Business Insider·3 min read·easy

I've traveled to 110 countries. There's one thing I make sure to do in every place I visit.

I've traveled to 110 countries. There's one thing I make sure to do in every place I visit.
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A seasoned traveler shares his practice of taking local craft or cooking classes in every country he visits to create tangible memories. He argues that these hands-on experiences provide deeper cultural engagement than traditional souvenir shopping.

Why it matters

This perspective highlights a shift in travel trends toward experiential tourism and personal skill development.

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I've traveled to 110 countries, and I try to learn and make something wherever I go. Ash Jurberg After 110 countries, one thing I seek out on every trip is a local class where I can make something. It started with a $10 fridge magnet in Armenia and eventually led to making my own shoes. I've cooked Sri Lankan curries with my sons and made a cowboy hat in Charleston. A few years ago in Gyumri, Armenia, a guide led me past the souvenir stalls and into an artist's studio called Varem Marem. For the next 45 minutes, I made a miniature traditional Armenian door from plaster using a mold, then painted it to turn it into a fridge magnet. I'm not crafty, and it was more abstract than intended, but I was hooked before the paint had dried.

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