Cultural immersion has emerged as one of the strongest trends shaping global travel in 2025. Research shows that 86% of travelers now prefer authentic, hands-on experiences over traditional sightseeing, while 93% of travel executives believe cultural offerings will be central to tourism within the next five years. Two-thirds of travelers also say they are actively avoiding overcrowded hotspots in favor of community-led alternatives.
This shift comes at a time of growing concern about overtourism. Major cities from Venice to Barcelona are implementing visitor caps, and many national tourism boards are encouraging travelers to explore beyond their most famous landmarks. For responsible travelers, the real opportunity lies in destinations where immersion offers both cultural depth and economic benefit for local communities.
Dragonpass has identified five destinations where authentic cultural experiences are flourishing in 2025 - and shares tips on how to unlock these hidden gems responsibly.
Five responsible immersion hotspots in 2025
Andrew Harrison-Chinn, CMO at Dragonpass, argues that travel is increasingly being redefined by a desire for deeper cultural connection. He believes people are seeking experiences that go beyond ticking off landmarks. Done responsibly, cultural immersion can benefit both travellers and local communities - from cooking classes in Laos to coffee farms in Colombia - creating trips that are both memorable and meaningful.
Dragonpass notes that this trend towards authentic, localised experiences reflects a broader behavioural shift in travel. Its global dataset shows passengers are increasingly prioritising authentic dining, wellness, and cultural touchpoints in airports as well - signalling a wider move away from transactional consumption towards connection and experience.
