Most travelers who visit California want to refresh and renew themselves by actively participating in outdoor activities. To rest and relax. Getting away from work, worry, and effort enables vacationers to refresh and renew. This is the third most common reason why Americans vacation. To have an adventure.
Many travelers look to vacations for exciting experiences that stir emotions.
Adventure, whether dangerous or romantic, provides the heightened sensation that these consumers seek. Many people travel to gain respite from routines, worry, and stress. Learning and discovery are strong motivators for today's better-educated travelers. People travel to learn or practice a language, study a culture, explore gourmet foods or wines, investigate spirituality, discover something about themselves, or a host of other learning pursuits. They want to see, touch, or feel something unfamiliar.