(Lebanon, NH – September 8, 2026) — The world’s most experienced international travelers are sending a clear message about what motivates them to cross borders, and what doesn’t. More than 40% say golf vacations, wellness escapes and yoga retreats are the least appealing reasons to travel internationally, according to the latest Global Rescue Traveler Sentiment and Safety Survey.

The category overwhelmingly ranked last among all travel motivations, with 41% of respondents identifying golf and wellness travel as the least attractive reason to leave home. The next closest category—wine, vineyard, brewery and distillery tours, was selected by just 14%, followed by festivals, concerts and sporting events (12%).

By comparison, relatively few travelers dismissed outdoor adventure activities (5%), culinary travel (5%), museums and art (5%), beaches (4%), historical sites (3%) or nature and wildlife experiences (2%) as reasons to travel internationally.

“The world’s most experienced travelers aren’t looking for experiences they can find almost anywhere,” said Dan Richards, CEO of The Global Rescue Companies and a member of the US Travel and Tourism Advisory Board at the US Department of Commerce. “They’re seeking destinations that offer adventure, extraordinary landscapes, wildlife, history and cultural immersion. International travel is about discovery, not simply relaxation.”

The survey found remarkably little difference between US-based and non-US-based travelers. Forty-one percent of US-based travelers and 40% of non-US-based travelers ranked golf and wellness travel as their least appealing reason to travel abroad. Likewise, wine tourism ranked second among both groups, although US travelers were slightly more likely to dismiss it (15% versus 11%).

While travelers agree on what they don’t want, their preferred reasons for international travel reveal a strong appetite for active, experience-driven journeys.

More than one-quarter (27%) say outdoor adventure activities, including hiking, skiing, diving and similar pursuits, are their primary reason for traveling internationally. Another 21% travel primarily for nature, wildlife and natural phenomena, while 15% choose destinations for historical sites, heritage travel and architecture.

Other motivations trail considerably. Only 4% primarily travel for museums and art, 3% for beaches, 3% to visit friends and family, 2% for culinary experiences, 1% for wine tourism and fewer than 1% for festivals or sporting events.

The survey also revealed one notable geographic distinction. Non-US-based travelers are substantially more likely to travel for outdoor adventure, with 38% identifying it as their primary motivation compared with 24% of US-based travelers. Conversely, US-based travelers are more likely to travel for historical sites, heritage travel and architecture (17% versus 8%). Interest in nature and wildlife experiences is nearly identical for both groups at about 21%.

“The findings reflect the continued rise of experiential travel,” Richards said. “Experienced travelers increasingly measure the value of a trip by what they can do, learn and experience rather than by the amenities where they stay. Adventure, wildlife and history create lasting memories that can’t be replicated at home.”

Richards said the survey underscores a broader evolution in international travel preferences.

“The world’s most experienced travelers generally aren’t crossing oceans for a spa treatment or a round of golf,” he said. “They’re traveling to climb mountains, explore ancient civilizations, encounter wildlife and experience places that fundamentally differ from their everyday lives. Those are the journeys that continue to inspire international travel.”

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About the Global Rescue Traveler Sentiment and Safety Survey

Global Rescue, the leading travel risk and crisis response provider, surveyed the world’s most experienced international travelers between June 30 – July 6, 2026. Respondents shared their attitudes, behaviors and preferences related to travel safety, technology and global mobility.

About Global Rescue

Global Rescue is the world’s leading provider of medical, security, evacuation and travel risk management services to enterprises, governments and individuals. Founded in 2004, Global Rescue maintains exclusive relationships with the Johns Hopkins Emergency Medicine Division of Special Operations and Elite Medical Group. The company has provided medical and security support during every major global crisis over the past two decades.