Edition 206 · August 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

A new museum of military intelligence is being created in a series of underground tunnels built to shelter Londoners during World War II. The Kingsway exchange tunnel complex under High Holborn in London was constructed to house the Special Operations Executive believed to have inspired Ian Fleming’s James Bond novels. The project is being led by the London Tunnels company which is partnering with the Museum of Military Intelligence to create an attraction housing original artefacts, equipment, weapons, documents, and images.

Further information: https://thelondontunnels.com/

The International Air Transport Association has launched a 10-year Global Baggage Roadmap to modernise luggage operations. Developed with airlines, airports and industry partners the roadmap sets a clear path to improve both operational efficiency and traveller satisfaction. It aligns with broader efforts to modernise ground operations, enhance safety, and improve the passenger experience.

Further information: https://www.iata.org/en/pressroom/2025-releases/2025-05-14-01/

Luxury small-ship cruise operator Ponant Explorations has announced a partnership with OzHarvest to support initiatives addressing food waste and promoting food sustainability education in the Northern Territory.​ The three-year alliance aims to create new opportunities for awareness and advocacy including food hampers for remote communities and the FEAST education program for over 4,400 students across 70 schools in the Northern Territory.​

Further information: https://au.ponant.com/more-sustainable-tourism

Nox, a Berlin-based startup, is planning to operate a Europe-wide network of night trains connecting 100 cities by 2035 as an alternative to short-haul flights. From 2027, it plans to operate overnight trains on over 35 European routes with three room types with two-metre-long beds, as well as separate seats with tables, and enough space to stand up and store your luggage. The company has already reserved train coaches, is finalising the approval of its interior design and is now preparing the next large financing round.

Further information: https://noxmobility.com/news

The International Air Transport Association has established the Aviation Decarbonisation Organisation to record Sustainable Aviation Fuel transactions in a standardised and transparent way. The Sustainable Aviation Fuel Registry will help connect airlines with producers and suppliers to ensure the environmental benefits can be claimed against regulatory obligations and voluntary schemes. Membership is free until April 2027 for organisations that operate or contribute to the value chain of Sustainable Aviation Fuel.

Further information: https://www.iata.org/en/pressroom/2025-releases/2025-03-24-01/

Abercrombie and Kent is expanding its Abercrombie and Kent Sanctuary portfolio with the creation of a new luxury retreat in Moab, Utah in the U.S.A. Located at the gateway to Arches and Canyonlands National Parks, the retreat will pair the rugged beauty of the desert with the comfort, privacy, and storytelling experience. Designed for just 40 guests and set to open in 2027, the property features one-bedroom and two-bedroom suites, as well as a dedicated spa and wellness spaces for reflection and restoration.

Further information: http://abercrombiekent.com/press-releases/ak-sanctuary-to-launch-luxury-retreat-in-moab

IHG Hotels and Resorts has launched a first-of-its-kind community initiative bringing together energy-efficient hotels that have no fossil fuels combusted on-site and are backed by renewable energy. The Low Carbon Pioneers program aims to inspire other properties to join and encourages wider adoption of carbon reduction practices across the portfolio. The program allows guests and corporate partners to make even more sustainable travel choices, as well as helping hotel owners future-proof their businesses.

Further information: https://www.ihgplc.com/en/responsible-business/carbon-and-energy/low-carbon-pioneers

Construction has commenced on the Serengeti Resort at Taronga Western Plains Zoo in Dubbo. Set across 55 hectares, the resort will feature a function and events centre, café restaurant, infinity-edge pool, and diverse accommodation options with views of roaming African wildlife including giraffe, rhinoceros, zebra, and antelope. The new development has received investment from the New South Wales Department of Primary Industries and Regional Development and is scheduled to open in 2026.

Further information: https://www.nsw.gov.au/ministerial-releases/landmark-development-begins-at-taronga-western-plains-zoo

Brisbane City Council has appointed the Brisbane Sustainability Agency to create a long-term master plan for one of Brisbane’s most iconic natural destinations. The plan aims to elevate the Mount Coot-tha precinct into a global eco-tourism drawcard in time for the 2032 Olympic and Paralympic Games. Drawing inspiration from world-renowned nature precincts the master plan will blend conservation with innovation to create a legacy of sustainable tourism.

Further information: https://www.sustainablebrisbane.com.au/programs/reimagining-mount-coot-tha/

Brand USA has unveiled a new global campaign designed to highlight the best of the United States and drive international inbound travel in 2025 and beyond. America the Beautiful campaign includes a digital hub which allows users to engage with travel experiences in real time, delivering curated trip ideas and customisable itineraries. It will be rolled out across key international markets and features 250 destinations to encourage longer stays and wider travel within the country.

Further information: https://www.thebrandusa.com/media/newsroom/brand-usa-announces-bold-agenda-drive-international-visitation-ipw-2025

Nine unique hotels have opened as part of an international campaign to highlight the diversity and sustainability of the Swiss hotel industry. Switzerland Tourism and the Beekeeper Association of Switzerland held an architecture and design competition for wild bee hotels, birdhouses, and hedgehog shelters to further promote biodiversity at partner hotels. A jury of experts in the fields of tourism, hospitality, design, and biology selected the winning designs from across the country.

Further information: https://www.myswitzerland.com/en-gb/accommodations/hotels/bees-friends/

Expedia is the first online travel agent to use Artificial Intelligence to allow travellers to build and share itineraries directly from Instagram reels and then book directly in real-time. Trip Matching allows users to share any publicly available travel-related reel whether from content creators they follow or trending posts directly with Expedia and receive customised itineraries, destination ideas, and travel tips.

Further information: https://www.expedia.com/newsroom/expedia-trip-matching/

An area of ancient Aboriginal rock art in the Pilbara region of Western Australia has received UNESCO World Heritage status joining a growing list of 21 sites across Australia. Murujuga Cultural Landscape in Western Australia’s north-west encompasses the Burrup Peninsula, the Dampier Archipelago’s 42 islands, and nearby marine areas. It is renowned for its dense concentration of petroglyphs some dating back 50,000 years which feature unique motifs displaying artistic and technical mastery of the Ngarda-Ngarli, Traditional Owners and Custodians of the site.

Further information: https://www.dbca.wa.gov.au/management/world-heritage-areas/murujuga-cultural-landscape-world-heritage-area

Photo – Proposed Murujuga World Heritage Area.

Photo by Murujuga Aboriginal Corporation

A new guide highlights First Nations culture and experiences in 11 of Australia’s key destinations. The Australian Indigenous Place Based Guide gives the traditional name for each place, the Indigenous peoples, and tips on experiencing First Nations culture locally. It was developed by Tourism Australia and Discover Aboriginal Experiences in collaboration with Aboriginal and Torres Strait Islander communities.

Further information: https://www.discoveraboriginalexperiences.com/trade-and-media-portal

Photo – Tourism Australia

Failte Ireland is collaborating with farmers who are transitioning from traditional peat harvesting to ecotourism initiatives aimed at environmental restoration and economic revitalisation. The European Union, through the Just Transition Fund together with funds from Irish Government, is helping the green transition through the development of small business opportunities in the tourism sector including a network of walking and cycling trails. Commercial sales of peat were banned in 2022 which was used as a fuel in Ireland for over 2,000 years by homes in rural areas.

Further information: https://www.failteireland.ie/JustTransition.aspx

The Accessibility Toolkit, developed by the Global Business Travel Association Foundation, in collaboration with the Inclusion and Culture Committee and the Accessibility Task Force, aims to help travel managers and buyers get started on creating more accessible policies and practices in their business travel programs. The toolkit includes recommendations based on industry best practices around travel policy, communication, supplier engagement, and point-of-sale.

Further information: https://hub.gbta.org/accessibility-toolkit

Novotel is partnering with WWF to champion the protection and restoration of the world’s oceans, through science-based action and conservation projects. The Novotel x Ocean global initiative will see technical expertise provided to 600 hotels worldwide to slow ocean biodiversity loss by reducing pollution, promoting sustainable seafood policies, and raising awareness of the importance of the world’s oceans. The three-year action plan will also see Novotel funding five WWF conservation projects in Europe, Asia-Pacific, and the Americas.

Further information: https://press.accor.com/novotel-celebrates-one-year-of-ocean-commitment-and-sustainable-partnership-with-wwf

The Geneva Tourism and Convention has published a new guide to help event organisers plan more sustainable meetings in the city. The Responsible Events Guide is the first in a series of resources aimed at making sustainable event planning easier, more accessible, and locally informed. It offers practical advice covering topics such as destination, food, waste, venues and hotels, transport, diversity and inclusion, impact and legacy, governance, and communication.

Further information: https://pro.geneve.com/en/meetings-conferences/your-event-in-geneva/sustainable-events-guide

Intrepid Travel has launched two limited edition trips that blend adventure with social impact. The Active-ism trips are hosted by Intrepid guides and influential activists with a goal of providing travellers with unique insights into the challenges facing national parks in the United States and how they can advocate for their protection. The trips will visit some of the world’s most iconic landmarks and hiking trails including Zion, Grand Canyon, and Yellowstone National Park. They are in response to the dismissal of staff members and proposed cuts to the U.S. National Park Service.

Further information: https://www.intrepidtravel.com/au/newsroom/releases/intrepid-travel-launches-active-ism-trips

Tourism Noosa has launched a new innovative community recycling initiative that transforms plastic waste into practical products. The Precious Plastic Noosa pilot program is re-purposing plastic bottle caps into NOOSA-branded pens and surfboard wax combs, available for purchase at the Noosa Visitor Information Centre. The sustainability initiative involves a partnership with Sunshine Beach State High School which aims to embed circular economy principles into education.

Further information: https://plasticfreenoosa.org/precious-plastic-noosa

The World Travel and Tourism Council have published a new paper which is a call to action to address overcrowding as part of the broader issue of destination management. The Managing Destination Overcrowding: A Call to Action from the Travel & Tourism Private Sector calls for evidence-based, collaborative approaches to building a more resilient and inclusive future for residents and visitors alike. The paper outlines six guiding principles to help adopt an integrated approach for sustainable tourism destination management ensuring tourism growth strengthens rather than strains the fabric of local communities.

Further information: https://researchhub.wttc.org/product/destination-stewardship-2025

Visit Victoria is seeking input from the tourism industry into the development of their organisational strategy for the next five years. The Visit Victoria 2030 strategy will set out Visit Victoria’s plans and priorities including building the brand of Victoria domestically and internationally, delivering major and business events, producing market insights, and industry development. It will complement and align with the Victorian Government’s Experience Victoria 2033 and Tourism Australia’s Thrive 2030. Feedback is due by 29 August 2025.

Further information: https://assets-corporate.visitvictoria.com/documents/Visit-Victoria_5-Year-Strategy-Discussion-Paper-2025.pdf

The Travel Foundation and Skyscanner are launching a new initiative to connect aviation and tourism for climate action. Shared Horizons: Connecting aviation and tourism for climate action aims to create cross-sector collaboration and better understand shared challenges. The initiative will be shaped by an Advisory Group that includes representatives from leading airlines, key industry organisations, tour operators, and destination organisations. The group will provide strategic input, promote engagement, and help shape recommendations for joint action set out in a white paper.

Further information: https://www.thetravelfoundation.org.uk/sharedhorizons/

UN Tourism, Mountain Partnership of the United Nations and Pacific Tourism Organisation are joining hands to promote sustainable gastronomy tourism itineraries across the region including the Cook Islands, Fiji, Samoa, Solomon Islands, Tonga, Vanuatu, and Palau. The project includes the creation of new culinary tourism experiences in selected destinations, training for farmers and tourism operators, value chain assessments, and highlighting pacific gastronomy through digital marketing, events, and industry networks.

Further information: https://southpacificislands.travel/projects/development-of-sustainable-gastronomy-tourism-itineraries-and-value-chains-in-the-pacific-sids/

The World Economic Forum, in collaboration with Kearney, has developed a report which examines evolving traveller profiles, emerging segments, and technological innovation. The Travel and Tourism at a Turning Point: Principles for Transformative Growth report addresses climate impact, skills gaps, labour shortages, and cultural preservation. It provides 10 guiding principles for governments, businesses, and communities to harness the sectors potential as a catalyst for global resilience, cultural understanding, and inclusive prosperity.

Further information: https://www.weforum.org/publications/travel-and-tourism-at-a-turning-point-principles-for-transformative-growth/

The Nordic countries have joined forces to develop the region as a leading destination for sustainable tourism. The Nordic Tourism Plan 2025-2030 is designed to promote closer collaboration on sustainable, innovative, and competitive tourism in the Nordics and position the region as a global role model. It supports the overall strategy for Nordic cooperation in the business sector and contributes to the overall strategy of the Nordic Business Ministers by tackling and addressing challenges faced by the tourism sector.

Further information: https://www.norden.org/en/news/sustainable-tourist-destination-future

The new Ecotourism Plan for Queensland’s Protected Areas 2025-2030 provides the framework for planning and delivering immersive ecotourism experiences in national and marine parks and other protected areas. It will support First Nations partners to build their capacity in offering genuine cultural experiences and focuses on visitors consciously connecting with and contributing to conservation and local communities. The plan aligns with Queensland’s Destination 2045 tourism strategy and Queensland’s Ecotourism Policy.

Further information: https://parks.desi.qld.gov.au/management/ecotourism/strategies

Registrations are open for the 84th Savannah Guides Professional Field School being held at Lake Argyle and Home Valley Station in the East Kimberley region of Western Australia from 10-15 October 2025. The school is aimed at new and experienced tour guides, tour operators and nature lovers.

Further information: https://savannah-guides.com.au/product/lake-argyle-and-home-valley-station-field-school/

The FITURNEXT 2026 Challenge is looking for any company, government organisation or project that promotes sustainable water use in the tourism sector and seeks to inspire other destinations wanting to improve their relationship with water resources through replicable models. Winning projects will participate in activities during the International Tourism Trade Fair in January 2026. Application deadline is 31 August 2025.

Further information: https://www.ifema.es/en/fitur/news/launch-challenge-2026

Tourism Research Australia’s new Accessible Tourism in Australia report provides data and insights regarding travellers with accessible needs in Australia for the first time. The study provides detail about the current condition of accessible tourism in Australia with insights have drawn from Tourism Research Australia’s 2024 National Visitor Survey and International Visitor Survey. It is aimed at industry stakeholders, Government bodies, NGOs, and the public to assist in building a better and more accessible tourism industry.

Further information: https://www.tra.gov.au/en/economic-analysis/accessible-tourism-in-australia

EF World Journeys have released new research that shows American and Canadian travellers are opting for traditionally cooler climates when planning their next international vacation as temperatures increase across many traditionally popular destinations from in the Northern Hemisphere. The research conducted by Qualtrics Research in May 2025 found that extreme summer heat is changing the international travel behaviours of more than half of North American travellers 18 years and older.

Further information: https://www.prnewswire.com/news-releases/climate-change-driving-more-americans-canadians-to-seek-out-coolcations-when-traveling-abroad-302465830.html

Tourism Tasmania has prepared 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 travelling around the state in caravans, campervans, or motorhomes. It also provides market insights on demographics, behaviours, and decision drivers.

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

Arival has released a study which delves into the state of the U.S. experiences traveller including key trends, behaviours, sentiment, and trip intentions shaping the tours, activities, and attractions sector. The 2025 U.S. Experiences Traveler Outlook report 800 U.S. adults who had stayed overnight on a trip and booked or experienced a qualifying tour, activity, attraction, or experience in the past year.

Further information: https://arival.travel/research/2025-us-experiences-traveler-outlook/

The Routledge Handbook of Regenerative Tourism provides a comprehensive overview of the current debates, trends, and transformative potential of regenerative tourism. It is aimed at students, researchers, academics, practitioners, policymakers, government officials, and industry professionals interested in the possibilities of responsible and sustainable, and regenerative forms of tourism.

Further information: https://www.routledge.com/The-Routledge-Handbook-of-Regenerative-Tourism/Fuste-Forne-Hussain/p/book/9781032745558

KAYAK has launched a report that predicts several major travel trends for 2030 including the rise of AI travel agents, multi-stop city jumping trips, a focus on wellness-centric travel, and a surge in spiritual side quests. The What the Future Travel Trend report anticipates the growing influence of social media on travel decisions and a potential for virtual reality experiences to become more common. PureSpectrum interviewed 9112 respondents aged 18+ in the U.S., U.K., Canada, Brazil, France, Germany, Denmark, and Sweden.

Further information: https://www.kayak.com/news/wtf-report-press-release/

The Wellness Tourism Industry Summit will be held in Byron Bay from 4-5 September 2025. The event will see the latest in wellness travel data and consumer trends including urban wellness, wild wellness, on-farm experiences, and spa rituals.

Further information: www.wellnesstourismsummit.com.au

The 25th edition of the World Travel and Tourism Council Global Summit will be held in Rome, Italy, at the Auditorium Parco della Musica Ennio Morricone from 28-30 September 2025. The event will address topics such as artificial intelligence, sustainable aviation, luxury travel, fashion tourism and policy development for a more connected future.

Further information: https://wttc.org/events-webinars/global-summit/2025-rome

The 3rd World Summit on Accessible Tourism will be held in Torino Italy from 5-7 October 2025. The summit brings together experts from around the world to promote accessibility solutions for tourism and share knowledge and experiences on best practices to adopt.

Further information: https://www.destinationsforall2025.org/

The National Agritourism Forum will be held in the Adelaide Hills, South Australia on 14 October 2025. The event will see experts and operators discuss policy updates, funding opportunities, product and experience development, and best practices for agritourism businesses.

Further information: https://regionaltourism.com.au/agritourism-forum-2025/

The Sustainable Trails Conference will be held Dwellingup Western Australia from 28-31 October 2025. The conference is an opportunity for those in the industry of tourism and recreational trails to inspire and be inspired by this growing and thriving industry.

Further information: https://trctourism.com/sustainable-trails-conference-2025/