Edition 204 · June 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

The Museum of Ice Cream is making its debut in Las Vegas in 2026 within the AREA15 entertainment district. The museum will house 14 immersive experiences inspired by both ice cream and Las Vegas with highlights including a sprinkle-filled banana boat canal ride, an ice cream wedding chapel and casino, a Strawberries and Cream Suite, and the Party Sprinkle Suite.

Further information: https://www.museumoficecream.com/blog/las-vegas-moic-announcement/

The City of Gold Coast has launched a new funding program to encourage the development of new tourism projects that enhance the visitor experience and broaden the City’s nature-based offerings. The Gold Coast Nature-Based Tourism Program aims to support proposals from private investors for new or significantly enhanced best practice, low impact, nature-based tourism experiences and associated infrastructure. Applications close 30 June 2025.

Further information: https://www.goldcoast.qld.gov.au/Invest-do-business/Supporting-business/Business-incentives-investment-programs/Nature-Based-Tourism-Program

A new $16 million fund has been announced to incentivise airlines to fly new routes and boost capacity into Western Sydney International Airport ahead of its opening in late 2026. The Western Sydney International Take-Off Fund will be administered by Destination New South Wales and aims to encourage more carriers to join Qantas, Jetstar and Singapore Airlines as the airport works to accelerate passenger numbers to 10 million per year.

Further information: https://www.destinationnsw.com.au/newsroom/new-fund-to-turbocharge-take-off-for-western-sydney-airport

The World Travel and Tourism Council, in collaboration with global consultancy ICF, has produced a new framework urging the travel sector to accelerate the scaling up and adoption of sustainable fuel. The Scaling up Sustainable Fuel: Engagement Framework for Travel and Tourism Stakeholders report sets out a practical roadmap for how every business in the sector can help address transport-related emissions and accelerate the shift to cleaner fuels. This initiative empowers all members of the value chain including hotels, destinations, tour operators, and travel agencies to participate in this critical area of decarbonisation, alongside aviation and maritime transport operators.

Further information: https://wttc.org/news/wttc-urges-travel-and-tourism-to-join-forces-to-scale-up-sustainable-fuel

The 2024 Air Transport IT Insights report explores key trends like strategic investments in IT infrastructure, AI adoption, and sustainability. The primary use of AI currently within airlines is for internal and operational efficiencies including cybersecurity, data analysis, and passenger management. This global benchmark survey for the air transport industry brings together insights from 236 airports and more than 100 airline executives.

Further information: https://www.sita.aero/resources/surveys-reports/air-transport-it-insights-2024/

Reflections Holidays has opened Wilderluxe Lake Keepit, a $4 million glamping precinct located between Tamworth and Gunnedah in New South Wales. The retreat offers eight star-gazing tents each with a king-sized bed, ensuite, kitchenette, and outdoor bath with a lake-view deck. The Star Lounge, a refurbished chalet, will also host dining experiences under the stars, Aboriginal storytelling, and cultural activities. Wilderluxe reinvests all profits back into the land and properties under its care with plans to open retreats in Lennox Head, Eden, Brunswick Heads and Lake Glenbawn over the next two years.

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

A partnership between IHG Hotels and Resorts and Strategic Alliance will see the InterContinental Barossa Resort and Spa become the wine region’s first luxury branded hotel. The 150-room resort will be set amid the hills and vineyards of the Barossa Valley near Lyndoch and feature a 130-seat signature restaurant, lounge bar, and garden terrace. The $100 million resort is forecast to open in 2028 subject to planning approvals.

Further information: https://tourism.sa.gov.au/news-articles/free-gather-round-buses-as-international-hotel-chain-partners-on-luxury-barossa-resort

Image credit: Baukultur

The Nordic region’s largest hotel chain Clarion Collection has reverted to its original name to emphasise the feeling of home in the hotel experience. Home Hotel was founded in Sweden in 1983 by Jan Torgé and was acquired by Petter Stordalen in 1997 growing to 54 hotels in Sweden, Norway, and Finland.

Further information: https://www.strawberryhotels.com/press-room/#/pressreleases/clarion-collection-rebrands-to-home-hotel-and-launches-the-concept-home-until-youre-home-3362853

Tourism Tasmania has opened applications for Tasmania’s Off Season Winternships which will see 10 lucky Australians undertake an internship experience designed to help them become winter people. Tourism Tasmania will cover travel costs and provide a local expert guide as well as a selection of Tassie’s best seasonal produce and goods. The Winternships include Barrel Butler, Calf Concierge, Devil Sitter, Fragrance Forager, Goat Doofer, Sauna Skipper, Scenic Seat-Warmer, Splinter Specialist, Trail Trialler, and Tunnel to Table Taster. Applications close 17 June 2025.

Further information: https://www.discovertasmania.com.au/winternships

European self-guided walk operator On Foot Holidays has launched a companion app that eliminates the need to carry paper maps, notes and guides. It works offline and beeps if walkers go the wrong way. Resembling a private tour guide, the app makes hiking routes easier, safer and a more environmentally friendly way to explore the world. On Foot Holidays offers 37 self-guided walking holidays in 11 countries across Europe.

Further information: https://www.onfootholidays.co.uk/app/

Intrepid Travel has formed a new partnership with First Nations tourism company Yalka Ratara Aboriginal Corporation to launch a premium glamping experience in Palm Valley within the Finke Gorge National Park. The partnership will see Intrepid become the exclusive operator offering stays at the newly developed Yalka Eco Stays which features eight eco-designed premium glamping tents equipped with air-conditioning and ensuite bathrooms and views of the Red Centre. The campsite was funded by the Federal Aboriginal Benefits Account and Tourism Northern Territory Aboriginal Tourism Development in Parks and Reserves Grant Program.

Further information: https://www.intrepidtravel.com/au/newsroom/releases

The International Union for the Conservation of Nature World Commission has released their 2024 Protected Areas Impact Report which highlights the collective action and shared commitment toward strengthening the effectiveness, equity, and resilience of protected and conserved areas around the world. The report showcases the diversity of work from Antarctica to the Amazon being undertaken by a global network of over 3,000 members across protected areas.

Further information: https://portals.iucn.org/library/node/52268

Travel websites are facing significant accessibility issues according to a new report from AudioEye which is focused on building an inclusive digital future. The 2025 Digital Accessibility Index analysed 53,230 pages across 1,609 hospitality and travel sites looking at booking systems, amenities descriptions and reservation confirmation. Issues within the travel industry include web page colour contrast, lack of alternative text on images, vague links and inaccessible forms.

Further information: https://www.audioeye.com/2025-digital-accessibility-index/

A new report by UN Tourism and the World Tourism Alliance highlights that targeted policies, regulatory frameworks and governance models are crucial to ensuring tourism benefits are shared by all community members. The report highlights the multifaceted role of tourism in achieving job creation, gender empowerment, community development, natural and cultural heritage conservation, sustainable environmental practices, education and infrastructure development. It contains case studies that demonstrate how national policies can leverage tourism for shared prosperity from China, Albania, Indonesia, Jordan, Peru, Rwanda and Vanuatu.

Further information: https://www.unwto.org/news/un-tourism-and-world-tourism-alliance-identify-ways-to-make-sector-key-driver-of-inclusive-development

Göta Kanalleden is Sweden’s newest national cycling route has been awarded European Cycle Route of the Year. The iconic waterway Göta Canal is one of Sweden’s most popular tourist destinations and half of the route goes on the car-free canal bank. The award is recognition for Swedish tourism as one of Europe’s foremost destinations for cycling experiences.

Further information: https://visitsweden.com/what-to-do/nature-outdoors/biking/swedens-best-cycling-routes/

EF Go Ahead Tours has launched a collection of women-only tours designed to foster connection, authenticity, and discovery, with experiences rooted in celebrating women’s history and impact around the world. The seven destinations include Italy, the U.K. and Ireland, Spain and Portugal, Greece, Thailand, Peru, and Egypt. Each tour is led by an expert female tour director and itinerary highlights include women-run businesses, female artisans, and historical or contemporary female figures.

Further information: https://www.prnewswire.com/news-releases/enabling-self-discovery-and-connection-for-women-through-travel-ef-go-ahead-tours-launches-tours-for-women-on-international-womens-day-302394770.html

The Vignette Collection by IHG Hotels, through a global partnership with the World Literacy Foundation, is directly supporting their mission to eradicate illiteracy by 2040. The partnership comes in response to increased consumer consciousness about traveling and choosing a hotel brand that operates responsibly. Each Vignette Collection property will host meaningful initiatives including pop-up libraries and literacy programs to champion change within local communities. Founded in Australia in 2003, the World Literacy Foundation operates in 50 countries and works to lift young people out of poverty through the principle that education is a basic human right.

Further information: https://www.ihgplc.com/en/news-and-media/news-releases/2025/vignette-collection-announces-global-partnership-with-the-world-literacy-foundation

Venice’s controversial entry fee for day trippers is coming back in 2025 with more applicable days than in 2024 and a higher price for visitors. The plan for the tourist levy is aimed at tackling overtourism in the UNESCO-recognised Italian city by defining a new system for managing tourist flows and discourage day tripper tourism during certain periods.

Further information: https://cda.ve.it/it/

The World Travel and Tourism Council has released the Coastal and Marine Tourism: Quantifying its Footprint and Funding Requirements for Mitigation and Adaptation Report in collaboration with Iberostar Group and Oxford Economics. The report provides several recommendations on how the sector can reduce emissions and adapt to climate threats to coastal destinations. It also features detailed analysis of coastal and marine tourism’s direct and indirect contribution to the global economy calculated in terms of GDP contribution, jobs and GHG emissions.

Further information: https://researchhub.wttc.org/product/coastal-marine-tourism-quantifying-its-footprint-and-funding-requirements-for-mitigation-and-adaptation

Hotelplan UK has published its second annual Planet and People Report which outlines progress and successes from the group’s 2023-24 financial year along with addressing challenges it still faces on its journey to be a business that is better for people and the planet. It outlines how the parent company of Inghams, Explore Worldwide, Inntravel and Santa’s Lapland continues to integrate its people and planet strategies through a targeted focus on community, wellbeing, lifestyle choices and learning.

Further information: https://www.hotelplan.co.uk/sustainability

Booking Holdings, the world’s leading provider of online travel and related services across more than 220 countries and territories, has released their annual Sustainability Report 2024 incorporating their five primary consumer-facing brands. It aims to make it easier for travellers and partners to feel confident that the choices they make are helping contribute positively to the destinations they visit using reputable third-party sustainability certifications or providing training and guidance.

Further information: https://www.bookingholdings.com/sustainability/

Tourism Tropical North Queensland has published its first annual Sustainability Report charting the extensive work undertaken to guide the industry towards reducing carbon emissions and contributing to the local environment and community. The report highlights the region has the greatest number of eco-accredited businesses in Australia and one of the highest in the world.

Further information: https://tourism.tropicalnorthqueensland.org.au/articles/inaugural-tourism-sustainability-report-documents-priorities/

The Australian Travel Industry Association has partnered with My First Job to launch a digital platform designed to inspire and support school leavers in considering a career in the travel industry. The Travel Gap is a national gap-year program that aims to counter outdated perceptions and create pathways into the industry by connecting young people with trusted travel employers across the country.

Further information: https://atia.travel/Resources/Latest-News/atia-and-my-first-job-launch-the-travel-gap-to-expand-travel-workforce

The Australian Tourism Industry Council and Tourism Australia have launched a three-year partnership to drive excellence in visitor experiences and sustainable tourism business practices. The partnership aims to encourage business participation in the Sustainable Tourism Accreditation, Accessible Tourism, Tourism Emissions Reduction and Australian Tourism Awards programs. The Australian Government, through Austrade’s Quality Tourism Framework Grant Program, is providing $8 million towards these programs.

Further information: https://www.qualitytourismaustralia.com/wp-content/uploads/2025/03/New-partnership-for-excellence-in-tourism-experiences-and-sustainability.pdf

The European Travel Commission and Eurail have launched the 2025 edition of the Rail Tourism Awards to recognise campaigns that promote train travel as a sustainable, conscious and transformative way to explore Europe. The awards are open to National Tourism Organisations, Destination Marketing Organisations, rail companies, tourism businesses, marketing agencies, and other entities in the sector. Eligible campaigns must focus on promoting rail travel in Europe, showcasing pan-European journeys or national and local routes across European destinations. Applications close 29 August 2025.

Further information: https://railtourismawards.com/about/

Geisenheim University, in collaboration with UN Tourism, WineTourism.com, the International Organisation of Vine and Wine, and the Great Wine Capitals Global Network, have launched a global research initiative to create a comprehensive report on wine tourism offering insights on key developments, innovation, and emerging trends reshaping the sector. The findings of the study will be freely available in the form of a report and will be presented at the Global Conference on Wine Tourism in Bulgaria in October 2025.

Further information: https://www.unwto.org/global-wine-tourism-report-2025

Virtuoso has released the findings from a survey conducted in March 2025 that highlights how discerning travellers are embracing sustainable tourism. The Virtuoso Impact Report provides key insights into how sustainable tourism is a driving force shaping luxury travellers’ decisions and redefining the way they experience the world. It found heightened awareness of global challenges with surveyed travellers expressing concerns about extreme weather, natural disasters, geopolitical instability, overtourism, and changes in environmental policies.

Further information: https://www.virtuoso.com/why-virtuoso/Sustainability

Traveloka have released a new white paper developed with insights from an extensive survey designed and conducted by YouGov which challenges the conventional wisdom that APAC is a homogenous market. These key insights reveal significant differences in travel motivations, technology adoption, sustainability preferences, payment methods, price sensitivity, and the preference for domestic versus international travel across the region. The study of nearly 12,000 respondents across nine Asia-Pacific countries reveals significant variations in consumer behaviours, travel motivations, and preferences shaped by cultural and economic contexts.

Further information: https://www.traveloka.com/en-sg/apac-travel-insights

A new Amadeus study reveals travellers want more human interaction alongside technology for enhancing each trip including mobile apps, digital ID, and biometrics. The Understanding and Overcoming Friction in the Travel Industry report explores what the concept of travel friction means for leisure and business travellers, and how technology can help overcome some of the most common pain points. The research also found that while delays, planning, cost and the airport experience are among the top concerns, there is no single cause of distress, with each traveller experiencing friction differently.

Further information: https://amadeus.com/en/resources/research/friction-removed

Accor’s latest travel trend report highlights Brits are embracing AI-powered itineraries, off-the-beaten-path authenti-cities and eco-conscious escapes. The report is based on two years of search data for over 200 popular holiday destinations by consumers in the United Kingdom combined with survey insights and keyword search volumes to predict the growth of these travel trends.

Further information: https://all.accor.com/a/en/limitless/thematics/lifestyle-trends/travel-trends-2025.html

A new report from Travalyst reveals new research on how travellers and travel companies committed to sustainability efforts want more collaboration and support ahead of incoming regulation. The Five-Year Milestone Report details the work done with certifications, standards and schemes, as well as flight emissions data. Founded in 2019, Travalyst is a not-for-profit coalition of travel and technology partners including Amadeus, BCD, Booking.com, Expedia Group, Google, Mastercard, Sabre, Skyscanner, The Travel Corporation, Travelport, Trip.com Group, Tripadvisor and Visa.

Further information: https://travalyst.org/news/travalyst-publishes-five-year-milestone-report-calls-on-travel-industry-to-deepen-collaboration-align-around-three-core-goals/

Leading global travel service provider Trip.com Group has released its forward-looking report which explores the accelerating trends driving the future of travel based on insights from over 6,000 travellers across six Asia-Pacific markets including Singapore, Malaysia, Thailand, Japan, South Korea, and Hong Kong. The Momentum 2025: Travel’s Next Big Trends report forecasts the trends and innovations shaping the future of travel including technology-driven personalisation, niche travel experiences, and immersive journeys.

Further information: https://group.trip.com/media/article_detail/trip-group-momentum-2025-travel-trends-2025?id=344

British Airways Holidays has released a report revealing U.K. consumer travel behaviour drawing from bespoke customer research and insights. The 2025 Travel Trends Report shows an interesting desire for traditional holiday elements, showcasing the demand now more than ever, for holiday packages. The report combines customer research and industry expertise conducted by Globetrender, the U.K.’s leading travel trend forecasting agency with YouGov.

Further information: https://mediacentre.britishairways.com/news/17022025/british-airways-holidays-launches-2025-travel-trends-report

Booking.com has released the 10^th edition of its annual research exploring consumer attitudes and intentions with regards to the social and ecological impact of travel. The Travel & Sustainability Report 2025 provides insights into how traveller attitudes and behaviours, as well as global challenges are shaping the future of travel. It shows that more than half of travellers are now conscious of tourism’s impact on local communities, as well as the environment at home and abroad. The online survey was conducted in January 2025 among a sample of 32,000 respondents across 34 countries.

Further information: https://news.booking.com/bookingcoms-2025-research-reveals-growing-traveler-awareness-of-tourism-impact-on-communities-both-at-home-and-abroad/

Cruise Lines International Association have released the 2025 State of the Cruise Industry Report which highlights the latest trends, the global economic impact and the sustainability advancements that are leading the global cruising industry to a sustainable future. The industry is forecast to welcome 37.7 million ocean-going passengers led by Generation X and Millennials and reach 310 ocean-going vessels. The report also found that ocean and river cruising were the holiday styles that had the highest client satisfaction above resorts and hotels.

Further information: https://cruising.org/resources/state-cruise-industry-report-2025

The Queensland Tourism Industry Council is leading the development of a Queensland First Nations Tourism Plan 2026-32. Funded by the National Indigenous Australians Agency and the Queensland Government, they are holding consultation sessions with Traditional Owners, cultural custodians, and First Nations operators across Queensland from May to July 2025.

Further information: https://www.qtic.com.au/first-nations-tourism/

The Outdoor Industry Summit will be held in Canberra from 8-11 July 2025. The program brings together national leaders, trailblazers, and innovators from across the outdoor recreation, education, tourism, and therapy sectors.

Further information: https://outdoors.kartra.com/page/2025Summit

The AgriTourism Summit will be held in the Orange, New South Wales from 12-13 August 2025. The event will feature networking opportunities, insights from industry leaders, and farmer-led panel discussions to provide a sustainable roadmap for the future of rural communities.

Further information: https://agritourismsummit.org/

The World Travel and Tourism Council Global Summit will be held in Rome, Italy from 28-30 September 2025. The event brings together travel leaders, government tourism, and media representatives from around the world.

Further information: https://wttc.org/events-webinars/global-summit