"EVERYONE IS VISITING the same places and repeating the same experiences, so there's a strong appetite to go somewhere unexpected, a desire to do something distinct," says Tom Marchant, cofounder of luxury tour operator Black Tomato. Since the firm launched its first pop-up camp back in 2016, it has created exclusive escapes in places such as the steppes of Argentinean Patagonia and a little-visited desert in southern Morocco. Since 2021, bookings of these experiences, which Black Tomato calls Blink, have grown by more than 40 percent, Marchant says, and not just because interest in wilderness travel surged during the pandemic.
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