Edition 201 · March 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

Visit Scotland launched a new public relations campaign to encourage visitation across the winter season. The Coos in Cardis aims to inspire visitors to explore what Scotland has to offer beyond the summer season with three moo-dels sporting made-to-measure woollen knitwear. The campaign features content across consumer websites and social media channels, targeting audiences in Scotland and the U.K., as well as European and long-haul markets.

Further information: https://www.visitscotland.org/news/2025/winter-breaks-pr-campaign

Tourism Western Australia is seeking developers to create new boutique eco-accommodation on Bunuba Country in the West Kimberley, in partnership with the Bunuba Dawangarri Aboriginal Corporation. Development opportunities have been identified at three unique sites within the Bunuba Parks Conservation Estate including Bandilngan (Windjana Gorge), Dimalurru (Tunnel Creek), and Darrambal (Lennard Gorge). These locations are rich in cultural significance and set in stunning landscapes offering investors the unique opportunity to develop a sustainable tourism product in an iconic wilderness destination. Registrations of interest close 17 April 2025.

Further information: https://www.tourism.wa.gov.au/news-and-events/newsroom/registrations-open-for-new-west-kimberley-eco-stay-developments

Qatar Airways has launched the world’s first digital human cabin crew on social media blending innovation with emotional engagement. The AI-powered entity Sama On The Move aims to inspire and connect with global audiences via Instagram offering followers a mix of travel tips, personal stories from her layovers, and a behind-the-scenes look at the life of a cabin crew member.

Further information: https://www.qatarairways.com/press-releases/en-WW/245937-sama-on-the-move-the-world-s-first-digital-human-cabin-crew-debuts-on-social-media

Italian hospitality company Arsenale, in collaboration with Saudi Arabia Railways, Ministry of Culture and the Saudi Tourism Authority, have unveiled designs for the first five-star luxury train in the Middle East. The Dream of the Desert experience comprising 14 carriages and 34 luxury cabins will operate between Riyadh and Qurayyat. Designed by architect and interior designer Aline Asmar d’Amman, the train will set a new benchmark in premium rail travel. The project is expected to begin operations by the end of 2026.

Further information: https://arsenalegroup.com/en/dream-of-the-desert-en/

Antarctica21 has announced a new collaboration with HIF Global to become the first company in the cruise industry to integrate synthetic fuel into its Antarctic marine transport and aviation operations. The agreement will see e-Gasoline tested for the operation of Zodiacs by Antarctica21’s flagship expedition vessel Magellan Explorer which requires no modifications to engines or existing infrastructure.

Further information: https://www.hifglobal.com/docs/default-source/documentos-noticias/chile/hif_global_en_pr2024_10_25_a21_and.pdf?sfvrsn=324b748f_1

Saudi Arabia, in partnership with Spanish company Halo Space, are planning to launch helium-powered space capsules by 2026. The flights will take passengers to the Earth’s stratosphere at an altitude of 35 kilometres and will last between four to six hours. Passengers will be able to enjoy a fine dining experience while taking in views of Earth and space from the comfort of luxury seats during the 90 minutes ascent. The capsules which can accommodate up to eight passengers along with a pilot have already completed five test flights in India and California.

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

A new luxury eco-lodge is set to be developed in the UNESCO World Heritage-listed site Purnululu National Park, home of the iconic Bungle Bungle Range. Abercrombie & Kent has been appointed to develop the new premium tourism accommodation in partnership with Traditional Owners, the Billingjul Aboriginal Corporation. The environmentally sensitive lodge will be built offsite and then transported and assembled onsite. Funded in part by the $17.7 million National Park Tourism Experiences Development program, it is scheduled to open by 2027.

Further information: https://www.wa.gov.au/government/media-statements/Cook%20Labor%20Government/Kimberley-to-welcome-planned-suite-of-new-luxury-eco-stays–20250203

Hyatt Hotels Corporation has entered into an agreement with the Destination Gold Coast Consortium for an Andaz Resort on the Gold Coast which will be the debut of the luxury lifestyle brand in Australia and the Pacific region. The Andaz Gold Coast featuring 202 rooms will be located at The Star Gold Coast as part of the $2 billion Broadbeach Island masterplan and is set to open in mid-2025. The resort will complement the current portfolio of 10 hotels under five distinct brands in Australia including Park Hyatt, Grand Hyatt, Hyatt Regency, Hyatt Centric and Hyatt Place.

Further information: https://newsroom.hyatt.com/2024-09-25-Hyatt-Announces-Plans-for-First-Andaz-Hotel-in-Australia

The Postcard Cabins brand, formerly Getaway, a pioneer in the emerging outdoor accommodations sector, has been acquired by Marriott International. The company will use the startup’s portfolio of 1,200 tiny cabins across 29 locations in the United States to help build a hospitality brand focused on nature-based travel and outdoor recreation. Founded in 2015, Postcard Cabins are all within a three-hour drive of major cities in Mississippi, New Orleans, California, Los Angeles, and Washington D.C.

Further information: https://news.marriott.com/news/2024/12/12/marriott-international-explores-the-outdoors-with-postcard-cabins-and-trailborn

The Grand Egyptian Museum near the Giza Pyramids in Egypt is set to become the largest museum globally dedicated to a single civilisation. Covering about 490,000 square metres, the museum will highlight over 100,000 artefacts from 7,000 years of ancient Egyptian history. It has taken more than 20 years to complete and is the first time the complete collection of King Tutankhamun’s artefacts will be on show.

Further information: https://grandegyptianmuseum.org/

The $17.7 million National Parks Tourism Experiences Development Program was established by the Western Australian Government in 2022 to facilitate the delivery of new environmentally conscious and culturally sensitive tourism experiences and accommodation in and around the State’s national parks, marine parks, and conservation parks. Tourism Western Australia administers the program in partnership with the Department of Biodiversity, Conservation and Attractions.

Further information: https://www.tourism.wa.gov.au/resources-and-support/industry-development/experience-development

OpenAI has released an artificial intelligence-powered agent tool that can interact with websites by typing, clicking, and scrolling. The Operator tool can search and complete purchases for things like travel, groceries, events, and restaurant reservations. Users can also customise it with instructions for all sites or specific sites including contributors such as Tripadvisor, Booking.com, Priceline, Uber, and Hipcamp. OpenAI said it will continue to improve Operator and eventually expand access to Plus, Team and Enterprise users and integrate capabilities into ChatGPT.

Further information: https://openai.com/index/introducing-operator/

Sweden has become the first country in the world to apply for trademark to address the problems travellers encounter with similar name locations. Visit Sweden, the national tourism organisation, has applied to the European Union Intellectual Property Office to protect its name from eight places around the world called Sweden that might confuse unsuspecting travellers. The application reflects current trends in protecting brand authenticity as people become more aware of duplications in fashion products.

Further information: https://news.cision.com/visit-sweden/r/sweden-becomes-first-country-in-the-world-to-apply-for-trademark,c4063815

Image Source: Markus Holm/Visit Sweden

Emirates is the world’s first Autism Certified Airline with official certification from the International Board of Credentialing and Continuing Education Standards. Emirates cabin crew and ground staff will undergoing specialised training to better address the needs of affected travellers. It will equip staff with the knowledge to provide tailored support cover for autism misconceptions, individual needs, and potential sensory triggers. Emirates also plans to introduce new services in 2025 aimed at enhancing accessibility including sensory guides and digital tools based on sensory factors such as sound, lighting, and smells.

Further information: https://www.emirates.com/media-centre/emirates-set-to-become-the-worlds-first-autism-certified-airline/

The Western Australian Indigenous Tourism Operators Council (WAITOC) has pitched a $40 million plan to the Western Australian Government to leverage business and social opportunities in the growing sector. The plan outlines seven funding initiatives to enhance First Nations economic growth, youth empowerment and cultural preservation.

Further information: https://www.waitoc.com/application/files/9817/3381/2679/WAITOC_State_Election_Priorities_2025-_WA_Way_Ahead_in_Aboriginal_Tourism_Final.pdf

Edinburgh is set to become the first city in Scotland to introduce a tourist tax after the Scottish Government granted powers to local authorities to introduce visitor charges. The city council has approved a 5 percent cost per room per night Transient Visitor Levy for guests staying at hotels, B&Bs, hostels and holiday rentals. Funds raised will be invested in infrastructure, affordable housing, destination management and culture, heritage, and events. It will be capped at seven consecutive days and will come into effect on bookings made after 1 May 2025 for stays after 24 July 2026.

Further information: https://www.euronews.com/travel/2025/01/09/edinburgh-tourist-tax-expected-to-raise-nearly-60-million-a-year-for-city-upgrades

Visit Finland has renewed the Sustainable Food Tourism Guide which provides tourism companies with tools to help reduce their environmental footprint, strengthen consideration of climate and nature impacts in their business. The guide also provides recommendations on choosing local and seasonal ingredients, minimising food waste, and increasing customer awareness of sustainable consumption.

Further information: https://www.visitfinland.fi/4b127c/globalassets/visitfinland.fi/vf-julkaisut/2024/kestavan-ruokamatkailun-opas

The Preferred Travel Group has launched its Climate Action Plan, a strategic initiative aimed at addressing the climate crisis and driving meaningful change within the travel and tourism industry. The plan, created in partnership with the Travel Foundation and ecollective, aims to halve the company’s carbon emissions by 2030 and achieve Net Zero by 2050. It represents more than 1,100 hotels, resorts, and residences across ninety countries, as well as a global portfolio of destination marketing organisations and tourist boards.

Further information: https://preferredtravelgroup.com/bulletin/preferred-travel-group-launches-inaugural-climate-action-plan-paving-way-industry

A new report has been developed based on who applied for the 2024 European Capital of Smart Tourism competition. The Leading Examples of Smart Tourism Practices in Europe report highlights a selection of best practices based on data submitted by category from 29 cities in 17 countries. The document aims to facilitate the exchange of best practices in promoting innovative and smart measures for tourism destinations in the European Union. It aims to raise awareness about innovative tools, measures, and projects by creating opportunities for cooperation and new partnerships.

Further information: https://smart-tourism-capital.ec.europa.eu/best-practices/european-capital-smart-tourism-best-practices_en

The Mallorca Pledge aims to respond to the trend and transform the island into a leading sustainable destination at the forefront of the responsible tourism movement. The UN Tourism, local tourism, and Mallorca’s municipalities have signed the pledge along with airlines, tour operators, and online travel agencies. The pledge also invites tourists to sign on as individuals encouraging them to take basic actions like reducing waste and conserving water, as well as choosing green transportation options.

Further information: https://pledge.fundaciomallorcaturisme.net/

Kenya-based Purple Elephant Ventures has received $4.5 million in seed funding to push forward its mission to transform Africa’s tourism industry by creating a sector that is sustainable and inclusive through innovative technology. It brings together world-class ideas, innovators, founders, and capital to protect the planet’s last wild spaces. The startup aims to further boost biodiversity and reduce the ecological footprint of travel by supporting regenerative tourism start-ups like Nomad Africa, Zafari, PowerTrip, and JOIN Africa.

Further information: https://www.purpleelephant.ventures/

The UN Tourism has opened applications for the 2025 edition of the Best Tourism Villages initiative. The initiative aims to advance rural destinations where tourism serves as a catalyst for sustainable practices that make these destinations unique including cultural and natural heritage preservation, and community values. Since its inception in 2021, the initiative has received more than 800 applications from over 100 countries. Applications close 19 May 2025.

Further information: https://www.unwto.org/news/un-tourism-opens-call-for-best-tourism-villages-2025

The European Commission’s Joint Research Centre has launched a new tool to help steer policies and strategies in the tourism ecosystem. The European Union Tourism Dashboard aims to improve access to statistics and policy-relevant indicators to track green and digital transitions, and socio-economic resilience of tourism. The platform is designed for policy makers at country and regional level, tourism operators, researchers, and statistical officers with an interest in tourism issues.

Further information: https://tourism-dashboard.ec.europa.eu/?lng=en&ctx=tourism

Tourism Industry New Zealand (Aotearoa) has released a white paper which explores the role of the visitor experience to the future of the New Zealand tourism industry. The Visitor Experience in a Changing World report explores changing visitor demographics and a future driven by younger people who are more digitally aware, as well as new markets from the emerging global middle class. It recommends giving travellers what they expect digitally, look to the ethical application of AI, reduce obstacles to travel, as well as needs to be climate adaptive and lead on sustainability.

Further information: https://www.tia.org.nz/assets/VXwhitepaper.pdf

A Net Zero Roadmap for Travel and Tourism offers insights into the status of climate action in the sector. Key challenges across selected industries are discussed, supported by a tangible action plan to help the sector to net zero emissions by 2050. It was developed in close consultation with key representatives of the global travel and tourism industry and discusses the status quo on climate action, highlighting key progress made in recent years, and a tangible guide to decarbonising the sector.

Further information: https://researchhub.wttc.org/product/net-zero-roadmap-for-travel-tourism-2nd-edition

The UN Tourism has joined forces with the Lucerne University of Applied Sciences and Arts to launch the Bachelor of Science in International Sustainable Tourism. The aim is to create a universally accessible program that pursues the United Nation’s 17 Sustainable Development Goals relevant to the tourism sector with teaching online, Spain, and Switzerland.

Further information: https://www.unwto.org/bachelor-of-science-in-international-sustainable-tourism

Booking.com is shifting to third party certifications to meet evolving regulations that impact how sustainability is communicated to consumers. More than 18,000 properties have a third-party certification displayed on the platform. Through a partnership with software provider BeCause properties and certification providers will be able to share data at scale. The innovative approach will continue to be developed in consultation with independent experts and organisations such as the Global Sustainable Tourism Council, UN Tourism and Travalyst.

Further information: https://news.booking.com/bookingcom-launches-the-next-phase-of-its-sustainability-program-for-accommodation-partners/

The World Sustainable Travel and Hospitality Awards have introduced a sustainability special edition supplement in Issue 142 of Best in Travel Magazine. The publication profiles the achievements and innovations of individual, organisational, and destination winners that are setting new standards in sustainable travel and hospitality. It aims to inspire widespread adoption of eco-friendly practices across the industry.

Further information: https://www.bestintravelmagazine.com/magazine/issue-142/

A new report from Tourism Research Australia explores projections for the next five years and key areas of growth for the visitor economy out to 2029. The Tourism Forecasts for Australia 2024 to 2029 provides international forecasts at the national level and for 20 source markets, four region groupings and six purposes of travel. It also highlights domestic forecasts at the national level and for each state and territory, across a range of measures.

Further information: https://www.tra.gov.au/en/economic-analysis/tourism-forecasts

Expedia, in partnership with the Airlines Reporting Corporation, has released its Air Hacks Report debunking myths and uncovering data-based strategies that will save travellers money in 2025. Insights from the report can also help customers navigate the complexities of flight booking and make more informed decisions for upcoming trips based on trends like the cheapest day to book and travel, the busiest months, and the price spreads between economy and premium.

Further information: https://www.expedia.com/newsroom/expedia-2025-air-hacks-report-flight-prices-down-august-is-the-cheapest-month-and-sunday-is-the-best-day-to-book/

The Adventure Travel Trade Association and the George Washington University International Institute of Tourism Studies have released the only country-level ranking index that assesses the destination competitiveness and potential for adventure tourism around the globe. The 2024 Adventure Tourism Development Index evaluates 186 countries across nine key pillars including sustainable development, safety, health, climate resilience, natural resources, cultural resources, entrepreneurship, infrastructure, and image.

Further information: https://learn.adventuretravel.biz/research/2024-adventure-tourism-development-index-atdi

Euronews has partnered with Oxford Economics to release the third edition of its Travel Trend Report which offers expert insights and data-driven analysis on the key emerging consumer trends that will redefine travel and shape the future of travel in 2025. The Exploring Differently, Travelling Better report highlights that many of these reflect a shift towards affordability, authenticity, sustainability, cultural experiences, and immersive adventures shaped by global issues such as over-tourism and climate change.

Further information: https://travel-trends.euronews.com/2025/p/1

New research from Google, Deloitte, and industry partners has predicted a 60 percent increase in international travellers reaching nearly 2.4 billion by 2040. The report Travel 2040: 2.4 Billion Reasons to Get Excited About the Future of Travel provides strategic insights for travel operators and distributors to anticipate and adapt to future trends. Billions of Google Search queries and over 90,000 external data points were analysed from the past five decades on global mobility trends.

Further information: https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/future-of-travel-2040-insights/

Booking.com has unveiled research on intergenerational travel in Asia Pacific highlighting insights garnered from over 8,000 travellers across 11 markets and territories in the region. The Gen.Voyage report examines the prevalence of intergenerational travel where grandparents, parents, children, and other extended family members travel together for leisure. Data was drawn from customised research created for Booking.com by GWI based on searches by travellers from Australia, China, Hong Kong, India, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand, and Vietnam.

Further information: https://news.booking.com/bookingcoms-new-genvoyage-research-explores-the-intriguing-world-of-intergenerational-travel-in-asia-pacific/

The annual Travel and Tourism Research Association International Conference will be held in Galway, Ireland from 24-26 June 2025. This conference brings together academics, practitioners, and industry leaders to explore the latest research, trends, and innovations shaping the future of global travel and tourism.

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

The Cruise360 Australasia conference will take place at the Royal International Convention Centre in Brisbane from 27-28 August 2025.The two-day event provides the opportunity to gain insights from industry leaders and connect with other cruise professionals from across the region.

Further information: https://www.cruising.org.au/CLIA-Events/Cruise360-Australasia-2025