Interest in DNA travel has surged as travellers seek deeper connections to their family history through genealogy tours and heritage trips

Ancestry travel is emerging as one of the fastest-growing trends in the experience economy, as increasing numbers of travellers seek to explore their family history through meaningful journeys connected to their roots.

According to travel booking platform Bókun, a Tripadvisor company, online interest in ancestry travel has risen sharply over the past year. Google search data shows that searches for “ancestry travel” have increased by 1,618%, while searches for “DNA travel” have climbed by 754%. The figures suggest that growing interest in genealogy and family history is now influencing how people choose destinations and travel experiences.

The trend extends beyond general interest in ancestry. Search demand for experiences linked to family heritage has also reached record levels. Searches for “genealogy tours” have risen by 6,671% over the past year, while “family heritage tour” searches have increased by 5,490%.

Interest in “family tree experience” has grown by 336%, while “international heritage tour” searches are up 325%. Searches for “heritage tours” have increased by 114%.

These experiences are designed to help travellers understand where they come from by visiting places connected to their ancestors and learning about the history, traditions and communities that shaped previous generations. Rather than focusing solely on famous landmarks or popular attractions, ancestry travel encourages people to engage with local culture through a personal lens.

The rise of ancestry travel reflects a broader shift towards experience-led tourism, where travellers place greater value on meaningful activities and personal stories than on traditional sightseeing alone. As travellers seek journeys that feel more purposeful, heritage-based experiences are becoming an increasingly attractive option.

Samuel Jefferies, senior growth marketing manager at Bókun, says: “We’re seeing a clear shift in travellers increasingly seeking unique experiences that offer them a sense of purpose, over place. Ancestry travel taps into this demand, with experiences offering travellers a sense of storytelling, self-discovery, culture and connection.

“The growing interest in uncovering family heritage presents an exciting opportunity for the travel industry, as more people set out to explore their roots in destinations across the world.

“Tour and experience operators across the globe have a unique opportunity to adapt their offerings to tap into this growing trend. Whether that’s reframing existing walking tours as heritage-led experiences that allow travellers to walk the streets their ancestors once knew, creating history tours that uncover the stories of past communities, or developing food experiences inspired by traditional local delicacies and cultural heritage.”

The growing popularity of ancestry travel could also bring benefits to destinations that sit outside established tourism routes. Travellers tracing family histories may choose to visit smaller towns, villages and regions that have personal significance, rather than focusing exclusively on major tourist centres.

This presents new opportunities for tour operators, guides and cultural organisations to develop experiences that connect visitors with local history. Walking tours, genealogy research services, food experiences and community-led storytelling initiatives could all play a role in meeting demand from travellers looking for a stronger sense of connection with the places they visit.

Bókun expects ancestry travel to become an increasingly important factor in travel planning during the coming months as people seek experiences that combine cultural discovery with personal meaning.

Jefferies says: “We expect demand for ancestry experiences to significantly influence travel choices this summer, with more people venturing beyond tourist hotspots in search of deeper, more personal connections, driving a new wave of experience-led travel.”

The search data cited by Bókun is accurate as of May 20, 2026, and points to ancestry travel becoming a significant new niche within the wider trend towards more immersive and personalised tourism experiences.