What’s driving interest in niche tourism? New data from YouGov explores traveler motivations

As the travel industry continues to grow, niche tourism - experiences that step outside the conventional beach vacation or city break - is gaining quiet traction. A new YouGov Surveys: Serviced poll of US adults reveals that while only a small segment of travelers currently participate in niche tourism, there is interest particularly in food, culture, and adventure-led experiences.

For travel marketers and operators, the findings offer insight into emerging traveler motivations and reveal a gap between interest and action - one that industry players may be well positioned to close.

Curiosity exists, but uptake remains low

According to the survey, 12% of US adults say they have taken part in a niche tourism experience. However, 38% express some level of interest in niche travel, with 11% saying they are very interested and another 27% somewhat interested. Despite this, a much larger group (80%) say they have never participated in such experiences.

This gap suggests an opportunity for travel brands to raise awareness and improve access to niche travel offerings, especially among the nearly one in five (17%) who report being neutral and could be swayed by the right offer or messaging.

Food and culture lead niche travel preferences

Among the 12% who have engaged in niche tourism, food and drink experiences are the most common entry point. Over half (53%) of niche travelers have participated in culinary-focused trips such as wine tours or street food safaris. Cultural and heritage tourism follows closely, with 45% engaging in activities related to local history, art, or traditions.

Adventure and extreme experiences - such as volcano boarding and cave diving - have drawn 25% of this group, while dark tourism like locations with historical tragedies (24%) and paranormal-themed trips (23%) also show notable engagement.

Festival tourism (20%), eco/sustainable travel (18%), and nightlife-focused tourism (19%) round out the list, indicating a broad spectrum of interests that could appeal to diverse traveler segments. Participation in medical tourism, LGBTQ+ travel, and UFO tourism remains more limited.

Personal interests drive decision-making

For travelers considering niche tourism, pursuing personal interests or hobbies is a key motivator (55%). A desire for unique or off-the-beaten-path experiences (45%) also plays a strong role, alongside cultural or educational enrichment (42%).

Additionally, curiosity or thrill-seeking, and wellbeing are all cited by about one-third of respondents each, and 33% report that social media trends have influenced their choices - highlighting the growing power of content-driven travel inspiration.

Looking ahead, consumer sentiment toward niche tourism remains mixed. Around 7% of people say they are much more likely to choose niche travel over traditional vacations in the future, while 18% are somewhat more likely. However, 27% remain undecided indicating that traveler preferences may still be in flux.

With 31% saying they are not at all likely to shift toward niche travel, the category is unlikely to rival mainstream tourism in the near term. But for brands and destinations seeking to differentiate themselves, niche offerings represent a compelling growth channel.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on March 26-27, 2025, with a nationally representative sample of 1,217 adults in the United States (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.

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