(Lebanon, NH – November 3, 2025) – Travelers are increasingly prioritizing authenticity, nature and mindfulness over nightlife, modern attractions or staying connected to digital devices, according to the world’s most experienced travelers responding to the Global Rescue Traveler Sentiment and Safety Survey.

When asked what motivates them most when choosing a destination, more than a third (35%) of respondents said natural beauty and outdoor immersion top their list, outpacing iconic attractions (27%) and cultural experiences (23%). Women were especially drawn to authentic culture and community (26%) compared to men (21%), while non-US travelers leaned slightly more toward natural environments (37%) than their US counterparts (34%).

“Travelers are looking for genuine experiences that help them feel more connected to the world and less tethered to technology,” said Dan Richards, CEO of The Global Rescue Companies and member of the US Travel and Tourism Advisory Board at the US Department of Commerce. “People aren’t just going places—they’re seeking meaning, restoration and perspective.”

Disconnecting from technology also plays a growing role in travel satisfaction. Only a third (33%) of respondents said unplugging was “not important,” while the majority rated it moderately to very important, with non-US travelers (38%) and women (35%) placing higher value on digital disconnection than men or Americans (both at 33%).

Cultural depth clearly outweighs party scenes or contemporary aesthetics. A resounding 75% of travelers said they prefer destinations for their historic significance rather than a modern vibe and nearly two-thirds (65%) said they seek hidden gems over iconic attractions. Non-US and female travelers showed a stronger inclination toward exploration off the beaten path (68% each).

Nightlife barely factors into destination decisions. Just 2% said nightlife ranks high in their travel choices, while nearly half (46%) said it doesn’t matter at all. “The data show a decisive shift toward self-enrichment and sustainability over stimulation,” Richards said. “Quiet, history-rich and culturally authentic destinations are winning over travelers who want depth, not distraction.”

Even when considering once-in-a-lifetime events, travelers remain measured. Only 4% said they plan to travel to Europe’s northern regions to view the 2026 total solar eclipse, though women (6%) and non-US respondents (6%) were more likely to consider the trip than men (4%) or US travelers (4%).

Across activities, hiking and trekking (50%) lead the list of motivations, followed by hunting and fishing (35%) and SCUBA or snorkeling (23%). Women were far more drawn to hiking (58%) and wellness-oriented pursuits, while men showed stronger interest in hunting, fishing and overlanding adventures.

About the Global Rescue Traveler Sentiment and Safety Survey

Global Rescue, the leading travel risk and crisis response provider, surveyed more than 1,600 current and former members between October 7–13, 2025. The respondents revealed a variety of behaviors, attitudes and preferences regarding current and future travel.

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 has exclusive relationships with the Johns Hopkins Emergency Medicine Division of Special Operations and Elite Medical Group. Global Rescue provides best-in-class services that identify, monitor and respond to client medical and security crises. Global Rescue has provided medical and security support to its clients, including Fortune 500 companies, governments and academic institutions, during every globally significant crisis of the last two decades. For more information, visit www.globalrescue.com.

Media Contact: Bill McIntyre | Email: bmcintyre@globalrescue.com | Phone: +1 202.560.1195