Edition 203 · May 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

Rest in peace Peter ‘Big Pete’ O’Reilly (1933-2025) beloved patriarch of the O’Reilly family and a pioneering icon in the Australian ecotourism industry. A true Guardian of the Rainforest, Big Pete’s working life was committed to introducing visitors to the wonders of Lamington National Park and he never stopped looking for ecotourism innovations that would enhance that visitor experience. This dedication was recognised with the awarding of his Medal of the Order of Australia in 2001, and his legacy will stand as tall as the rainforest he loved.

The Tasmanian Government has announced a grant program to support business develop new products and offerings or enhance existing attractions, and to support local councils to deliver key infrastructure in preparation for the launch of the new Spirit of Tasmania vessels. The $5 million Spirit Preparedness Fund is available to create authentic experiences which respond to core and emerging visitor demand and directly contribute to the visitor economy. Successful applicants will be required to match the grant funding with applications closing 20 May 2025.

Further information: https://www.business.tas.gov.au/funding/tourism/spirit-preparedness-fund

The $50 million Regional Tourism Development Loan Scheme is now open to promote investment in tourism products and experiences that stimulate regional tourism and dispersal in Tasmania. Applicants must meet eligibility criteria and projects are assessed against priorities of the 2030 Visitor Economy Strategy developed to stimulate year-round visitation, authenticity, sustainability, and accessibility. Applications close 30 June 2026.

Further information: https://www.stategrowth.tas.gov.au/grants_and_funding_opportunities/loans/regional-tourism-development-loan-scheme

The UN Tourism Open Innovation Challenge is designed to highlight how innovative partnerships can transform the tourism sector and promote a more sustainable, accessible, and inclusive tourism industry in France. It aims to reward the best collaborations between French startups, large companies, public institutions, investors, and the academic community to address specific challenges in the travel tech sector. Selected participants will have the chance to highlight their projects to an audience of investors, industry leaders, and key stakeholders at the UN Tourism Tech Adventure in France at the end of 2025. Applications close at the end of June 2025.

Further information: https://www.unwto.org/event/concours-d-open-innovation-france

The Flight Emissions Label allows passengers to compare the impact of their travel purchase decisions by providing information about carbon emissions. It provides a methodology for estimating flight emissions considering factors like aircraft type, average passenger numbers, freight volume on board, and aviation fuel. A dedicated logo will be displayed alongside the flight emissions data when searching for flights or booking tickets online. Airlines operating flights within or departing from the European Union will also be able to voluntarily join this label as of July 2025.

Further information: https://transport.ec.europa.eu/news-events/news/eu-introduces-flight-emissions-label-more-informed-and-sustainable-travelling-2024-12-18_en

Tourism Tasmania has released a Caravan and Motorhome Visitor Market Profile to help industry develop their products and experiences to attract and cater for this growing market. The profile focuses on interstate and overseas visitors traveling around the state in caravans, campervans, or motorhomes, providing insights on this market’s demographics, behaviours, and decision drivers when choosing where to visit.

Further information: https://www.tourismtasmania.com.au/industry/caravan-and-motorhome-visitors/

Destination New South Wales has launched an innovative marketing campaign that promotes electric vehicle-friendly road tripping by targeting residents who own or are considering purchasing an electric vehicle. The Recharge Here campaign features nine road trips in Greater Sydney and regional areas which have been equipped with charging stations. Advertising channels include outdoor advertising, digital audio, press and social media. The New South Wales Government is supporting the installation of publicly available electric vehicle charge ports including ultra-fast charging stations, destination, and kerbside chargers.

Further information: https://www.destinationnsw.com.au/newsroom/destination-nsw-powers-up-ev-friendly-road-tripping-in-nsw

The U.S. Department of Transportation has issued new protections for people with disabilities that will ensure that they can fly stress-free, safely and with dignity. The new final rule requires that airlines meet more rigorous standards for accommodating passengers with disabilities, especially for passengers who use wheelchairs. It sets new standards for assistance, mandates firsthand training for airline employees and contractors who physically assist passengers with disabilities and handle passengers’ wheelchairs, and specifies actions that airlines must take to protect passengers when a wheelchair is damaged or delayed during transport.

Further information: https://www.transportation.gov/briefing-room/secretary-buttigieg-announces-sweeping-protections-airline-passengers-disabilities

The Mandai Rainforest Resort by Banyan Tree is located within the Mandai Wildlife Reserve and home to Singapore’s zoological parks including Bird Paradise, Night Safari, River Wonders, Singapore Zoo, and Rainforest Wild Asia. The resort is the Banyan Group’s first in Singapore and incorporates biophilic design in every element from architecture to interior design, signature amenities and services. The 338-room resort includes 24 treehouse suites which are designed to resemble the seed pods of the Purple Millettia tree and include a rooftop pool which overlooks the Upper Seletar Reservoir.

Further information: https://www.mandai.com/en/about-mandai/media-centre/Reservations-for-Mandai-Rainforest-Resort-by-Banyan-Tree-to-open-to-the-public-on-24-January-2025.html

Marriott International has entered into a long-term agreement with Trailborn, an innovative outdoor hospitality brand located in the United States. Trailborn offers design-forward accommodations inspired by each property’s unique locale, experience-driven programs, as well as curated food and beverage offerings. The portfolio currently consists of 559 rooms across five iconic destinations including locations near Rocky Mountain National Park and the Grand Canyon.

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

One of the largest privately-owned hospitality groups in New South Wales has acquired Sydney’s iconic Luna Park. The Oscars Group has a portfolio of hotels and resorts, pubs, event centres and commercial and retail assets across eastern Australia. The aim is to grow one of Australia’s most recognisable amusement parks as a visitor destination which currently features seventeen amusement rides, the heritage-listed Coney Island, Sydney’s Immersive Big Top, and the 1935-built Crystal Palace.

Further information: https://www.oscarsgroup.com.au/press/

Stone Island off the coastline of Bowen in Queensland is set to become the latest tropical island getaway and the first in Australia to be accessed by an over-water cable car. The planned Whitsunday Cable Car development will cover two kilometres between Flagstaff Hill in Bowen and Stone Island providing an accessible experience for all visitors with minimal environmental impact adjacent to the Great Barrier Reef Marine Park.

Further information: https://www.stoneisland.com.au/whitsunday-cable-car

The Great Barrier Reef has been nominated as the first non-human recipient for a Lifetime Achievement Award under the United Nations Environment Program’s Champions of the Earth Awards. Announced on World Earth Day, the nomination is championed by the Great Barrier Reef Marine Park Authority’s Reef Guardian Council and is a collaboration involving Traditional Owners, marine biologists, the tourism industry, and Reef Guardian Schools to nominate the World Heritage Area. The project received funding from the Australian Government under the International Tourism Recovery Program administered by Austrade.

Further information: https://tourism.tropicalnorthqueensland.org.au/articles/great-barrier-reef-nominated-for-global-environmental-award/

A new 42-kilometre walk is open in the Tweed Byron Hinterland on Widjabul Wia-bal and Minjungbal Country, part of the Bundjalung Nation. The four-day, three-night Gidjuum Gulganyi (Old People’s Track) Walk which has been created by the New South Wales National Parks and Wildlife Service features ancient Gondwana rainforests, volcanic terrain, waterfalls, and views of the Tweed Range. Designed for experienced bushwalkers, the walk includes three designated campsites each with elevated timber camping platforms, shelters, toilets and drinking water tanks.

Further information: https://www.nationalparks.nsw.gov.au/things-to-do/experiences/gidjuum-gulganyi-walk

A visitor engagement platform for attractions is expanding its international presence which will revolutionise how attractions such as museums and galleries connect with their audiences. Founded in 2015, Smartify has more than 700 partners and provides tailored apps to help drive engagement through virtual reality and artificial intelligence. It also provides new revenue streams by integrating e-commerce capabilities and offering premium products alongside regular tickets.

Further information: https://smartify.org/

Tourism Fiji is setting a new standard in sustainable tourism with the launch of Loloma Hour – which means to act with generosity, driven by love. This first-of-its-kind initiative encourages visitors to dedicate one hour of their stay to engage with local communities, support environmental projects and deepen their connection with the destination beyond the traditional holiday experience. Part of a broader sustainability strategy, it aims to unify and amplify eco-conscious efforts across the country’s tourism industry around the four key pillars of wildlife, community, coastline, and reef.

Further information: https://www.fiji.travel/loloma-hour

Sweden is emerging as a premier destination for sleep tourism blending wellness with the allure of its landscapes. Nordic hotel chains such as Scandic are also focusing on sleep tourism with some properties offering specially designed rooms for optimal sleep, late check-out, ultra-comfortable beds and pillows, and special lighting and aesthetics. Numerous silent and dark retreats have emerged across Sweden, offering an escape from the distractions and noise of urban life for soul-soothing silence and quiet introspection.

Further information: https://news.cision.com/visit-sweden/r/sweden—the-dream-destination-for-sleep-tourism,c4050818

Intrepid Travel has partnered with Indigenous-owned operator 100% Finke River Culture and Adventure to launch its first trip guided by First Nations leaders. The seven-day walking tour on the Larapinta Trail in Central Australia will be guided by two First Nations and an Intrepid trip leader. The collaboration reinforces the commitment by Intrepid to their Reconciliation Action Plan by fostering long-term relationships with First Nations communities, supporting local employment, and investing in training opportunities that create lasting impact.

Further information: https://www.intrepidtravel.com/au/newsroom/releases/intrepid-partners-with-100-finke-river

The Australian Government has launched a new toolkit designed to support tourism businesses build and foster meaningful and collaborative connections with First Nations people and communities. The Connecting to Culture Toolkit encourages the development of authentic tourism practices that respect cultural, community, and environmental considerations. It forms part of the Australian Tourism Industry Council’s Quality Tourism Framework which provides industry and operators with a suite of online training and accreditation programs.

Further information: https://www.qualitytourismaustralia.com/wp-content/uploads/2025/03/Tourism-Minister-Launches-Connecting-to-Culture-Toolkit-for-Industry.pdf

The iconic Story Bridge Adventure Climb in Brisbane has become the first in the world to be accessible for people with mobility requirements including wheelchair users. It features custom-designed chairs and a mechanical winch system to facilitate ascent along with a manual pulley. The chair has been developed with advanced technology and the highest safety standards, offering smooth incline transitions, ergonomic comfort, and built-in safety features. The inclusive experience is expected to be a major visitor drawcard in the lead up to the 2032 Olympic and Paralympic Games and was made possible through a grant under the Queensland Government’s Accessible Tourism Elevate Fund.

Further information: https://statements.qld.gov.au/statements/102363

Intrepid Travel has increased its investment in diversity, equity, and inclusion through its expanded Ethical Marketing Guidelines. Intrepid engaged consultants to update the guidelines to further support the amplification of Indigenous communities and travellers with disabilities and invest more in BIPOC owned businesses and creators. Intrepid also runs an annual mentorship and Diversifying Travel Media program which gives up-and-coming travel writers opportunities to help kickstart their careers in the industry.

Further information: https://www.intrepidtravel.com/au/newsroom/releases/intrepid-stands-firm-on-dei

The Sustainable European Tourism – Sharping the Tourism of Tomorrow project aims to strengthen the sustainability and resilience of European tourism destinations by promoting peer-to-peer learning and collaboration in line with the Transition Pathway for Tourism. Over 200 European tourism destinations took part in the survey resulting in a compilation of Best Practices from 50 destinations, addressing tourism challenges and highlighting sustainable solutions. Emphasis will be placed on ensuring the economic, social, and cultural well-being of local communities, alongside the preservation of their natural environments.

Further information: https://transport.ec.europa.eu/tourism/transition-eu-tourism/sustainable-eu-tourism-shaping-tourism-tomorrow_en

Queenstown in New Zealand is on a regenerative tourism journey and has committed to becoming a carbon-zero destination by 2030. The vision is outlined in the region’s destination management plan in partnership with the Queenstown and Wanaka regional tourism organisations, Queenstown Lakes District Council, Kāi Tahu (the principal Māori iwi of the South Island), and the Department of Conservation.

Further information: https://www.queenstownnz.co.nz/stories/post/how-queenstown-is-changing-tourism-for-good/

Nordic travel company 50 Degrees North has launched an Impact Fund investing 10 percent of its annual profits into environmental and social projects. This commitment to regenerative tourism combines a global perspective with local impact and contributes to restoring and revitalising the destinations they visit. Recipients to date include La Humla Suse, SeaForester and Norway’s Nærøyfjord World Heritage Park.

Further information: https://fiftydegreesnorth.com/eu/impact-fund

The UN Tourism’s Rural Development Program have released a report on how tourism is empowering rural communities, preserving traditions and heritage, and fostering sustainable growth across regions. Rural areas are vital to the global landscape serving as the backbone of food production, biodiversity, and cultural heritage. The Tourism for Rural Development Impact Report 2021–2024 shows how tourism has the unique potential to bridge these gaps, fostering sustainable and inclusive development of rural communities.

Further information: https://www.e-unwto.org/doi/book/10.18111/9789284425907

Tourism New Zealand has unveiled a strategy to grow tourism by $5 billion over the next four years by attracting more visitors outside of the summer months. The innovative approach will benefit the industry by using existing infrastructure that is under-utilised enabling businesses to operate year-round and reducing the pressure from visitors on communities. It is also aiming to grow the number of Qualmark businesses to help the sector become more sustainable and foster demand by highlighting the array of visitor experiences available, as well as working with regional tourism organisations to support their destination management plans.

Further information: https://www.tourismnewzealand.com/news-and-activity/tourism-new-zealand-targets-5b-tourism-growth-driven-by-off-peak/

Tourism Tasmania commissioned ERA Planning to develop a plan that responds to the anticipated increase in interstate caravanning and motorhome visitors to Tasmania that will come via the Spirit of Tasmania or fly into the state and hire vehicles. The Caravan and Motorhome Market Plan brings together research and data, consultation with industry, government agencies, local councils, and other stakeholders. It provides recommendations in relation to destination planning, investment, and management actions to respond to this forecast growth in a manner aligned with the 2030 Visitor Economy Strategy.

Further information: https://www.premier.tas.gov.au/latest-news/2025/march/backing-in-tassies-tourism-and-hospitality-sector

The Samarkand International Academy of Tourism and Hospitality, in collaboration with UN Tourism, was founded with the purpose of promoting quality education and human capital development in tourism sector. Courses will be delivered in collaboration with Les Roches a Swiss hospitality education institution allowing students to learning industry best practices, with a particular focus on sustainable tourism development.

Further information: https://tourism-academy.uz/index.html#

The IUCN Green List of Protected and Conserved Areas initiative recognises the number of global Protected and Conserved Areas that are evaluated to be effectively managed and fairly governed to achieve successful conservation outcomes. The initiative is the first global standard of best practice certification for protected and conserved areas including national parks, natural World Heritage sites, community conserved areas, nature reserves. There are 87 Green Listings globally with one out of seven being World Heritage sites.

Further information: https://iucn.org/resources/conservation-tool/iucn-green-list-protected-and-conserved-areas

A new report from ibis, in collaboration with Globetrender, reveals the key travel intentions and trends shaping the industry and inspiring the new generation of global traveller in 2025. The GO GET IT: How Gen Z&Y Will Travel in 2025 report offers invaluable insights into why and how Millennials are setting their sights on new destinations and prioritising meaningful experiences. Conducted by OnePoll, the survey captured the views of 9,000 consumers across eight key markets globally including the U.K., U.S.A., Brazil, France, Germany, India, Australia, and China.

Further information: https://press.accor.com/ibis-reveals-global-gen-x-y-travel-intent-trends/?lang=eng

A new report by McKinsey & Company and Skift Research examines the world of travel experiences ranging from rock concerts to guided nature hikes and in-home culinary gatherings. The Evolving Role of Experiences in Travel report offers an assessment of the experience industry and presents ideas that could help address current dissatisfactions including opportunities for stakeholders to capitalise on growing interest. It draws on joint research including executive, futurist, and tour operator interviews.

Further information: https://www.mckinsey.com/industries/travel/our-insights/the-evolving-role-of-experiences-in-travel

Tripadvisor, the world’s largest travel platform,  has launched its first ever report exploring the trends reshaping travel and predictions for the years ahead. The Tripadvisor Trendcast 2025 report is informed by global insights and user generated content from reviews and contributions. The behavioural data for the study came from Tripadvisor’s global user base of the millions of travellers who looked at searches, reviews, clicks, page views, bookings and conversations happening in forums over the last two years to track shifts and trends.

Further information: https://tripadvisor.mediaroom.com/2025-01-27-Tripadvisor-Launches-All-New-Trendcast-Report-on-the-Future-of-Travel

Allianz Partners has commissioned Kantar Consumer Link to conduct an online survey of 1,000 Australian adults regarding travel plans and holiday aspirations for the year ahead. It revealed that rest, relaxation, and peace of mind are the priority, with the majority planning holidays focused on resorts and wellness. The Allianz Partners Australia Travel Index also contributes to a suite of data from over 20,000 consumers in Australia, New Zealand, United States of America, Canada, and Europe providing a unique worldwide perspective on the traveller landscape.

Further information: https://www.allianz-partners.com/en_AU/in-the-news/press-releases/Australian-travellers-are-prioritising-rest-relaxation-and-peace-of-mind.html

American Express Travel has revealed the top 10 must-visit places on their Trending Destinations List for 2025 with Millennial and Gen Z travellers in mind. The American Express Trending Destinations 2025 report features noteworthy destinations based on global American Express Card Member travel bookings and expertise from their global network of Travel Consultants. This year’s list features more than 300 new properties and an additional 50 destinations.

Further information: https://www.americanexpress.com/en-us/newsroom/articles/travel-and-dining/american-express-travel–announces-2025-trending-destinations.html

Trip.com Group has released a report that reveals that while sustainability awareness is rising among travellers, there remains a gap between awareness and action. The Sustainable Travel Consumer Report 2024 also looks at Gen Z’s travel preferences and regional variations in motivations and perceptions. It draws from 9,867 survey samples from 109 countries and territories including the Asia-Pacific, Europe, the Middle East and Africa, North America, and Latin America.

Further information: https://www.trip.com/newsroom/trip-com-group-2024-sustainable-travel-consumer-report-insights/

The Next-Gen Visitor Economy Cooperative Research Centre aims to lead the transformation of the visitor economy by pioneering innovative technologies, innovative business models, and sustainable practices that drive productivity and competitiveness, and foster resilient, regenerative destinations for future generations. The program will facilitate industry-led collaborations with universities, communities, and all levels of government to address significant challenges facing the tourism, hospitality, and events sectors in Australia.

Further information: https://www.visitoreconomycrc.com.au/

Expedia Group’s latest research reveals sports tourism is transforming how people travel and reshaping demand through tailored experiences that cater to the evolving needs of travellers. The Sports Tourism Study 2025 highlights the opportunity for travel brands to engage with this valuable segment of travellers by leveraging data-driven insights and tailored marketing strategies. The research by Censuswide included a sample of 2,000 respondents who had travelled for a sporting event in the past 12 months across Australia, Canada, France, Germany, Japan, Mexico, the U.S., and the U.K.

Further information: https://www.expediagroup.com/investors/news-and-events/financial-releases/news/news-details/2025/Sports-Tourism-is-Scoring-Big-Worldwide-Finds-Expedia-Group/default.aspx

The second annual Agritourism Summit will be held in Orange, New South Wales from 12-13 August 2025. The event will feature insights from industry leaders and panel discussions to equip attendees with the tools to develop and enhance their agritourism offerings.

Further information: https://agritourismsummit.org/

The Wellness Tourism Summit will be held at Elements of Byron in New South Wales from 4-5 September 2025. The summit brings together tourism operators, travel professionals, suppliers, and destination specialists from across the Asia Pacific.

Further information: https://www.wellnesstourismsummit.com.au/

The Australian Festival Industry Conference will be held at Howard Smith Wharves in Brisbane from 8-9 September 2025. This is the leading event in the Asia-Pacific for industry that deliver quality music, arts and culture, food and drink, ideas, and sporting festivals.

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