5 Types of Cultural Tourists: Find Your Travel Personality

Ever noticed how people travel so differently? You see one person snapping photos of every monument, another cracking jokes at a cooking class, and someone else quietly doodling in a notebook while sipping tea somewhere off the main street. Cultural tourism isn’t some paint-by-numbers activity—people actually engage with culture in pretty distinct ways. Just looking at the stats, Destinations International said cultural tourism made up around 40% of total international travel in 2023. That’s a lot of trips with a cultural twist, but no two travelers do it alike.

Some travelers want to check off every museum, while others stick to chatting with locals at the market. It’s not just about visiting different places—it’s about how much you want to dig into the details or just soak up the vibe. There’s real research behind this. Greg Richards, a well-known tourism expert, identified five key types of cultural tourists that you’ll spot all over the world, sometimes in the same hostel kitchen arguing about which food tour is the most authentic. So, which type are you? Or are you a mix? Let’s break them down so you can see where you (or your travel buddy) fit in.

The Five Types of Cultural Tourists

Trying to stuff everyone into one box doesn’t work, especially in travel. People come with their own curiosities, backgrounds, and levels of comfort when it comes to new cultures. Here’s where the five main types come into play:

• Purposeful Cultural Tourists: These folks are on a mission. They travel to fully dive into a cultural experience. Think art historians at the Louvre, folks learning Flamenco in Spain, or someone who plans a trip around a specific sculpture or local festival. They do their research ahead of time, book tickets for performances, and sometimes even take classes or volunteer locally. If you find yourself designing your itinerary around museum openings or religious festivals, you’re probably in this group.
• Spontaneous Cultural Tourists: Here’s your classic wanderer. They don’t plan every detail, but are ready to jump into cultural experiences as they pop up. Maybe they hear music in a plaza and join a local dance, or stumble upon a street artist and stay to chat. These travelers are open to surprises and often find hidden gems that weren’t in any guidebook. Their photos are full of random, unplanned moments and locals they just met.
• Casual Cultural Tourists: These travelers like a bit of culture, but in moderation. They’ll pop into a museum if it’s close, take a city walking tour, or sample a dish or two. But they also need downtime—maybe chill at a café, take a break at the hotel pool, or just catch up on a Netflix show. They’ll try things out but don’t want a jam-packed itinerary of cultural stops. If you like a balance of sights and leisure, you probably fit right here.
• Incidental Cultural Tourists: These visitors end up experiencing culture almost by accident. Maybe they travel for work, a family event, or just want to hit the beach—and end up happening upon a local festival or historical site. Cultural experiences aren’t their main goal, but once there, they might join the crowd, take a selfie, or grab a bite of something they can’t pronounce. Sometimes these moments make the trip way more special than expected.
• Cultural Sightseeing Tourists: These folks check off the classic highlights, but with less depth. They hit the must-sees, snap quick photos, and move on to the next. Their goal is to say they’ve “been there” without spending too much time in one place. If you’re big on bucket lists and like recounting your travels with a long list of sights, welcome to the club. There’s nothing wrong with breezing through, as long as you catch the spirit of the place.

Greg Richards, who’s spent decades digging into travel trends, summed it up in a 2018 interview:

“Cultural tourism isn’t one-size-fits-all. People interact with places based on personal goals, comfort levels, and what they value most about travel. There’s room for all kinds of curiosity.”

How to Spot Each Type in the Wild

It’s kind of fun to people-watch and play travel detective. Each of these types has little tells if you know what to look for—so next time you’re waiting in a long line at a popular monument or chatting with someone on a group tour, see where you think they fit. Here are some common signs:

• Purposeful Cultural Tourists will have guides, notebooks, or art supplies. They’ll quiz the tour guide or ask locals about hidden meanings behind traditions. These travelers love those audio guide headsets—and aren’t afraid to correct you if you mix up the Impressionists.
• Spontaneous Cultural Tourists may be chatting with street vendors or taking part in a game with local kids. Their schedule's loose, and they probably found out about an event that even the locals barely knew.
• Casual Cultural Tourists snap photos but stay comfortable. They like strolling, pop into a gallery if it’s air-conditioned, and look for Wi-Fi at lunch. They often ask, “What’s nearby?” and pick whatever sounds interesting but not too demanding.
• Incidental Cultural Tourists might talk most about the pool, their flight, or the great deal they got—but suddenly show off a random pottery souvenir from a roadside stop. You’ll spot them sharing funny or strange stories they stumbled into.
• Cultural Sightseeing Tourists are efficient. They rock selfie sticks, have maps marked for every attraction, and barely pause between stops. They’ll remember the sights but maybe not the stories behind them.

Of course, people change, and sometimes you shift from one type to another from trip to trip. What matters is owning your style and knowing what you get out of it. Travel designer Claire Young, who helps plan custom itineraries for adventurous families, said it best:

“There’s no wrong way to experience culture. Some moments stick with you forever, whether it’s an elegant opera or late-night street noodles.”

Here’s something wild: According to a 2024 report by the United Nations World Tourism Organization, demand for culture-based trips bounced back faster than beach travel after the pandemic. This surge is driven in part by Gen Z and Millennials—they want to actually do stuff, not just look at it. Workshops, food tours, and local art events are booming.

If you’re curious about trying on a different travel personality, just mix it up. Say you’re usually a Cultural Sightseeing type—next trip, try taking just one deeper dive, like a craft class or a food crawl. Or if you’re a Spontaneous Tourist, pick one purposeful activity and see what it’s like to really nerd out on a single thing.

Tips for Getting the Most from Cultural Travel

No matter what bucket you fall into, a few simple moves can make cultural travel way more satisfying—and memorable. First, local events and festivals often deliver more bang for your buck than yet another museum ticket. Even small villages have some unique music night, religious ceremony, or market day that gives you a real taste of the place. Ask locals, hotel staff, or even the person sitting next to you on the bus for tips—they usually know what’s up.

Another pro tip: food is often the easiest gateway into culture. Don’t just look for top-rated restaurants. Pop into local bakeries, street food stalls, or try out the items you can’t identify. Worst case, you’ll get a good story; best case, you’ll find your new favorite dish. For instance, I once ended up in a Vancouver Sikh temple kitchen by accident and learned more about hospitality in an hour rolling roti than hitting five city museums combined.

Language doesn’t have to be a barrier—just a “hi” or “thank you” in the local language breaks down walls. People appreciate the effort, and it often leads to fun conversations or even spontaneous invitations. If you’re really shy, try using translation apps or ask a guide to write down a phrase for you.

Also, don’t be afraid to try hands-on activities. Pottery, cooking, dance, painting—these aren’t just for kids or artists. There’s something about making something with your own hands that connects you to tradition way more than reading about it. According to a 2022 study by Booking.com, travelers who took part in a workshop or craft class were 62% more likely to rank their trip as “unforgettable.”

When it comes to sightseeing, prioritize quality over quantity. Pick a couple of attractions that really interest you and spend extra time there, maybe even hiring a guide or reading up on the stories behind the site. You’re more likely to remember one or two live experiences than a dozen whirlwind visits.

One mistake even seasoned travelers make: over-planning. Cramming every day with activities often leads to exhaustion instead of excitement. Build in time just to wander or relax. Grab a coffee, watch a street performance, or just sit in a park—these are the moments that often end up meaning the most. As Rick Steves, American travel writer, put it:

“If you visit too many museums in a day, none of them will matter. Leave space for serendipity.”

Finally, keep an open mind. Every country—yes, even your own—has weird traditions, unexpected festivals, and hidden stories. Ask about the little things: why the bread is shaped a certain way, who writes the best street poetry, or how old that random statue is. Sometimes the best parts of cultural tourism aren’t the headline acts—they’re the side stories, the laughs, the meals you didn’t expect. That’s where you’ll find what cultural travel is really about.