Edition 209 · November 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

Tourists are being encouraged to display Tourist Plates in the hope it will reduce accidents. The signs which feature a green letter T and tourist written at the bottom are intended to alert other road users that the driver might not be familiar with the local roads and driving conditions. By displaying a universally understood symbol it aims to help inform local drivers which leads to increased patience, tolerance, and overall safer conditions on the road.

Further information: https://www.bbc.com/news/articles/c784wlw1491o

UN Tourism has launched the Social Innovation Challenge to identify and support startups, scaleups, and entrepreneurs who are implementing innovative solutions that enhance the tourism ecosystem through sustainable practices, inclusivity, and community empowerment. It aims to support initiatives that create economic opportunities while promoting equality, sustainability, and the preservation of cultural heritage and natural resources. Applications close 30 November 2025.

Further information: https://www.untourism.int/news/un-tourism-and-sommet-education-foundation-launch-social-innovation-challenge

Tourism Northern Territory, through the Australian Government Strategic Indigenous Tourism Project, is supporting Round 9 of the Aboriginal Tourism Grant Program to assist majority owned Aboriginal businesses and organisations develop cultural tourism experiences and product that encourage visitors to travel and stay in the Northern Territory. Applications close 6 March 2026.

Further information: https://www.tourismnt.com.au/industry-toolkit/grants-funding/aboriginal-tourism-product-distribution-grant-program

Munich-based global long-distance coach and rail operator Flix will commence services later this year along the East Coast of Australia. It aims to compete for customers with airlines and intercity bus operators, as well as regional and interstate trains. The FlixBus promises to offer passengers a new standard in affordable by providing a fully digital end-to-end customer experience through free Wi-Fi, power outlets, and real-time GPS tracking. It currently has more than 4,000 buses driving to over 6,800 destinations in 44 countries across Europe, North America, Türkiye, Latin America, and India.

Further information: https://corporate.flix.com/press_releases/flix-expands-to-its-5th-continent-australia-as-next-move/

HX, the world’s longest-running expedition cruise company, has released its 2024 Environmental, Social and Governance report demonstrating a record year of how the science program and brand values translate into real-world impact. The Navigating for a Greener Future report highlights more than 30,000 citizen science submissions setting a new standard in sustainable expedition cruising.

Further information: https://www.travelhx.com/en/sustainability/

Ocean Eco Adventures is launching Australia’s first electric sea-going charter vessel to take visitors on sustainable tours of the World Heritage-listed Ningaloo Reef (Nyinggulu). The new vessel Wirraji (Storm Bird) will offer a luxurious minimal impact small group touring experiences with a professional crew and snorkelling equipment.

Further information: https://www.oceanecoadventures.com.au/coralbayexclusive

The City of Melbourne has launched a resource designed to help hotels reduce their environmental impact and accelerate climate action. The Sustainability Guide for Melbourne Hotels provides practical guidance to improve operational efficiency, regulatory compliance, and guest satisfaction. Developed in partnership with Urbis, it provides hotels with the tools to plan, prioritise and monitor their sustainability journey across key areas including energy, water, waste, and sustainable procurement.

Further information: https://www.melbourne.vic.gov.au/sustainability-guide-melbourne-hotels

IHG Hotels and Resorts has added Ruby Hotels to its premium collection of brands in the U.S.A. Founded in Germany in 2013, Ruby represents a new ready-made alternative for urban settings by providing an option for cost and style-conscious travellers in city centres. Ruby includes 34 open or pipeline projects in major European cities with plans to grow the brand to more than 250 global hotels over the next 20 years.

Further information: https://www.ihgplc.com/en/news-and-media/news-releases/2025/ihg-hotels-and-resorts-acquires-ruby-its-20th-brand-and-targets-global-expansion

Image: Ruby Mimi Hotel & Bar, Zurich, Switzerland – Room

The Gold Coast Airport Master Plan has been approved by the Federal Government which provides a 20-year vision to deliver a more sustainable, innovative, and accessible airport precinct in preparation for the 2032 Olympic and Paralympic Games and beyond. The plan outlines a future-focused precinct for the country’s sixth busiest airport with the addition of a retail village, health and wellness hub and conference and tech centre to service an expected 13 million passengers annually by 2044.

Further information: https://www.goldcoastairport.com.au/corporate-partnerships/planning-development/planning-development-overview/development-plans

Visit Sweden is allowing people around the world to consult their doctor about prescribing a list of scientifically proven health-promoting activities involving nature, lifestyle, and culture as part of trip to Sweden. The new Swedish Prescription campaign will target Germany, the U.K., the Netherlands, France, the U.S.A., China, and other Nordic countries.

Further information: https://corporate.visitsweden.com/press/sverige-forsta-land-i-varlden-pa-recept/

Intrepid has launched the 2026 Not Hot List which features 10 less-visited destinations where tourism can create jobs, support local communities and offer alternatives to traditional tourist hotspots. The list has been created by travel trend agency Globetrotter using third-party statistics, trends, and expert local insight from Intrepid’s global product and operations experts in thirty-two countries. To qualify, a destination needs to attract few international visitors, have lower awareness than comparable places, and demonstrate tourism readiness with new initiatives and infrastructure.

Further information: https://www.intrepidtravel.com/au/not-hot-list

The Slovenian Tourist Board has launched a system that connects fragmented data sources and undertakes complex analysis to support informed decision-making for the coordinated development of the tourism sector. The National Intelligence System for Tourism aims to support more thoughtful, data-based, and sustainable tourism management at all levels from companies and local destinations to national strategy. It will provide a comprehensive overview of environmental, social, and economic impacts, enable trend monitoring, and facilitate strategic planning.

Further information: https://www.slovenia.info/en/press-centre/press-releases/33290-launch-of-the-national-intelligence-system-for-tourism-nist-a-key-step-towards-successful-smart-and-responsible-tourism-of-the-future

The New South Wales Government has announced the proposed boundary for the Great Koala National Park on the Mid North Coast. The new park spanning 476,000 hectares aims to protect more than 12,000 koalas, 36,000 Greater Gliders and provide habitat for over 100 other threatened species. Alongside its conservation benefits, it is expected to strengthen the region’s appeal as a nature-based tourism destination with $6 million being committed to support new opportunities for small businesses in consultation with local communities.

Further information: https://www.nsw.gov.au/ministerial-releases/great-koala-national-park#msdynmkt_trackingcontext=0c8533bd-7452-4ca8-8265-a95c79990300

The Queensland Government, through the Department of the Environment, Tourism, Science, and Innovation, has selected Australian Walking Holidays, a division of World Expeditions, to deliver fully supported guided walking experiences on the Ngaro Track on Whitsunday Island and the renowned Thorsborne Trail on Hinchinbrook Island in collaboration with Traditional Owners. Founded in 1975, World Expeditions is a global leader in small-group adventure travel and sustainable trekking experiences with bookings for the guided tours opening mid to late-2025.

Further information: https://www.greatwalks.com.au/walking-tours/world-ex-named-official-operator-of-ngaro-track-and-thorsborne-trail

Image: Bandjin and Girramay People, World Expeditions and the Queensland Parks and Wildlife Service working together to establish guided tours on the world-renown Thorsborne Trail

The Western Australian Indigenous Tourism Operators Council has released a new guide highlighting Western Australia’s rich cultural and botanical heritage. The Aboriginal Bushfood and Wildflower Trails Brochure highlights over 50 Aboriginal led tours and experiences across Western Australia exploring the cultural, medicinal, and nutritional significance of native bushfood and wildflowers. These flowers are also a traditional source of food and medicine that can be found throughout the land, the seas, and the waterways.

Further information: https://www.waitoc.com/fast-find/brochures-cultural-tools/aboriginal-bushfood-wildflower-trails

The Great Ocean Road Regional Tourism has launched a new campaign to promote inclusive travel in the region. The Great Accessible Road Trip highlights accessible experiences across public sites and tourism businesses. It aims to increase representation in destination marketing while encouraging operators to improve accessibility. The initiative follows 18 months of industry workshops and the release of online tools to support inclusive practice.

Further information: https://visitgreatoceanroad.org.au/plan-your-trip/accessibility/

The United Kingdom’s iconic London Underground map has been given an upgrade with a new version focusing attention on stations that are step-free or more easily accessible to people with disabilities. Stations are traffic-light colour-coded according to their degree of accessibility with 93 out of 272 underground stations step-free. The map also indicates airport access points, bus network connections, and station opening times.

Further information: https://www.motabilitylifestyle.com/latest/accessibility/new-london-tube-map-highlights-accessible-stations

The European Commission has launched a new Communication Toolkit to help tourism stakeholders promote sustainable and responsible travel. The toolkit provides ready-made content and resources that can be adapted for local use and audiences including best practice real-world examples, tips for responsible travel, social media visuals, and destination success stories. It is designed for use by destination management organisations, local authorities, and tourism boards promoting sustainable tourism.

Further information: https://transport.ec.europa.eu/tourism/communication-toolkit_en

The Caribbean Tourism Organisation has signed a Memorandum of Understanding with Conservation International to promote sustainable, nature-positive tourism across the Caribbean region. The two-year agreement outlines a framework to support joint efforts in building conservation-focused tourism models that protect biodiversity, strengthen local economies, and improve community well-being.

Further information: https://www.einpresswire.com/article/833066996/cto-and-conservation-international-join-forces-to-advance-nature-positive-tourism-in-the-caribbean

UN Tourism, the TUI Care Foundation, and the University of Cambridge’s Centre for Resilience and Sustainable Development have joined forces to co-create sustainable and circular food systems across the tourism value chain. The Tourism Food for Good is a joint global initiative to redesign how food is produced, sourced, and consumed in tourism. Governments, the private and public sector are invited to join the initiative to collectively create an impact roadmap for the transition to sustainable food systems in tourism and implement pilots at destination or business level.

Further information: https://www.untourism.int/circular-economy/food-for-good-initiative

The UN Tourism Centre Stage program provides support for gender equality and opportunities for women’s empowerment through tourism. The main activities include targeted training programs, career progression, communication strategies, legal frameworks, and the collection of sex-disaggregated tourism employment data. To date, the program has supported the public sector, tourism organisations and businesses, and non-government organisations in Jordan, Costa Rica, the Dominican Republic, Mexico, and Kazakhstan.

Further information: https://www.untourism.int/women-empowerment-tourism/centre-stage

Visit Finland has released their National Tourism Strategy and vision to be the most sustainably growing tourist destination in the Nordic countries. The More Together -Sustainable Growth and Renewal for Finnish Tourism 2025–2028 has identified four strategic priorities to enable sustainable growth and renewal in the tourism industry including developing accessibility, managing sustainability, responding to digital change, and ensuring an operating environment that supports competitiveness.

Further information: https://www.visitfinland.fi/ajankohtaista/uutiset/2025/matkailustrategia-vuosille-20252028-julkaistu

The World Travel and Tourism Council have released a new report featuring a detailed analysis of coastal and marine tourism’s contribution to the global economy. The Coastal and Marine Tourism: Quantifying its Footprint and Funding Requirements for Mitigation and Adaptation outlines a financing guide for investment required to mitigate and adapt against climate threats posed to coastal destinations. The report also presents a range of focus areas and recommendations on how the sector can reduce emissions and adapt to climate threats.

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

A refreshed South Australia Tourism Plan 2030 reaffirms an ambitious goal to grow the State’s visitor economy to $12.8 billion and support a further 4,400 jobs by 2030. The plan was developed with input from more than 400 industry stakeholders across all 12 tourism regions and maps out a way forward for the industry including leveraging the new State tourism brand and campaign Celebrate the Simple Pleasures. It aims to make South Australia a national leader in sustainable and inclusive tourism with a series of pilot initiatives to be developed in 2025.

Further information: https://tourism.sa.gov.au/plans-and-strategies

Tahiti Tourisme has announced the next steps in its sustainable tourism framework which aims to implement over 110 actions and key initiatives to safeguard the sustainability of The Islands of Tahiti. Designed in close collaboration with the local population, tourism professionals, and the government, the Sustainable Tourism Plan 2030 focuses on protecting natural resources, benefiting the local population, and preserving quality visitor experiences.

Further information: https://tahititourisme.org/en-org/medias-press/press-releases/tahiti-et-ses-iles-ouvrent-la-voie-avec-leur-feuille-de-route-durable-2/

The World Economic Forum, in collaboration with Kearney, have published a new report which shows the global travel and tourism sector is on track to contribute more than 11 percent of the world’s economy by 2034. The Travel and Tourism at a Turning Point: Principles for Transformative Growth report examines the key growth drivers such as evolving traveller profiles, emerging segments, and technological innovation. It also presents ten guiding principles and a roadmap to help governments, businesses, and communities navigate challenges from climate impact, workforce gaps, labour shortages, environmental pressures, and cultural preservation.

Further information: https://www.weforum.org/stories/2025/07/tourism-could-be-a-16-trillion-industry-by-2034-this-is-how-destinations-can-create-sustainable-growth/

The European Travel Commission and the Global Destination Sustainability Movement have released a white paper that offers practical steps to help the tourism industry navigate regulatory changes, achieve sustainability compliance, and manage risks. A Destination’s Guide to the New European Union Sustainability Regulations will assist Destination Management Organisations and National Tourism Organisations reduce negative environmental impacts, mitigate reputational damage, achieve financial and legal immunity, and create new business opportunities.

Further information: https://etc-corporate.org/news/etc-and-gds-movement-launch-white-paper-to-help-destinations-navigate-eu-sustainability-rules/

The International Union for Conservation of Nature and Natural Resources and World Commission on Protected Areas have released an issues paper providing a roadmap for realigning tourism with ecological regeneration, equitable governance, and long-term sustainability. The Strengthening Sustainable Tourism’s Role in Biodiversity Conservation and Community Resilience features tools and international case studies relevant for policymakers, conservation managers, and tourism stakeholders.

Further information: https://iucn.org/sites/default/files/2025-07/issues-paper-no.-7-strengthening-sustainable-tourisms-role-in-biodiversity-conservation-and-community-resilience.pdf

A new course developed by the University of Surrey for the UN Tourism Online Academy aims to empower tourism professionals, researchers, practitioners, developers, and policymakers to harness the power of Artificial Intelligence and chatbots for digital nudging promoting responsible and sustainable tourism practices. Participants in the Artificial Intelligence Powered Digital Nudging for Responsible Tourism course will learn behavioural economics, cognitive biases, and the effectiveness of digital nudging.

Further information: https://www.unwto-tourismacademy.ie.edu/product/ai-powered-digital-nudging

Michelin Key recognises hotels for outstanding stays in the same way the Michelin Star recognises the most outstanding restaurants in the world. The current guide recommends over 7,000 hotels with inspectors considering five criteria when awarding Michelin Stars including excellence in architecture and interior design, quality and consistency of service, overall personality and character, value for the price, and contribution to the neighbourhood or setting.

Further information: https://guide.michelin.com/en/article/travel/everything-to-know-about-the-michelin-keys-hotels-announcement

The World Tourism Organisation (UN Tourism), in partnership with the Fédération Internationale de l’Automobile, has developed the first ever awards to celebrate initiatives that integrate sustainability, innovation, and community engagement in sports tourism. The Awards for Excellence in Sustainable Sports Tourism are designed to highlight best practices, innovative projects, and strategies that position sports as a driving force for sustainable tourism development.

Further information: https://www.untourism.int/news/un-tourism-and-fia-launch-global-awards-for-excellence-in-sustainable-sports-tourism

Booking.com has released research which reveals the regional contrasts shaping consumer attitudes towards Artificial Intelligence (AI). The Global AI Sentiment Report explores how people around the world are using, trusting, and responding to AI in both everyday life and travel. The online quantitative research study draws on insights from 37,325 people across 33 global markets.

Further information: https://news.booking.com/bookingcom-releases-the-global-ai-sentiment-report/

Tourism Research Australia has released a report that aims to measure agritourism under a national and consistent approach by using National and International Visitor Survey data. The report was prepared in conjunction with Tourism Australia and uses the latest data to evaluate agritourism, track growth and measure impact.

Further information: https://www.tra.gov.au/en/economic-analysis/agritourism-report

Expedia conducted a custom survey with Wakefield Research revisiting their 2023 Traveller Value Index to understand shifts in traveller preferences and values, as well as emerging influences impacting decision making.

Further information: https://partner.expediagroup.com/content/dam/unified/partner/documents/reports/2025-reports/expedia-group-traveler-value-index-report_en-us.pdf

Skyscanner has revealed seven major trends likely to influence the travel and tourism industry over the year ahead. The Travel Trends 2026 report shows that word of mouth remains the most powerful driver of travel decisions followed closely by online media with preferences shifting by generation. The report draws on Skyscanner’s own data, insights from over 20,000 global travellers, and information from renowned brands including Reddit, Malin and Goetz, All Trails, and Penguin Books.

Further information: https://www.skyscanner.com.au/travel-trends

The 2025 Economic Contribution of the Australian Wine Sector report, produced by AgEcon Plus and Gillespie Economics, shows the flow-on effects of wine production, experiences and employment contribute significantly higher to the Australian economy than the initial farm gate value. Wine is also Australia’s fifth largest agricultural export industry and grapes are grown in every state.

Further information: https://www.wineaustralia.com/news/media-releases/australian-wine%E2%80%99s-$51-3-billion-contribution-to-the-australian-economy

New research by Equality in Tourism reveals women’s representation in leadership roles on tourism and hospitality boards has doubled over the past decade. The Sun, Sand and Ceilings 2025: Women in Tourism and Hospitality Boardrooms report examines executive boards across four key sectors including tour operators, professional associations, hotel groups, airlines, and cruise companies. It also provides a 10-step action plan to assist tourism organisations in implementing change and advancing gender equality.

Further information: https://www.equalityintourism.org/women-tourism-boardrooms-2025/

Amadeus has released a white paper that predicts future travellers will no longer need to check-in for flights and will be instantly recognised at the airport, car rental, hotel, and other stages of the trip thanks to one single identifier as part of seamless travel. The From DCS to Delivery: Fulfilling the Retailing Promise with Traveller-Centric Journeys and Better Operations study found that the airline industry is already retiring traditional industry standards to make air travel more personalised.

Further information: https://amadeus.com/en/resources/white-paper/from-dcs-to-delivery

The annual Western Australian Tourism Conference will be held in Carnarvon (Gwoonwardu) from 25-27 May 2026. The conference will provide discussion on critical industry issues, innovative ideas, opportunities for professional and business development, and networking.

Further information: https://tourismcouncilwa.com.au/events-training/wa-tourism-conference

The inaugural Global Agritourism Conference will be held in Aberdeen, Scotland from 23-25 June 2026. The event will highlight the diversity and growth of the sector through research, policy, and personal stories.

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