What started as a nostalgic social media trend—the “grandmacore” aesthetic now boasts over 251 million views on TikTok—has evolved into a significant cultural movement. Travelers are increasingly choosing to trade digital algorithms for human connection, redefining how a younger generation engages with global culture. This shift has birthed a new travel behavior: “Grandma Tourism.”

According to a new report from GetYourGuide, the leading global marketplace for travel experiences, “Grandma Tourism” describes a growing preference for experiences led by older local guides who share traditional skills, cultural heritage and personal narratives. The data signals a clear move away from passive sightseeing toward active participation.

Tradition Over Trends: The Data

The shift is already visible in booking behavior. On GetYourGuide, bookings for workshops and classes grew by more than 250% between 2023 and 2025, growing six times faster than traditional attraction tickets. Furthermore, the report finds that:

• 69% of travelers prefer learning from older local guides over younger guides.
• 76% of travelers would book a “grandma-inspired” experience.
• 94% of travelers want to experience a “grandma” mindset—focused on calm and connection—when they travel.

“Travel isn’t just turning up and ticking boxes anymore, it’s about learning something meaningful about a place from the people who know it best,” says Johannes Reck, Co-Founder of GetYourGuide. “As our lives become increasingly digitalised, travellers are seeking moments to slow down, reconnect and engage with culture passed down through generations in a more human way.”

Nonna Rosella: The Art of the Shared Moment (Rome, Italy)

In a home just outside the bustling streets of Rome, 68-year-old Rosella—known to her guests as Nonna Rosella—hosts pasta-making classes that are about much more than flour and eggs.

“I teach people how to make real Italian pasta,” says Rosella. “People come to my tour because they want to make something with their hands from scratch, but also to spend time with an Italian grandma and hear my stories.”

For Rosella, hosting is a way to bridge the gap between her quiet city life and her roots in the Roman countryside. “I come from a very small village in the Roman countryside,” she explains. “When I got married, I moved to Rome and used to spend a lot of time at home alone. I’ve always missed my village and now I meet people from all over the world and share what I learned growing up in my village.”

The connection often becomes deeply personal. “Guests can be shy at first. But when they leave, they’re so open and warm! They hug me and want to spend more time with me,” Rosella shares. “If I accepted all the invitations I get from people all over the world, I’d never stay in Italy anymore! This is what matters in the end, the relationships we create.”

Ultimately, her goal is for guests to take the spirit of the kitchen home with them. “I don’t just want to teach the new generations how to make pasta, but also remind them how important it is to share moments together and surround themselves with people they love. I want them to use these pasta-making skills to spend time with their loved ones.”

Catherine: Unmasking the “Fantasy” of Paris (Paris, France)

In the shadow of the Basilique Sacré-Cœur in Montmartre, 63-year-old Catherine teaches the delicate art of macarons at L’Atelier de Mamies. For Catherine, a former HR professional, the atelier is a place for “un-curated” authenticity.

“I’m retired, so I teach because I want to,” Catherine says. “Before, I worked in HR, managing a team of 20 people! Now, I work just a few days a week. It’s about connecting with the people, sharing my love of pastry and showing the France of French people, not a fantasy.”

The GetYourGuide report notes that 84% of travelers in the French market would book a grandma experience, the highest across all markets surveyed. Catherine sees this desire for connection daily. “The atelier is in a really beautiful part of Paris near Basilique Sacré-Coeur, and there’s always a wow moment when people arrive. But I also think they choose it because it’s not intimidating,” she notes. “Macarons seem a little technical, but anyone can learn if they keep trying.”

She finds particular joy in teaching the youngest travelers. “I love teaching children and we welcome kids as young as three or four. Because the recipes are simple enough, the little ones are so happy to make cookies just like their parents can. The parents always say the kids never would have eaten macarons from a patisserie!”

Catherine’s mission is to provide a souvenir that isn’t found in a gift shop. “I wanted to give people a wonderful memory of Paris. Not something bought, but a skill, a little piece of Parisian tradition they could take home with them from their vacation. My guests leave feeling confident they can recreate a French recipe at home. Paris is the most beautiful city in the world and we Parisians don’t even realise it because we’re too busy complaining.”

Isidora & Puri: Love Language on a Spanish Farm (Málaga, Spain)

In rural Málaga, 83-year-old Isidora and her sister-in-law, Puri, host a farm-to-table experience that serves as a masterclass in “slow living.”

“Food is my love language,” Isidora says. “My whole life was about raising four kids and preparing delicious meals for them. Making everything from scratch and creating something tasty from basic, available products.”

For Isidora, the experience is a way to travel the world from her own kitchen. “I worked for a short period of time, but my life experience was really about taking care of my family at home. Now, we love meeting new people and exchanging stories and recipes. It is always nice to hear about each country’s customs. With our age, it is more difficult to travel abroad, so the abroad comes to us!”

The appeal, she believes, lies in the honesty of the encounter. “Perhaps because it’s honest. We don’t sell them a tour, we share our real life: the beauty of rural Málaga, freshly pressed olive oil from the farm, citrus trees, and food. Sharing simple and meaningful moments.”

Isidora hopes her guests leave with a renewed appreciation for the elderly and the “analogue” life. “I hope they take away respect for older people, their cooking methods and their food. The world is changing to make everything more convenient, but there is real beauty in preparing a meal from scratch, spending time with loved ones and using ingredients that matter.”

She leaves her guests with a piece of wisdom that echoes the findings of the GetYourGuide report: “Money comes and goes, even for the richest, but real happiness comes from family and the people you surround yourself with. When you are old, that’s all that matters: the people who want to spend time with you. Our advice is to create memories together, don’t just buy another object.”

The “Why” Behind the Trend

Why are we so obsessed with learning from elders now? The GetYourGuide report suggests a direct link to digital fatigue. Consumers are taking up “analogue” hobbies to:

• Feel calm (67%)
• Get time away from their phones (53%)
• Learn a tangible skill (51%)
• Reduce anxiety (48%)

Whether it’s mastering the fold of a musubi in Tokyo or playing a high-stakes card game with a 94-year-old in Istanbul, “Grandma Tourism” offers a structural shift in how we spend our time—moving from seeing a place to truly belonging to it, if only for an afternoon.