(Lebanon, NH – July 13, 2026) — Experienced international travelers overwhelmingly choose clothing based on the practical demands of their trip rather than trying to disguise themselves as locals, according to the latest Global Rescue Traveler Sentiment and Safety Survey. But experts say what travelers wear, and how they behave, can influence both their safety and the quality of their travel experience.

The survey found that 54% of international travelers dress primarily to meet the practical needs of their trip, whether for sightseeing, outdoor adventures, business, nightlife or other activities. Another 25% intentionally dress to blend in and avoid calling attention to themselves, while 13% prioritize minimizing luggage by packing light. Just 5% say they dress exclusively to respect local customs and avoid unnecessary attention as a demonstration of cultural appreciation.

The responses were remarkably similar between US-based and non-US-based travelers. Among US-based respondents, 53% prioritize practicality, compared with 58% of non-US travelers. US-based travelers were slightly more likely to dress to blend in (26% versus 22%), while both groups reported nearly identical preferences for minimizing luggage (13% US, 14% non-US) and dressing primarily to respect local customs (5% US, 4% non-US).

“Experienced travelers know there’s no universal travel uniform,” 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. “The goal isn’t to disguise yourself as a local. It’s to dress appropriately for your destination, your activities and the local culture while avoiding unnecessary attention.”

The findings reinforce a long-standing lesson of international travel: first impressions matter. Travelers who stand out because of their clothing or behavior may unintentionally signal that they are unfamiliar with local customs, making them more noticeable to scammers, pickpockets and opportunistic criminals.

“No one should have to hide who they are, but travelers should recognize that clothing communicates,” Richards said. “Respecting local customs and avoiding overtly touristy behavior demonstrates cultural awareness, helps build positive interactions with residents and can reduce your security profile.”

Global Rescue security experts recommend travelers research local dress norms before departure, particularly in countries with conservative social or religious customs. Clothing that is considered routine at home may be viewed as disrespectful or provocative elsewhere.

Simple adjustments can also help travelers avoid unnecessary attention. Experts recommend wearing muted rather than flashy clothing, limiting expensive jewelry, carrying smaller cross-body bags instead of oversized backpacks and avoiding clothing with political slogans, national flags, profanity or potentially offensive imagery. Understanding local etiquette—from tipping customs to appropriate gestures and public behavior—can also help travelers avoid unintentionally offending residents.

“Blending in isn’t about pretending to be someone you’re not,” Richards said. “It’s about demonstrating respect for the people and culture you’re visiting. Travelers who prepare ahead, observe local customs and dress appropriately often have richer experiences and fewer problems.”

For experienced travelers, dressing for success abroad means balancing practicality with cultural awareness, a combination that can make international travel safer, smoother and more rewarding.

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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.