The rise of “Grandma Tourism” is not just a passing trend, but a significant cultural movement reshaping the way travelers engage with global culture. Led by a desire for human connection and authentic experiences, this movement is gaining momentum among a younger generation seeking to trade digital algorithms for meaningful connections.
In a recent report by GetYourGuide, the leading global marketplace for travel experiences, “Grandma Tourism” is defined as a growing preference for experiences led by older local guides who share traditional skills, cultural heritage, and personal narratives. This shift towards active participation over passive sightseeing is reflected in the changing booking behaviors, with workshops and classes experiencing a 250% growth between 2023 and 2025, outpacing traditional attraction tickets.
The appeal of learning from older local guides is evident in the data, with 69% of travelers expressing a preference for them over younger guides. Additionally, 76% of travelers are open to booking a “grandma-inspired” experience, while 94% express a desire to embrace a “grandma” mindset characterized by calm and connection during their travels.
For travelers like Nonna Rosella in Rome, the experience goes beyond just learning how to make pasta. It’s about bridging the gap between her quiet city life and her roots in the Roman countryside, sharing stories, and creating personal connections with guests from around the world.
Similarly, in Paris, Catherine offers a glimpse into the authentic, everyday life of a Parisian through her macaron-making classes. Her mission is to provide guests with a memorable experience that goes beyond the usual tourist attractions, leaving them with a newfound appreciation for French traditions and pastry-making skills.
In rural Málaga, Isidora and Puri offer a farm-to-table experience that embodies the magic of “slow living” and the beauty of simplicity. Through sharing stories, recipes, and honest, meaningful moments, they hope to instill in guests a renewed appreciation for elder wisdom and the importance of connecting with loved ones.
The trend of “Grandma Tourism” is a response to digital fatigue, offering travelers a chance to feel calm, disconnect from their phones, learn tangible skills, and reduce anxiety. By immersing themselves in local traditions, spending time with older guides, and engaging in hands-on experiences, travelers are not just seeing a place but truly belonging to it, even if only for a brief moment.
In a world dominated by technology and fast-paced living, the rise of “Grandma Tourism” reminds us of the beauty in slowing down, connecting with others, and appreciating the wisdom passed down through generations. It’s about more than just a travel experience; it’s a chance to create lasting memories, learn new skills, and forge meaningful connections that transcend borders and ages.
Peace Nero is a writer and blogger who loves to explore different topics of self-development. She shares her personal experiences in order to help people discover their true purpose in life.