vulture’s paradise. Most are found in the capital city of Havana, but you also find little gems in the second city, Santiago de Cuba, and the perfectly preserved colonial city of Trinidad. Cuba’s architecture ranges from Spanish colonial and French Baroque to 1920s Art Deco. Visit the Museum of Fine Arts in Havana and the Bacardi Museum in Santiago to start; but don’t miss the quirky Rum Museum or the delectable Museum of Chocolate either.

Stay at a Cuban homestay: These Airbnb-type experiences are called ‘ casas particulares ‘. This is your opportunity to live with a Cuban family and delve into the culture.

Go hiking: Cuba’s national parks, biosphere reserves and 1,500 miles (2,400km) of coastline provide an opportunity to experience the outdoor culture.

By Talek from Travels With Talek

Ecuador – for jungle homestays, festivals & colada morada

The streets of Quito, Ecuador.

A country with just over 17 million people, Ecuador is an extremely culturally diverse nation and a cultural tourism destination that should not to be overlooked.

Retaining a strong influence from Spanish colonisation, with widely-celebrated Catholic festivals and traditions, there is also a diverse mix of Andean Indigenous groups and traditions that dominate the mountainous centre of the country. In the east, the influence of various Amazonian Indigenous groups and their traditions is strong.

The coast of Ecuador, meanwhile, is marked by African influence from the cultures of enslaved peoples brought during colonisation.

With such a diversity of cultures – each with their own festivals, traditional foods and more – there are plenty of immersive experiences to partake in across the country that make a trip to Ecuador a must for any cultural traveller.

Top cultural experiences in Ecuador

Visit a remote community in the Amazon rainforest: One of the most popular and fascinating cultural experiences for travellers to Ecuador is to visit an Indigenous community to learn about and experience the rich traditions. Even a jungle tour of the Amazon on a budget can be tailored to include a visit to an Indigenous community, where you’ll learn to make traditional dishes and beverages such as chicha . Tribes deeper in the Amazon that welcome visitors often offer more in-depth cultural experiences including homestays, ritual cleansings, or even ayahuasa retreats.

Celebrate Easter in Ecuador: In addition to the Indigenous traditions in Ecuador, there are many popular celebrations from the Catholic tradition that travellers can partake in. Easter celebrations during Holy Week include Quito’s parade, known as the Procesión Jesús del Gran Poder, which features thousands of purple-hooded devotes carrying crosses and statues. Make sure you enjoy a bowl of traditional Fanesca , a rich and creamy soup made with 12 grains representing the 12 Disciples.

Dress up for Día de los Difuntos : Another cultural celebration with Indigenous roots is the Día de los Difuntos or ‘Day of the Deceased’, marked on November 2nd. Ecuador celebrates by honouring the dead and visiting cemeteries. Celebrations also include preparing and eating guaguas de pan , bread in the shape of a baby filled with fruit jam, and drinking colada morada , a thick, sweet drink made with berries and fruit and thickened with blue corn flour before being served warm. These delicious treats are sold in bakeries across the country for at least a month prior to the festivities. The largest celebrations are held in Indigenous communities such as Otavalo in Northern Ecuador.

By Carley from Home to Havana

The Big Island of Hawaii – for palm weaving, stargazing & petroglyphs

Traditional Hawaiian totems on the beach.

The natural abundance of the Big Island of Hawaii, the largest island in the Hawaiian archipelago, is nothing short of spectacular. With eight different climate zones, three active volcanoes, and the most mesmerising waterfalls and beaches in different shades, there’s a wealth of diversity to explore on the Big Island .

This unique natural setting is also home to several important cultural sites. After all, this is the Hawaiian island where the first Polynesian settlers arrived, where the first ruler of the Kingdom of Hawaii, King Kamehameha the Great, was born, and where the European explorers first arrived.

With such a rich heritage, it comes as no surprise that Hawaiian culture is still very much alive on the Big Island. Here are some experiences that allow you to explore the island’s heritage.

Top cultural experiences on the Big Island of Hawaii

Take a self-guided tour of the Pu’uhonua o Hōnaunau National Historical Park: Just south of Kailua-Kona, there’s a site where the royal family and their warriors once lived. It’s very well preserved and you can still see the thatched huts, an ancient temple, wooden carvings and fishponds. But this site was more than just a royal retreat: When Hawaiians broke the law or kapu , they were condemned to death. The only option to escape their fate was reaching this sanctuary, known as the Place of Refuge. You can visit this intriguing site on a self-guided tour.

Learn the traditional Hawaiian art of weaving palm fronds: In the Hawaiian craft known as lau niu , the leaves of the coconut palm were used to thatch roofs, create baskets and even hats. There’s a handful of workshops where you can learn this traditional craft from a professional weaver. Not only does it make for a unique experience, it also allows you to craft your own handmade Hawaiian souvenir.

Go stargazing at Maunakea: In Hawaiian culture, the dormant Maunakea volcano, with its unique alpine Lake Waiau, is considered sacred. They believed the summit to be the realm of the gods and the meeting place of earth and sky. To this day, cultural rituals are performed on the slopes of Maunakea. This intriguing volcano is home to the world’s largest astronomical observatory, the Onizuka Center for International Astronomy, which hosts a regular stargazing program.

Check out the Hawaiian petroglyphs: Hawaiian petroglyphs tell the stories of ancient times and give a unique inside into the different cultural beliefs on the islands. You can find carvings of canoes, turtles, babies and more at one of the petroglyph sites that dot the Big Island, such as the Puuloa Petroglyph site in Hawaii Volcanoes National Park or the Puako Petroglyph Archaeological Preserve near the Mauna Lani Resort.

Conquer the ocean in an outrigger canoe: Step aboard a double-hull outrigger canoe and explore the shore in the same way the Polynesian settlers did centuries ago. This type of canoe features lateral support floats or outriggers fastened to one or to both sides of the hull. Learn how to paddle and work as a team as you glide along the Kona reefs teeming with fish. If you’re lucky, you might even spot a pod of dolphins.

By Sarah from CosmopoliClan

Orleans Parish – for jazz, Madi Gras & creole cooking

New Orleans city.

When it comes to cultural destinations, few cities have as much to offer as New Orleans and the surrounding parishes. Located in Southeastern USA, New Orleans is all about tradition and culture. The city’s unique heritage comes from a blend of French, Spanish, Cajun, and Creole cultures.

Combined, these groups have given birth to something truly iconic. The beautiful Mardi Gras celebrations are a remnant of the French colonial era, while the beautiful Spanish colonial architecture in Jackson Square is worthy of a walking tour .

You will also find unique Cajun cuisine served in the city’s most popular restaurants. Add in the many historical museums, southern plantation homes, and distinct architectural styles and Orleans Parish makes for the ultimate cultural destination in the US.

Top cultural experiences in New Orleans

Join a Mardi Gras parade: New Orleans is well-known for its lavish and grand Mardi Gras parades and balls. Visitors can enjoy the festivities for an entire month in the lead up to the big day. Outside of Mardi Gras, there are plenty of other festivals in New Orleans to check out as well. 

Listen to jazz: New Orleans is the birthplace of jazz. The city’s Creole population gathered and celebrated in the city’s Congo Square on Sundays and thus jazz was born!

Tour a plantation home: Many southern plantation homes are located along the banks of the Mississippi. These can be seen on a road trip along the Great River Road. On a tour, you will learn about pre-Civil war life in the South and the history of slavery. Learn more about the ethics of visiting plantation homes here .

By Ketki from Dotted Globe

Oaxaca – for Indigenous cuisine, Zapotec rugs & mezcal

A church in Oaxaca, Mexico.

The state of Oaxaca is a cultural hub in Mexico. Void of resorts or even big-name hotel chains, Oaxaca is rich in flavourful cuisine, celebrations, and Indigenous revitalisation.

Located in southern Mexico, Oaxaca features a variety of different landscapes, from lush hills and forests, to dry arid deserts and blissful beaches. However, the community atmosphere of Oaxaca is what keeps people coming back, both international visitors and Mexican residents alike.

Oaxaca is known as the food capital of Mexico, with dozens of celebrity chefs. Notably, Indigenous culture is very visible in Oaxaca, with 16 recognised Indigenous groups in the state. Zapotec weaving is one of the most sought-after souvenirs in the area – and Mexico in general – and it comes from Oaxaca.

Top cultural experiences in Oaxaca

Celebrate Dia de los Muertos : Oaxaca City is a top destination for Dia de los Muertos (Day of the Dead), with its dazzling parades, intricate family altars and abundant festivities. Dia de los Muertos is a pre-Columbian tradition that honours deceased loved ones with food, drink, and merriment. So, if you happen to visit Oaxaca during a festival like Dia de los Muertos, bring comfortable shoes for fun activities throughout the day. Oaxaca City is an extremely walkable city, and you will want to explore every inch of its mural lined walls.

Eat Oaxacan cuisine: Since Oaxacan cuisine is also central to the region’s identity, sign up for a food tour with a local to learn the origins of some of the most popular dishes and what makes Oaxacan food and flavour so unique and different from other states in Mexico. Or, if you want to take a more hands-on approach, take a cooking class with a world-class chef at Casa de los Sabores and learn how to make mole and other Oaxacan staples.

Visit a Zapotec village: If you’d prefer to focus on Indigenous cuisine, take a day trip out to the Zapotec village of Teotitlán del Valle for a cooking class at El Sabor Zapoteco . After you finish, there are many things to do in Teotitlán del Valle , but you will probably want to get your fill of shopping at the many boutique shops for best quality Zapotec rugs.

Drink mezcal: If you’re a fan of hard drinks, Oaxaca is a great destination for mezcal tasting! Hop on any tour and view the vast agave fields as you taste mezcal throughout the day. Depending on the season, you may even get to try your hand at using the harvesting machete!

By Kay from The Awkward Traveller

Learn more: A local’s guide to the best of Mexican culture and an in-depth guide to Mayan culture in the Yucatan .

Cultural travel destinations in Europe

French Basque Country • Armenia • Sicily • Greece • Bosnia & Herzegovina • Russia • Northern Europe’s Arctic Regions • The Greater Caucasus • Andalusia, Spain

French Basque Country – for frontons , fêtes & espadrilles

Architecture in Basque Country, France.

The Basque country at the southwestern-most tip of France is one of those regions you might not guess is French – at least not at first.

The half-timbered houses are painted oxblood or green, and the Euskara (Basque) language, Europe’s oldest, is related to no other tongue. The Basques are also among the oldest ethnic groups of Europe.

Basque culture is unique and is spread among seven provinces, of which three are in France (the other four are in Spain). The Basques have their own festivals, music and dances, their own foods, games and folklore, as well as an acute sense of history and heritage.

Top cultural experiences in French Basque Country

Here are just a few cultural experiences to whet your appetite for all things Basque!

Gastronomy: The food is different from your regular French fare. For example, the Espelette pimento is spicier than seasonings you’ll find elsewhere in France, and food itself is taken to new heights here – the region has the highest number of Michelin stars per capita in the world. And let’s not forget the pintxo , the Basque equivalent of the Spanish tapas.

Fronton s: You’ll find one of these walls in every Basque village – it’s what Basques use to play their national sport, Basque pelota (known in some countries as jai alai). It’s played with a racquet-like bat which scoops up the ball. Then, a bit like squash, the players fling it back and forth against the wall, or fronton.

Family-owned businesses: Basque artisanal traditions run deep, whether it’s leatherwork, espadrilles, Basque linen or beret making. This is a region in which hand-made goods thrive and where mass-production takes a back seat. The local government makes sure family businesses are promoted and Basque know-how exported, however stiff the competition – there are special labels for family businesses, and even labels for those businesses that have been around for more than a century (and there are plenty). As a result, hand-made goods from this small region find their way around the world, symbolising not only Basque savvy but Basque determination to hang on to its heritage.

Bayonne Festival: With its one million annual participants, the Fêtes de Bayonne is France’s largest festival. It was ‘borrowed’ in 1932 from not-too-distant Pamplona in Spain, but has grown immeasurably since. Each July, visitors dress up in white clothes and red scarves (and a red beret, of course) and spend five days eating, drinking, singing Basque songs and watching Basque sports. The Festival includes bullfighting, which has a long tradition in the region, although this particular sport might be short-lived given the growing opposition to it.

By Leyla from Offbeat France

Bosnia & Herzegovina – for old bazaars, woodcarving & kahva

Bosnian coffee.

Bosnia and Herzegovina is one of the most culturally and ethnically diverse countries in the Balkans . If you have your sights set on this lesser-visited part of Europe for your next cultural trip, it’s the perfect setting to learn about the region’s different – often competing – influences and how they’ve shaped modern life.

Bosnia is the original cultural melting pot, and Sarajevo is where it all comes to a head. The city is divided into two parts – Ottoman and European – with the sprawling Old Bazaar on one side, and the Austro-Hungarian planned portion of the capital on the other. A plaque on the pavement marks the spot where East Meets West.

But the boundaries aren’t always that clear. Bosnia and Herzegovina’s character is a combination of Bosnian, Serb and Croat, layered with Jewish, Romanian, Albanian and Turkish traditions. The vignette of a mosque’s minaret and a church bell tower rising up side by side is a perfect motif for the country’s diversity.

Top cultural experiences in Bosnia & Herzegovina

Explore Sarajevo’s Old Bazaar: One of the most beautiful Ottoman bazaars in the region (and there are a lot), just wandering the rows of picturesque wooden shops connected by cobbled streets – the sound of coppersmiths beating intricate designs onto plates ringing in your ears – is a completely immersive experience. At the kafane coffeehouses, where kahva and rakia are served with much pageantry, you get a feel for famous Bosnian hospitality.

Take a food tour of Sarajevo: Bosnians are fiercely proud of their national cuisine. Dishes such as burek (filled savoury pastry) and cevapi are a common ground and bring the country together. A food tour of Sarajevo takes you behind the scenes on some of the city’s liveliest markets and busiest restaurants while giving you an insight into the history behind some of the country’s most iconic dishes.

Visit a woodcarving master in Konjic: Sarajevo in particular has an incredibly rich art and literature scene, as evidenced in the many festivals that take place in the city throughout the year. Bosnia’s heritage handicrafts shine a light on the culture of craftsmanship that has bestowed the country with so many beautiful landmarks over the years. Woodcarving has been practiced for generations in the city of Konjic and today, visitors can tour the masters’ workshops for an up-close encounter.

See the Stećci Medieval Tombstone Graveyards: Stećci medieval tombstones were laid during the time of the Bosnian Kingdom. Recognised as a UNESCO World Heritage Site, they’re found throughout the territory including in forests close to the border with Serbia . Carved from limestone, the Stećci contain motifs and inscriptions and provide a rare window onto this epoch of the country’s history that’s still shrouded in much mystery.

Greece – for markets, mythology & Orthodox Easter

Ancient Athens.

Greece is a country rich in culture, from the legacy of ancient history and mythology to traditional cuisine and celebratory festivals that still bring people together to this day. Greek nationals tend to be very proud of their history and culture , which can be seen in the well-executed museums, galleries and archaeological sites throughout the country.

Believed to be the ‘birthplace of Western civilisation’, Greece is known for its scholars, medics, architects, philosophers and politicians that shaped the way the world works today. This makes the country an excellent choice for cultural tourism as there are simply so many things to see and do that will both satiate your wanderlust while also teaching you new things.

Whether you’re interested in archaeological excavations, gastronomic tours, local festivals or ancient architecture, Greece certainly has you covered.

Top cultural experiences in Greece

Take a Mythology Tour of Ancient Athens: Athens has a whole host of archaeological sites to explore , from the Ancient Agora and Hadrian’s Library to the world-famous Acropolis and Parthenon perched on a hillside overlooking the city. One of the best ways to discover these sites is via a Mythology Tour that takes you around the best historic monuments and ruins while also giving you interesting information about the city and country’s history and mythology. This tour , suitable for all ages, gives you skip-the-line access to some of Athens’ most important landmarks along with an experienced guide to give you detailed history about how Greece became the centre of the world.

Visit the Athens Central Market: If your idea of cultural tourism involves food, you might be interested in a trip to the Athens Central Market and a local cookery class. A gastronomic experience allows you to soak up the sights and smells of the city’s biggest market, picking up local produce and souvenirs while also trying some tasty titbits along the way . You’ll then take your purchases back to the kitchen where you’ll cook up a storm using local recipes and techniques. Try classics like Dolmades (stuffed vine leaves), Tzatziki and Spanakopita (spinach and feta pies) to give you a real taste of traditional Greek cuisine.

Attend the Epidaurus Festival: The Ancient Theatre of Epidaurus, a grand amphitheatre located on the bank of the Acropolis Complex, runs an annual summer festival of art. The festival combines modern and traditional music, theatre and dance with the picturesque Ancient Greek setting, making it a real highlight for any traveller. Over the years, the Epidaurus festival has played host to names like Frank Sinatra, Maria Callas and Luciano Pavarotti.

Celebrate Orthodox Easter in Greece: Easter is one of the biggest traditional festivals on the Orthodox calendar, so no matter where you are in Greece during this time, you’re sure to come across some pretty exciting celebrations! One destination that always enjoys epic Easter festivities is the island of Corfu. Local Easter traditions begin on Palm Sunday (a week before Easter) and there are different festivities each day leading up to the main event.

Palm Sunday sees a large procession of the Holy Shrine; Monday, Tuesday and Wednesday see locals preparing their Easter meals and sweet specialities, going to evening ceremonies and lighting up the town with lanterns; Maundy Thursday is egg-painting day; Good Friday features the mournful marches of the philharmonic orchestra and the procession of epitaphs; Good Saturday features an artificial earthquake(!), bell ringing, the throwing of clay pots and tossing coins into a barrel; and the whole week culminates on Easter Sunday with a celebration of the Resurrection of Christ – fireworks, marches, music and traditional family meals galore!

By Chrysoula from Athens and Beyond

Learn more: 7 awesome cultural activities in Athens .

Russia – for ballet, banyas & borscht

A gold-domed building surrounded by snowy trees in Russia.

While many may think of Russia as cold and grey, this could not be further from the truth. From the famous colourful onion domes of St. Basil’s Cathedral to the gilded fountains of the Peterhof Palace, Russia’s beauty is undeniable.

Russia is also a country rich in culture and filled with literature, ballet, painting and classical music.

Top cultural experiences in Russia

To really delve into Russian culture, there are a few experiences you should have whilst here.

Experience a Russian banya : One of the best cultural experiences you can have in Russia is to visit a banya . A banya is similar to a sauna. The biggest difference, though, is that a banya has high levels of humidity, while a sauna usually has dry air. They’ve been a part of Russian life for over a thousand years! You wear funny felt hats to protect your hair and ears from the heat. This also helps to regulate your body temperature, so you are able to sit in the banya for a longer period of time.

Another interesting aspect of the Russian banya is ‘flogging’ using birch twigs ( venik ). This is supposed to benefit your health and improve your immune system, and honestly, if you have someone who knows what they are doing, it does feel really good!

After you’ve gone in and out of the banya a couple times, you then cool yourself off by taking a quick, cold shower, jumping into a cold pool or tub (banyas do have these), jumping into a snowbank (seriously). Or… You can just jump in a frozen lake!

See a ballet at the Bolshoi: Seeing a ballet at the Bolshoi Theatre is one of the best things to do in Moscow and all of Russia in general. Even though ballet did not originate in Russia, Russian ballet is world-renowned, and the locals are incredibly proud of the tradition. If you can, try to see a performance of The Nutcracker or Swan Lake on the historic stage. Tickets sell out very quickly, so don’t delay in purchasing them once they go on sale!

Experience NYE: New Year’s Eve is the biggest holiday in Russia. This is because Christmas was forbidden during the Soviet years. Many traditions were moved from Christmas to the New Year, including keeping presents under the Christmas tree and visits from the Russian equivalent of Santa. Celebrations and fireworks take place across the country on December 31 – the biggest and most famous displays are in Moscow’s Red Square and Gorky Park.

Sample Russian cuisine: No trip to Russia would be complete without experiencing the local cuisine. The best Russian food and drinks to sample on your visit are: Pelmeni (a Russian dumpling filled with meat and usually topped with sour cream); borscht (a traditional Russian soup whose main ingredient is beetroot); beef stroganoff (a Russian dish made with sautéed beef in a sauce with smetana ); syrniki (essentially a cottage cheese pancake topped with jam or sour cream – SO good!); kvass (a fermented beverage made from rye bread); and caviar and vodka (alas, you can’t come to Russia and not try caviar and vodka!)

By Lindsey from Have Clothes, Will Travel

Northern Europe’s Arctic Regions – for reindeer & Sami traditions

Reindeer in the Northern Arctic.

In Europe’s high northern reaches, you will find one of the continent’s oldest and most distinct cultures, the Sami. Spread across the Arctic regions of Norway, Sweden, Finland, and Russia, the Sami are Indigenous people who have traditionally led a nomadic lifestyle, known for herding their reindeer between their summer and winter feeding grounds.

The origins of the Sami are largely unknown, and it is believed that they once inhabited grounds much further south. But years of persecution drove them north and forced them to decrease livestock numbers in order to maintain their way of life. 

Against all odds, they have managed to hold onto large parts of their culture, including languages, traditions and ceremonies. As the modern world has encroached further north, there have been clashes over natural resources and land, which has put the plight of the Sami at the forefront of people’s minds in recent years and led to movements to protect the people and the culture. 

Top cultural experiences in the Arctic regions

Head to Tromso for an immersive Sami experience: Today, there are plenty of ways you can learn about and experience Sami culture. During the winter months, there are many Sami experiences in Tromsø, Norway and beyond where you can educate yourself about the Sami way of life, hear stories that have been passed down through the generations, and eat traditional foods.

Shop at a Sami market: Keep an eye out for Sami markets where you can purchase handmade traditional items.

Participate in a Sami festival: Norway is known to have the largest festivals and in various Arctic cities, you will find Sami festivals on National Sami Day (February 6th). In the summer, there are also Sami music festivals, such as the one found near Murmansk in Russia.

A visit to Northern Europe’s Arctic region is one of the most meaningful cultural trips in Europe as it helps bring attention to a group of people who have spent many years marginalised in their respective modern-day societies.

By Megan from Megan Starr

Andalusia – for Moorish architecture, tapas & Flamenco

Architecture in Andalusia, Spain.

Andalusia is an autonomous region in Southern Spain, geographically bounded by Spain’s southern coast. It’s culturally vibrant and very distinctive when compared to other parts of Spain such as Catalunya.

This part of the country was ruled by the Moors for centuries, and Moorish influence is evident in the cuisine, architecture and culture. Seville, Cordoba and Granada are all among the best Spain city breaks and each serve as a good base for exploring more of the region.

Top cultural experiences in Andalusia

Marvel at the Moorish architecture: The Andalusian architecture will capture your attention as soon as you land there, and this is probably the easiest way to start digging into the region’s past and cultural evolution. Cities like Seville and Granada have major UNESCO sites that will blow your mind – the style is in no way similar to buildings in France or even northern Spain for that matter. Islamic calligraphy and intricate details are most evident at the Real Alcazar Palace in Seville, the Alhambra in Granada , and the Mezquita in Cordoba.

Go tapas hopping: People in Andalusia are known for being a more little laid back, and generally enjoy food, family and companionship. Popular ‘tapas hopping’ is best experienced in Andalusia. Tapas bars in the south cultivate a cosy atmosphere with rounds of $1 dollar beers, spinach and chickpeas, cheese, and churros. Moorish/Muslim influence can be seen in the preparation of some foods, especially marzipan, and in the use of herbs and spices such as cumin and cilantro.  

Watch a Flamenco performance: After food, flamenco is what defines Andalusia. Flamenco is a dance that is synonymous with Southern Spain and is one of the most energetic and passionate forms of dance/storytelling. Flamenco shows in Seville and other cities in Andalusia are a great way to understand and enjoy this side of Southern Spanish culture.

By Mayuri from To Some Place New

Cultural tourism destinations in the Asia Pacific

Central Australia • Timor-Leste • Sarawak, Malaysia • Cambodia • Japan • Bhutan • Kerala, India • Rajasthan, India • Uzbekistan • The Tibetan Plateau • Taiwan

Central Australia – for ancient landscapes, ochre & bush tucker

Uluru viewed from above.

The Arrernte and Anangu people have lived in Central Australia for over 20,000 years. From Uluru and Kata Tjuta (the Olgas) to the MacDonnell Ranges and Alice Springs, they have made their home in one of Australia’s driest and hottest regions.

The landscape, its plants and animals permeate every aspect of their culture. The natural environment is the basis for the Creation (or Dreamtime) stories at the core of their beliefs, ceremonies and traditions.

Their relationship with the land also has a practical aspect as a source of food, shelter and medicine. The Arrernte and Anangu’s land management techniques, native foods and art have all found their ways into broader Australian life.

Today, members of the communities have roles as guides, ranges and managers of major tourism businesses. For travellers, there are many opportunities to appreciate the on-going connection the Arrernte and Anangu people have with the Central Australian landscape.

Top cultural experiences in Central Australia

Visit Uluru (Ayres Rock): You can’t go to Central Australia and not visit Uluru. It is an iconic Australian landmark and when you visit this enormous rock, you’ll find many ways to immerse yourself in Indigenous culture. At Yulara Resort you can join a free session to learn about Indigenous food, crafts and didgeridoo playing.

On your way to Uluru, stop at the Cultural Centre. There are ranger talks about the area’s wildlife, how the Anagu have lived in the area for thousands of years, and how that knowledge is used to manage the park today. There are also galleries featuring local art and craft. For something a bit different, try a Segway tour of the rock . As you cruise around the 10 km base, you get a wonderful explanation of the Creation Stories tied to many of the rock’s features, caves and waterholes.

Ochre Pits: Ochre is a natural clay that comes in a range of colours and has been used for ceremonial and medicinal purposes for thousands of years. The Ochre Pits are at a site in the West MacDonnell Ranges where ochre has been collected by Arrernte men for generations. The Ochre Pits are an easy and accessible stop as you tour the gorges of the West MacDonnell Ranges. The colourful ochre cliff face is spectacular and it is quite an experience to be in the presence of a site that has been used for so long and continues to play a role in Arrernte life.

Alice Springs Desert Park: With the lives and lore of the Arrernte tied so closely to the environment, this combination of a wildlife park and botanic garden gives you a great insight into their relationship with the land. Besides the fantastic desert animal exhibits, there is a full program of keeper and cultural talks over the day. Learn about surviving in the desert, bush food and the meaning many of the animals have in the daily life of the Arrernte. The park is in Alice Springs with the West MacDonnell Ranges providing a spectacular backdrop.

By Natalie & Steve from Curious Campers

Timor-Leste – for sacred houses, tais weaving & Cristo Rei

A woman weaves a brightly coloured textile in her home in Timor-Leste.

Asia’s youngest nation, tiny Timor-Leste fought hard for its independence, first from Portugal and later from Indonesia. Holding strong to customs and beliefs is part of the resistance and against all odds, the Timorese have managed to pass down many traditions through music, dance and storytelling.

Fiestas held year-round throughout the country showcases these oral traditions, while in recent years, contemporary collectives have began building on the nation’s heritage of performance arts to process the events of the past and express their visions for the future.

There aren’t many physical reminders of Timor’s time as a Portuguese colony left – most architecture was subsequently destroyed – but the invisible influence is still there, along with the influence of the Catholic Church.

In the more remote regions, ethnic groups such as the Fataluku speak their own language and observe a fascinating array of cultural practices you won’t find anywhere else on Earth.

Top cultural experiences in Timor-Leste

Tais weaving: Timor’s ornate national textiles are storytelling objects, filled with symbols inspired by folktales and animist traditions. At the Tais market in Dili you can shop for handwoven tais scarves and tablecloths, while visiting a weaving centre such as Koperativa Lo’ud gives you a chance to see the natural dyeing and weaving process in person.

See the uma lulik in Lospalos: Part of the Fataluku tradition, these sacred houses perched high on stilts symbolise the link between the dead and the living. They are sacred objects that cut an impressive profile as you pass them on the coast around far-eastern Timor.

Make the pilgrimage to Cristo Rei: Standing 27 metres tall on a hill overlooking the capital, Dili, Cristo Rei is the ultimate symbol of Timor-Leste’s piety. More than 99% of Timorese are Christian, and the church has played a huge role in shaping the island’s character post-independence. Walking the 590-step path lined with Stations of the Cross is a right of passage. At the top, views of Dili, Atauro Island and the sparkling coastline.

Sarawak, Malaysia – for ikat textiles, longhouses & forest trekking

A mosque on the water in Kuching, Malaysia.

The largest of Malaysia’s 13 states , Sarawak envelops much of Borneo. Local culture and way of life is intimately intertwined with the island’s flora and fauna and offers visitors experiences quite distinct from anything you find in Peninsular Malaysia.

Life, history, culture and spirituality is all heavily influenced by the area’s Indigenous peoples, most notably the Iban. Malaysia’s mix of Malay, Indian, Muslim, Chinese and British culture can also be felt in Kuching , the autonomous state’s biggest city and a hub for culture and the arts.

Top cultural experiences in Sarawak

Visit a museum in Kuching: The Tun Jugah Textile Museum, the Sarawak Cultural Village and the Sarawak State Museum – all in or near Kuching – offer immersive exhibits that explore Iban culture. The former is dedicated almost completely to the art of ikat weaving, a time-honoured craft tradition that’s kept alive by artisans and students who learn to dye and weave at the museum workshop.

Stay in an Iban longhouse: Travelling up river into the forest to spend the night at an Iban longhouse is an unforgettable experience. As well as sleeping in traditional quarters, you’ll get to taste home-cooked food and experience various oral traditions, including Renong singing and Ensera storytelling.

Eat Sarawak cuisine: Malaysia is a foodie’s paradise and Sarawak is no exception. In addition to the usual mix of cuisines served up at hawker markets, the state boasts many regional breakfast specialties including Sarawak laksa, kolo mee (Sarawakian noodles) and ayam pansuh (chicken cooked in bamboo).

Cambodia – for Theravada Buddhism, apsara & golden silk

A temple in Cambodia.

It’s easy to think of Cambodian culture as a relic of the past – a crumbling stupa or a cobwebbed museum display. But nothing could be further from the truth.

Khmer culture is a living, breathing thing, and it permeates everything – from underrated Cambodian cuisine to the country’s handicraft industry and the young collectives in Battambang and Kampot who are reviving the arts scene.

Many traditions and art forms almost lost during the 1970s have been brought back from the brink by artists and entrepreneurs determined to keep Cambodian culture alive.

Whether you’re interested in the legacy of the most powerful Golden Age state, the Khmer Empire, or discovering reminders of the Kingdom’s time as part of French Indochina in the beautiful colonial architecture and peppercorn plantations, it’s never been easier for visitors to get a feel for Cambodian culture.

Top cultural experiences in Cambodia

Take a Buddhism tour of Siem Reap: Spirituality plays a huge role in contemporary Cambodian life and there’s no better lens for exploring the country through. After you’ve taken in the Temples of Angkor that blend Hinduism and Buddhism, learn the ins and outs of Theravada Buddhism with an immersive Buddhism tour of Siem Reap . It’s a life-changing experience that teaches you how ancient beliefs coexist with modern society.

Watch an Apsara performance: It wasn’t so long ago that Cambodia’s national dance, Apsara, was considered an endangered art form. Artist and genocide surviver Arn Chorn-Pond has almost single-handedly revived Apsara traditions through his organisation Cambodian Living Arts. Nothing captures the Cambodian spirit like the understated but immensely beautiful performance. Nightly shows are held in Phnom Penh along with hands-on Apsara workshops that teach visitors the basic moves.

Go forest trekking in Mondulkiri: Mondulkiri and Ratanakiri in Cambodia’s far north-east are two of the country’s most remote provinces , known for their thick forests and biodiversity, including wild elephants. Ethnic minority groups including the Tampuan and the Bunong have developed sustainable tourism offerings, hosting guests at homestays and organising guided forest treks. During the tours, you get a glimpse of how people have coexisted with the forest for generations, and learn about the struggles they face today.

Seek out Khmer handicrafts: From Siem Reap’s Golden silk to Takeo cotton and clay pottery in Kampong Chhnang, every Cambodian province has its specialty crafts, many of which are still made by hand according to traditional techniques. In addition to making the perfect Cambodia souvenir , many co-ops offer tours and workshops so you can see the processes up close.

Japan – for ryokans , geisha culture & tea ceremonies

A traditional Japanese meal served at a ryokan.

For those seeking an immersive cultural travel experience, Japan offers visitors a unique look at some of the oldest and most beautiful traditions in the world.

From the historic temples and shrines found throughout the country to the many spiritual and cultural celebrations, there are plenty of opportunities for visitors to Japan to learn about the various philosophies and spiritual traditions that underpin Japanese culture. 

Top cultural experiences in Japan

Observe a temple ritual: Consider participating in some of the various rituals at Japan’s temples and shrines. This is especially beneficial if you’re visiting Japan with kids , as it helps to gain a better understanding and appreciation for Japanese customs. Many people in Japan have deep-seated beliefs in symbolism. At the temples and shrines, you can observe and participate in practices that will bring you good fortune, luck, prosperity or health.

Spend the night in a ryokan : To truly embrace Japanese culture, book a stay at a ryokan rather than a hotel. These traditional Japanese inns typically feature rooms with tatami-matted floors and communal onsens or bathhouses. Guests tend to walk around the ryokan in a yukata or lounging kimono and slippers. It is also common for guests to walk around barefoot, as it is considered unclean to wear shoes inside.

Drink matcha : A tea ceremony is another immersive experience that is unique to Japan. Although popular throughout Japan, tea ceremonies are especially prominent in Kyoto, the home of geisha culture. Geishas are treated somewhat like celebrities in Japan, and booking a geisha performance and tea ceremony can be expensive and fairly difficult to arrange. However, you can book a tea ceremony with a maiko , or geisha apprentice, for a more modest price. This one-of-a-kind ritual ceremony is sure to be one of the most memorable travel experiences you’ll have in Japan!

By Melissa from Parenthood and Passports

Bhutan – for handicrafts, thangka & fertility symbols

A Bhutanese ritual.

Most people think of the Tiger’s Nest when they think of Bhutan. But this small, mountainous nation has a wealth of cultural history to offer in addition to its ornate monasteries.

Bhutan is a nation of crafters. In every town and city you will find streetwise vendors selling all manner of clothing, kitchenware, homeware and decorations that have been made using techniques that have been taught and passed down for hundreds of years.

Likewise, if you turn your attention to the buildings, you’ll see that many of them are adorned with colourful decals and patterns, especially designs that depict the eight auspicious signs which, among other things, represent wealth, good fortune, purity and harmony.

Bhutan is the only country in the world to measure their country’s wellbeing based on Gross National Happiness as opposed to Gross Domestic Production, which makes it (un)officially the happiest country on Earth.

Best cultural experiences in Bhutan

Attend a Tshechu ceremony: The annual Tshechu ceremonies show off Bhutan’s handicraft history perfectly. Throughout the year, locals gather across the country in regional Tshechus to celebrate Bhutan’s culture by singing traditional songs and performing dances in elaborate, brightly coloured costumes. At the Tsechu celebrations, an enormous religious banner or thangka depicting the country’s founder, Guru Rinpoche, is unveiled. The thangka is the size of a three storey building, hundreds of years old, and has not faded through the centuries due to the tradition of making sure that the light of the sun never touches it, so it’s still incredibly colourful and detailed.

Visit the Choki Traditional Art School: In order to see the historical handicrafts of Bhutan in production for yourself, make sure to visit the Choki Traditional Art School. Located just to the north of the capital city of Thimpu, here you can witness the students being taught how to weave, paint and sculpt masks, clothes, models, tapestries and dioramas from Bhutan’s history. Students’ ages range from elementary through to late teens, with all levels of skill on display. The students’ creations can then be bought from the school craft shop, with the proceeds helping fund the continuation of the institute’s classes.

Spot the phallus in Punakham: Punakham is the former capital of Bhutan, and was the seat of government until 1955. Located in the north of the country, the town is notable to western tourists for one particular reason. In the 15th century, a controversial master named Lama Drukpa Kunley (also known as the ‘Divine Madman’) popularised the phallus as a means to ward off slander and provide protection for those who lived in houses that displayed it prominently. Yes, it may be taboo for most of the world, but not here – these graphic symbols of fertility and good luck are artistically painted on walls everywhere!

By Jeremy from Cultura Obscura

Kerala, India – for houseboats, tea estates & contemporary art

A houseboat in Kerala.

Dubbed ‘God’s Own Country’, Kerala is a noodle-shaped state in the Southwest of India on the Malabar Coast. It’s known for its beautiful nature – especially a series of canals known as the backwaters and the hilly terrain of the Western Ghats Mountains.

Kerala people are officially the most literate in India and have the longest life expectancy. It is often said the Keralites have the best quality of life in this part of India, and that things are a lot more advanced. This is conveyed in the increasingly popular field of ecotourism and other initiatives.

The region is a beautiful mix of influences and religions. The spice trade has flourished in the area, which brought about European colonisation. You can feel Portuguese influence to this day, especially in the town of Kochi.

Top cultural experiences in Kerala

Cruise Kerala’s backwaters on a houseboat: With the decline of goods being transported on water, Kerala’s trade boats were repurposed into houseboats, and now provide a unique immersive experience on the famous backwaters. The most popular route is between Alleppey and Kumarakom or Kolam. Spending at least one night on the backwaters is necessary for the ultimate houseboat experience.

Soak up the tea heritage in Munnar: Munnar in the Western Ghats is famous for its tea production. You can visit several tea estates in the area and enjoy a tasting. In the village of Munnar, you can also experience the peaceful coexistence of three religions. There’s a Hindu temple, a Catholic church and a mosque all within a few meters from each other. 

Attend the Muziris Biennale in Kochi: A bi-annual international exhibition of contemporary art takes place in Kochi. This is the largest festival of its kind in Asia. When the biennale is on, the whole city lives it. The main space for the festival is a large complex of empty buildings near the port. Here, art installations covering all possible mediums bring the space to life. It’s a wonderful sight and quite a modern undertaking in Kerala.

Watch the artists at work at Kerala Kalamandalam: This is one of India’s most traditional universities of art and culture. Students learn Indian performing arts, especially those typical for Kerala. When visiting, you can observe students practicing unique dances with distinct facial expressions such as the Kathakali or Ottan Thullal, learning martial arts, and playing on unique musical instruments. The school is located in Cheruthuruthy.

By Veronika from Travel Geekery

Learn more: 9 amazing cultural encounters in Kerala .

Rajasthan, India – for folk dance, thaali & camel fairs

Architecture in Rajasthan, India.

Rajasthan, the ‘Land of Kings’, is one of the most historically and culturally significant states of India. Over the centuries, Rajasthan has witnessed many rulers and many epic battles. Each built their own magnanimous fort and helped develop the region’s rich culture of art, dance and literature.

Over the past few decades, the Ghoomar dance from Jodhpur region and Kalbeliya dance of the deserts of Jaisalmer and Bikaner have become famous all over the world. Along with dance, folk music and songs relating the heroic tales of epic battles, these form an essential part of Rajasthan culture.

Against a backdrop of the vast Thar Desert, this has all shaped the culture of Rajasthan as we see it today.

Top cultural experiences in Rajasthan

Rajasthan offers travellers a plethora of unique cultural experiences .

Be a bystander at the Pushkar Camel Fair: The Pushkar Camel Fair, held every year in November, is one of the largest animal trading fairs in the world. This colourful carnival is a great opportunity for travellers to experience the charm-in-chaos of traditional melas (Indian fairs) along with a huge tribal gathering. In 2018, nearly half-a-million people visited this multi-day festival. Pushkar is only 150km from Rajasthan’s capital, Jaipur, and is easily accessible by road. 

Visit Choki Dhani: A resort village merely 20km from Jaipur, Choki Dhani is the go-to place to experience a collection of Rajasthan cultural experiences. Spread across 10 acres, this uniquely designed resort-village reflects the grandeur of the Rajasthani tradition. Visitors can experience Rajasthani traditional folk dance, watch a puppet show, see skits and sketches depicting important battles, and relish a traditional Rajasthani thaali (set meal), eaten while seated on the floor.

Watch a Dharohar dance performance: The Dharohar dance show at Bagore Ki Haveli in Udaipur is a mesmerising experience in itself. This hour-long show is a combination of many traditional, tribal and folk dances local to the region along with a puppet show. One of the highlights of the show is when an 80-year-old folk dancer performs with more than 10 earthen pots stacked on her head.

By Mainak from Places in Pixel

Uzbekistan – for ceramics, Silk Road heritage & plov

Architecture in Uzbekistan.

Uzbekistan is an upcoming cultural destinations in Central Asia. With a new visa policy, it is now easier than ever to visit the country – and there are many good reasons to do so.

Uzbekistan was once an important part of the famous Silk Road and has a rich cultural heritage that is still visible in the beautiful Islamic architecture and historic sites throughout the country. 

Uzbekistan’s major cities including Samarkand, Khiva and Bukhara were multicultural melting pots where people from all over the world exchanged goods, ideas and philosophies. The Turks, Greeks, Persians, Russians and Mongols all ruled parts of what is now Uzbekistan. Each of them left behind their own influence.

With so much history around, it’s sometimes easy to forget modern Uzbek culture, but this is just as interesting. The Uzbek people are very friendly and will give you a warm welcome to their world of delicious Uzbek food, traditional dance and music, and beautiful handicrafts.

Top cultural experiences in Uzbekistan

Taste Uzbek cuisine: One of the highlights of Uzbek culture is without doubt its food. The best way to learn more about Uzbek food is by taking an Uzbek cooking class. Tashkent is a great place to do so and also has some great restaurants where you can try the country’s national dishes. The Plov Center serves plates of the national dish to thousands of people every day – the huge steaming pots and pans outside are impressive enough to warrant a visit. 

Explore ikat and ceramic traditions: Another great cultural experience in Uzbekistan is to explore the country’s beautiful handicrafts. The Fergana valley is home to several centres of handicraft production where they still use traditional techniques. Margilon is famous for its ikat silk textiles and there are several silk factories that offer free tours to see how it’s done. The Usmanov Ceramic Workshop in Rishton also welcomes visitors for a short visit to see its pottery production and design process. 

Watch a dance performance: Traditional dance and music is an important part of Uzbek culture. Uzbek dance is an ancient art that has been perfected over hundreds of years. In Bukhara, there are almost daily performances in the Nadir Divan Begi madrasah showing the traditional dances from the different regions in the country.

By Ellis from Backpack Adventures

Learn more: Things to do in Uzbekistan for cultural travellers .

The Tibetan Plateau – for horse trekking & nomadic culture

A monastery in Tibet.

Sprawled across the eastern edge of the Tibetan Plateau, in the remote northern tip of China’s Sichuan province, Ruoergai town and county do not appear on Google maps. To Google, this locality is known by its Tibetan name, Zoige.

After 12 hours of following your car GPS from Chengdu to Zoige, climbing onto the Tibetan Plateau , Chinese road signs welcome you to Ruoergai, 3,500 meters above sea level.

Top cultural experiences on the Tibetan Plateau

Witness nomadic culture: Remote and isolated, Zoige/Ruoergai is the best place in the world to witness the disappearing Tibetan nomadic culture. All you have to do is drive around this vast, open grassland to catch a glimpse. You’ll see white nomads’ tents with smoky chimneys scattered on the sides of the road, surrounded by herds of domestic yak and protected by the menacing Tibetan mastiffs. The nomads are mistrustful of outsiders, which is not surprising given political tensions in the region.

Go horse trekking: Yet there is a way to experience the nomadic culture first-hand here – by taking a horse-trekking adventure with the local Tibetan Horse Trekking Agency in the nearby town of Langmusi. Tours range from a day hike to the hills – the domain of the nomads – to a multi-day horseback adventure with overnight stays in nomad tents. Guides are local Tibetans, so while you may not be having extensive discussions in English, you’ll be welcome in nomadic households.

Visit the monasteries and mosques in Langmusi: Encircled by forest-covered mountains, the small sleepy town of Langmusi is inhabited by three ethnic groups: Amdo Tibetans, Han Chinese and Hui Muslims. So, even just a visit to the town is a unique cultural experience. There are two large Tibetan monasteries on the hills above the town and a Hui mosque at its centre.

The nearest airport to Langmusi is Gannan Xiahe Airport, 130 km away. From Xiahe, you can take a bus to Langmusi, or arrange a car with a driver via Tibetan Horse Trekking.

By Margarita from The Wildlife Diaries

Taiwan – for night markets, Confucianism & forbidden relics

A temple gate in Taipei, Taiwan.

An island nestled off the coast of Mainland China, Taiwan is fast becoming one of the best cultural tourism destinations in Asia.

Its long history and combination of cultural influences – including Indigenous culture, Mainland China, Korea and even Japan – make Taiwan as intriguing as it is complex. Bustling with life, amazing food and beautiful scenery, this island has it all.

Top cultural experiences in Taipei

Eat your way through the Night Markets in Taipei: The capital city of Taiwan, Taipei, offers a world of things for people to see and do . One of the most popular culturally immersive activities for visitors is to head down to the local night market, the biggest one being the Shiling Night Market. Along with delicious local foods, you can also find clothes, accessories, games, cosmetics and more. Night Markets are significant because they play a huge role in Taiwanese culture . Locals and tourists alike flock to these areas each and every day to shop and socialise.

Observe the rituals at a Taiwanese temple: Taiwan is a very religious country with most people following either Buddhism or Confucianism. Many temples are built around these religions in a very extravagant manner. Visitors can take part in the prayer ceremony, burn some incense, or just sit back and observe. If you’re interested in visiting these temples, one of the best places to start is the Songshan Ciyou Temple, which is conveniently located right next to the Raohe Night Market. 

Visit the National Palace Museum: This museum houses thousands of cultural relics, art and artefacts, including many items that were carried out of the Forbidden City in China and moved to Taiwan to protect them from destruction during the Chinese Civil War. It’s one of the largest collections of its kind in the world. Here, you can learn how the Chinese language was formed, see what kinds of ancient tools and weapons were used throughout history, and witness what life was like many hundreds of years ago.

By Wayne from Daily Tourist

Learn more: The best cultural experiences in Taiwan .

Cultural trips in Africa & the Middle East

Ethiopia • Oman • Mauritius • Morocco

Ethiopia – for coal-fired coffee, churches & injera

A man in traditional dress presents artefacts at a church in Ethiopia.

Ethiopia is a country like no other. Here in North East Africa, the steaming tribal lowlands of the Rift Valley collide with the cool thin air of the Northern highlands. The fertile lands towards the West produces some of the world’s best coffee, while the wind from the East carries whispers from Arabia. It’s truly a spectacular place to visit.

Ethiopia is even more unique in terms of its cultural treasures. As the only country in Africa never to be colonised, Ethiopia is a truly African country with African culture. If you want to see lions chase and eat zebras, go somewhere else. If you want to see and experience African culture at its purest, then book your ticket to Ethiopia already!

Top cultural experiences in Ethiopia

Visit the city of Lalibela: Situated in the northern highlands, Lalibela is the most important pilgrimage site in the country for the predominantly Orthodox Christian population of Ethiopia. It is here that you’ll find eleven incredible churches completely hewn from the rock. If you see only one place in Ethiopia, make it Lalibela.

Attend Sunday Mass: The UNESCO recognised Lalibela churches still function as churches, and attending a Sunday morning service before sunrise with hundreds of pilgrims is an experience that you won’t forget. Afterwards you can join the crowds eating injera while basking in the morning sun. Be prepared for the fact that everyone will want to come and talk to you.

Hike to a remote mountain community: Hiking into the mountains surrounding Lalibela will take you to small farming communities where time has seemingly stood still. It’s also possible to visit one of these communities for a day and learn how to cook traditional Ethiopian dishes such as injera , tibs or shiro . You’ll also find a few cave churches and monasteries in these mountains. The priests will be eager to show off their ancient treasures for a small tip.

Participate in a traditional coffee ceremony: Ethiopia is considered the birthplace of coffee, and man are you in for treat! The best way to drink a cup of buna (Ethiopian coffee) is to attend a coffee ceremony. It starts off with the hostess washing green coffee beans and then roasting them in a pan over an open fire. The coals are infused with natural incense made from tree resin. You’ll see bags of these tree resin for sale in markets all over Ethiopia. Finally the coffee beans are ground and brewed in a special coffee pot called a jebena . It’s expected that guests will have at least three cups of buna, but why stop there?

By De Wet & Jin from Museum of Wander

Oman – for dhow boats, frankincense & Bedouin culture

A fortress in Oman.

Unlike some of its more glitzy neighbours who’ve traded their souqs for skyscrapers, Oman has approached cultural preservation from a different angle. It’s often called out as the most culturally ‘authentic’ country in the region .

This part of the Middle East has long been a melting pot of Arabian and East African cultures, with a strong South Asian influence. Semi-nomadic Bedouin tribes that paint the desert with their costumes and brightly coloured carpets are less accessible, but a range of tourist-friendly desert experiences allow you to brush with this part of Omani culture.

Contemporary Omani traditions are deeply tied to Ibadism and revolve around an annual calendar of Islamic festivities.

Top cultural experiences in Oman

Get lost in a souq: Perfumed by rose petals and frankincense, Oman’s souqs are a treat for the senses. Roam displays of henna and spices while getting a feel for commerce and culture. Muttrah Souq in the capital, Muscat, and the delightful Nizwa Souq are both must-visits.

Visit a dhow workshop in Sur: Not only are Oman’s wooden boats an impressive feat of engineering, they’re steeped in legend and tradition. In Sur, the home of Sinbad the Sailor, you can watch expert craftsmen fitting the vessels together without glue or nails.

Spend the night at a desert camp. The Sharqiya Sands, Oman’s slice of The Empty Quarter, is the territory of nomads. Bedouin-inspired desert camps recreate the experience of staying with a Bedouin tribe – albeit with a luxury edge! Spending the night in a desert camp involves listening to folk music, eating Omani food, while the very lodgings – the tent lined with carpets you’re sleeping in – is part of the Bedouin tradition.

Mauritius – for street food, Sega & sugarcane

A Hindu temple in Mauritius.

The island nation of Mauritius is normally associated with splendid white-sand beaches and luxury resorts – thus its inclusion on this list of cultural trips might come as a bit of a surprise.

Yes, this is an island paradise incarnate, but it also happens to be one of the most ethnically and religiously diverse countries in the region, with African, Indian, Chinese and South Asian cultures – along with layers of Dutch, French and British influence – all accounted for.

Many elements of Mauritian culture can be traced back to the island’s plantation roots and the legacy of slavery. Mauritians honour this period of history while proudly showing off their culture in everything from the cuisine to the music.

Top cultural experiences in Mauritius

Take a street food tour of Port Louis: Mauritian food, much like Mauritian society itself, combines Chinese, Indian, Creole, East African and European flavours. Must-try dishes include vindaye , an adaptation of West Indian vindaloo, Chatini (chutney) is a popular condiment and traces its roots back to British-Indian origins, briani (biryani) and creations gifted from the island’s Chinese community, such as bol renversé (a layered dish of rice, chicken, shrimp and vegetables). The best way to get a grasp of these edible delights is by joining a guided street food tour of the capital, Port Louis .

Watch a Sega performance: Recognised by UNESCO for its value to Intangible Cultural Heritage, Mauritian Sega is a performance art characterised by music, song, dance and costume. It started out as an expression of pain and loss practiced by slave communities but has morphed over time into a colourful, optimistic expression of local culture. Elaborate Sega costumes moving to the tune of Creole lyrics is a . Many hotels offer Sega performances.

Visit an old sugarcane farm: Mauritius’ history of slavery and plantation farming has left an indelible mark on the island. Visiting preserved plantation homes and crumbling sugar mills is a step back in time to the colonial period, while regenerated cane fields such as those on Frederica Reserve now serve as a sanctuary for the island’s wildlife.

Learn more: 8 ways to experience Mauritian culture .

Morocco – for riads , tajines & mint tea

Moroccan handicrafts.

By all accounts, Morocco is a beguiling destination . The most popular country to visit in North Africa, it stands out for its diversity of landscapes and cultural experiences.

Morocco is an important gateway to the rest of Africa, and has been since Roman times. Its position at the northernmost tip of the continent – with a coast shared between the Atlantic and the Mediterranean – means it’s been at the centre of conquests and various cultural overlap throughout the ages.

Today, Morocco lives with the legacies of various civilisations, including Roman, Phoenician, Jewish, Berber, Arabic, Spanish and French. Morocco has a very hospitable culture, steeped in a refined art of living. When you visit the imperial cities of Marrakech and Fes, or the coastal towns of Essaouira and El Jadida, you will notice a multitude of little details typical of Moroccan life.

This art of living and careful hospitality is very important in Morocco and, as a visitor, you can experience it in many different ways.

Top cultural experiences in Morocco

Try your hand at Moroccan cuisine: Moroccan cuisine is world-famous for its use of spices and mix of sweet and savoury flavours. Every restaurant offers a selection of delicious tajines , a stew of meat and vegetables. Couscous is on the menu every Friday and if you like sweets, you will be in heaven. Sweet biscuits mixing flower, almond and spice flavours make a delicious afternoon treat. If you’re interested in learning new skills, cooking classes are often available in traditional riads in Marrakech. Moroccan cuisine takes time and care, but the results are delicious and quite easy to recreate at home.

Shop for authentic handicrafts at a souq : Another great way to experience the heart of Morocco is to spend time in the souks. Shopping in Morocco is a fun experience and haggling for a good price is the norm. You have to engage with merchants, ask questions, make small talk and, most importantly, have fun with it! Never lose your smile and sense of humour, and it will great fun! The most spectacular shopping experience is in Marrakech due to the volume and intensity of the medina. It’s easy to get lost but that’s part of the experience too!

Sip mint tea, a Moroccan tradition: When you travel throughout Morocco, you will notice that mint tea is served everywhere. This is a pivotal element of Moroccan hospitality. Green tea is mixed with fresh mint leaves and served in little decorated glasses. There is a little bit of theatre in serving mint tea, with the brass or silver teapot held high above the glass… Traditionally, mint tea is served with a lot of sugar, but these days it is common for sugar to be served on the side, so you can dose it yourself. And you can even buy a set of decorated tea glasses in the souk as a souvenir!

By Delphine from Lester Lost

How to have a more culturally immersive travel experience anywhere in the world

It doesn’t matter if it’s a remote community or a popular city – there are things you can do to have a more enriching cultural travel experience no matter where you’re going.

Here are 10 practical tips to help you on your way.

1. Do your research before you go: Familiarise yourself with local customs and learn a bit of the history so you know what types of experiences to look out for. This guide is a great start!

2. Seek out festivals and special events: Many tourism boards feature a calendar on their website, or you can try using Facebook to find local events. Check out my four-part series about the world’s best festivals, starting here .

3. Eat local. Food is one of the easiest routes to culture. Here are my tips for eating local when you travel.

4. Stay at a homestay. Spending time with a local family will give you an invaluable insight into daily life. Here are my tips for using homestays in Vietnam.

5. Participate in a class or workshop . Trying a cooking class, handicraft workshop or any other hands-on experience is one of the easiest ways to immerse yourself in local culture. I recommend using Get Your Guide , Airbnb Experiences, Cookly or Backstreet Academy to find opportunities.

6. Learn a bit of the language. Even knowing a few basic words will show you’re interested and can go a long way to forming relationships.

7. Shop local. Support artisans and heritage skills. Here are my tips for finding authentic and meaningful souvenirs .

8. Slow down. The best cultural experiences are often spare-of-the-moment and can’t be planned in advance. Keep some flexibility in your travel itinerary for spontaneous detours.

9. Go your own way. You don’t always have to follow the pack. Venturing away from the crowds will often give you access to unique and meaningful experiences.

10. Don’t be afraid to ask questions. If in doubt, ask a local. Remember that cultural tourism is all about exchange – don’t just take, make sure you give something back in return.

Are you a cultural tourist? Which of these destinations is your favourite? What other places would you add to the list? I’d love to hear your suggestions in the comments below!

Discover the best cultural trips our world has to offer. From India to the Arctic, here are the 25 best countries and regions for cultural tourism. #Travel #Culture | Cultural travel destinations | Cultural travel photography | Cultural traveller | Slow travel destinations

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This is a very wonderful article about cultural destinations! Thank you so much for sharing!

One can easily visit India and experience the different kinds of cultures in a particular place. Tourism in India has been much more managed and safe with passage of time. Rajasthan tourism has been the most reliable and safe in India. One can enjoy all the traditional dishes and enjoy living in the palaces as a hotel room in different cities. But, whenever you are visiting to Rajasthan, India travel guide is a must because one can easily lose track of pathways in the puzzle like roads of the cities in Rajasthan. One can easily plan for a Kerala tour packages because of the minimal expenses in the state.

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Popular culture shaping tourism

Journal of Tourism Futures

ISSN : 2055-5911

Article publication date: 12 December 2019

Issue publication date: 29 June 2021

The purpose of this paper is to discuss the relevance of popular culture in a tourism context, highlighting how it can impact the future of tourism.

Design/methodology/approach

Drawing upon existing research, the popularity of popular culture is discussed, and future developments are transferred to the field of tourism.

It is expected that the demand for popular culture related tourism activities and experiences will continue to increase, providing opportunities for destinations for visitor dispersal, the distribution of economic benefits across regions, and the tackling of industry-based challenges.

Originality/value

The paper draws attention to the potential of popular culture in positive and tourism development that reduces negative impacts.

  • Destination management
  • Popular culture
  • Film tourism
  • Fan activism

Reichenberger, I. (2021), "Popular culture shaping tourism", Journal of Tourism Futures , Vol. 7 No. 2, pp. 236-239. https://doi.org/10.1108/JTF-10-2019-0102

Emerald Publishing Limited

Copyright © 2019, Ina Reichenberger

Published in Journal of Tourism Futures . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

Introduction

Research on the intersections between tourism and popular culture is ever increasing and becoming more varied. While the majority focuses on screen tourism ( Beeton, 2016 ), it also includes literature (e.g. Hoppen et al. , 2014 ), music (e.g. Lashua et al. , 2014 ) or celebrities (e.g. Yen and Teng, 2015 ). In addition to this, theme parks (e.g. Waysdorf and Reijnders, 2016 ) and the increasing number of special events are to be considered – San Diego’s original Comic Con convention for example draws over 150,000 visitors annually, is currently developing a Comic Con Museum to be opened in 2021 ( Comic Con, 2019 ) and has led to various spin-off events across the world ( FanCons.com, 2019 ). Numerous popular culture related tourism products have been developed globally and whole destinations draw upon popular culture for place identity and marketing ( Bolan and Kearney, 2017 ; Alderman et al. , 2012 ). This paper will examine popular culture’s increasing relevance for the global tourism landscape by illustrating the meaning it holds for individuals and exploring the relevance of popular culture for contemporary lifestyles and travel. Drawing upon the concepts of “fans” and “fandoms,” it will highlight some potential impacts on the future of tourism.

The popularity of popular culture

Generally speaking, popular culture consists of commercially produced cultural products that are widely favored by many ( Storey, 2018 ). Parker (2011) clarifies the link between cultural capital and popular culture in that none is required to both produce and consume it, thus leading to its accessibility and subsequent popularity. Much of popular culture is contemporary and reflects the social world within it is created and consumed, and the audience’s autonomy in meaning-making lets it be utilized to provide alternative interpretations for the world and ourselves ( Kidd, 2017 ). It provides an escape from reality ( Katz and Foulkes, 1962 ) while simultaneously helping us make sense of it ( Street et al. , 2015 ). Popular culture is often connected to what is termed “convergence culture,” signifying a reciprocal dynamic between producers and consumers where social networks provide opportunities for consumers to actively participate in and co-create popular culture ( Jenkins and Deuze, 2008 ) while inducing social change ( Brough and Shresthova, 2011 ). It is this social component of popular culture, enabled through digitalisation, that makes popular culture a social phenomenon ( Spracklen, 2015 ) as it allows individuals with similar interests to connect and create communities. These individuals are generally referred to as fans, having “a focused interest in a particular topic, subject, or person” ( Thorne, 2011 , p. 161). The popular culture related communities they create are then fandoms, subcultures of people “typified by a feeling of closeness to others with the shared interest” ( Thorne and Bruner, 2006 , p. 53). Fandoms are an increasingly important part of our social world as these communities foster social interactions and a sense of belonging ( Plante et al. , 2014 ). It is this sense of belonging, affiliation and acceptance ( Obst et al. , 2002 ) that contributes to the increasing popularity of popular culture. McCloud (2003) argues that fandoms allow us to negotiate self and belonging in a space where we are disconnected from previously clearly defined roles, communities and identities. Instead, we are confronted with the challenge of having to construct our “best” self-identity within a capitalist environment. This is also reflected in tourism-related decision making: “One of the problems for the modern traveller […] is to establish identity and a sense of personal individuality in the face of the anomic forces of a technological world” ( Wearing and Neil, 2000 , p. 390).

Popular culture and the future of tourism

Popular culture related travel thus holds special meaning to those who consider themselves fans, and travel provides them with two opportunities: One is an immersion in the often fictional world depicted on screen or in books ( Waysdorf and Reijnders, 2016 ), the other consists of face-to-face interactions with other fans, transferring the fandom community from digital to physical contexts ( Kington, 2015 ). Although Croy (2018) points out that only a small percentage of, for example, film tourists consider themselves deeply involved fans, for these travelers it is the community building and subsequent sense of belonging and membership that lies at the core of their activities ( Reichenberger and Smith, 2019 ). It signifies their affiliation with the fandom community ( Coppa, 2014 ), contributes to both social and collective identity ( Jenkins, 1992 ), and can be considered a form of serious leisure ( Gibson et al. , 2017 ).

In the future, popular culture’s traditional core functions of escape, meaning-making, identity formation and social change ( Kidd, 2017 ) are likely to remain, and it will continue to reflect the social world within it is created and the challenges it is facing ( McRobbie, 2003 ). The intersections of popular culture and tourism will remain also – books and movies will be set in locations that fans seek to engage with, the need for belonging and communities is likely to increase in a world that will continue to be characterized by disruption and diaspora ( Oliver-Smith, 2009 ) and will be sought out digitally as well as physically. Here, it is the notion of community building through fandoms that will drive popular culture tourism in the future – while co-creational components already contribute to successful popular culture tourism related activities ( Reichenberger and Smith, 2019 ), visitors are expected to place increasing value on connecting with others with shared interests. More immersive, interactional, personalized, meaningful and engaging experiences are required that allow for community building that does not remain spatially and temporally restricted but extends beyond the space and place of the respective activity. The search for meaning, self and belonging will become increasingly relevant to popular culture tourists, and experiences need to be adapted to allow for this to happen. This requires adaptations in product development and delivery, and it is crucial for practitioners as well as researchers to further our understanding of the motivations, needs and impacts of this type of tourism within disrupted and digitalized societies.

Further, it is the potential of popular culture to induce social change that can be drawn upon to address some of the challenges the tourism industry is facing. The connections between popular culture and activism have been explored previously, utilizing popular culture phenomena and their fandoms to draw attention to and address civic, political and societal challenges. Prior activist movements consider, for example, women’s rights, fair trade, marriage equality or indigenous rights ( Brough and Shresthova, 2011 ). Tourism-related popular culture driven initiatives may relate to discrimination ( Duffy et al. , 2018 ), exploitation ( Armstrong, 2016 ) or inclusivity ( Kama et al. , 2017 ) and provide opportunities to harness the power of tourists to induce positive changes within a challenging industry, simultaneously providing fan-based visitors with opportunities for positive self-development. For example, Tolkien’s depiction of hobbits’ connection with and value placed upon the natural environment would lend itself to environmentally sustainable travelling campaigns targeted at the 17 percent of all international visitors to New Zealand visiting the attraction “Hobbiton” ( Matamata Piako District Council, 2019 ), thus utilizing the popularity of fiction to encourage real-life positive impacts.

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Corresponding author

About the author.

Ina Reichenberger is based at the School of Management, Victoria University of Wellington, Wellington, New Zealand.

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Travels of Jenna

Cultural Tourism: 9 Easy Ways to Experience Local Culture While Traveling

by Jenna Walker

Traveling is a journey of self-discovery, and experiencing local culture is an essential part of that adventure. By immersing yourself in the traditions, flavors, and stories of the places you visit, you not only gain a richer travel experience but also contribute to the preservation of cultural diversity. Embrace the world through cultural tourism and watch your travel experiences transform into cherished memories of a lifetime.

Table of Contents

What is cultural tourism.

The easiest definition of cultural tourism is very simple but broad. Let me explain. The World Tourism Organization defines cultural tourism as an activity in which the traveler’s “motivation is to learn, discover, experience and consume the tangible and intangible cultural attractions/products in a tourism destination.” Pretty simple, right? However, cultural tourism becomes somewhat of an umbrella term when you consider all the ways in which you can experience the culture of a new city, state, or country. These can include admiring art, attending festivals, visiting historical monuments and a variety of other ways you can immerse yourself in local traditions. Let’s not forget the local cuisine!

Essentially, cultural tourism is the act of creating an authentic experience with a place and its people.

Mt Vesuvius behind Pompeii Cultural Tourism.

The Importance of Cultural Tourism and Cultural Experiences

Cultural tourism is beneficial for both the traveler and the destination, providing both economic and social advantages. In fact, it is one more step we can take toward sustainable travel. By choosing cultural tourism, we can help create a positive local economic impact, bridge social gaps, and assist in the preservation of history and the culture which we are exploring. Our reward is a rich and memorable experience gained through learning and connection.

Cultural Tourism Examples

Cultural tourism involves traveling to destinations primarily to explore and engage with the local culture, traditions, history, and heritage. It offers travelers the opportunity to immerse themselves in the authentic cultural experiences of a particular region. Here are some cultural tourism examples:

10 Examples of Cultural Tourism

  • Museum Visits: Museums are excellent repositories of a destination’s cultural heritage. Travelers can explore art, history, science, and various aspects of culture through exhibitions and artifacts. Examples include the Louvre Museum in Paris, the British Museum in London, and the Vatican Museums in Rome.
  • Cultural Festivals: Attending cultural festivals and celebrations can provide an in-depth understanding of a community’s traditions and way of life. Some famous examples include the Rio Carnival in Brazil, Diwali in India, and the Oktoberfest in Germany.
  • Historical Sites: Visiting historical sites and landmarks allows travelers to delve into the past and gain insights into a destination’s history. Examples include the Great Wall of China, Machu Picchu in Peru, and the Pyramids of Egypt.
  • Culinary Tourism: Sampling local cuisine is a delicious way to experience culture. Travelers can take food tours, dine at local restaurants, and even participate in cooking classes. Examples include sushi-making classes in Japan, wine tasting in Italy’s Tuscany region, and street food tours in Thailand.
  • Cultural Workshops: Participating in workshops can provide hands-on experiences related to a destination’s culture. This might include traditional dance classes, pottery making, or learning to weave textiles. For instance, travelers can learn flamenco dancing in Spain or take a sushi-making class in Japan.
  • Cultural Performances: Watching live performances, such as traditional dance, theater, or music, can be a captivating way to experience a culture. Examples include attending a Noh theater performance in Japan, a tango show in Argentina, or a traditional Irish dance performance in Ireland.
  • Religious Tourism: Visiting religious sites and participating in religious ceremonies can offer insights into a destination’s spirituality and faith. Examples include visiting the Vatican City in Rome , the Golden Temple in India, or the Western Wall in Jerusalem.
  • Art Galleries and Studios: Exploring local art galleries and studios can provide a glimpse into a region’s contemporary artistic expression. Travelers can meet local artists and view their work. Examples include the Tate Modern in London, the Uffizi Gallery in Florence, and galleries in the Chelsea neighborhood of New York City.
  • Cultural Villages: Some destinations have cultural villages or living history museums where travelers can experience a recreated version of traditional life. Examples include Williamsburg in Virginia (USA), the Maori cultural villages in New Zealand, and the Skansen open-air museum in Sweden.
  • Language Immersion: Learning and practicing the local language can be an enriching cultural experience. Even a few basic phrases can go a long way in bridging cultural gaps. Locals often appreciate the effort, and it can lead to more meaningful interactions. If you’re heading to Italy, read this article that will help you learn a few basic Italian phrases .

person holding sliced vegetables. Try cultural experiences like taking a cooking class in a foreign country.

How to Experience Local Culture While You Travel

Traveling is more than just ticking off destinations from your bucket list; it’s an opportunity to broaden your horizons, learn about different ways of life, and create lasting memories. While visiting the iconic tourist spots can be exciting, immersing yourself in the local culture is where the true magic happens. Here are a few ways you can engage in cultural tourism as you travel:

Cultural Immersion: 9 Easy Ways to Experience Culture While Traveling

  • Meet the Locals : Engaging with the people who call your destination home is the most direct way to experience local culture. Strike up conversations at local markets, cafés, or community events. Ask about their daily lives, traditions, and favorite spots in the area. You’ll be amazed at how much you can learn and how friendly people can be when you show genuine interest in their culture.
  • Explore Off-The-Beaten-Path: While famous landmarks have their allure, exploring lesser-known areas often leads to unexpected cultural discoveries. Wander through neighborhoods, visit local museums, or explore rural villages. These off-the-beaten-path experiences can be profoundly enriching.
  • Attend Local Events : Keep an eye out for festivals, cultural performances, and community gatherings. These events offer a chance to witness traditions in action and immerse yourself in the local atmosphere.
  • Try Local Cuisine : Food is a universal language. Trying local dishes is not only a gastronomic adventure but also a cultural one. Visit local eateries, street vendors, and markets to savor authentic flavors. Don’t hesitate to ask for recommendations; locals are usually delighted to share their favorite food spots.
  • Stay with Locals : Consider staying in locally owned accommodations, such as guesthouses or homestays. This provides an opportunity for deeper cultural immersion and fosters direct connections with the community.

Why You Should Try to Experience Local Culture When Traveling

Traveling is more than just ticking off destinations from your bucket list; it’s an opportunity to broaden your horizons, learn about different ways of life, and create lasting memories. While visiting the iconic tourist spots can be exciting, immersing yourself in the local culture is where the true magic happens.

5 Reasons to Engage in Cultural Experiences When Traveling

Authenticity Over Stereotypes: Local culture is the heartbeat of any destination. By diving into it, you move beyond stereotypes and gain a deeper understanding of the people, their traditions, and their values. It’s a chance to challenge preconceptions and enrich your perspective.

Memorable Experiences: While taking selfies in front of famous landmarks is fun, it’s the interactions with locals and unique cultural experiences that you’ll remember most. These memories are the ones that stay with you, often for a lifetime.

Cultural Exchange: Engaging with local culture isn’t just about what you receive; it’s also about what you give. Sharing your own culture and stories can create meaningful connections and bridge gaps, fostering a sense of global unity.

Support Local Communities: Many tourist destinations rely heavily on tourism for their livelihoods. By engaging with local culture, you contribute to the local economy, helping to sustain the traditions and lifestyles of the people you encounter.

african woman showing handicraft earthenware in local workshop. Experience local culture by stepping off the beaten path. Support local artists.

Responsible Tourism

I can’t talk to you about cultural tourism without addressing responsible tourism. It’s a wonderful thing and a deep privilege to visit historical and sacred sites and monuments. Sadly, all too often these sites are not treated responsibly. Monuments, cathedrals, and artwork are priceless in the context of history and heritage. They are also incredibly difficult and expensive to preserve.

Please don’t be that person eating your lunch on the steps and leaving trash behind. No, it isn’t ok to use your camera flash to capture that great piece of art (unless they say you can). For the love of all that is good, if taking a selfie compromises your safety, the safety of others or, most importantly, the monument itself, DO NOT DO IT.  Respect is simple. Practice it!

3 Tips for Making the Most of Your Cultural Tourism Experiences

  • Respect Local Customs : Always be mindful of local customs and traditions. Dress appropriately, observe local etiquette, and ask for permission when taking photos in sensitive areas.
  • Read and Research : Before your trip, read about the history, customs, and culture of the destination. This background knowledge will enhance your understanding and appreciation of what you encounter.
  • Travel Slowly : Rushing from one tourist attraction to another can leave little room for a cultural experience. Slow down, take leisurely strolls, and allow yourself to get lost in the streets. You’ll often stumble upon unexpected cultural gems. Here’s where you can learn more about slow travel .

Jenna Walker

Jenna Walker is a travel writer from Oklahoma who lives with her husband, two children, and three rescue pets. While out and about in the world, she loves spending time outdoors, exploring local culture, and trying new foods. Jenna knows that, often, we overlook our own backyard. You can also find her stories and guides on the website, The Oklahoma Experience.

  • 10 Oklahoma Wineries: Exploring Hidden Gems on the Chickasaw Country Wine Trail
  • Understanding the 4 Main Trusted Traveler Programs: Global Entry, TSA PreCheck, Mobile Passport, and Clear
  • What is TSA PreCheck and Should I Enroll? Understanding the Benefits of TSA PreCheck
  • 15 Fun and Unique Things to do in Pigeon Forge with Kids on a Smoky Mountain Getaway
  • 7 of the Best Things to do in Piazza Navona

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Sociodemographic relationships of motivations, satisfaction, and loyalty in religious tourism: A study of the pilgrimage to the city Mecca

Tahani hassan.

1 Brunel Business School, Brunel University London, Uxbridge, London, United Kingdom

Mauricio Carvache-Franco

2 Universidad Espíritu Santo, Samborondón, Ecuador

Orly Carvache-Franco

3 Facultad de Economía y Empresa, Universidad Católica de Santiago de Guayaquil, Guayaquil, Ecuador

Wilmer Carvache-Franco

4 Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y Humanísticas, Guayaquil, Ecuador

Associated Data

All relevant data are within the paper and its Supporting Information files.

Religious tourism is a growing sector of the tourism market because of the many social and cultural changes in the 21st century. Pilgrimage centers worldwide are considered important at the levels of religion, heritage, and culture of tourism. Despite the popularity of journeys to pilgrimage centers and their global importance, there is still a lack of knowledge about the dimensionality and impact of socio-demographic factors on visiting these centers. This study aims to (i) establish the motivational dimensions of the pilgrimage to Mecca (ii) identify the relationship between socio-demographic aspects of pilgrims and the motivation (iii) determine the relationship between socio-demographic aspects of pilgrims, satisfaction, and loyalty. The research was carried out on pilgrims who had visited Mecca. The sample consisted of 384 online surveys. Factor analysis and multiple regression method were applied to a analyze data. The results show three motivational dimensions: religious, social, and cultural, and shopping. Additionally, there is evidence of a relationship between age, marital status and average daily expenditure per person with some motivational variables. Similarly, a relationship was found between average daily expenditure per person and other variables such as satisfaction and loyalty. This study helps tourism companies pay attention to pilgrims’ the socio-demographic characteristics of and match them with their motivation, satisfaction, and loyalty during the planning process.

1. Introduction

Religious tourism is a growing form of travel due to the many socio-cultural changes taken place, including globalization, transport development, and commercialization [ 1 ]. Religious tourism is the journey to sacred sites to meet the religious and spiritual needs of the tourists traveling to those destinations [ 2 – 5 ].

The most common form of religious tourism is a pilgrimage which involves practices of the religion such as Hajj to Mecca in Islam, pilgrimage to the ministry of Jesus and sites associated with saints for Christians, pilgrimage of Jews to the City of Jerusalem, and pilgrimage of Buddhists to temples and the Ganges River which occur at specific times of the year [ 3 ].

Traveling to religious destination is influenced by tourist’s motivations. Those reasons are why tourists to visit the site [ 6 ]. Generally, motivations are defined as the reasons behind visiting a specific destination which has a relevant effect on the design, promotion and planning of travel destination [ 7 , 8 ]. Religious tourism is generally divided into religious motives such as worship and secular motives, including cultural motives, relaxation motives, pleasure-seeking motives such as shopping, seeing old historical sites, having peace, and spending times with family and friends [ 9 ]. Previous studies found that religious tourists’ motivation can be influenced by three other factors: socio-demographic characteristics, satisfaction, and loyalty. First, tourism socio-demographic aspects of are tourists’ properties or attributes of such as gender, age, educational level, job, income, region, and nationality [ 3 , 10 ]. It is crucial to study those aspects because of their role in explaining the differences in tourists’ lifestyles and travel motivations hand and their impact on the tourists’ demand and tourism services [ 10 – 12 ]. The socio-demographic characteristics of tourists were also found to have a significant impact on families’ travel plan, behaviour, and expenditures [ 13 ]. Second, satisfaction addresses how the destination matches the needs of tourists [ 14 ]. Third, loyalty to a tourist destination refers to the willingness to recommend the destination to other people and make a future revisit [ 15 ]. Tourists’ satisfaction and loyalty are essential considerations for tourism marketers in improving the quality and services of tourist interests and ensuring a delightful experience at a destination [ 14 ].

The pilgrimage to Mecca is one of the most important religious events in the world due to the gathering of millions of people from all over the world in the Holy city of Mecca in Saudi Arabia during a specific time of the year to perform Hajj [ 16 – 18 ]. However, the pilgrimage to Mecca takes two forms: Hajj and Umrah. The Hajj takes place in the last month of the Islamic calendar, and it is obligatory for every Muslim once in life, whereas the Umrah is performed at any time of the year [ 19 , 20 ]. During the visit to Mecca, Muslims pray in the Grand Mosque (Masjid al-Haram) and visit religious sites such as Safa and Marwa Mountain in order to pray, find peace, happiness and follow Prophet Muhammed (PBUH) on his last visit to Mecca [ 21 ].

A careful look into the previous studies about religious tourism showed a paucity of studies about the relationship of socio-demographic factors with motivation, satisfaction, and loyalty among pilgrims to religious sites. Studying this interrelationship is vital for preparing tourism plans, improving services, accommodating pilgrims, and meeting their needs since they will be satisfied and repeat their visits in the future. Thus, the objectives of this study are to (i) establish the motivational dimensions of the pilgrimage to Mecca (ii) determine the relationship between socio-demographic aspects of pilgrims and their motivation (iii) identify the relationship between socio-demographic aspects of pilgrims, satisfaction, and loyalty.

2. Literature review

2.1. motivations in religious tourism.

Religious tourism is an old form of tourism that appears and developed with the religions throughout history [ 22 ]. Religious tourism is s the visit to a specific destination, and it includes three categories: (1) sites of high value that attract large numbers of tourists such as cathedrals, (2) religious festivals and (3) pilgrimages shrines [ 23 ]. Furthermore, Nyaupane et al. [ 24 ] ascertained those visitors to religious sites tend to travel with their families or organized groups during specific seasons influenced by climate, holidays, work schedules, and ceremonies. Pilgrimage, the most common form of religious tourism, is a practice in some religions such as Islam, Christianity, Buddhism, and Hinduism [ 3 ].

Previous studies about tourists’ motivation agreed on two types: push and pull motives. Push motives are tourists’ internal desires for having fun, relaxation, family bonding, social interaction, knowledge seeking, and enjoying challenges. Pull motives are external factors that attract tourists to travel to a particular destination, including the historical, cultural and environmental qualities and attributes [ 25 – 29 ].

Studies have identified different motives for religious tourism. These motives include the need to search for life meaning and develop personal values [ 1 ]. Thus, people travel to religious sites to search for the meaning of life, spend time with family and friends, visit historical and cultural place, and relax [ 30 , 31 ]. These motives are classified into three main groups: religious, touristic, and recreation [ 32 ]. However, previous studies showed that motivations vary according to the type of the religious site. For instance, churches are considered cultural buildings visited for less religious reasons. Hence, churches are visited for historical and cultural motives more than religious ones [ 33 – 35 ]. Concerning Buddhist sites, few studies explored tourists’ motives. Scholars found push motives such as religious belief and mental relaxation and pull motives such as seeing the architecture, cultural enjoyment, and history [ 36 , 37 ]. Finally, for Muslim pilgrims to Mecca, their motives are not limited to religion. Other motives include praying in the Masjid al-Haram (The Great Mosque of Mecca), leisure, shopping, and benefitting from the Islamic tourist packages [ 38 , 39 ].

Regarding the nature of the pilgrims and their motivations. For Muslims, Luz [ 40 ] stated that there are a variety of reasons why Muslims travel to Mecca and Medina in Saudi Arabia for pilgrimage. The benefit of receiving forgiveness of sins is the primary incentive for praying in Masjid al-Haram (The Great Mosque of Mecca) and Masjid-e-Nabawi in Medina. Finding love and pleasure is the second justification. Because of their devotion to the Prophet Muhammad, who visited these locations, Muslims make pilgrimages to Mecca. In order to express their love for the Prophet, Muslims appreciate and cherish certain locations. Third, Muslims travel there on pilgrimages, which enables them to respect other travellers’ cultural and ethical beliefs as well as their own. These travellers come to perform the Hajj in Mecca and to see Masjid-e-Nabawi in Medina [ 21 ].

In Christianity, churches are regarded as cultural sites in Western nations and are frequently visited by tourists [ 35 ]. Tourists are more likely to visit churches for historical and cultural reasons than for religious ones, according to several UK surveys [ 41 ]. A similar analysis of English visitors to Chichester Cathedral by Gutic et al. [ 33 ] revealed that history, architecture, and curiosity were the primary motivators. However, spiritual motivations like prayer or inner serenity were less significant. St. David’s Cathedral in Wales was researched by [ 42 ] who agreed that people go to the cathedral to learn more about the national heritage.

Regarding Buddhism there aren’t many studies on Buddhists sacred sits that examine the motivations behind visiting Buddhist locations. For instance, Bodhgaya, an Indian Buddhist site, was researched by Piramanayagam et al. [ 37 ] in 2021. Three factors were discovered by this study: religious convictions, history, architecture and culture, and service quality. They claimed that the best reason to travel to Bodhgaya was due to the caliber of the services offered. Religious convictions and mental rest were identified as driving motives in Wang et al. [ 36 ]’s study on religious tourism motivation in Buddhist Mountain (China), whereas cultural enjoyment was identified as an attracting factor. The aforementioned discussion confirmed that there is a difference among religions in regard to their motivations to visit religious sites. This could be attributed to the difference of beliefs and the nature of these religions.

2.2. Socio-demographic aspects and motivations in religious tourism

Religious tourism is studied from the socio-demographic aspect. However, research on this relationship is scarce, and it needs to be studied to understand these concepts better and improving the services to the pilgrims of those sacred sites. Studies found a difference between men and women in travelling for religious tourism [ 23 ]. For instance, visits to saints and the cult of the Virgin Mary are known for recovering from illnesses, disease protection and resolving infertility; thus, these sites are more visited by women than men. For example, many visitors to European Marian shrines are female women pilgrims who make vows for health issues related to them or family members, especially children [ 12 ]. Similarly, most pilgrims to Mecca are male because of travel gender limitations between men and women [ 43 ]. Variations are found in the relationship between socio-demographic aspects and motivation in religious tourism. For example, Vistad et al. [ 44 ] studied pilgrims’ visits to Nidaros Cathedral in Trondheim, Norway, and found no motivational differences among pilgrims based on their level of education whereas the Homeland/ region influences nature knowledge and joy motivations that more important to European pilgrims than to Norwegians. Being in solitude is more important to European and German pilgrims than to Norwegians. The study showed that being in solitude is less important for inexperienced pilgrims. Finally, experienced pilgrims are more religiously motivated than less experienced ones. Hence, pilgrims’ socio-demographic aspects of significantly impact their motivations to travel to sacred destinations. Pillai et al., [ 45 ] investigated the pilgrims who visited the 17th Exposition of St Francis Xavier’s holy relics, a Christian religious event in Goa, Indonesia and found no relationship between pilgrims’ motivation and their demographic aspects except age. Another study conducted by Liro [ 1 ] about the Roman Catholic sanctuaries in Poland found that demographic aspects have a significant impact on religious tourism. Women are more motivated to travel, pray and participate in cultural events than men. This study also found a difference between the travel motives of Polish, and foreign visitors. Polish and foreign tourists were motivated for praying and pilgrimage whereas foreign visitors of these sacred sites as part of their sightseeing in the region. Finally, in terms of gender, older people are more religiously motivated than young ones.

Studies about the relationship between sociodemographic aspects and motivations of pilgrims are not conclusive and lead to different results. Thus, further investigating the relationship between socio-demographic aspects and motivations among pilgrims could provide knowledge about their travel preferences. This study could also assist the religious tourism market plan future trips to fit pilgrims’ motivations and their socio-demographic characteristics.

Therefore, based on the discussed arguments, the following research question is derived:

Q1: What is the relationship of socio-demographic aspects with motivation to visit Mecca?

2.3. Socio-demographic aspects related to satisfaction and loyalty in religious tourism

Satisfaction is essential for tourists’ companies to successfully market destinations and improve their quality of services and products. Satisfaction is crucial for improving the destination image [ 46 , 47 ]. Furthermore, satisfaction can provide forecasts for the loyalty to a particular destination and the desire of the tourists to return to that destination [ 48 ]. In general, tourism satisfaction is the positive feeling about the expectations and the perceived benefits that tourists express after travelling [ 49 ]. Another crucial element in tourism is loyalty which is essential in improving the travel destination image through positive word of mouth. Loyalty is the repetition of visit to a destination and visitors’ recommendations of the destination [ 50 ]. Regarding religious tourism, satisfaction is the degree to which the destination matches the need of the tourist [ 51 ]. Loyalty in religious tourism is overall feeling about the visit, the recommendation of a destination to other people and the intention to revisit the destination in the future [ 51 ].

Empirical studies of the relationship between socio-demographic aspects and pilgrims’ satisfaction showed different results. For instance, age, gender, occupation and academic status do not significantly affect on satisfaction among Malaysian Hajj (Pilgrims to Mecca) [ 52 ]. Conversely, Joseph et al., [ 53 ] found that satisfaction varied among pilgrims to Sabarimala hill temple, Kerala State of India. The researchers found that pilgrims from the agriculture sector have a high level of satisfaction. Pilgrims with high and low income are more satisfied than those with average income. Another study about tourists participating in the “Saint Parascheva” pilgrimage, Romania, found that age variable is the only one among socio-demographic aspects that influenced the pilgrims’ satisfaction, which is attributed to the high level of faith among them [ 54 ]. Moreover, religious tourism does not indicate a relationship between sociodemographic variables and loyalty. For example, a study about the antecedents of tourist loyalty in Jammu and Kashmir, India, found that gender moderates the effect of destination image on the satisfaction and loyalty of tourists [ 55 ]. Hence, we can infer that socio-demographic aspects may relate to satisfaction and loyalty. However, this relationship may vary from one socio-demographic aspect to another.

Therefore, we propose that socio-demographic aspects of pilgrims may affect their satisfaction and loyalty:

Q2: What is the relationship between socio-demographic aspects of pilgrims and satisfaction?

Q3: What is the relationship between socio-demographic aspects of pilgrims and loyalty?

3. Study area

Mecca is located in the West of Saudi Arabia near the city of Jeddah. Muslims are obliged to visit Mecca once in their life to perform Hajj during the period of 8 to 12th Dhu al-Hijjah (the last Islamic month). Muslims also visit Mecca to perform Umrah, a non-compulsory ritual that can be performed any time of the year [ 56 ]. Travelling to Mecca stems from the fact that performing Hajj is the peak of the Muslim pilgrims’ religious life, and it is a representation of the Muslim principles of unity and equality since pilgrims to Mecca perform the same rituals and wear the same cloths [ 40 ].

Visiting the holy city of Mecca involves several Islamic sites to perform Hajj or Umrah. The most important is the Great Mosque of Mecca (the Masjid al-Haram), where Muslims must circumambulate the Kaaba. Then, Muslims walk between the mountains of Safa and Marwah. Moreover, Muslims can visit other sacred sites, including Maqam Ibrahim (the stone where Abraham stood when building the Kaaba) and Jable Al- Nour, where Prophet Muhammad received the first revelation in Hera Cave [ 21 ]. Pilgrims can visit cultural sites like the Mecca Museum and an exhibition of two sacred mosques while on their trip to Mecca. Al-Zahir Palace was originally known as the Mecca Museum. It has an exhibit on Islamic calligraphy, a chamber dedicated to Islamic art, and a collection of pre-Islamic era archeological finds. The ancient golden metal gate of the Ka’bah of Al Masjid Al Haram in Mecca and the Mosque of the Prophet in Medina are both on display in the Two Mosques Exhibition together with marble emblems, pillars, historical images, and other artifacts. The Ka’bah fabric was created in the Al-Kiswah (cloth of the Ka’bah) Factory. Visitors interested in antiques can also go to the Mecca auction. It offers a fantastic collection of jewels and ancient Arabic coins where people can place bids on the objects on exhibit. The Al-Zaher Palace Museum is another option for them. This museum displays artifacts from various Islamic historical periods in the region as well as the history of Mecca. It was built in an Islamic style in 1944. It was initially used by King Abdul Aziz as his Mecca headquarters, where he met representatives of Muslim pilgrims from all around the world. Then, it was changed into a museum dedicated to Islamic history. Pilgrims can visit the many eateries in Mecca for entertainment and shopping. Paradise Restaurant, which is near to Al Masjid Al Haram, is one of the eateries. It serves conventional cuisines and is open at night. Al Tazaj is another well-known eatery that is well-known throughout the kingdom of Saudi Arabia. It is renowned for serving a variety of BBQ dishes, including hamburgers. Tourists can visit Mecca Mall for shopping. It is a sizable shopping mall that provides families with a calm and welcoming atmosphere. It provides both domestic and foreign product brands, supermarkets, and eateries [ 57 ].

4. Methodology

This study has the objectives (i) to establish the motivational dimensions of the pilgrimage to Mecca, (ii) to identify the relationship between socio-demographic aspects of pilgrims and motivation (iii) to determine the relationship between socio-demographic aspects of pilgrims, satisfaction, and loyalty. Motivation, satisfaction, and loyalty were the dependent variables and sociodemographic factors were the independent variables analyzed. To achieve these objectives, the authors developed a questionnaire consisting of three sections for 18 years and above pilgrims. These sections are socio-demographic, visitor motivations, and satisfaction and loyalty to the visit. The socio-demographic part consists of 12 closed questions about the characteristics of pilgrims taken adapted from Lee et al. [ 58 ]. Section two is taken adopted from Pillai et al., [ 45 ] with a 5-point Likert scale ranging from 1 meaning not very important to 5 meaning very important. The Cronbach’s Alpha Coefficient of the motivation scale value reached 0.96, which means an acceptable internal consistency. Part three is about satisfaction and loyalty based on a 5-point Likert scale ranging from 1 means not very important and 5 means very important, and it is taken from Kim and Park [ 59 ].

Written informed consent was obtained from all participants in the questionnaires. This study is part of the Project ethically approved by the Research Dean of the ESPOL University. The questionnaire was prepared with Google Form. The authors conducted a pilot test of 25 surveys to validate the questions and find errors. After this pilot test, aspects of the wording of the questions were corrected so that they are better understood by the respondents.

The questionnaire was sent via WhatsApp in Bahrain, where most of the population are Muslims. The sample consisted of 384 valid surveys. The data collection period was from May to July 2021. A margin of error of +/− 5%, a confidence level of 95% and a variation of 50% were proposed. Then, data were organized, tabulated, and analyzed using SPSS Version 26 program. A factor analysis was applied to explain the relationship between the variables. The KMO index (Kaiser–Meyer–Olkin) and Bartlett’s test of sphericity were applied to know the appropriateness of performing factor analysis. The following stage used multiple regression to find the relationship between sociodemographic variables and the study variables (motivations, satisfaction, and loyalty). Only significant variables (p<0.05) were considered to find the relationship between variables.

5.1. Sociodemographic profile of the sample surveyed

The present study was carried out in Bahrain where the majority of its population are Muslims and make the pilgrimage to the city of Mecca. The sample in terms of its sociodemographic characteristics was made up of national tourists (13.8%) and foreigners (86.2%). Also, 76.3% of tourists were men and 23.7% women. About marital status, 71.1% were married, while 16.9% were single. Regarding age, the majority group of tourists was between 21 and 30 years old with 39.1%, followed by those between 41 and 50 years old with 29.2%. Regarding the educational level, university students constituted the largest group (60.7%), followed by tourists with completed secondary studies (29.4%). Regarding professional activity, private employees (44.3%) and state employees (29.7%) made up the majority of the occupational groups in the sample. Most of the tourists (48.2%) had returned to the city of Mecca for the second time, followed by those who had visited it more than four times (25.4%). The majority group wanted to travel with their families (76.8%), followed by those who wanted to travel with their friends (14.8%). Most of the tourists stayed in the destination for four days and three nights (28.1%), or three days and two nights (29.1%) Finally, 36.5% of tourists claimed to have spent between USD 60,01 and USD 90 per day, followed by those who spent between USD 30,01 and USD 60 per day, with 24%.

5.2. Motivations in religious tourism

Factor analysis has been carried out to reduce the items to a smaller number of factors that facilitate interpreting the results. The Varimax rotation method was used to order the factors with the high and low factorial loads. The factors found were represented by 82.92% of the total variance. Cronbach’s Alpha of factors was between 0.987 and 0.935. Factorial loads were between 0.507 and 0.939, so all factorial loads were above the critical value of 0.50 suggested by Hair et al. [ 60 ]. The KMO index was 0.90, indicating an excellent relationship between the variables. In addition, Barlett’s test of sphericity was significant (p<0.05), so the factor analysis model was adequate. The results are shown in Table 1 .

According to the table, the first dimension has been called "religious" and is related to religious motivations, including seeking peace, attending religious festivals, appreciating or experiencing the grandeur of the churches, and relieving daily stress. This dimension included 68.99% of the total variance, making it the most important concerning the other factors. The second dimension has been called "social and cultural" and was related to the motivations to satisfy my curiosity, fulfill a lifelong desire, experience a different culture, appreciate and experience ancient architecture, and accompany friends or family. This dimension corresponded to 10.16% of the total variance. In contrast, the third dimension is "shopping", and it was related to the motivations to buy religious items and local items. This dimension included 3.78% of the total variance.

5.3. Relationship between sociodemographic variables and religious and social, and cultural motivations

To analyze the most important predictors in the "religious" and "social and cultural" motivations, the authors used the Multiple Enter Regression technique. Table 2 presents the results.

In addition, there was no collinearity, with tolerance values between 0.7 and 1. No relationship was found between sociodemographic variables and "religious" motivation, so no sociodemographic variation has influenced religiously motivated tourists. Moreover, a negative relationship was found between "age" and "social and cultural" motivation (Beta = -0.158; p<0.002), so younger tourists were the most socially and culturally motivated. Likewise, a negative relationship has been found between "marital status" and "social and cultural" motivation (Beta = —0.301; p<0.000), so married tourists were the most motivated by social and cultural aspects. In addition, a negative relationship has been found between the "average daily expenditure per person" and the "social and cultural" motivation (Beta = —0.153; p<0.002), so the tourists who spent the least were the most socially and culturally motivated.

5.4. Relationship between sociodemographic variables and shopping motivation

A Multiple Enter Regression has been used to analyze the most important predictors in "shopping" motivation. The results are presented in Table 3 .

The regression model was significant in the F test (p < 0.05). There was no collinearity, presenting tolerance values between 0.7 and 1. A negative relationship has been found between age and motivation for shopping (Beta = -0.155; p<0.005), so younger tourists were the most motivated by shopping. These findings have answered the research question Q1: What is the relationship of socio-demographic aspects with motivation to visit Mecca?

5.5. Relationship between sociodemographic variables and satisfaction

A Multiple Enter Regression has been used to analyze the most important predictors of satisfaction. Table 4 presents the results.

The F test (p < 0.05) of the regression model was significant. Tolerance values were between 0.7, and no collinearity was found. Average daily spending per person and satisfaction (Beta = -0.131; p<0.011) presented a negative relationship, so the tourists who spent the least amount of money were the most satisfied. These findings answered the research question Q2: What is the relationship between socio-demographic aspects of pilgrims and satisfaction?

5.6. Relationship between sociodemographic variables and return and recommendation intentions

A Multiple Regression was used to analyze the most important predictors in return and recommendation. The results are presented in the Table 5 .

According to the results, the regression model was significant in the F test (p < 0.05), and there was no collinearity, presenting tolerance values between 0.7 and 1. A negative relationship was found between average daily expenditure per person and return intentions (Beta = -0.126; p<0.015). Likewise, a negative relationship was found between the average daily expenditure per person and the intentions of recommendation (Beta = -0.136; p<0.009), so that the tourists who spent the least were the ones who had the most intentions to return and recommend the destination.

5.7. Relationship between sociodemographic variables and saying positive things about destiny

To analyze the most important predictors in saying positive things about destiny, a Multiple Enter Regression has been used. The results are presented in the Table 6 .

F test (p < 0.05) of the regression model was significant. Tolerance values between 0.7 and 1 and no collinearity was found. The average daily expenditure per person and saying positive things about the destination (Beta = -0.156; p<0.003) revealed a negative relationship so the tourists who spent the least were the ones who said the most positive things about the destination. These findings answered the research question Q3: What is the relationship between socio-demographic aspects of pilgrims and loyalty?

6. Discussion

The first objective of this study was to establish the motivational dimensions of the pilgrimage to Mecca. The research revealed three motivational factors: religious, social and cultural, and shopping. This finding is in line with previous studies about religious tourism. Piramanayagam et al., [ 37 ] identified the following motivational factors for visiting the Buddhist site of Bodhgaya: religious belief, architecture, culture, history, and service quality. Liro et al., [ 32 ] found that the visitors’ motives of the pilgrimage center in Krakow (Poland) are pilgrimage, prayers, enjoying a new place, participating in a cultural event, shopping, and business meeting. The contribution of this manuscript to the academic literature is by identifying three motivational factors for travelling to the holy city of Mecca.

Moreover, this study pointed out that religious motives are the most relevant factors for a visit, followed by non-religious motives such as social and cultural motives and shopping. For example, Božic et al. [ 61 ] study of Vujan Monastery (Serbia) found that visitors’ motives are divided into two types: Religious (seek for forgiveness, show and express love towards God, pilgrimage, pray at the tomb of saint and healing) and secular (cultural value, see the architecture, historical value and enjoy the nature surrounding the monastery). Similarly, Rybina [ 38 ] found that pilgrims from Kazakhstan, Kyrgyzstan, Tajikistan, and Uzbekistan visit Mecca for both religious (show love towards God, seek forgiveness and grow spiritually) and secular motives (learn about the culture and history of the sacred site).

This study aimed to identify the relationship between pilgrims’ socio-demographics aspects of and motivations as a second objective. Results showed that religious motivation (such as seeking peace, attending the religious festival, experiencing the holy atmosphere, and having the chance to see Mecca) does not depend on socio-demographic variables. Regarding social and cultural motivation, a negative relationship was found between age and those motivations. Younger visitors were most socially and culturally motivated. A negative relationship was also found between marital status and social and cultural motives, so married tourists were the most motivated. Moreover, a negative relationship was found between the average daily expenditure per person and the social and cultural motivation, so those visitors who spent the least were the most motivated socially and culturally. Finally, a negative relationship was found between age and shopping motivation regarding shopping motive. Therefore, younger tourists were the most motivated by shopping. These findings differ from Vistad et al. [ 44 ] about motives of pilgrimage to Nidaros, Norway, who found that solitude and meeting the locals/local heritage were more important for men than women. Education had no impact on motivational dimensions. Region/homeland influenced some motivational dimensions such as nature (knowledge and joy) being more important to other European pilgrims than to Norwegians while being in solitude was important to other European and German pilgrims than Norwegians. In another study by Irimias et al. [ 12 ] about the motives of Hungarians pilgrims to travel to religious sites in general and their relationship with their socio-demographic characteristics, there was a difference among age groups. For example, senior visitors travel to places where they can see religious sites, which is less important for young ones. Regarding faith, the motive of visiting for learning was more important to religious travelers than non-religious. Similarly, Pillai et al. [ 45 ] studied the impact of socio-demographic aspects on motivations to travel to St. Francis Xavier’s Holy Relics in Goa. They pointed out that socio-demographic aspects (age, gender, income, marital status, and education) did not influence on motivations (Experience religion, social Exploration, escape, experience belief, and shopping) to travel except for age. They found that those aged between 40 to 49 indicated that escape from daily routine was the most important motivation for travelling to sacred destinations. The discussion showed no inclusiveness in the results about the influence of socio-demographic aspects on motivations to travel to sacred sites. Therefore, there was an instant need to clarify this relationship in different religious destinations. Another contribution of this manuscript to the academic literature was finding negative relationship between some motives and socio-demographic aspects of visitors especially age, marital status, and the average daily expenditure per person.

The last objective of this research was to identify the relationship between socio-demographic aspects and variables of satisfaction and loyalty. This study has found a significant negative relationship between average daily spending per person and satisfaction regarding socio-demographic variables and satisfaction. Those results differ from the previous studies. For instance, Ahmad et al. [ 52 ] studied the impact of demographic aspects on the customer satisfaction of Malaysia Hajj Pilgrims. They found that gender, age, occupation and academic background had no significant difference in customer satisfaction. In contrast, Tatarusanu, et al. [ 54 ] investigated participating in the Saint Parascheva pilgrimage organized annually by Metropolitan Cathedral in Iasi, Romania. They found that only age and faith significantly impacted on satisfaction among the socio-demographic aspects of the study (age, education, area, income, gender, and faith). Regarding age, pilgrims aged 61 and above had the highest level of satisfaction, whereas the lowest level was among those younger than 20 years old. Concerning faith religious visitors who participated in the rituals had a high level of satisfaction compared to those who did not participate on regular bases and those who had no faith and did not participate.

In terms of loyalty, there is a paucity of studies conducted about the impact of socio-demographic aspects on it. This study has investigated three aspects: return intention, recommendation, and saying positive things. Generally, this study found a negative relationship between the average daily expenditure per person and loyalty. In detail, a negative relationship has been found between average daily expenditure per person and return intention, recommendation intentions, and saying positive things about the destination. In other words, visitors who spent the least were the ones who tended to return to the same destination, recommend the destination, and say positive things about the destination. Similarly, Bhat and Ahmad [ 55 ] studied tourists Jammu city for pilgrimage. They found that gender moderated the effect of destination image on satisfaction and loyalty of pilgrims. Thus, further studies should be conducted to understand the socio-demographic aspects impact on loyalty and generalize the results. Another contribution of this manuscript to the academic literature is the absence of negative relationship between socio-demographic aspects and satisfaction and loyalty variables. This relationship was found in the average daily expenditure per person variable.

In conclusion, more studies that relate socio-demographic variables and motivations are needed because the results of the available studies did not lead to conclusive results. The available studies and this one found that age and average daily expenditure per person have significant impact on motivations to travel to religious places. Likewise, average daily expenditure per person positively impacted the satisfaction and loyalty of these tourists.

Furthermore, the study has practical implications. First, the behavior disparities between older and younger religious tourists should be considered by all parties involved in managing religious sites. Therefore, it will be beneficial for service providers to segment those visitors according to their socio-demographic characteristics to ensure better services which can affect their satisfaction and loyalty. Hence, tourism should make improvements focused on tourists motivated by religion and on young tourists with offers related to social and cultural and shopping. Likewise, it should focus on tourists who want to spend less, with offers related to the social and cultural aspects since these tourists are the most satisfied and have greater loyalty to the destination. Moreover, this study can help managers of those religious sites in planning and implementing strategies that promote the importance of the religious site and enhance its position as a visitor’s attraction destination. Managers, marketers, and government representatives should advertise Mecca as a cultural and shopping hub in addition to a spiritual location. This announcement can be accomplished by promoting cultural events and Mecca retail areas like Souq Okaz (an old market that used to be hosted). Souq Okaz was recently recovered, and it has an array of cultural events including literary readings, exhibits of arts and crafts, and presentations. Other festivals and events can be organized throughout the year since lots of visitors visit Mecca around the year.

7. Conclusions

Religious tourism is a growing sector of the tourism market because of the many social and cultural changes in the 21st century. The interest in studying religious tourism stems from the fact that people live these days in a fast stead life resulting from the many changes in societies and thus tend to seek for calmness and spiritual growth. Pilgrimage centers worldwide are considered necessary for religious, heritage and cultural tourism. Despite pilgrimage centers’ popularity and increasing global importance, there is still a lack of knowledge about their dimensionality and impact of socio-demographic factors on the visit to these centers.

Among the main results of this study, we found three motivational dimensions for visiting the holy city of Mecca: religious, social and cultural, and shopping. Regarding socio-demographic aspects and motivations, the study found no relationship between those aspects and religious motivations. Concerning social and cultural motivation, a negative relationship has been found between socio-demographic variables (age, marital status, and average daily expenditure per person) and social and cultural motivation. Thus, younger tourists, married tourists, and tourists who spent less money were the most motivated by social and cultural aspects. Similarly, a negative relationship has been found between age and motivation for shopping. Thus, younger tourists were the most motivated by shopping. Moreover, this study found a negative relationship between average daily spending per person and satisfaction, so the tourists who spent the least were the most satisfied. Regarding loyalty, the authors found a negative relationship between average daily expenditure per person and other variables such as return intentions, recommendation intentions, and saying positive things about the destination. Hence, the tourists who spent the least were the ones who had intentions to return, recommend and say positive things about the destination.

Theoretically, the results mark a significant development in the investigation of Muslim tourists. Past research has focused mainly on the general motivation of the tourists with little significance attached to the Muslim family tourists, representing extensive and growing segments in tourism businesses. This study provides evidence for the experience effect by showing how respondents’ ages, marital status, and average daily expenditure per person affect the motivation of Muslim family visitors. Most importantly, this study is the first one that investigated the motivations, socio-demographic aspects, satisfaction, and loyalty of visitors to the holy city of Mecca since studies about those variables related to Islamic holy sites are scarce. Therefore, this study opens new doors for similar studies in the Islamic world and facilitates the understanding and nature of those destinations and visitors. This study discovered that socio-demographic factors significantly impacted visitor motivations, satisfaction, and loyalty particularly age and average daily expenditure per person. Findings provide significant knowledge to the literature on consumer behavior, Islamic tourism, motivation, satisfaction, and loyalty. This study strongly contributes to the academic literature because it is the first one that focused on Muslim family tourists to the city of Mecca in terms of their motivations, socio-demographic aspects, satisfaction, and loyalty.

The results of this study offer some important managerial implications to the marketers and authorities of the holy city of Mecca. It recommends that officials increase the religious motivations of these travelers by periodically researching their needs and organizing services to suit their desired spiritual experience. The results of this study could give the municipal of the city of Mecca insights of what motivates pilgrims to visit the holy destination of the Grand Mosque and this could encourage government to set strategies to ensure a better hosting of travelers. Also, to improve the social and cultural part, travel agencies and tourist companies to Mecca should promote social and cultural motivation among travelers in an appropriate way by providing service packages that involve visits to cultural and social sites such as museums and cultural centers. Also, to increase motivations for shopping, holy cities such as Mecca could build more shopping malls, traditional markets and restaurants offering high-quality local and international products, especially religious ones such as the Holy Quran, the rosary and dates. It could increase travelers’ satisfaction, make them prone to repeat visits, and recommend the destination to others. Services and activities in the city of Mecca should be varied to meet the different needs of different age groups, marital status, salary etc. Additionally, to enhance the social and cultural component, travel agents and tourism businesses in Mecca should appropriately encourage social and cultural motivation among visitors by offering service packages that include trips to social and cultural venues such museums and cultural centers. Additionally, holy places like Mecca might construct more malls, traditional markets, and restaurants that sell high-quality regional and worldwide goods, particularly religious ones like the Holy Quran, the rosary, and dates, in order to improve the motivation for shopping. It might boost visitors’ contentment, encourage them to return, and encourage them to recommend the place to others. Mecca’s services and events should be diverse to fulfill the requirements of people of all ages, marital statuses, income levels, and other categories.

This study has some limitations that should be taken into consideration. This research focuses on the visit to the holy city of Mecca. Other Islamic cities such as Najaf, Karbala, Mashhad Cairo, and Damascus can be investigated. In the future, other Islamic cities and mosques can be studied and the motivations for visit among them may be compared. However, this study’s main emphasis was the socio-demographic factors, motivations, satisfaction, and loyalty variables were the of. It will be necessary for the future to study additional factors, such as Islamic hospitality, Islamic tourist cultural values, Islamic beliefs, Islamic entertainment, Islamic morals, cultural variations, and how Muslims view tourism to improve Islamic tourism concepts globally. Data collection took time during spring. Thus, the impact of seasonality on the visit to the holy City of Mecca should be studied. Finally, because each country has its economic level, education, and age circumstances, the study’s context (Bahrain) limits the results’ generalizability to other countries for future research. Consequently, there can consequently be no inference regarding the findings’ applicability outside these situations. Moreover, using a country besides Bahrain aids our understanding, of why Muslims travel under specific circumstances.

Supporting information

Funding statement.

The authors received no specific funding for this work.

Data Availability

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    Cultural tourism as a social phenomenon and motif of study arose as a result of the Edinburgh Festival of 1947, when in the midst of the post-war period, Europe, devastated and divided by World ...

  7. Full article: Cultural Experience Tourist Motives Dimensionality: A

    The Cultural Experience Motive Construct within the Tourist Motivational Process. The changing perspectives in tourism motivation studies since early writers in the field (e.g., Citation Crandell, 1980; Citation Crompton, 1979; Citation Lundberg, 1971) have been thoughtfully reviewed by several authors (e.g., Citation Harrill & Potts, 2002) with widespread agreement that tourist motivation is ...

  8. Understanding Tourist Motivation and Industry Persuasion

    Tourist Motivation. Understanding what motivates people to become tourists is a crucial aspect of tourism advertising . The successful creation or translation of tourism promotional materials (TPMs) requires a thorough understanding of tourist motivations (Sumberg, 2004, p. 333). Understanding the drivers that determine the decision to take a ...

  9. Exploring value-based motivations for culture and heritage tourism

    While motivations for cultural and heritage tourism remain complex and diverse, previous studies overlook the structure and link of personal values, expected experience consequences, and destination attributes. ... This study contributes to a comprehensive framework for understanding the complexity of motivation in the culture and heritage ...

  10. Tourism Motivation

    Tourism Motivation. Tourism motivation includes the internal reasons or impulses that directly cause individuals to perform tourism activities. Tourism activities reflect spiritual and cultural needs when people already have a satisfactory material life. Mo-tse (468-376 BC), a Chinese scholar in the pre-Qin period, was the first to discuss ...

  11. A content analysis of cross-cultural motivational studies in tourism

    Many researchers (for example Nikjoo & Ketabi, 2015; Yoon & Uysal, 2005; You et al., 2000) assume that motivation is a basic determinant of tourists' behaviour and has a fundamental role in tourism. For host countries, the awareness of motivational differences among tourists from the main generating markets is a prerequisite for effective and ...

  12. Tourism and Culture

    This webpage provides UN Tourism resources aimed at strengthening the dialogue between tourism and culture and an informed decision-making in the sphere of cultural tourism. It also promotes the exchange of good practices showcasing inclusive management systems and innovative cultural tourism experiences.. About Cultural Tourism. According to the definition adopted by the UN Tourism General ...

  13. Cultural tourism: A review of recent research and trends

    The growing body of cultural tourism scholarship is confirmed by a literature search on the term "cultural tourism" on Google Scholar. As Fig. 1 indicates, cultural tourism sources have risen from less than 100 in 1990 to over 6000 in 2016. Growth was particularly sharp between 2005 and 2015, and cultural tourism publications have risen as a proportion of all tourism publications, to reach ...

  14. Sociodemographic relationships of motivations, satisfaction, and ...

    Religious tourism is a growing sector of the tourism market because of the many social and cultural changes in the 21st century. Pilgrimage centers worldwide are considered important at the levels of religion, heritage, and culture of tourism. Despite the popularity of journeys to pilgrimage centers and their global importance, there is still a lack of knowledge about the dimensionality and ...

  15. Exploring tourists' motivations, constraints, and negotiations

    The other important attribute in the conceptualization of leisure constraints, negotiation, and participation is motivation. Motivation can be thought of as comprising the "push factors" which determine why people engage in a particular leisure activity (Manfredo et al., 1996). The motivation to participate in a leisure activity might stem ...

  16. (PDF) Activities as the critical link between motivation and

    it can be argued that the motivation for cultura l tourism is an antecedent of cultural tourism activities, which in turn is an antecedent of destination choice. According to Moscardo et al. (1996)

  17. Activities as the critical link between motivation and destination

    For instance, typical examples of cultural tourism activities are: art galleries, sites of religious significance, visiting museums and cultural festivals. These have been segmented into different clusters depending on the location/ ... In tourism, motivation is vital in explaining travel behaviour (Xie and Ritchie, 2019). Various studies have ...

  18. 30 Best Destinations in the World for Cultural Tourism

    Taiwan. An island nestled off the coast of Mainland China, Taiwan is fast becoming one of the best cultural tourism destinations in Asia. Its long history and combination of cultural influences - including Indigenous culture, Mainland China, Korea and even Japan - make Taiwan as intriguing as it is complex.

  19. Motivations, emotions and satisfaction: The keys to a tourism

    A noticeable void remains in the appreciation of what motivates the senior tourism market. This study aims to contribute to the advancement of knowledge in the field of tourism consumer psychology by improving the existing understanding of the motivation and related psychological processes that underly intentions and decision-making in respect of tourist destinations.

  20. Popular culture shaping tourism

    Introduction. Research on the intersections between tourism and popular culture is ever increasing and becoming more varied. While the majority focuses on screen tourism (Beeton, 2016), it also includes literature (e.g. Hoppen et al., 2014), music (e.g. Lashua et al., 2014) or celebrities (e.g. Yen and Teng, 2015).In addition to this, theme parks (e.g. Waysdorf and Reijnders, 2016) and the ...

  21. Cultural Tourism: 9 Easy Ways To Experience Local Culture While

    3 Tips for Making the Most of Your Cultural Tourism Experiences. Respect Local Customs: Always be mindful of local customs and traditions. Dress appropriately, observe local etiquette, and ask for permission when taking photos in sensitive areas. Read and Research: Before your trip, read about the history, customs, and culture of the destination.

  22. Sociodemographic relationships of motivations, satisfaction, and

    1. Introduction. Religious tourism is a growing form of travel due to the many socio-cultural changes taken place, including globalization, transport development, and commercialization [].Religious tourism is the journey to sacred sites to meet the religious and spiritual needs of the tourists traveling to those destinations [2-5].The most common form of religious tourism is a pilgrimage ...

  23. Motivators

    Motivators are at the heart of tourist behaviour for tourism cannot exist if no one has a need or desire to travel. Motivators, Horner and Swarbrooke believe, are of two types, namely the motivation to want to travel and take a vacation which not everyone has and then there are the motivations that make someone want to take a particular type of vacation.