A growing body of research demonstrates that play is a fundamental human need, which has been reflected by travel demand in the post-pandemic world. According to an October 2024 survey conducted by Skift and Qiddiya City, 86 percent of global travelers agreed that participating in entertainment, sports, and cultural experiences when they travel is important to their overall sense of happiness and well-being.
In addition, more than 70 percent of travelers agreed that in the past five years, they have become more likely to plan travel with an entertainment, sports, or cultural experience as the primary reason for their trip. Among Millennials and Gen Z, that figure approached 80 percent, exemplifying key generational shifts.
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