EXPERIENCE TOURISM: HOW INNOVATIONS IN CUSTOMIZED ITINERARIES ARE REDEFINING THE GLOBAL INDUSTRY

Abstract

Experience tourism has emerged as one of the most strategic segments of the global industry, standing out for its ability to provide unique experiences that evoke emotions, strengthen bonds, and create lasting memories. This study aimed to understand how innovations applied to personalized itineraries are redefining the competitiveness of tourist destinations, adopting a qualitative approach, both exploratory and descriptive, based on bibliographic review and documentary analysis. The findings indicated that the customization of itineraries is a key factor in meeting the expectations of increasingly selective travelers, who seek authentic, dynamic practices aligned with their consumption profiles. The analysis also showed that innovation goes beyond the introduction of digital technologies, encompassing creative methodologies, territorial branding, and cultural enhancement, which expand attractiveness and reposition destinations in the international context. It was also identified that the integration of local communities in the design of experiences promotes social inclusion, sustainability, and cultural protagonism. It is concluded that the combination of innovation, customization, and authenticity constitutes a structural axis for strengthening tourism competitiveness, enabling the sector to advance toward more sustainable, creative, and inclusive models.