Edition 216 · June 2026

After 20 years and 216 editions the monthly edition of Tourforce is drawing to a close. Tourforce will still exist, but it will be restricted to occasional editions focused on emerging issues, significant developments and major events affecting the tourism industry.

My motivation for establishing Tourforce in 2007 was to provide an industry newsletter that focused on best practices in sustainable tourism and ecotourism and emerging technologies that had significant potential for the tourism industry. It was also a valuable vehicle for keeping subscribers aware of the industry conferences my company was either running itself or convening on behalf of others – SEGRA, Tourism Futures, Tourism and Events Excellence and Global Eco Asia-Pacific – 32 conferences in total.

Looking back at the inaugural edition of Tourforce in June 2007, it is remarkable how many of the issues we were discussing then remain central to tourism today. The lead story celebrated the Great Barrier Reef Marine Park Authority winning the prestigious World Travel and Tourism Council Tourism for Tomorrow Destination Award. At the time, this was seen as international recognition that conservation and tourism could work together to achieve both environmental and economic outcomes. This foreshadowed the growing emphasis on partnerships between tourism, conservation agencies and local communities that has since become mainstream.

Many of the themes that would dominate the next 20 years were already emerging. Climate change was moving rapidly up the tourism agenda, with growing discussion about practical responses by destinations and businesses. Tourforce reported on an industry beginning to grapple with the implications of a changing climate.

Sustainability standards and certification also featured prominently. We covered developments ranging from hotel rating programs through to international best-practice guides for mountain tourism. Protected areas, iconic landscapes and nature-based tourism were another recurring theme. These initiatives reflected a growing understanding that conservation and tourism could be mutually reinforcing, with well-managed tourism helping to support conservation outcomes.

The newsletter also tracked major shifts in traveller behaviour and tourism markets. The rapid growth of low-cost airlines, changing visitor expenditure patterns and the emergence of environmentally conscious travellers were all highlighted.

Internationally, there was a strong sense that ecotourism was evolving from a niche sector into a significant influence on mainstream tourism planning and development. Government policy and investment also featured strongly. Major investments were being directed towards destination infrastructure, and tourism was increasingly being recognised as an important contributor to regional development and conservation outcomes.

Looking back, many of the issues discussed in that first edition—climate change, sustainability standards, destination stewardship, protected area management, visitor infrastructure, community engagement, certification, tourism investment and the search for high-yield, low-impact tourism—have remained central themes throughout the life of Tourforce.

While the monthly edition of Tourforce is coming to an end, my interest in these issues certainly is not. The tourism industry continues to evolve at a remarkable pace and I expect there will still be occasions when particular topics, innovations or events warrant a special edition of Tourforce.

I would like to thank my team who have contributed articles, images, and research support over the past two decades. Most importantly, I would like to thank the thousands of subscribers who have followed Tourforce over the years, shared ideas, and contributed to the ongoing discovery of tourism at its best. It has been a privilege to contribute to the advancement of sustainable tourism over the past two decades. I look forward to remaining engaged with these issues in the years ahead.

Tony Charters AM
Editor
www.tonycharters.com

IKEA has identified Sweden’s sunniest square metre and marked the spot with a permanent monument of two stone armchairs modelled on the SKARPÖ outdoor chair. IKEA worked with the Swedish Meteorological and Hydrological Institute to analyse 20 years of solar data to find the patch of ground southwest of Burgsvik on southern Gotland. The site averaged 2,137 sunshine hours a year between 2005 and 2025, close to six hours every day.

Further information: https://www.famouscampaigns.com/2026/06/two-stone-ikea-chairs-now-mark-the-sunniest-spot-in-sweden/

Subsidies of $150 are available to Queensland Department of Education primary and secondary school students under the Great Barrier Reef and the Outback Queensland Education Experience Programs. These are aligned to the Australian school curriculum, with resources for schools and teachers are also available to support alignment with themes in the curriculum. Applications close 31 December 2029.

Further information: https://www.detsi.qld.gov.au/tourism/funding-grants/current/experience-programs-education

Expedia is partnering with AllTrails to expand community-led trail development and grassroots trail projects around the world. The AllTrails Stewards Fund supports grassroots organisations working to enhance, maintain, and restore trails and outdoor spaces around the world. Expedia is also offering AllTrails premium members access to discounts on Expedia.com lodging bookings. Applications close 17 July 2026.

Further information: https://publiclands.alltrails.com/stewards-fund

UN Tourism and the TUI Care Foundation have released the first projects under the Tourism for Rural Development Small Grants Program which provides direct financing and technical support to grassroots organisations in rural communities. This initiative aims to diversify rural livelihoods, promote sustainable heritage management, conserve nature, and develop community-based tourism value chains.

Further information: https://www.untourism.int/news/un-tourism-and-tui-care-foundation-join-hands-to-support-rural-artists-and-artisans-across-africa

The Adventure Travel Trade Association and the UnTours Foundation are partnering to provide access to catalytic funding for tourism-based businesses making a difference in their communities. The UnTours Foundation’s Reset Tourism Fund offers flexible, affordable capital to businesses that generate the greatest positive impact locally. The fund will prioritise companies whose work strengthens communities, advances sustainable practices, and inspires the next generation of responsible travellers.

Further information: https://untoursfoundation.org/apply-for-investment/reset-tourism-fund/

The latest Airbus A321XLR to join the Qantas Airline fleet features special livery of the Great Barrier Reef to celebrate a long-term partnership with the Great Barrier Reef Foundation. Named Coral Sea, the design features sea turtles, clownfish and coral spanning both sides of the 44-metre-long aircraft. Qantas has committed $10 million over 10 years through the Reef Restoration Fund to help support scientists, Traditional Owners and local tourism operators seeking to restore corals across the Great Barrier Reef.

Further information: https://www.qantasnewsroom.com.au/media-releases/qantas-great-barrier-reef-a321xlr

HX Foundation has announced a special anniversary fundraising campaign with funds directed toward three critical focus areas including endangered species, plastic and marine litter, and local communities. Guests, staff, partners, and supporters will be invited to contribute through onboard giving, special events, and Green Stays to highlight the work and impact of the Foundation’s grantees.

Further information: https://www.mynewsdesk.com/hx-group-ltd/pressreleases/hx-foundation-launches-landmark-fundraising-campaign-to-celebrate-hx-expeditions-130th-year-3444012

A new Aviation Museum will be built next to the current museum near Helsinki Airport, combining exhibitions, digital experiences and events. The museum will take visitors on a journey through the history of aviation via stories, activities, and experiments, as well as challenge them to consider contemporary and future issues in aviation. It is maintained by the Finnish Aviation Museum Foundation and is set to be completed by the end of 2027.

Further information: https://uusiilmailumuseo.fi/en/frontpage

The European Commission has proposed new rules to make travel seamless across Europe by enabling travellers to book tickets for rail journeys that cover multiple operators on a ticketing platform of their choice. The Passenger Package proposals simplify planning and booking for regional, long-distance and cross-border travel, and ensure better protection for rail passengers including assistance, rerouting, reimbursement and compensation.

Further information: https://ec.europa.eu/commission/presscorner/detail/en/ip_26_1056

Keflavik Airport in Iceland has launched the world’s first on-site airport tour program giving departing passengers the chance to experience Icelandic culture before leaving the country. Named the Bless Program, (meaning goodbye in Icelandic), the initiative offers complimentary guided tours focused on art, food, music and drinks inside the airport for passengers. Located on the Reykjanes Peninsula, the airport sits within a UNESCO Global Geopark surrounded by volcanic lava fields and rugged coastal scenery.

Further information: https://www.kefairport.com/blesstours

Intrepid Travel has launched a curated collection of experience-led stays designed for travellers that want to feel connected to place, culture and community rather than standardised hotel experiences. Stay Intrepid brings together independently bookable properties focused on community immersion, sustainability and culturally grounded experiences. The portfolio currently includes five signature properties across Australia, as well as a riad in Morocco with plans to expand to 20 properties globally by 2028.

Further information: https://www.intrepid.com/stay-intrepid

Luxury expedition operator White Desert has opened the new Explorer Camp in the South Pole which offers an expedition-focused experience in Antarctica’s remote interior. White Desert has operated as a carbon-neutral business since 2007 and was the first Antarctic operator to incorporate sustainable aviation fuel into its operations. The camps are fully removable and partly solar powered with 100% of waste removed from Antarctica under a strict environmental policy. Guests can also contribute to climate research, Blue Carbon ecosystem restoration projects and Antarctic conservation initiatives via an Environmental Levy attached to every journey.

Further information: https://white-desert.com/

Eha is a Nordic wellness retreat located on the remote Baltic island of Hiiumaa which is part of the West Estonian Archipelago UNESCO Biosphere Reserve. The retreat which opens later this year has created a wellness calendar around five seasons rather than four by adding Springrise, a transitional period between winter and spring designed for recalibration and renewal. This approach towards seasonal wellness programs is a move away from standardised spa treatments to align experiences with natural cycles and environmental changes.

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

La Vie Hotels & Resorts Marriott International has entered into a formal agreement with Singapore-based real estate company Well Smart Group and La Vie Hotels and Resorts to introduce the Le Méridien brand to The Whitsundays in Queensland. Located on a 70-hectare beachfront site, the 200 room Le Méridien Lindeman Island Resort and Spa is expected to reopen in late 2027 following a AU$60 million redevelopment. It will become the second Le Méridien property in Australia.

Further information: https://laviehotels.com/la-vie-hotels-resorts-to-manage-le-meridien-lindeman-island-resort-spa-in-queenslands-whitsundays/

The Western Australian Government is providing funding to support conservation works and enhance the visitor experience at the UNESCO World Heritage–listed Fremantle Prison. The $3 million investment will support ongoing preservation of the historic precinct and improve interpretation for visitors to ensure the heritage site continues to share its stories with future generations.

Further information: https://www.wa.gov.au/government/media-statements/Cook%20Labor%20Government/$3-million-funding-boost-for-Fremantle-Prison–20260502

Image credit: Fremantle Prison

Journey Beyond is acquiring the iconic Crocodile Hotel in the Northern Territory. Located in Jabiru within the UNESCO World Heritage-listed Kakadu National Park, the 110-room Crocodile Hotel is designed in the shape of a saltwater crocodile and includes the Manjmukmuk Restaurant and Bar, conference facilities, swimming pool and an art gallery showcasing local Indigenous artwork. The move strengthens its growing Top End footprint alongside existing brands including The Ghan and Ayers Rock Resort. It also supports the broader Mirarr Jabiru Masterplan which aims to position the region as a hub for ecotourism, outdoor adventure and Indigenous cultural tourism.

Further information: https://media.journeybeyond.com.au/news/journey-beyond-accelerates-growth-with-acquisition-of-kakadu-crocodile-hotel/

The Whale in Andenes, Norway is a new visitor attraction where science and art meet the wild. The building is being designed by Danish architect Dorte Mandrup and is modelled on a whale’s tail that tips out of the water as it dives into the sea. It features a purpose-built platform for observing sperm, humpback and fin whales, as well as orcas as they migrate through the Norwegian Sea. The exhibition space, visitor centre, and café are expected to open in 2027.

Further information: https://robbreport.com.sg/the-whale-norway/

Expedia have released a new report that explored attitudes toward AI across the full travel journey including planning, booking, and in-trip support, as well as trust, concerns, and future expectations. The AI Trust Gap: Why Travellers Will Continue to Choose Trusted Brands report highlights the opportunity in offering innovative AI-powered experiences at every stage of the traveller journey while being the trusted place they discover, book, manage, and complete their trips. The research was conducted by YouGov who surveyed more than 5,700 adults across the U.S., U.K., and India.

Further information: https://partner.expediagroup.com/en-us/resources/blog/ai-trust-gap-why-travelers-continue-to-choose-trusted-brands

The Pacific Tourism Organisation have launched an initiative aimed at eliminating single-use plastics from the tourism industry. The ‘This for That’ campaign encourages tourism operators and communities to replace single-use plastics and switch to substitutes as well as reusable, circular and more sustainable alternatives, safeguarding the region’s natural environment for future generations. Tourists visiting Samoa are encouraged to actively participate in the campaign which aligns with the Samoa Sustainable Tourism Policy 2026-2036.

Further information: https://www.samoatourism.org/articles/610/sta-applauds-the-this-for-that-campaign

The Slovenian Tourist Board,in cooperation with Strava, launched a campaign targeting Germany, France, Italy, Belgium, the Netherlands, Luxembourg and Denmark. The I Feel Slovenia Challenge invited active Strava users to complete at least 100 minutes of any form of physical activity while enhancing Slovenia’s visibility as a diverse, sustainably oriented destination for outdoor experiences.

Further information: https://www.slovenia.info/en/press-centre/news-of-the-tourism-press-agency/36019-stb-launches-the-i-feel-slovenia-challenge-on-strava

A new report from World Animal Protection has found that two out of three captive elephants used in Thailand’s tourism industry live in poor conditions. The report Bred to Entertain – A new assessment of Thailand’s elephant tourism industry examines the living conditions of 2,849 elephants across 236 tourism venues over a 15-year period. The report shows that while there are some positive changes most elephants still endure poor conditions involving tight restraints, cruel training or opportunity to express natural behaviour.

Further information: https://www.worldanimalprotection.ca/our-work/reports-library/bred-to-entertain-report/

The Western Australian Government is investing $4.6 million to protect the unique and globally significant stromatolites in the Shark Bay World Heritage Area. The new 260-metre Hamelin Pool boardwalk will enhance access while protecting this internationally recognised and environmentally significant destination. It will also support tourism in the Gascoyne region by encouraging longer stays and deeper engagement with Shark Bay’s natural values while balancing conservation and visitation.

Further information: https://www.wa.gov.au/government/media-statements/Cook%20Labor%20Government/New-visitor-boardwalk-for-Shark-Bay-World-Heritage-Area-20260502

The Carinthian Tourism Board, Slovenian Tourist Board and Friuli Venezia Giulia Tourism Board have signed a new cooperation agreement to ensure the continued joint implementation, promotion and financing of the Alpe-Adria Trail until 2028. This partnership will position the trail among Europe’s leading cross-border hiking experiences aimed at inspiring travellers who value nature, authenticity, quality and sustainable travel. The 750-kilometre trail features a diversity of landscapes and cuisine, as well as connecting three countries, languages and cultures.

Further information: https://www.slovenia.info/en/press-centre/news-of-the-tourism-press-agency/36946-alpe-adria-trail-continuation-of-successful-trilateral-cooperation

Tourism Western Australia has launched the second Jina: Western Australian Aboriginal Tourism Action Plan 2026–2030 to guide investment in Aboriginal-led tourism experiences across the state. The plan outlines 40 initiatives backed by a $20 million investment that will be delivered by Tourism Western Australia in partnership with the Western Australian Indigenous Tourism Operators Council and seven Government agencies. It aims to support Aboriginal communities to stay connected to Country, strengthen cultural pride, and deliver high-quality tourism experiences that showcase Western Australia’s unique cultural heritage.

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

Responsible Travel commissioned research into accessible adventure travel revealed that accessibility is mainstream not niche travel. The survey shows that after cost, it is confidence, not a lack of interest, that is preventing people with accessibility needs from booking the holidays they want. The survey highlights the practical and logistical barriers to accessible holidays that people with access or health needs most frequently encounter. It is the first of an annual study they will be conducted to compare the travel experiences of people with, and without, health and accessibility needs.

Further information: https://www.responsibletravel.com/copy/accessible-holidays-survey

Berlin is the latest destination to introduce a rewards scheme for responsible behaviour by visitors to the city. The BerlinPay scheme aims to encourage tourists to get involved in local social projects, litter-picking, or contributions to community spaces. In exchange for their engagement, visitors will receive rewards such as free experiences or entry at participating museums, and reduced prices at restaurants and cafés.

Further information: https://www.euronews.com/my-europe/2026/04/16/berlin-offers-free-entry-for-litter-picking-to-make-tourists-do-their-bit

The charitable arm of Abercrombie & Kent has released its 2025 Global Impact Report which saw the number of active projects increased by 14 and the addition of four countries which set a new benchmark for its global community impact. Abercrombie & Kent Philanthropy reached nearly 550,000 people and raised around $AU4.6 million to support 80 active projects across 27 countries on all seven continents. The programs are made possible through the support of Abercrombie & Kent Travel Group, global partners, local communities and guest donations.

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

Expedia Group is launching a multi-year commitment to restore, protect, and future-proof the trails, parks, and coastlines with partners The Conservation Fund, The Nature Conservancy, and Trust for Public Land. The $4.3 million Expedia Trails Fund will support 11 trail and park improvement projects that improve safety and access at iconic U.S. destinations from Okefenokee and Yellowstone’s Paradise Valley to Hawaiʻi’s Kealakekua Bay and natural areas near Seattle and Chicago.

Further information: https://www.expedia.com/newsroom/expedia-group-unveils-new-ai-experiences-expands-travel-ecosystem-and-launches-philanthropy-program-at-explore-2026/

Over the last 23 years Intrepid Travel has raised over AU$20 million for 163 community partners across 73 countries. The Intrepid Foundation Impact Grant Program provides funding for innovative projects that protect the environment, safeguard wildlife, promote gender equality, improve healthcare and strengthen communities worldwide. The Foundation also allows travellers to donate one percent of their trip cost to support the places visited with Intrepid dollar-matching every post-trip donation and covering the administration costs so that 100% of donations go directly to partners on the ground.

Further information: https://www.intrepidtravel.com/au/newsroom/releases/intrepid-foundation-celebrates-new-milestone

Tourism and Events Northern Territory has launched the next phase of the Northern Territory Visitor Economy Strategy 2032. The strategy provides collective action that is focused on driving sustainable year-round visitation, development, liveability and economic growth. It expands beyond leisure to include business, work, study, events and visiting friends and relatives. It also leans on the Territory’s unique and distinctive advantages from iconic national parks to outback adventure and fishing, authentic Aboriginal cultures and proximity to Asia.

Further information: https://www.tourismandeventsnt.com.au/strategy-insights/strategy

A new report developed by UN Tourism and the World Free Zones Organisation explores tourism as an export industry anchored in national development strategies. The Rethinking Investable Destinations: An Approach to Tourism Special Economic Zones report shows how these zones are a powerful tool to attract investment, reduce project risk, and support sustainable tourism growth. It offers practical insights for policymakers, investors, and developers by bringing together global mapping, expert interviews, and real case studies from Africa, the Americas, Asia-Pacific, Europe, and the Middle East.

Further information: https://www.untourism.int/invesment/rethinking-investable-destinations

Intrepid Travel has announced significant changes to its decarbonisation approach including the replacement of its carbon offsetting program with a new Climate Impact Fund redirecting $2 million each year into practical emissions reduction initiatives. The new strategy will enable the business to engage with 10,000+ suppliers including providing loans to suppliers to purchase electric vehicles and installing solar panels in homestays. The carbon reporting will cover the full lifecycle of travel going further than industry standards including flights booked directly by customers to get to and from their trips.

Further information: https://www.intrepidtravel.com/au/newsroom/releases/our-climate-action-plan-is-changing

Travel by B Corp has introduced a toolkit to help travel companies build citizen science programs that enable travellers to contribute to scientific research while safeguarding integrity and avoiding greenwashing. The Citizen Science Guidance and Implementation Toolkit providing best practices targeted to tour operators, hotels and other travel providers. It outlines how businesses can identify scientific partners and build programs that continue beyond a single campaign or season.

Further information: https://www.travelbybcorp.com/c/news-and-stories/citizen-science-what-is-it-and-how-can-it-be-used-in-the-travel-hospitality-industries

The Adventure Travel Trade Association has released its 2026 Adventure Travel Trends and Insights report which highlights continued demand for meaningful, experience-driven travel, and provides context for destination planning. Now in its 19th year, the report continues to serve as a benchmark for tracking the direction and performance of the global adventure travel sector including trends related to traveller demographics, destinations, and activities. A total of 329 tour operators participated from across South America, Europe, North America, and Asia.

Further information: https://www.adventuretravelnews.com/atta-releases-2026-adventure-travel-trends-insights-report

The world’s largest alliance of independent hotel brands has revealed how travellers are redefining luxury, loyalty, and purpose for the year ahead. The Global Hotel 2026 Alliance Travel Trends Survey is based on insights from 32 million members of its loyalty program globally. The research shows travellers are no longer just exploring destinations and the next evolution of hospitality will belong to brands that personalise, expand loyalty, and balance Artificial Intelligence with human warmth. The Global Hotel Alliance is a collection of 50 independent hotel brands with more than 950 hotels in 100 countries.

urther information: https://www.globalhotelalliance.com/customer-research

The African Travel and Tourism Association has published its 2026 Travel Trends report which reveals that cultural immersion, heritage storytelling, conservation-led experiences and slow, more meaningful journeys are driving demand among global leisure travellers to Africa. With over 900 members, the association serves and supports businesses in Africa and the Indian Ocean Islands representing buyers and suppliers of tourism product across 31 African countries.

Further information: https://atta.travel/resource/press-release-atta-reveals-2026-africa-travel-trends-as-full-global-events-programme-is-unveiled.html

The EuroVelo and Cycling Tourism Conference is being held in Utrecht, the Netherlands from 30 September to 2 October 2026. The event brings together public authorities, tourism officials, cycle route network managers, businesses and tour operators, users and industry representatives.

Further information: https://euroveloconference.com/2026/

The Good Travel Alliance Summit will be held in Istanbul, Türkiye from 25-28 November 2026. The summit connects destinations, tour operators, OTAs, financial institutions, and technology partners.

Further information: https://gtasummit2026.greendestinations.org/

The 4th World Indigenous Tourism Summit will take place in Johannesburg, South Africa from 20-23 April 2027. The event brings together Indigenous leaders, tourism operators, governments, and partners to exchange knowledge, strengthen partnerships, and advance Indigenous-led tourism globally.

Further information: https://wits2026.rendzonetwork.africa/

The Global Sustainable Tourism Council Conference will be held in The Bahamas from 18-21 May 2027. The event will highlight the nation’s leadership in sustainable tourism, showcasing initiatives in ecosystem restoration, community-based tourism, and long-term destination resilience.

Further information: https://www.gstc.org/events/upcoming-events/

The seventh IUCN World Protected and Conserved Areas Congress is being held in Panama City on 4-10 September 2027. The congress brings together leaders and experts from governments, academia, and the private sector to develop and advance solutions for protected and conserved areas.

Further information: https://iucn.org/press-release/202510/panama-host-next-world-protected-and-conserved-areas-congress-2027