Emerging destinations focus on the "real traveler"

Today, tourism is one of the main drivers of economic growth and development in countries. Governments strive to promote these regions and traditions that remain largely unnoticed by the rest of the world.

New technologies have proven that they can become your best ally in unleashing your full potential globally.

Added to this is the shift in expectations and habits of a new type of traveler, known as the "real traveler." The Spanish company Passporter has created a global network of more than one million people for whom travel is a way of life and who require an alternative tourism model.

Through its innovative technology suite, it offers all the digitalization, AI, big data, content, and high-impact marketing tools that emerging destinations need to connect with this new type of traveler. Its B2B solutions have received numerous international awards and recognitions, and tourism organizations in countries such as Colombia, Ecuador, Honduras, El Salvador, Chile, Nicaragua, Mozambique, Morocco, the Maldives, Malta, and Oman, among others, already rely on its technology to optimize their offerings and increase visitor numbers.

The digitalization of destinations and smart planning have proven effective in attracting tourists and driving sustainable growth, which not only empowers local businesses but also allows them to position themselves in the global market.

“Our goal is to change the way we travel and provide destinations with all the verticals they need to be internationally competitive.”

explains Diego Rodríguez, co-founder of Passporter. One of their most recent achievements was beating 96 other projects in an international competition run by the Saudi Arabian government to promote Al-Ula, the Saudi city, a UNESCO World Heritage Site and one of the country's hidden treasures.

What new travelers are looking for

Traveling as a way of life is what defines the so-called 'wanderlust' travelers.

For them, traditional tourism models have become obsolete and no longer meet their needs. Those who seek to travel to learn, grow, connect, and contribute seek authentic and transformative experiences.

Real travelers are a growing trend, as evidenced by the fact that conscious cultural immersion is already a priority for 40% of tourists of all ages*. This type of traveler aspires to truly connect with the destination. They are interested in learning about traditions, participating in cultural activities, and supporting local businesses. Sustainability and the ability to positively contribute to local development are two important factors when deciding on their next travel destination.

“From the beginning, we knew there were more and more people who, like us, were passionate about travel, who saw it as a necessity and an opportunity for personal transformation,” says Andrea Cayón, co-founder of Passporter.

*Barceló Hotel Group's 2025 Travel Trends Report.
Source: Passporter