Travelers no longer want a typical European tour or city/stay. They want a vacation experience personalized “just for me.” Tour operators report that even popular kinds of tours—such as those with a heritage focus—have morphed into much more targeted trips. Why? Consumers desire to perfectly match a European tour or city/stay package with their “personal passion.”

While some travelers may indulge their heritage passion by visiting Tallinn, Estonia’s “Old Town,” others may prefer to dive into the culinary history and traditions in the area of Serbia from which their ancestors hailed. Some travelers desire to focus on the history

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