Interest in ancestry travel is rising rapidly as more travelers look for trips rooted in family history, cultural identity and personal discovery, according to new research from Bókun, a Tripadvisor company.
The analysis shows a sharp increase in search demand for heritage-led travel experiences over the past year, suggesting that genealogy and personal storytelling are becoming increasingly influential in how people choose where to travel.
Search Demand For Ancestry Travel Surges
Searches for ancestry travel increased by 1,618% over the last 12 months, while demand for DNA travel rose by 754% year-on-year. The figures point to growing interest in trips that help travelers connect with their family origins and explore the places linked to previous generations.
The trend is also visible in more specific experience categories. Searches for genealogy tours increased by 6,671% over the past year, while family heritage tours reached an all-time high after rising 5,490% year-on-year.
Heritage Experiences Gain Momentum
Ancestry travel experiences are designed to help travelers explore family roots, cultural traditions and regional histories. These trips may include visits to ancestral villages, guided heritage walks, local history tours, archive-based experiences or food-led itineraries connected to traditional cuisine and community identity.
The findings reflect a wider shift in experiential travel, with more people seeking journeys that offer personal meaning alongside sightseeing. Rather than focusing only on famous landmarks or major tourist hotspots, travelers are increasingly drawn to destinations that provide a stronger emotional or historical connection.
Travelers Seek Purpose Over Place
Samuel Jefferies, Senior Growth Marketing Manager at Bókun, said the trend reflects a clear shift toward experiences centered on storytelling, self-discovery, culture and connection.
According to Bókun, ancestry travel gives tour and experience operators an opportunity to reframe and develop products around heritage. Walking tours can be positioned around the streets and neighborhoods connected to past generations, while history tours can explore the stories of local communities, migration patterns and family traditions.
Food experiences may also benefit from the trend by highlighting traditional dishes, regional ingredients and culinary customs that help travelers feel closer to their cultural roots.
Ancestry Travel Expected To Shape Summer Choices
Bókun expects demand for ancestry-related experiences to influence travel choices during the summer season, as more travelers look beyond established tourism destinations in search of deeper personal connections.
The company said the rise of heritage-led tourism could drive a new wave of experience-based travel, particularly in smaller towns, rural regions and culturally rich destinations that may not traditionally dominate mainstream travel itineraries.
As interest in genealogy, DNA testing and family history continues to grow, ancestry travel is emerging as one of the most meaningful trends in the tourism sector. For many travelers, the next major trip may be less about discovering somewhere new and more about understanding where they come from.
