Search data highlights this trend. Google searches worldwide for “local tours near me” have reached an all-time high, increasing by 2,238% year-on-year.
The research also shows that awareness remains the largest barrier to local tourism participation. According to the survey, 81% of respondents say they are unaware of the tours and experiences available in their own city.
Perception also plays a role in limiting demand. Around 28% of respondents still associate tours primarily with tourists rather than residents, while 22% say they would prefer experiences specifically designed for locals. In addition, 21% say they are interested in local experiences but do not know where to find them.
Weather conditions represent another obstacle. Approximately 27% of respondents say weather influences their booking decisions, and the same proportion avoid walking tours during the winter months.
The study also examined the types of experiences that generate the greatest interest among local residents. History, cultural and museum tours ranked first, attracting interest from 38% of respondents. Walking and sightseeing tours followed at 33%, while local food experiences ranked third with 25%.
Outdoor and nature-based activities were selected by 23% of respondents, followed by attractions such as theme parks at 21%. Smaller but growing interest was recorded for local drinking tours at 17% and hands-on workshops or classes at 12%.
“It’s no surprise that history, cultural, and museum tours top the list of the most in-demand experiences. Across the travel industry, we’re seeing a clear shift towards experience-led travel, with people increasingly prioritising purpose over place. Travellers today want more than just sightseeing – they’re seeking culturally rooted, hands-on experiences that create a sense of connection, leaving them with the souvenir of lasting impact, education and meaningful purpose.”, says Samuel Jefferies, Senior Growth Marketing Manager at Bókun.
The research also identified factors that could encourage locals to book tours and experiences more frequently. Flexible booking policies such as free cancellation or easy changes were cited by 32% of respondents. Added value, including drinks, food, discounts or bundled experiences, was selected by 31%.
Other drivers include access to real-time information (23%), experiences designed specifically for locals (22%), and improved accessibility features (17%).
“For UK businesses, there is a clear opportunity to rethink how experiences are packaged and offered. Simple additions such as free cancellation, bundled extras or discounts on other local experiences can significantly increase bookings.
“Offering indoor or sheltered options and introducing locals-only experiences can help drive demand and support year-round bookings, particularly as 27% of respondents say they would book more if experiences were available outside peak tourist season.
“Partnering with local experience providers, such as independent makers, food and drink venues or cultural organisations, can also enhance the experience while boosting awareness and visibility.”
Tags: Samuel Jefferies, Bókun, UK
