Somewhere along the way, fun became a dirty word.

In our collective pursuit of meaning, emotion, and purpose, we have started to forget something essential. People do not travel, explore, or gather just to be changed. They do it to have fun. Whether it is a long awaited vacation or an afternoon at a local museum, people crave joy. They crave laughter, play, connection, and the feeling of freedom that comes when life feels a little lighter.

I have spent my career designing experiences for ships, resorts, and destinations across the world. Over time, I have watched a clear pattern emerge. Every activation now needs a story, a purpose, a transformation. These things matter deeply, but when every moment has to be profound, we lose the simple, liberating pleasure that sits at the heart of why people gather in the first place.

Fun is not frivolous. It is fundamental.