Tennessee and More US States Rely on New Hands-On Travel Experiences

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US states are reshaping travel and tourism as visitors seek more than sightseeing. Tennessee, Utah and Hawaiʻi are leading a wider shift towards culture, nature, food, heritage and community experiences. US states are expanding experiential travel through hands-on culture, outdoor adventure, food, heritage, Indigenous tourism and community experiences, with Tennessee, Utah, Hawaiʻi and North Carolina driving the shift.

US states are rapidly changing how travel and tourism are presented, as visitors increasingly look for experiences they can feel, learn and remember. Instead of simply visiting famous landmarks, travellers are being encouraged to make crafts, explore farms, follow cultural trails, cook local food, study the night sky and connect with communities. Tennessee, Utah, Hawaiʻi, North Carolina, Virginia and Oregon are among the states developing distinctive experiential tourism products. This shift is important because travel is becoming more participatory, while tourism businesses can create new reasons for visitors to stay longer and explore beyond established gateways. The result is a more personal and locally connected American holiday.

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What is driving the US shift towards experiential travel?

The US travel industry is increasingly moving from conventional sightseeing towards experiences that allow visitors to participate directly in the character of a destination. Tennessee Tourism has explicitly highlighted experiential travel and craft-cations, showing how travellers can engage with local skills, outdoor activities, food and creative traditions rather than simply observe them.

This approach gives tourism destinations another way to distribute visitor spending because experiences can involve independent guides, farmers, artists, cultural organisations, restaurants and small accommodation providers. It also creates stronger reasons for travellers to venture into rural areas and less familiar communities, potentially broadening the economic benefits of tourism.

Why is Tennessee becoming a major experiential travel destination?

Tennessee offers one of the clearest examples of experiential tourism because its official tourism programme actively promotes activities in which visitors learn or participate. The state’s craft-cation programme features activities ranging from pottery, basket-making and printmaking to glassblowing, beekeeping, fly-fishing, kayaking and wilderness skills.

The strategy reflects a broader change in visitor expectations, particularly among travellers who want holidays built around personal interests and authentic encounters. Tennessee is also expanding immersive tourism through culinary trails, music, outdoor recreation and nature-based experiences, giving visitors multiple ways to combine traditional attractions with activities that involve direct participation.

How is Utah developing the experience economy?

Utah is approaching experiential tourism through tourism product development, with the state’s Office of Tourism and Film highlighting the Experience Economy as part of its 2026 Tourism Business Development Workshop. The programme focuses on areas including agritourism, astrotourism, film tourism and cultural tourism, demonstrating how specialised interests can be converted into marketable visitor experiences.

The significance of Utah’s approach is that it focuses not only on marketing destinations but also on helping tourism operators develop experiences that visitors can actually purchase and participate in. This could include guided adventures, agricultural visits, cultural activities, specialist tours and educational experiences, strengthening the state’s tourism product while encouraging travellers to explore beyond its best-known landscapes.

Why is Hawaiʻi focusing on community-led tourism?

Hawaiʻi is placing local communities at the centre of its experiential tourism strategy, with the Hawaiʻi Tourism Authority announcing $1.5 million in 2026 funding for 49 organisations supporting 60 community programmes. The projects cover agriculture, culture, culinary arts, education, wellness, nature, sport and voluntourism.

This model gives visitors opportunities to experience Hawaiʻi through programmes rooted in local communities, while organisations receive support for activities connected to their own culture and resources. The state’s approach demonstrates how tourism can be developed around community participation rather than depending exclusively on high-volume attractions, creating a more diverse and potentially more meaningful visitor economy.

What makes North Carolina’s tourism strategy different?

North Carolina is particularly notable because its official tourism material directly promotes immersive experiences visitors can only do in North Carolina. The programme describes participatory travel involving farm stays, field-to-fork meals, animal encounters, heritage walks, workshops, living-history demonstrations and behind-the-scenes experiences.

These activities turn tourism into something visitors actively do rather than simply watch, helping destinations create stronger emotional connections with their audiences. For travellers, that can mean returning home with practical knowledge, stories and memories that are directly linked to the destination, while local operators gain opportunities to build distinctive tourism products.

How are Virginia and Oregon expanding cultural experiences?

Virginia is incorporating visitor experiences into its wider tourism development strategy, with its 2026–2029 Statewide Strategic Tourism Plan calling for investment in experiences visitors are seeking. The state’s tourism priorities include outdoor recreation, cultural attractions, events, family activities and regional tourism development.

Oregon is taking a particularly significant approach to cultural tourism through its Experience Indigenous Oregon guide, developed with representatives from the state’s nine federally recognised Tribes. The guide connects visitors with Indigenous museums, cultural resources, outdoor activities and events, offering a model of experiential tourism centred on history, culture and respectful engagement.

Why does experiential tourism matter for US tourism?

The growth of experiential travel gives US states an opportunity to diversify their tourism economies while responding to changing visitor expectations. Instead of relying entirely on famous landmarks, destinations can build tourism around crafts, agriculture, cuisine, astronomy, outdoor recreation, heritage, Indigenous culture, conservation and community experiences.

For travellers, the attraction is straightforward: experiential tourism can make a holiday more personal and memorable because visitors become participants in the destination. For tourism businesses, meanwhile, distinctive experiences can create new revenue streams and encourage longer stays, repeat visitation and exploration of communities that may sit outside traditional tourist routes.

Anup Kumar Keshan, Editor-in-Chief, Travel And Tour World

“Experiential travel represents a powerful evolution for the global tourism industry because today’s travellers increasingly want meaningful connections rather than simply collecting photographs of famous attractions. The US states developing hands-on cultural, culinary, outdoor, heritage and community experiences are responding to this demand in an intelligent and sustainable way. Tennessee, Utah, Hawaiʻi, North Carolina, Virginia and Oregon demonstrate how destinations can transform local traditions, landscapes and knowledge into memorable visitor experiences. This is positive for tourism because it can encourage deeper exploration, support local businesses and communities, extend visitor stays and create a stronger emotional connection between travellers and the destinations they choose.”

The cause is a changing travel market in which visitors increasingly want authentic activities, personal connections and memorable encounters rather than conventional sightseeing alone. The answer is experiential tourism, and US states are developing products around crafts, cuisine, agriculture, nature, heritage, Indigenous culture, astronomy and outdoor adventure. The reason is that participation can strengthen the relationship between visitors and destinations while creating new opportunities for local tourism businesses. Tennessee promotes craft-based travel, Utah is developing its Experience Economy, Hawaiʻi funds community programmes, and North Carolina promotes participatory tourism. Together, these examples demonstrate a significant evolution in American travel and tourism.

US states are increasingly transforming tourism by giving travellers more opportunities to participate, learn and connect with local communities. Tennessee is promoting craft-cations and outdoor experiences, while Utah is developing an Experience Economy based on specialised tourism products. Hawaiʻi is investing in community-created programmes, and North Carolina is actively promoting immersive visitor experiences. Virginia and Oregon are also strengthening experiential tourism through strategic development and Indigenous cultural programmes. The trend demonstrates that US travel is moving beyond traditional sightseeing towards deeper experiences built around culture, food, nature, heritage and local identity. For travellers and tourism businesses, the shift creates new possibilities.

Frequently Asked Questions

What is experiential travel?

Experiential travel is tourism based on active participation, allowing visitors to learn, create, explore, taste or interact with a destination rather than simply sightseeing.

Which US state is strongly promoting experiential travel?

Tennessee is one of the strongest examples, with its tourism department directly promoting experiential travel and craft-cations involving creative, culinary and outdoor activities.

What is Utah’s Experience Economy?

Utah’s Experience Economy approach focuses on developing tourism products around specialised activities such as agritourism, astrotourism, film tourism and cultural tourism.

How is Hawaiʻi supporting experiential tourism?

The Hawaiʻi Tourism Authority is funding community programmes involving culture, agriculture, culinary arts, wellness, nature, education, sport and voluntourism.

Why is experiential tourism important?

Experiential tourism can create deeper visitor engagement, support local businesses, encourage longer stays and distribute tourism activity beyond major attractions.