The next generation of tourists don't want to feel like tourists when touring. In slightly less cryptic words: travellers are looking more and more for cultural immersion, for more 'authentic, meaningful and social' experiences over material goods. fDi's Sebastian Shehadi and Alex Irwin-Hunt invite Tiffany Misrahi, policy director at the World Travel and Tourism Council, to discuss how the tourism industry is responding to this trend. The growing desire for an 'experience' accompanies the rising trend towards environmental sustainability within tourism. However, lofty ideals and the realities of consumer behaviour are at a mismatch.