What Exactly Is Demure Travel – and Should You Care?

All of a sudden, “demure travel” is all the rage. But what exactly does it mean to travel demurely, and should seasoned travelers and expats care?

The idea is for travelers to be mindful of their surroundings, respect local customs, people, and cultural traditions. This means, for example, don’t go into a Hindu temple in short shorts and a crop top. Tone down visible expressions of wealth and status and be aware of the impact of our behavior. Think of others in shared spaces, like airports and planes.

Demure travel is largely a response to the often obnoxious behaviors of today’s tourists, but it’s also a bit tongue-in-cheek. Chicago-based TikTok influencer Jools LeBron launched the trend a few weeks ago when she started posting about her new appreciation for being demure. The concept soon moved into the arena of travel.

“You see how I walk through the airport?” she says to the camera while strolling through JFK with a roller bag. “I get to my gate and get on the plane. I’m very cutesy, very demure.” Then just before the video ends, she spins around in a circle, whipping her bag with her.

Setting aside the silliness, the concept is rooted in quiet elegance and consideration. Rest assured, it’s not about the 20th-century definition of demure as reserved, shy, and retiring – as depicted in the ChatGPT-created image above.

It’s about embracing a more refined and thoughtful approach to the journey and to new destinations. The trend has resonated with Gen Z, who are known for their social consciousness and seek experiences that are enriching yet respectful, sustainable and culturally sensitive.

Take a Closer Look

Going demure could also be a way to travel that’s friendlier and more efficient. “You see how I board the plane?” a flight attendant asks on a recent viral post. “I step out of the aisle. I take my luggage. I put it up in the overhead bin and turn it on its side. Very demure, very mindful.”

For seasoned travelers and expats, demure travel may seem like just another passing trend. But embracing this mindset could pay dividends.

• Enhanced Cultural Exchange: With a demure approach, experienced travelers can gain a better understanding of local cultures and traditions, which means more meaningful connections.
• Sustainable Travel Practices: Demure travel is good for the planet. By being mindful of your environmental impact, you help preserve the places you love.
• Positive Reputation: For expats, adopting a demure travel ethos can improve ties with locals. It shows a willingness to integrate and respect the host culture, which can lead to a more fulfilling experience abroad.
• Avoiding the “Ugly Tourist” Label: Nobody wants the “ugly tourist” stereotype—loud, disrespectful, entitled. By embracing a demure approach, travelers can avoid this label and be seen as gracious, considerate guests.

Looking Ahead

Demure travel represents a shift towards more mindful and respectful tourism. While it may have started as a somewhat silly Gen Z trend, the principles behind it are solid. Whether you’re a seasoned globetrotter or a new expat, a demure approach can enhance your travel experiences and build stronger ties with local communities.

In fact, as the world becomes more connected and travel continues to evolve, the principles of demure travel may well become a welcome part of the global travel ethos.