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.

Length of stay and travel formats
The majority (59%) plan to spend 1–2 weeks in Europe. Couples and families are more inclined to stay 2–3 weeks, while solo travelers are split between short getaways and extended trips of over three weeks. 

Purpose and travel party 

• 73% are traveling for leisure, followed by those visiting friends and relatives (10%) and business travellers (9%).
• Most trips are planned with a partner (40%) or family (28%), although solo travel accounts for a solid 20%. 

Booking preferences: flexibility vs convenience
While 43% prefer all-inclusive packages from tour operators, 36% choose to book flights, accommodation, and experiences separately — especially among solo travelers seeking flexibility. 

Destination priorities
Safety remains the top criterion (45%), followed by iconic landmarks (41%) and quality tourism infrastructure. Concerns about cost, crowding, and geopolitical issues such as the war in Ukraine have all eased compared to last year. 

Food as a key experience driver
Among the most sought-after activities in Europe for summer 2025, culinary experiences stand out: 34% of respondents express interest in discovering local food markets, wineries, and traditional gastronomy. Europe’s culinary heritage continues to be a powerful magnet for long-haul visitors. 

At Twissen, we have observed that travel planning to Europe is increasingly experience-driven, balancing safety, authenticity, and smart budget management. 

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L'articolo Summer 2025: How Long-Haul Travelers Are Planning Their European Getaways 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.

Common Objectives

Both documents highlight the importance of competitiveness, digitalization, sustainability, and governance as key drivers of tourism sector growth. Among the shared priorities:

• Travel Facilitation
  Both manifestos emphasize the need for simplified visa and border control procedures. The UK focuses on streamlining visa applications and introducing more affordable multiple-entry visas, while the EU aims to improve Schengen procedures to attract more international visitors.
• Support for Tourism Businesses
  Both strategies aim to reduce fiscal and administrative burdens on tourism businesses, making the sector more attractive to investors and entrepreneurs.
• Promotion of Sustainable Tourism
  The documents emphasize the importance of environmentally sustainable policies. The EU proposes a strategic plan for eco-friendly tourism, while the UK focuses on reducing disruptions in rail transport and initiatives to improve coastal cleanliness.
• Skills Development
  Both the EU and the UK recognize the importance of training and workforce qualification. The EU promotes cross-border skills recognition, while the UK prioritizes apprenticeship reform and youth mobility programs.

Key Differences in Approach

Despite shared objectives, the two strategies adopt distinct priorities and implementation methods:

• Territorial Focus
  The European Tourism Manifesto takes a pan-European approach, promoting an integrated strategy among EU member states. In contrast, the UK manifesto focuses exclusively on national priorities, addressing post-Brexit challenges such as the need for new mobility agreements with the EU.
• Fiscal Policies
  The UK emphasizes tax reductions in tourism, including a duty-free shopping scheme for international visitors and lower VAT on accommodations and attractions. The EU, on the other hand, aims for greater fiscal coordination among member states to maintain the sector’s competitiveness.
• Digitalization
  Both manifestos recognize the role of digital transformation, but with different emphases. The EU prioritizes financial support for digital innovation in small and medium-sized tourism enterprises, while the UK focuses on optimizing e-visa processes and border control systems.
• Seasonality Management
  The EU proposes strategies to reduce seasonality in tourism, diversifying the offer and improving the distribution of tourist flows throughout the year. The UK, however, does not place particular emphasis on this issue.

Conclusion

At Twissen we observed that while both strategies share fundamental objectives, they are tailored to different contexts and challenges. The EU aims to consolidate its tourism leadership through coordinated policies, whereas the UK focuses on attracting more visitors through targeted reforms and fiscal incentives.

These two approaches offer valuable insights for the future of international tourism, providing models that other regions could adopt in their own tourism development strategies.

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L'articolo The Impact of Brexit on Tourism: A Comparative Analysis 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.

According to the report, 63% of respondents intend to travel long-haul in 2025, but Europe’s attractiveness is declining: only 44% plan to visit it, compared to 49% in 2024. However, Chinese travelers remain the most interested, with a 4-percentage-point increase in travel intentions towards Europe compared to 2024. In contrast, Brazil and Australia show a sharp decline compared to the previous year (-7% and -5%, respectively). 

In the United States, the number of travelers heading to Europe has decreased by 8pp, with only 37% of respondents planning to visit the continent. This decline coincides with reduced consumer confidence and a growing preference for domestic tourism. The trend is even more pronounced in South Korea (-13%), where political uncertainty has negatively impacted travelers’ confidence. 

The primary deterrent to long-haul travel remains the high cost (46% of respondents). In China, however, the most significant barrier is the lack of sufficient vacation time (50%). Preference for domestic tourism is another obstacle, especially for travelers from the United States, Japan, and Australia. 

Surprisingly, only 5% of participants cited the war in Ukraine as a reason for hesitation in visiting Europe, indicating a decreasing perceived impact of geopolitical conflicts on travel decisions. 

Key factors in choosing a European destination include safety, iconic landmarks, and a well-developed tourism infrastructure. Young travelers under 34 show a higher interest in all-inclusive packages (+47%), suggesting a preference for stress-free travel solutions. 

At Twissen, we observe that Europe remains a desirable destination, but its appeal is declining compared to previous years. Rising costs and economic uncertainties play a crucial role in reshaping travel plans. However, Chinese tourism represents a growing opportunity, while young travelers seek simplified experiences. To attract more visitors, the European tourism sector must focus on more accessible and flexible offers, adapting to the new needs of global travelers. 

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 Long-Haul Travel in 2025: Opportunities and Challenges for European Tourism proviene da Twissen.

The implementation of LIFE  is managed through four sub-programmes: 

1. Nature and Biodiversity
2. Circular Economy and Quality of Life
3. Climate Change Mitigation and Adaptation
4. Clean Energy Transition 

The subdivision helps with the achievement of the following aims: 

• facilitating the shift towards a sustainable, circular, energy-efficient, renewable energy-based, climate-neutral and resilient economy 
• protecting, restoring and improving the quality of the environment, including the air, water and soil 
• halting and reversing biodiversity loss 
• tackling the degradation of ecosystems 

Tourism is not directly part of the Programme. However, tourism projects dealing with environmentally sensitive topics could benefit from funding. In this case, the tourism proposals should be related to the themes of circular economy, energy efficiency and renewable energy measures, as well as climate neutrality. 

At Twissen we observe a growing level of awareness towards the environmental topic. However, concrete actions are still limited to a minority of actors. In this sense, the role of European funds is essential to spread and promote interventions positively impacting both environment and climate action.  

For more information on projects funded in the 2014-2020 budgetary period, see LIFE SUSTAINHUTS; Burren Tourism for Conservation; Sustainable Cruise; Integrated information campaign for the reduction of smoking-related litter on beaches 

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L'articolo LIFE: The key connection between tourism and environment proviene da Twissen.

Project funding is based on six pillars:  

The allocation of resources depends on results. That is, regular payments will be released when targets are reached.
The Scoardboard provides an update on the progress of the Programme in the various countries, while RECOVER is the task force set up to support activities.  

Whether or not the Programme has a direct impact on the tourism sector depends on the National Recovery and Resilience Plan drawn up by the country itself. The European Commission recommends intervention in four key areas, which are also functional for tourism development:  

-Innovation
-Reskill and upskill
-Modernisation
-Recharge and refuel  

At Twissen, we consider goal setting to be a key step in securing funding for the project and ensuring long-term prospects. Targets should be realistic, measurable and shared among the partners.  

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L'articolo Recovery and Resilience Facility: responding to the pandemic with tourism proviene da Twissen.

Finally, it provides a set of recommendations for European destinations, allowing them to plan and make strategic decisions to enhance tourist experiences and ensure adequate responses to the shifts in tourism demand.

TOPIC 1. TRAVELLING AMIDST AN ECONOMIC SLOWDOWN

When the interviewees are going to choose their next travel destination, the main aspects they will consider are interesting cultures, the price of the trip, and travelling closer to home.

Recommendations:

• Promotion of offers to enable travel on tighter budget constraints due to inflation.
• With “travelling closer to home” being one of the new travel trends, the promotion of hidden urban gems and nature reserves targeted at domestic tourists.
• Focus on “Bleisure” offerings so that business travellers may more easily extend their business trip.

TOPIC 2. MITIGATING THE IMPACT OF COVID-19

50% of the interviewees also stated that COVID-19 has made them focus more on offers providing consumer protection through last-minute cancellations, refunds, or flexibility options. Some interviewees point out COVID-19’s potential significance in the 2022-2023 winter season if a new COVID-19 wave emerges.

Recommendations:

• Keep flexible offers/policies that allow last-minute cancellations or changes, and refunds.
• Continue to offer pre-booked tickets or contactless alternatives to reduce the queue lengths and crowds.
• Enhance the use of visitor management apps to ensure better crowd management.
• Continue to offer hand sanitisers.

TOPIC 3. ENABLING SUSTAINABLE TOURISM

Openness to greener initiatives is observed from the respondents as environmentally-friendly travel initiatives are the primary suggestions for the tourism sector in the future.

Recommendations:

• Promoting and incentivising more environmentally-friendly travel options.
• Provide a guide for environmentally-friendly travel.
• Providing clear and accessible information e.g. on the NTO’s or DMO’s visit-page on sustainable choices at the destination.
• Enable tourists to make active environmental-friendly choices.

TOPIC 4. DESTINATION INFORMATION AND ACCESSIBILITY

Several interviewees mention issues with both the availability of relevant information regarding the destination and what to experience. Others focus on ensuring that the destination is accessible, for example the need to upgrade public transport infrastructure at the destination.

Recommendations:

• Partnering with tour operators to provide better information to travellers.
• Destinations to add QR codes on key signage at tourism hotspots/transport hubs to help with translation into multiple languages and providing tourist information and directions.
• Improve accessibility so tourists of all age groups can get around at the destination with public transportation.
• Developing an official destination-wide website allowing tourists to find relevant information for European destinations about what to experience and the possibility of buying tickets from an official source.

Read full report.

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L'articolo ETC recommendations to drive tourism recovery in 2023 proviene da Twissen.

The latter was conceived with the intention of offering tourism industry operators the tools to define useful strategies to deal with that period of uncertainty, showing first of all how tourism demand can be influenced by various factors, such as economic growth and the cost of energy, thus making various possible scenarios emerge.

Source: “Study on the effectiveness of the EU tourism industry”, European Commission, Directorate General Enterprise and Industry – Tourism Unit, 2009

We revised the matrix in light of recent events, believing that we could capture several topical elements. Indeed, considering rising energy prices and weak economic growth, one could assume that the outlook for the tourism sector falls within Scenario 4, defined as “The balcony experience” and characterized by short trips close to home. 

With respect to what is listed in this scenario:

• due to high energy prices, there is a general decline in tourist flows. Despite this, after two years of restrictions due to the pandemic, it can be observed that tourists are tending to spend more to make up for lost time, focusing primarily on outdoor destinations that have experienced a sharp increase in arrivals as a result of the need for interpersonal distancing due to the pandemic;
• there is an increase in intra-European and domestic travel, compared to long-distance travel; 
• there is an increase in visits to friends and relatives as a travel motivation, which saves on accommodation;
• it is true that tourists remain very price-conscious; on the other hand, specific conditions have been created whereby there is a value-driven market trend with a focus on quality and sustainability that is emerging as a fundamental requirement when choosing a tourist destination. This factor could lead to an increasing difference in the development and quality of services offered by tourist destinations.

The global geopolitical crisis, multipolarity, and the COVID-19 pandemic are all factors to be taken into account in the scenario analysis. In addition, in a general situation in which inflation and economic uncertainty are increasingly discussed, the human capital crisis is emblematic, a sign of a profound transformation of the sector.  

At Twissen we observed a vibrant tourism season that could point to recovery from the Covid era. This restart, certainly boosted by the euphoria of the moment following the first real easing of restrictions, could conceal important factors to be taken into account, which cause turbulence. Indeed, it is necessary to identify models that are sustainable in order to create medium- to long-term strategies, with the aim of increasing the resilience of the sector while taking into account the continuous challenges and evolving scenarios. Focusing on sustainability and investing more in human capital are key points in achieving this goal.

Twissen

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L'articolo A matrix to analyze Travel scenarios and define strategies for the future proviene da Twissen.