Edition 200 · February 2025

We welcome short stories on innovations, and success stories and stories that reflect the positive things that the tourism industry is doing to ensure that the industry returns and re-builds.

Submit stories to editor@tourforce.com

Eighteen years ago I launched Tourforce, and this month we reached edition 200. Back in Edition 1 – April 2007 I set out the objectives of Tourforce:

Tourforce is an industry newsletter designed to keep both the direct and indirect participants in the tourism network connected with issues raised in peak conferences such as Tourism Futures; new policy and planning initiatives; product development; marketing and best practice case studies. I will also endeavour to keep you informed of grant programs and other areas of assistance. Tourforce will feature cutting edge projects being undertaken within my practice and those of my Associates. Guest editorials from industry leaders will be invited – addressing some of the key issues raised at the Tourism Futures Conference. The newsletter reaches a national and international reader body of 9,000.

These original objectives still hold true today.

Given my interests, Tourforce has unashamedly focused very strongly on sustainability, ecotourism, technology and trends.

Reviewing some of those early editions drives home how far tourism has evolved in the last 18 years, and the dramatic influence technology has played in virtually every aspect of the industry.

I hope you continue to enjoy scanning Tourforce for the lastest industry news across the globe.

Tony Charters AM
Editor

Ireland’s first zero-energy emissions distillery is combining age-old tradition and modern innovation to create sustainable premium Irish spirits. Galway’s Ahascragh Distillery is based in a restored 19th-century mill and produces Eco-Friendly Whiskey and Gin using wind and solar energy. Tours are available for those who want to know more about these sustainable processes and a new visitor centre is currently under construction.

Further information: https://www.tourismireland.com/international/news-releases/article/raise-a-glass-to-ireland-s-first-zero-energy-emissions-distillery

The New South Wales Government’s Electric Vehicle Destination Charging Grants Program provides co-funding to own and operate public Electric Vehicle fast chargers at regional visitor destinations. It aims to assist eligible private Electric Vehicle Charge Point Operators to own and operate lower powered direct current public fast chargers at council and tourism sites. The closing date has been extended to 28 March 2025.

Further information: https://www.nsw.gov.au/grants-and-funding/ev-destination-charging-grants-round-3

The French Ministry of Economy, Finance, and Industry and UN Tourism have announced the National Open Innovation Challenge to highlight how partnerships can transform the tourism sector and promote a more sustainable, accessible, and inclusive industry. It aims to bring together travel tech startups, large corporations, public institutions, investors, and the academic community to collaborate on key issues facing the tourism industry in France. Applications close in March 2025.

Further information: https://www.unwto.org/news/un-tourism-launches-national-open-innovation-challenge-in-collaboration-with-france

Delta Air Lines is the latest to announce an AI-powered digital tool bringing advanced capabilities to its Fly Delta app. Delta Concierge aims to use generative AI to provide a seamless personalised travel by anticipating customer needs to provide real time guidance and deliver tailored recommendations. The airline is also looking to link future itineraries with partners such as Uber and Joby to provide a multimodal, connected journey.

Further information: https://news.delta.com/delta-unveils-ai-powered-travel-journey-new-multi-modal-transportation-options

Ponant has released its 2023 Sustainability Report outlining the cruise operator’s progress towards the goal of redefining tourism and net-zero emissions by 2050. The company is aiming to set new standards for sustainable travel by pioneering eco-friendly ships and developing innovative technologies to provide reductions in its environmental footprint via onboard initiatives.

Further information: https://wordpress.ponant.com/wp-content/uploads/2024/10/PONANT_press_release_2023_Sustainability_Report_v4_review.pdf

PLD Space, a pioneering Spanish aerospace company, has revealed plans to take tourists into space by 2030. Called the Lince (Spanish for Lynx) Project, the objective is to provide transport for cargo and humans by launching them into orbit for three days before splashing down in the Atlantic Ocean or Mediterranean Sea. The Spanish company aims to hold a launch test without a crew in 2028 with the first manned mission slated for 2030.

Further information: https://www.pldspace.com/en/

Disney Experiences have announced that families can embark on a magical holiday with their favourite blue heeler onboard select Disney Cruise Line voyages originating from Australia and New Zealand from 10 January 2025. Families can interact with Bluey and Bingo from special meet-and-greets, to an interactive and clue-filled game that ends in a dance party featuring Bluey’s signature moves.

Further information: https://www.bluey.tv/blog/bluey-and-bingo-to-set-sail-on-board-disney-cruises/

Brisbane Airport has announced a new precinct which will be home to a brewery, distillery, and golf range. The $18 million Landers Pocket development, in partnership with Green Beacon Brewing Company and Golf Central, will feature padel tennis courts, outdoor amphitheatre, and an 800-person hospitality space along with multiple function and event areas.

Further information: https://landerspocket.com.au/

The Abercrombie & Kent Travel Group is relaunching its Sanctuary Retreat portfolio as part of a new chapter of investment and expansion. The A&K Sanctuary collection includes 13 safari lodges, luxury camps and riverboats across eight countries in Africa and South America. The refreshed branding will be rolled out across the portfolio and will be reflected in signage, marketing materials, staff uniforms, and in-room amenities.

Further information: https://www.abercrombiekent.com/sanctuary

Tiny Away is partnering with Marriott Bonvoy to allow guests to book eco-friendly tiny houses across Australia and New Zealand. Each property is constructed using environmentally conscious materials featuring off-grid energy solutions and equipped with modern comforts such as space-saving furniture, energy-efficient appliances, and water conservation systems.

Further information: https://homes-and-villas.marriott.com/en/collections/tiny-homes

Airbnb have created a practical guide for farmers looking to diversify their income by creating unique experiences that highlight rural life. The Great Aussie Farm Stay guide provides tips and insights for hosting and creating unique experiences for visitors on farms, ranches, and vineyards.

Further information: https://news.airbnb.com/wp-content/uploads/sites/4/2024/08/The-great-aussie-farm-stay.pdf

Merlin Entertainment is selling its immersive treetop walk and zipline experiences in Victoria and New South Wales. Both rainforest attractions are equipped with extensive visitor facilities including cafés, car parks, and retail outlets. They offer a unique investment opportunity and are available for acquisition as freehold properties with vacant possession or as a going concern. Both attractions will continue to operate until the completion of the sale, or the direction of the new owner is confirmed.

Further information: https://www.illawarrafly.com.au/plan-your-day/information/future-of-illawarra-fly/

A consortium formed by the Shun Tak Group, in partnership with AJ Hackett International Group, will build and operate Asia’s first large-scale high-altitude adventure tourist attraction on the mountain of Hong Kong Ocean Park. The new Adventure Theme Area will cover ​​approximately 120,000 square metres and feature Bungy jumping, giant swings, multiple ziplines, a rail coaster luge, big slides and other adventure and outdoor parks. The project is expected to be completed in mid-2028.

Further information: https://www.oceanpark.com.hk/en/press-release/ocean-park-embarks-on-adventure-zone-development-with-shun-tak-holdings-and-aj-hackett

A report from Amadeus has found that the tourism industry still has challenges before Artificial Intelligence can be fully embraced. The Navigating the Future: How Generative Artificial Intelligence is Transforming the Travel Industry study shows that data, talent, and cost are all impacting the use of this innovative technology. Amadeus commissioned Mercury Analytics to survey senior travel technology leaders with experience of Generative AI from ten key markets in North America, Europe, and Asia Pacific.

Further information: https://amadeus.com/en/newsroom/press-releases/amadeus-study-reveals-gai-priority-travel-sector

Green Spain is an area of Northern Spain made up of the regions of Galicia, Asturias, Cantabria, and the Basque Country. It is an area spanning 53,000 square kilometres and is becoming known as the largest ecotourism corridor in Europe where visitors can explore protected natural areas, national parks and UNESCO Biosphere Reserves and World Heritage sites and cities.

Further information: https://ingreenspain.es/wp-content/uploads/2024/10/Espana-Verde_PRESS-KIT_ENG.pdf

Tourism New Zealand (Aotearoa) is inspiring visitors to travel responsibly with their new campaign ‘Tiaki – Care for New Zealand.’ Tiaki is a significant part of Māori culture which means to care, conserve, and protect. The platform was created through a collective desire to share a connection to the natural world, inspiring and helping visitors to travel safely and conscientiously. The strategy and direction are guided by a collective of organisations across public and private sectors, as well as an independent Tikanga Advisor. Campaign assets will be displayed at airports, Uber, Trip Advisor and through digital channels from December 2024 to March 2025.

Further information: https://www.tiakinewzealand.com/

Represent Sustainably is Helsinki’s Ambassador Program for international key opinion leaders, influencers, creators, or investors whose values, interests and key audiences support the implementation of the sustainable development goals in the city. The long-term program has a strong emphasis on sustainability taking into consideration the areas of travel, food, social responsibility, culture, and collaborations.

Further information: https://www.helsinkipartners.com/services/for-media/

UN Tourism has released six sets of guidelines for accessible travel to help destinations and businesses welcome all visitors, with or without disabilities. Produced in partnership with ONCE Foundation, Spanish Association for Standardisation, and the European Network for Accessible Tourism, these guidelines offer strategic and actionable recommendations to provide accessible tourism experiences so everyone can enjoy travel and tourism on equal terms.

Further information: https://www.unwto.org/news/un-tourism-accessible-travel-a-game-changer-for-destinations-and-businesses

First Nations Women in Tourism Australia is a 100% women-owned and operated not-for-profit organisation empowering women with the skills and tools to build capabilities and become leaders when entering the tourism industry. It holds workshops and yarning circles for knowledge sharing, supporting leadership growth, and develop successful cultural tourism businesses. They also support community development by encouraging and inspiring women to continue to nurture culture for the next generations of Indigenous people.

Further information: https://www.fnwita.org/

The Amsterdam city council has implemented a rule that bans the construction of new hotels as part of a much broader plan to address mass tourism and the city’s image. These initiatives are part of efforts to control the problems of overtourism including slashing the number of river cruise moorings per year within the next five years. Under the new rules, a new hotel will only be allowed when another closes, and if the total number of guestrooms in the city does not increase because of the new construction.

Further information: https://www.amsterdam.nl/en/policy/policy-tourism/

The European Commission has selected Torino in Italy and Benidorm in Spain as the winners of the 2025 European Capital and Green Pioneer of Smart Tourism. Overall, 37 destinations from across 16 countries entered the competition which aims to recognise smaller destinations that have implemented successful strategies to boost sustainable tourism through green transition practices. The winners will become a role model for highlighting innovative measures in digital, accessible, sustainable, and creative tourism.

Further information: https://smarttourismcapital.eu/

The Singapore Tourism Board has unveiled two pioneering initiatives to bolster sustainable tourism and support the Singapore Green Plan 2030. The first is the Global Sustainable Tourism Council Attraction Criteria, which is the world’s first global standard specifically designed for attractions. The second is the Meetings, Incentives, Conventions and Exhibitions Venue Sustainability Playbook, which is a comprehensive guide to enhancing green practices in the business events sector. The Playbook is designed to help venues manage their carbon emissions and offers practical recommendations to enhance energy efficiency, waste management, and water conservation efforts.

Further information: https://www.stb.gov.sg/about-stb/media-publications/media-centre/singapore-tourism-board-accelerates-its-sustainability-journey-with-bold-industry-wide-initiatives

The Lapland University of Applied Sciences has published a guide for tourism operators and tourists to help ensure ethical and sustainable behaviour with animals. The Animal Welfare in Tourism Services provides practical tips and guidance to promote animal well-being based on examples in Lapland. It based on collaborations with numerous Finnish and international experts including tourism entrepreneurs, staff of activity services companies, veterinarians, researchers, associations, tourists, regional tourism marketing companies, and travel agents.

Further information: https://blogi.eoppimispalvelut.fi/matkailuelaimet/files/2019/02/animalwelfare_tourism_en.pdf

Mews has published a guide to encourage hoteliers to become more sustainable. The Green Hotel of the Future guide provides practical tips and advice for hotel owners across seven key areas including reducing waste and energy use, as well as rethink processes. Mews is the leading hospitality cloud platform powering over 5,000 customers across more than 85 countries including Generator-Freehand, The Strawberry Group, The Social Hub and Airelles. The company has offices in Europe, the United States and Australia.

Further information: https://www.mews.com/en/blog/green-hotel-future

EF Ultimate Break has announced a partnership with the Tourism Authority of Thailand to design and promote responsible and sustainable tour itineraries that include visits to elephant sanctuaries and electric canal boat cruises. EF Ultimate Break is part of EF Education First a world leader in international education. The Responsible Travel initiative is an extension of EF Education First’s ongoing commitment to operate as a sustainably minded business by delivering tour options that preserve landmarks, protect the environment, promote animal welfare, and support local communities.

Further information: https://www.efultimatebreak.com/responsible-tourism

The global Hospitality industry can collectively reduce its food-related emissions by 30 percent by 2030 according to a new white paper produced by the World Sustainable Hospitality Alliance, Iberostar Hotels and Resorts, Sustainable Markets Initiative and Systemiq. The Decarbonising Hotel Food Systems report was done in consultation with the hospitality industry to explore how hotels can shift to more sustainable food systems including reducing food-related emissions by leveraging their procurement power and optimising energy use.

Further information: https://sustainablehospitalityalliance.org/decarbonising-hotel-food-systems-paper-launch/

The Queensland Government is developing a 20-year tourism plan to enhance global appeal and create lasting legacies from the Brisbane 2032 Olympic and Paralympic Games. The Destination 2045: Queensland’s Tourism Future strategy aims to identify and leverage growth opportunities such as the potential of ecotourism, investment attraction, tourism experience development, access and connectivity, and events delivery. The discussion paper is part of an extensive stakeholder engagement process including industry insights, regional roadshows, and forums on key focus areas. Submissions close 28 February 2025.

Further information: https://statements.qld.gov.au/statements/101764

The World Travel and Tourism Council have released a report in partnership with Iberostar Group and Oxford Economics which analyses the contribution of coastal and marine tourism to the global economy and the environmental footprint it leaves. The Climate and Ocean: Quantifying Coastal and Marine Tourism and Protecting Destinations report presents a financing guide for investment required to mitigate and adapt against climate threats posed to coastal destinations. It also presents a range of recommendations on how the sector can reduce emissions and adapt to climate threats.

Further information: https://researchhub.wttc.org/product/climate-and-ocean-quantifying-coastal-and-marine-tourism-protecting-destinations

The biannual Green Lodging Trends Report by Greenview is the leading global benchmarking study on sustainability best practices in hotels. The 2024 report benchmarked 20,000 hotels of all sizes and types across fifty countries from around the world to compare their performance and best practices. It also includes roadmaps with actions for hotels to advance across key sustainability themes, environmental performance, insights into relevant policies, and trends in effective planning.

Further information: https://www.gstcouncil.org/green-lodging-trends-report-2024-by-greenview/

Zurich Financial Services Australia and Mandala Partners have released the first Climate Risk Index for the Australian tourism sector. The Zurich-Mandala Climate Risk Index analyses the impact of climate change on 178 tourism assets under different scenarios including major airports, national parks, beaches, and museums. It highlights that half of Australia’s tourism assets are currently in an elevated risk category from climate and natural perils. It also reveals that climate risk varies significantly by geography and type of site.

Further information: https://www.zurich.com.au/latest-news/media-releases/2024/zurich-and-mandala-release-first-climate-risk-index-for-the-australian-tourism-sector.html

A new state-wide training program is designed to enhance knowledge of local destinations, foster inclusive experiences, inspire guests to leave great reviews and plan future visits. The Queensland Welcomes You program provides online, and in-person workshops tailored for each of Queensland’s 13 tourism regions. Topics include hosting visitors, storytelling, accessibility, inclusion, sustainability, and local experiences. It is funded by the Queensland Government and delivered by the Queensland Regional Tourism Network.

Further information: https://www.business.qld.gov.au/industries/hospitality-tourism-sport/tourism/business-development-operations/online-training

Coral Sea Marina in The Whitsundays is Australia’s first to achieve Sustainable Tourism Certification through Ecotourism Australia. The Queensland marina features 520 wet berths and hosts 80 percent of the region’s on-water tourism experiences including 52 commercial operators. It has several sustainable initiatives including the Coral Sea Academy, a seagrass nursery and citizen science programs. It also honours the traditional owners of the land, the Birri-Gubba Nation, through cultural collaborations, interpretive signage, and online resources.

Further information: https://www.coralseamarina.com/environment/

UN Tourism has released the International Tourism Highlights 2024 report which shows international tourism rebounded strongly in 2023 to reach 1.3 billion arrivals, about 89 percent of the pre-pandemic figure. Information in this report is based on data available as of September 2024 collected by the Market Intelligence, Policies and Competitiveness Department, and the Statistics Department from national and international sources.

Further information: https://www.e-unwto.org/doi/10.18111/9789284425808

A report by Scott Dunn has found travellers are searching for a deeper connection to nature and wildlife. The 2024 Travel Trends Report: The Wildlife Holiday Boom investigated the top motivators for booking a wildlife holiday including the most common reason being to tick off a bucket list experience. Information for the report was sourced from a survey of 4,000 adults across the U.K. and U.S., booking data and online search data from Google.

Further information: https://www.scottdunn.com/inspiration/travel-trends/reports/2024/autumn

Skift have released their annual Megatrends report for 2025 forecasting the top trends that will define the travel industry for the year ahead. Based on in-depth reporting and industry leader insights, this report explores evolving traveller demands, the growing impact of technology on the travel experience, and how the industry will adapt to seismic shifts happening globally.

Further information: https://skift.com/megatrends-2025/#welcome

New research has revealed the role sporting, cultural and business events play in driving hotel demand in the Australian hotel market. CBRE’s Needle Movers: The Top Events Driving Australian Hotel Demand report analysed 15 major events in Sydney, Melbourne, and Brisbane in 2023 and 2024 to measure the direct impact on hotel room demand and revenue. The top event was the New Year’s Eve fireworks on Sydney Harbour in 2023 which generated $51 million in extra room revenue for the hotel market.

Further information: https://www.cbre.com.au/press-releases/top-events-driving-australian-hotel-demand

Priceline have released their 2025 trend report revealing eight trends and destinations that can be expected to shape the travel industry next year and beyond. The report combines Priceline’s own proprietary search and booking data with a custom online survey of 3,039 United States adults aged 18 to 78 who have travelled from their home by plane or car within the last year.

Further information: https://press.priceline.com/2025trendreport/

The International Air Transport Association Global Passenger Survey is the leading source of insights into passenger satisfaction, behaviours, and attitudes segmented by region, traveller type, and demographics. It reveals what passengers want and need at every key touchpoint from booking and check-in to security and baggage collection offering a comprehensive view of the entire passenger journey. With over 10,000 responses from two hundred countries, it provides key stakeholders an understanding of passenger preferences and emerging trends.

Further information: https://www.iata.org/en/publications/manuals/global-passenger-survey/

EF Ultimate Break has released its first study that aims to better understand the motivations of young adults who are making international travel a priority. The State of Gen Z and Young Millennial Travel research covers a range of travel-related topics including socioeconomic issues, travel events, and other trends influencing young adults and their booking decisions. The tour operator worked with Qualtrics to survey a representative sample of more than 1,000 U.S. and Canadian based 18 – 35-year-olds.

Further information: https://www.efultimatebreak.com/blog/state-of-gen-z-young-millennial-travel

The Travel and Tourism Research Association’s 55th Annual International Conference will be held in Galway, Ireland from 24 – 26 June 2025. The conference provides an opportunity to network and gain insights from industry leaders while participating in sessions that will shape the future of travel and tourism research.

Further information: https://ttra.com/events/2025-galway-ireland/

The annual Global Sustainable Tourism Council Conference will take place in Fiji from 5 – 8 August 2025. It brings together global and local tourism professionals engaged in advancing and advocating for sustainable travel and tourism.

Further information: https://www.gstcouncil.org/events/upcoming-conferences/