The marketing of products as authentic and experiential has become incredibly pervasive. So how are tour operators, who actually design and sell the holidays that take travellers to distant destinations and communities, capitalising on this trend? Instead of highly controlled and densely packed itineraries, tour operators are giving holidaymakers and tour guides time to breathe on the ground, creating the space for impromptu activities to take place. Travellers are increasingly looking for a personalised holiday which allows for the ability to make choices and balance options with support and export assistance. The UNWTO projects that tourism in emerging economies will grow to 57% of the global market by 2030, an increase form 47% in 2010. According to this Skift article, top emerging destinations include Iran, Burma and various countries in South America.