Travel is growing faster than the global economy and its role is changing. It may be no longer just leisure consumption, but an emotional investment. People keep travel at the top of their spending priorities because they are seeking well-being, meaning, and belonging. Stays are getting longer, seasons are stretching, destinations are shifting: less August-only travel, more shoulder and off-season trips; less “heat at any cost,” more coolcations; fewer overexposed iconic hotspots, more places perceived as authentic and accessible.

Climate change accelerates these shifts, but it doesn’t create them on its own. What’s really changing is demand: travelers are more tired, more stressed, more aware. Tourism is becoming a form of mental care—comfort, simplicity, emotional reassurance. Wellness is no longer about the spa; it’s about reset. Sleeping better, breathing better, living better—even if only for a few days.

Within this landscape, personalization is exploding, but not the superficial kind. Choosing a pillow or an ocean view is no longer enough; everything starts with intention. Why am I traveling? To
reconnect, to recharge, to feel part of something. This is the logic of the whycation: a shift from destinations to motivations. And here technology—especially AI—stops being a gimmick and becomes an invisible, useful, seamless infrastructure. It works when it simplifies, anticipates, and quietly disappears.

At the same time, the need for authenticity is growing—but in a more mature form. Less polished perfection, more credible truth. Brands—and destinations—must decide who they are, not try to please everyone. Trust is the new currency: people buy (and travel) only with those who are coherent, recognizable, and aligned with their values, even if that means polarizing audiences.

Events, fandoms, sports, and pop culture remain powerful catalysts, but they are not the core of the system—they are accelerators. The real game is played around communities, narratives, and the ability to create lasting memories and meaningful relationships. From family roots to TV series, from fan communities to “secondary” territories, travel becomes a story people can see themselves in.

At Twissen, we see tourism over the next decade moving toward less mass and more meaning. Fewer standards, more ecosystems. Those who win will be the ones who stop selling places and
start designing credible, adaptive, human experiences. This isn’t romanticism—it’s realism. And most likely, it’s also good business. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Travel in 2026: fewer postcards, more meaning proviene da Twissen.

A recent example comes from the Philippines, which in the summer of 2025 opened its doors to Indian travelers. Citizens of India can now enter the country visa-free for stays of up to 14 days, with the possibility of extending their stay to 30 days if holding certain international permits. As reported by India Today, the measure has already shown concrete results: online searches for travel to the archipelago have increased by more than 28%, especially among young couples and first-time international travelers. To reinforce this connection, India has reciprocated by granting free e-visas to Filipino visitors, while new direct air routes will soon link Manila and Delhi. 

South Korea, too, has chosen to enhance its tourism appeal by introducing a temporary visa-free entry scheme for Chinese tour groups between September 2025 and June 2026. The initiative is designed not only to stimulate demand but also to consolidate ties with the region’s largest source market. 

On the Russia-China front, meanwhile, the Russian media agency Tass reports that tourism exchanges are growing “by leaps and bounds.” This is a clear sign of how tourism can act as a tool for rapprochement and collaboration even in complex geopolitical contexts. The Chinese government is heavily investing in strengthening cultural ties, as well as supporting its economy and alliances, through  cooperation agreements that include the tourism sector. 

At Twissen, we have observed that openness and cooperation between countries — enabled by visa policies, bilateral agreements, and new air connections — are becoming decisive levers for the development of tourism. Facilitating international mobility means not only attracting visitors but also building cultural bridges and promoting a more connected and inclusive future. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Tourism Policies and Geopolitics: How Countries Are Opening Up to the World proviene da Twissen.

Destinations like South Korea and Thailand lead the medical and wellness tourism scene: Seoul has become the global capital of cosmetic surgery, also thanks to the soft power of K-pop culture, while Bangkok and Phuket stand out for cutting-edge clinics and resorts that blend luxury hospitality with personalized recovery programs. Here, the line between vacation and health journey is increasingly blurred: multilingual concierge services, private recovery suites, and tailored offerings are the norm. 

Singapore is establishing itself as a hub for longevity medicine, with luxury hotels hosting clinics dedicated to advanced check-ups and customized anti-aging plans for a demanding international clientele. Vietnam, on the other hand, focuses on rediscovering traditions: Hoi An and its spas offer holistic treatments and affordable detox programs, while promotional campaigns highlight natural medicine and immersive cultural and wellness experiences. 

Iconic destinations like Bali, Kerala, and Minakami offer yoga retreats, Ayurveda, forest bathing, and onsen hot springs, meeting the growing demand for regenerative and sustainable travel. In this context, collaboration between tourism operators, clinics, and luxury brands opens new business opportunities, with integrated packages combining medical check-ups, spa treatments, and experiential activities. 

At Twissen we observed that wellness tourism in Asia thus positions itself as a strategic asset to attract international travelers, foster premium target loyalty, and reduce seasonality, redefining the concept of travel as an investment in personal well-being. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Asia: The New Frontier of Wellness Tourism – Trends, Numbers, and Top Destinations in 2025 proviene da Twissen.

According to the Long-Haul Travel Barometer 2/2025, 34% of international travelers heading to Europe between May and August indicated culinary experiences as a priority, surpassing more traditional activities such as shopping or creative pursuits. Food markets, traditional restaurants, local wines, street food, and gourmet dining have become travel motivations in their own right. 

Clear signals are also emerging from the Chinese market. One of the strongest trends for summer 2024–2025, according to Fliggy, is the “Citywalk + Cityeat” combination: urban itineraries designed to combine exploration and dining, with must-stop visits to trendy restaurants, historic venues, and evening stops dedicated to discovering local flavors. Gastronomy has become a lifestyle. 

An experience that goes beyond the plate
Food is not just an expense item—as shown by the average budgets declared by Chinese, American, and Canadian tourists—but a symbol of authenticity, cultural immersion, and sensory memory. The journey begins with the fork and continues through markets, local recipes, and territorial storytelling. 

Moreover, the demand for personalized culinary experiences is growing: cooking classes, private tastings, and food tours led by chefs or local producers are becoming key assets in the offerings of competitive destinations. 

A detailed overview of these trends also emerges from the “Rapporto sul Turismo Enogastronomico Italiano” (Report on Italian Food and Wine Tourism) by Roberta Garibaldi, which highlights how food and wine have become an essential component of the travel experience, both for Italian and international tourists. Now in its seventh edition, the report underscores the sector’s steady growth and its ability to generate economic, social, and cultural value for destinations, thanks to a demand increasingly oriented toward authenticity, sustainability, and personalized experiences. 

Why is food tourism strategic? 

• It builds visitor loyalty: a good dish is remembered more than a monument. 

• It combats seasonality: gastronomic experiences work year-round. 

• It enhances local identity: it promotes excellence and small producers. 

• It attracts premium targets: high-spending travelers seek uniqueness at the table as well. 

At Twissen, we have observed that, in an increasingly fragmented and competitive market, gastronomic appeal is one of the most effective assets for differentiating the tourism offer and creating lasting value for destinations. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo The Power of Taste: Why Food Is at the Heart of International Tourism proviene da Twissen.

1. Top and fastest-growing destinations
   Leading the list of most booked international destinations: Malaysia, Indonesia, Japan, Singapore, the UK, Australia, South Korea, the US, Thailand, and Canada. Among the fastest-growing are Georgia (no.1), Denmark, Egypt, the Maldives, and Serbia — often linked to relaxed visa policies.
2. Shorter booking windows
   65% of outbound trips are booked within three months of departure. This trend is driven by simplified visa processes, last-minute flight and hotel deals, and a younger demographic more inclined to spontaneous travel decisions.
3. Shopping festivals boost travel bookings
   Events like 6.18 and 11.11, China’s equivalent of Black Friday, now play a major role in shaping travel demand. These e-commerce mega-events generate millions of travel sales in just hours, including flights, hotels, and vacation packages. Many purchases include vouchers valid for the following months — effectively determining summer booking peaks.
4. High expectations
   Chinese travelers expect international experiences to match the quality and comfort they enjoy at home. Personalization is key, and travelers are highly price-sensitive and comparison-driven.
5. Independent travel takes over
   In summer 2024, 80% of Fliggy’s outbound bookings were for FITs. Thanks to translation apps, digital maps, and user-generated content, Chinese tourists are increasingly building flexible, customized itineraries without relying on traditional group tours.
6. Inspiration is everywhere
   Travel planning is now driven by UGC and social platforms like Xiaohongshu and Douyin, where inspiration can strike anytime. Content from peers has become a primary source for discovering new places and planning on the go.
7. Citywalk + Cityeat
   Urban exploration combined with food discovery is a top priority. Travelers build city breaks around trendy and Michelin-starred restaurants, cultural sites, and evening strolls — mixing gastronomy with lifestyle and local immersion.

Worth noting: China stands out as the only major outbound market showing increased interest in Europe, with 72% of surveyed travelers planning to visit the region in 2025 (+10%). Economic recovery, relaxed visa rules, and a growing appetite for lifestyle travel are fueling demand. 

At Twissen, we have observed that destinations wishing to attract Chinese outbound travelers in 2025 must offer authentic, dynamic, and customizable experiences — with food culture and ease of access playing a central role. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Summer 2025: 7 Key Trends Shaping Chinese Outbound Travel proviene da Twissen.

Regional trends highlight major contrasts: 

• China stands out with a sharp rise in interest: 72% of respondents plan to travel to Europe (+10%). A combination of economic growth and more favourable travel policies is fueling this surge. 

• Brazil, Canada, Japan, and the US show notable declines in interest, driven by rising travel costs, inflation, and geopolitical uncertainty. 

• Australia and South Korea are seeing stable or slightly growing demand. Australia, in particular, stands out with increased overnight stays in Europe during Q1 2025. 

If not Europe, where are travelers headed?
A significant 40% of long-haul travelers are turning to the Asia-Pacific region, up 2% from 2024. Improved air connectivity and competitive pricing are boosting destinations like South Korea, Japan, and Southeast Asia. Interest in the Americas has dropped sharply (-12%), likely impacted by geopolitical tension and shifting perceptions of key destinations. 

At Twissen, we have observed that, while Europe remains a key player in global tourism, the rise of more accessible and culturally distinct alternatives is reshaping the landscape—demanding more agile destination strategies. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Summer 2025 Travel Trends: Europe Slows, Asia-Pacific Gains Momentum proviene da Twissen.

Tourism represents a strategic pillar for Indonesia’s economic growth, contributing significantly to GDP, employment, and regional development. Over the past decade, the sector has attracted around USD 16.1 billion in investments, with 34.7% from foreign capital and the remainder from domestic investors. Forecasts indicate an average annual GDP growth of 5.1% for 2025–2026, supported in part by the vitality of the tourism sector.

The Indonesian government has adopted forward-looking development strategies, such as the 10 Super Priority Destinations initiative and the creation of Special Economic Zones (SEZs) dedicated to tourism. These are backed by tax incentives, regulatory simplification, and infrastructure investment, with a focus on emerging segments such as eco-tourism, wellness, gastronomy, sports tourism, and luxury hospitality. The country also prioritizes training and innovation, fostering an inclusive and sustainable tourism ecosystem.

Major foreign investors include Singapore, China, Japan, and the United States, with the latter particularly active in sustainable tourism and green hospitality projects. Corporations such as Marriott and MasterCard have launched partnerships to develop low-impact hotels and renewable-energy-powered resorts. The government aims to attract up to USD 6 billion in green investments over the coming years, promoting responsible and forward-thinking practices.

2024 marked a turning point for Indonesia’s global tourism reputation: the country climbed 14 spots in the World Economic Forum’s Travel & Tourism Development Index (TTDI), ranking 22nd out of 119 nations, second in ASEAN after Singapore, and sixth in the Asia-Pacific region. This makes Indonesia the most improved country globally since 2019, with a 4.5% score increase.

The TTDI evaluates tourism competitiveness across multiple pillars. Indonesia stands out in particular for:

• Sustainability and resilience: The country has rapidly adapted to post-pandemic challenges through integrated strategies and collaborative efforts at local, regional, and international levels, strengthening recovery capacity.

• Cross-sector collaboration: Its success is rooted in strong cooperation among public institutions, private stakeholders, and global organizations, involving partners such as UNWTO, WTTC, IATA, and leading data providers.

• Development policies and innovation: The government has implemented targeted policies to enhance attractiveness and competitiveness, with a focus on digitalization, education, and infrastructure.

• Appeal to foreign investors: The rise in TTDI ranking reflects increased investor confidence, driven by a more favorable regulatory environment and green incentives.

• Destination management and global image: Indonesia’s ability to promote emerging destinations and showcase its rich cultural and natural heritage has reinforced its position compared to regional competitors like Thailand, Malaysia, and Vietnam.

The TTDI highlights that Indonesia’s strength lies in its capacity to design integrated and sustainable strategies, actively involving all stakeholders in the tourism value chain and promoting resilient and inclusive growth.

At Twissen, we observe that Indonesia—thanks to its strategic vision and strong commitment to sustainability—is emerging as one of the most attractive tourism markets for medium- to long-term investment, offering diverse opportunities within a rapidly evolving context.

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Indonesia: A Rapidly Growing Tourism Market Full of Opportunity proviene da Twissen.

Conscious Travel and Wellbeing: The growing emphasis on sustainable tourism and wellness travel is defining the choices of Indian consumers. 70% seek eco-friendly experiences, while 57% prioritize personal wellbeing at the heart of their vacation. The interest in longevity retreats (60%) underscores a demand for transformative journeys. 

Role of Artificial Intelligence (AI) in Tourism: Artificial intelligence for travel is redefining planning processes. 84% of Indian travelers trust AI for destination research (52%), flight booking (50%), travel deals comparison (48%), and travel inspiration (46%). AI chatbots for tourism are enhancing customer service and the efficiency of online bookings. 

Enhancing Airport Stopovers: Airport stopovers as destinations are emerging as opportunities. Cities like Istanbul, Doha, and Dubai offer free stopover stays and discounted airport tours. 34% consider airports when choosing a destination, and 60% are attracted to airports with unique experiences. 

Events and Concert Tourism: Concert tourism in India is gaining relevance, with live music events influencing domestic travel itineraries. 

Off-the-Beaten-Path Destinations and Low Season: The trend towards off-the-beaten-path travel and choosing unique destinations in the low season reflects a desire for authentic and less crowded experiences. A shift away from traditional tourist destinations towards emerging locations is observed. 

At Twissen, we observe that the future of Indian tourism in 2025 is intrinsically linked to environmental sustainability, the effective integration of artificial intelligence in the customer journey, and the ability to offer authentic and personalized travel experiences. Companies that can intercept these needs, focusing on technological innovation and responsible tourism, will gain a lasting competitive advantage. The evolution of the Indian tourism market rewards those who invest in an offering that balances progress and respect for the environment, responding to the increasing desire for meaningful and conscious travel. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo India 2025 Travel Trends: Sustainability, AI & New Destinations proviene da Twissen.

Visa Reforms to Attract International Tourists 

To encourage the arrival of foreign visitors, the government plans to waive visas for selected tourist groups. The aim is to make India more accessible and improve the entry process, facilitating an influx of travelers interested in its cultural, historical, and natural offerings. This simplification seeks to position India as one of the most attractive global destinations, increasing competitiveness against other Asian locations. 

Development of Key Tourist Destinations 

Another key pillar of the government’s strategy is enhancing tourism infrastructure. The 2025 Budget allocates funding for the development of 50 major destinations, in collaboration with state governments. Special focus will be given to sites linked to Buddha’s life, strengthening India’s role as a hub for spiritual and cultural tourism. This investment aims to improve visitor experience, enhance service efficiency, and increase tourists’ length of stay. 

Medical Tourism: The ‘Heal in India’ Initiative 

The government aims to position India as a leading destination for healthcare tourism with the “Heal in India” program. Through public-private partnerships, the initiative will streamline visa procedures for foreign patients and enhance healthcare infrastructure to attract international patients seeking high-quality, cost-effective treatments. India already receives thousands of medical tourists annually, and this program is designed to further strengthen the sector. 

Support for Homestays and Infrastructure Investments 

Another key aspect of the 2025 Budget is the support for local entrepreneurs in the hospitality sector. Funding will be provided through Mudra loans (micro and small business loans) for homestays, promoting tourism in rural areas and emerging destinations. At the same time, investments in infrastructure will improve connectivity, making various regions more accessible and encouraging the exploration of new destinations. 

Employment Growth in the Tourism Sector 

Beyond boosting tourist arrivals, the government aims to create new job opportunities in the tourism sector through: 

• Simplified e-visa procedures 
• Improvements in transportation and logistics 
• Financial incentives for states to develop tourism 
• Hospitality training programs 

These measures are designed to enhance service quality and reduce tourism seasonality, ensuring greater sustainability for the industry. 

At Twissen, we observe that India is investing strategically in its tourism sector, focusing on sustainability, innovation, and traveler experience enhancement.
The government is laying the groundwork to become a global tourism leader, offering new opportunities for industry players who are ready to seize them. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo India Bets on Tourism: Strategies for Sector Growth proviene da Twissen.

Among the central themes emerging during the event were sustainability, technological innovation, access to funding, and the implementation of strategies for more balanced tourism.

A Strategy for Sustainable Tourism by 2026 

Apostolos Tzitzikostas, the first European Commissioner for Tourism and Transport, announced the goal of defining a Sustainable Tourism Strategy by the first quarter of 2026. Among the identified priorities are: 

• Sustainability: Reducing the environmental impact of tourism.
• Rebalancing Tourist Flows: Tackling the phenomenon of overtourism and promoting a more even distribution of visitors.
• Environmental Certifications: Streamlining the process for obtaining sustainability labels, which are currently not easily accessible for SMEs.
• Support for SMEs and Digitization: Facilitating the digital transformation of small and medium-sized tourism enterprises. 
• Strengthening the Europe Brand: Positioning Europe as a sustainable, safe, inclusive, and innovative destination.

Another strategic objective concerns improving access to funding for local players.

The transition to a more sustainable tourism model necessarily requires an efficient transportation system. Among the proposed solutions is the idea of an integrated single ticket for various modes of transportation, which would make tourist travel more convenient and help reduce the ecological footprint. Furthermore, new regulations on vehicle rentals could further optimize the connections between various destinations. 

Between Regulations and New Technologies: The Role of AI 

Glenn Fogel, CEO of Booking.com, emphasized how the adoption of artificial intelligence is profoundly transforming the tourism sector. Advanced digital tools allow travellers to have a “virtual travel agent” at their fingertips, making the experience more personalized and efficient. 

However, Fogel also stressed the need for smart regulations to ensure that technological innovation does not create competitive imbalances in the industry. 

Additionally, a crucial aspect concerns consumer behaviour: although many support sustainable tourism, they often opt for more economical choices. To incentivize responsible decisions, it is essential to make sustainable alternatives more accessible and competitive. 

Regarding lesser-known destinations, Fogel encourages SMEs and local players to develop new strategies and initiatives to create appeal, for instance by focusing on authentic experiences and targeted marketing campaigns. 

Decarbonization and Connectivity: Priorities for the Future 

Priorities such as the decarbonization of transportation, safety, and the improvement of connectivity between destinations have emerged as key focal points. 

George Simon, Executive Vice President of Mastercard, highlighted the growing importance of the “experience economy”, where the value of the lived experience surpasses that of the mere journey. 

A New Narrative for Tourism 

There is a pressing need to monitor the perception of local communities towards tourism, achievable through specific indicators as already envisioned by the UNWTO. It is essential to ensure that tourism infrastructures benefit both visitors and residents, avoiding situations of overcrowding and degradation. 

Eduardo Santander, Executive Director of ETC, unveiled a new narrative for the Europe brand centred on more responsible tourism, promoting off-season travel and visits to less visited destination. The key message is that the travel experience in Europe can represent an “unexpected upgrade,” rendering every journey more authentic and rewarding. 

At Twissen, we observe that the future of European tourism lies in striking a balance between innovation and sustainability. Digitization, smart regulations, simplified access to funding, and a new approach to tourism management will be essential in making Europe a more resilient, inclusive, and environmentally respectful destination. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Destination Europe Summit 2025: Innovation and Sustainability for the Future of European Tourism proviene da Twissen.