A cultural renaissance

79% of OutThere travellers claim to be culture-vultures. Our data shows that one of the biggest gripes we hear from OutThere travellers about the pandemic – aside from not being able to travel – is our inability to access and interact with culture, for example: museums, shows, attractions, architecture and history in immediate context, but also that we feel that we’re missing out on experiencing wider culture in general; be it interacting with people of different backgrounds, or other culturally linked experiences like food and drink. 

87% of OutThere travellers have said that they have tried to access global cultural experiences from home during the pandemic. Of those, 71% have admitted that they struggle with the depth and quality that virtual cultural experiences have given them.

59% of OutThere travellers have donated to cultural institutions and charities during the pandemic, which is not surprising as 79% of OutThere readers consider themselves philanthropists.

We predict that there will be a surge in demand for cultural experiences in travel during 2021. 71% of OutThere travellers have claimed to have already visited a cultural attraction in person as soon as they came out of lockdown.

Cultural institutions will have to demonstrate that they are safe, but on the whole, Out There travellers are ready to return to attractions that are both in more open spaces where guests have relative freedom of movement; and static-guest attractions like theatres, providing that adequate social-distancing measures are put in place. 

Photography by Martin Perry in Chicago, Illinois for OutThere’s Inspiring Illinois Issue

< Back to contents