How Curated Experiences Can Help Your Tourism Marketing

Curation is transforming the way people travel. It’s no longer about “bucket list destinations,” but, “bucket list experiences.” In years past, travelers may have been satisfied to simply see sites like the Eiffel Tower or Colosseum; now they want to get behind the scenes, get underground access or see a destination from the air. The possibilities for curated experiences are unlimited.

Travelers today want to do more than visit a place—they want to understand it. They’re seeking the stories, traditions, and people that bring a destination to life. This has pushed tourism marketers to think differently about how they package and promote their regions. Attractions and accommodations remain important, but curated elements—private access, expert-led encounters, participatory workshops, and community-based offerings—are what set destinations apart.

What is Curation?

Curation is to collect, select and present information for people to use or enjoy, using your professional or expert knowledge.

You may already be getting your social media or news content through curation. Content curation is simply filtering through the content across your social channels and news outlets based on your interests. Your results are an individualized collection for you.

Curated travel is about selecting accommodations, restaurants and activities to create the perfect trip based on your individualized interests.

What Makes an Experience “Curated”?

Curated experiences are intentionally designed, highly personalized, and deeply immersive. They are not mass-market tours, nor are they simply upgraded versions of standard sightseeing—it’s the intentionality that makes them special.

Core elements of curated experiences include:

• Local Expertise: Led by community members, artisans, cultural practitioners, historians, naturalists, or other specialists.
• Personal Connection: Small-group interactions or one-on-one encounters that feel organic and welcoming.
• Hands-On Participation: From cooking classes to conservation activities, travelers become participants rather than observers.
• Access & Exclusivity: Private spaces, behind-the-scenes entry, or after-hours privileges deepen the sense of discovery.
• Flexibility: Experiences can often be customized or expanded based on traveler interests.
• Authentic Storytelling: Context and narrative help travelers understand why a place is meaningful.

Together, these components create experiences that feel truly memorable—moments travelers share widely and remember long after returning home.

A Case Study in Curated Experiences: AmaWaterways and the Growing Demand for Immersive River Travel

Cruise excursions have long been popular—but curated cruising elevates them to a new level. Instead of standard sightseeing, curated cruise experiences offer immersive land adventures, intimate cultural encounters, small-group enrichment, and memorable specialist-led excursions. AmaWaterways has become an industry leader in shaping these types of journeys, demonstrating how curated design can redefine a travel product.

Immersive Shore Experiences That Bring Destinations to Life

Exclusive Festivals, Cultural Celebrations & Local Encounters

AmaWaterways’ curated approach shines through its exclusive partnerships with local communities. On the Danube, guests might be welcomed to a private Oktoberfest celebration in Vilshofen, complete with Bavarian folk music, warm bretzels, and local dignitaries greeting guests personally. In the French village of Bourg, travelers enjoy an AmaWaterways-exclusive wine festival, showcasing regional wines and live traditional music.

Heritage Access & Rare Opportunities

Historic and cultural landmarks become even more memorable when explored in a small-group setting. AmaWaterways guests may wander the ornate halls of Greinburg Castle in Austria during a private after-hours tour, or savor an intimate wine-tasting performance at the Klosterhof estate in Spitz—an experience exclusive to the AmaMagna. These moments offer travelers a rare sense of discovery and privilege.

Global Cultural Immersion Beyond Europe

AmaWaterways extends curated experiences far beyond the continent:

• In Cairo, guests receive a private tour and on-site lunch at Abdeen Presidential Palace, one of the world’s most opulent residences.
• In Aswan, travelers visit a Nubian village on Heisa Island, connecting firsthand with local communities.
• In Colombia, curated river experiences include cumbia music in El Banco, jazz performances in Mompox, and a private “Carnaval” celebration in Barranquilla.

Themed Sailings That Match Travelers’ Interests

AmaWaterways takes curated travel a step further by not only offering immersive shore excursions, but also designing entire themed sailings built around travelers’ passions. These voyages weave enrichment, culture, and community directly into the cruise experience itself.

• Celebration of Wellness: Designed for active travelers, these itineraries offer daily fitness classes, guided bike rides, extended hikes, relaxing spa time, and wellness-focused menus.
• Celebration of Beer: Travelers explore Europe’s historic brewing regions with brewery visits, tastings, and onboard insights from beer experts.
• Celebration of Wine: Hosted by professional vintners, these sailings offer vineyard tours, cellar tastings, educational sessions, and gourmet wine-pairing dinners.
• Celebration of Music: Travelers enjoy private concerts, choir performances in sacred spaces, and access to musical institutions along the Danube.
• Soulful Experiences: These special sailings highlight Black history and culture with curated excursions, storytelling, and a chef-curated Juneteenth dinner.
• Latin Touch Sailings: Offering tours and onboard experiences in Spanish, these departures allow Spanish-speaking travelers to connect comfortably and fully with the journey.

Why AmaWaterways’ Curated Approach Resonates

AmaWaterways succeeds because it understands that today’s traveler values meaning and authenticity as much as comfort and convenience. Its curated experiences are:

• Exclusive: Many are available only to AmaWaterways guests
• Locally Rooted: Built through strong community relationships
• Enriching: Led by experts, specialists, and passionate storytellers
• Intimate: Designed for small groups and deeper engagement

How Tourism Organizations Can Apply Curated Design

Not every destination has palaces and castles—but every destination has local stories waiting to be told. Here are a few ways to get started with curated experiences:

1. Start with Your Community

Identify local storytellers, cultural leaders, farmers, artisans, or tradition bearers who can bring unique value.

2. Build Small, Intentional Experiences

Intimate, hands-on encounters feel more memorable than broad, generalized tours.

3. Develop Authentic Narratives

Curate experiences around themes—heritage, craft, foodways, nature, music—that resonate deeply with visitors.

4. Package Experiences for Easy Purchase

Creating themed itineraries, half-day workshops, or add-on encounters makes curated offerings accessible.

Grow Your Business with Curated Experiences

Whether you are a destination, attraction or industry leader, understanding the demand from today’s travelers for curated experiences is essential to growing your business. Experience-driven travel is not going away, and has only gotten stronger in recent years. Local experiences made number 2 on this list of top travel trends. Make sure you are on every traveler’s “bucket list of experiences!”

Learn More:

Dig in to these culinary tourism trends.

Connect travelers with your outdoor experiences.

Explore luxury travel trends.

Remember to highlight accessibility with individualized travel.