Stories
Nonnamaxxing: The New Travel Trend Centered on Grandmothers
- •Nonnamaxxing is a growing tourism trend where travelers pay to interact with older women, often grandmothers, for authentic cultural experiences.
- •The trend is fueled by social media and a desire for genuine connections, with searches for grandmother-led classes increasing over 50% since 2023.
- •Activities range from pasta-making with Italian nonnas to dance lessons in Puglia and "rent-a-grandma" services in Japan.
- •This trend benefits both sides: grandmothers find purpose and social interaction, while travelers gain unique, unfiltered cultural insights.
- •Psychologists link the grandmothers' involvement to "generativity," a pull towards teaching and giving in later life, improving mood and health.
Key Questions Answered
Nonnamaxxing is a travel trend where tourists pay for authentic experiences centered around older women rather than traditional landmarks or itineraries, such as learning pasta-making in a real kitchen with an Italian nonna. Data from GetYourGuide shows searches for grandmother-led classes have risen by over 50 percent since 2023, driven by a growing desire among younger travellers for unfiltered, genuine cultural connections.
Japan has taken the trend furthest by introducing "rent a grandma," which is an hourly service where an obaasan will cook, run errands, or provide company and wisdom to travellers. These sessions often feature women who quickly draw nervous solo travellers into warm conversations.
Psychologists refer to the pull in later life toward teaching and giving as generativity, which research links to better moods, improved health, and longer lives. Participating in these classes gives older women an engaged audience, a reason to leave the house, and an outlet for their deep, hyper-local knowledge.
