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.

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.

In recent years, Chinese tourism has undergone a significant transformation, with emerging trends focused on independent travel and personalized experiences. This shift is driven primarily by younger, tech-savvy generations seeking authentic and immersive activities, with a strong curiosity for Italian cuisine and wine culture.

Growing Interest in Food and Wine 

Chinese travelers’ preferences are constantly evolving. While group tours once dominated the market, there is now a growing number of individual travelers and small groups who prefer to explore destinations more independently.

A key factor in this shift is the increasing demand for authentic and unique experiences. Chinese tourists no longer seek only classic tourist attractions but want to fully immerse themselves in local culture through activities related to shopping, wellness, luxury, and, most notably, food and wine.

Italy has become an ideal destination for Chinese tourists, thanks to its rich culinary heritage and the exceptional quality of its food and wine products. Dishes like pizza and tiramisù are already well-known in China, but visitors are eager to experience them in their original form while traveling in Italy.

Italian wine is also gaining popularity among Chinese travelers, especially younger generations, who see it as a symbol of well-being and modern lifestyle. As a result, wine tastings, winery tours, and learning about winemaking techniques are increasingly in demand.

The Importance of Digitalization 

Digitalization plays a crucial role in attracting Chinese tourists. They extensively use social media and travel apps, such as WeChat, RedNote, and TikTok, to share experiences and plan their itineraries.

Beyond having a strong online presence, businesses should integrate popular Chinese digital payment systems, like WeChat Pay and Alipay, to facilitate transactions and improve the shopping experience. Additionally, free and fast WiFi is essential, as Chinese tourists love to share their travel moments in real time.

Practical Tips for Tourism Operators 

To attract Chinese tourists effectively, businesses should consider the following:

• Language support: Translate menus, signs, and informational materials into Chinese, and train staff in basic Chinese phrases.
• Cultural awareness: Avoid cultural taboos, such as the number four (considered unlucky) and gifts like clocks or knives. Be mindful of major holidays like Chinese New Year and Golden Week.
• Tailored hospitality: Provide hot meals and warm water in restaurants, as well as kettles, slippers, and other comforts in accommodations.
• Strong online presence: Utilize Chinese social media platforms and optimize visibility on local search engines like Baidu.
• Authentic experiences: Offer winery visits, cooking classes, and photography-friendly tours in iconic locations.

A Growth Opportunity for Italy 

Chinese tourism represents an exceptional growth opportunity for Italy, especially in the food and wine sector, which remains one of the most sought-after experiences among Chinese travelers. To maximize this potential, businesses must adapt to evolving preferences by offering authentic and personalized experiences that blend tradition with innovation.

With the launch of new direct flights such as Shanghai-Venice and a strong focus on digital integration, Italy is well-positioned to become an even more attractive destination for this expanding market.

Dr. Caterina Ying Hong, born in Hangzhou, China, and living in Venice for over 30 years.

• President of the Cultural Association “The New Silk Roads of Marco Polo” 
• President of the Chinese Tourism Association in Italy 
• Rotating President of the European Federation of Chinese Tourism 
• Board Member of various tourism and business associations 
• President & General Director of Rainbow Hotels Group, Venice 

Dedicated to enhancing cultural and tourism exchanges between Italy and China, she actively promotes dialogue and mutual understanding between the two nations. 

Twissen

L'articolo Chinese Tourism in Italy: New Growth Opportunities  proviene da Twissen.

According to Dragontrail, here are five key trends that international brands should keep an eye on to attract this rapidly evolving segment of travelers.

1. Rise of independent travel: the popularity of independent travel is on the rise, with a 390% year-on-year increase in related searches. This reflects a growing preference among chinese travelers for personalized and tailor-made experiences, steering away from traditional package tours. Travelers are seeking greater freedom and flexibility, desiring to explore destinations at their own pace.
2. Interest in visa-free destinations: another strong trend is the interest in countries that offer visa exemptions. This has seen a 743% increase in searches, indicating that simplicity in travel requirements is a decisive factor in choosing destinations. Countries like Singapore, Malaysia, and Thailand are benefiting from this trend, making their destinations more accessible to chinese tourists.
3. Seasonal travel: seasonal travel is becoming increasingly popular, with a 263% year-on-year increase. However, for the chinese market, “seasonal” doesn’t just refer to the classic four seasons but also includes major holiday periods like chinese New Year and Golden Week. Brands should start promoting offers and marketing campaigns two to three months before these holidays to capture the attention of travelers.
4. Immersive experiences: chinese travelers are showing a growing interest in immersive and unique experiences. Searches for these types of experiences have increased by 282%, including both nature activities like scuba diving and cultural experiences like concerts and art exhibitions. These experiences are particularly appreciated by those looking to enrich their trip with activities that go beyond simple tourism.
5. Technology and travel planning: With the increased use of digital platforms and social media for information gathering, chinese travelers are beginning to plan their international trips well in advance. On average, planning starts 50-60 days before for short-haul trips and up to 90-120 days for long-haul travel. These travelers are meticulous, using over 100 search queries and reading hundreds of posts to prepare thoroughly.

At Twissen, we observe that for international brands, understanding these trends and adapting their marketing strategies and offerings can present a significant opportunity to attract and satisfy the growing segment of chinese 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 New trends in chinese tourism: what international brands need to know proviene da Twissen.

Firstly, it will enhance the creation of an immersive experience for visitors, allowing them to explore and discover the destination virtually before booking a real trip. Additionally, hotels and tourist destinations can use the metaverse to promote their facilities and services, creating a sort of “virtual showroom” where potential customers can see and experience what they have to offer. 

Another great opportunity offered by the metaverse is the ability to purchase a land, or a portion of virtual land, recreate their own environment and mood. This allows hotels and tourist destinations to customize the experience for visitors and create a unique atmosphere that reflects their brand, identity, and level of hospitality. 

For example, a beach hotel could create a virtual land with a marine environment, while a mountain hotel could create a land with an alpine environment. In both cases, hotels would be able to create an immersive experience for visitors that would help them feel already at ease and imagine what it would be like to spend time in their facility. 

Furthermore, by purchasing land in the metaverse, hotels and tourist destinations can also create virtual activities and events to entertain visitors and increase their engagement with the destination. For example, a hotel could organize a virtual dinner for visitors of its land, allowing them to try the hotel’s restaurant dishes virtually. 

We at Twissen are monitoring how the metaverse may represent an enormous opportunity for hotels and tourist destinations to enhance their business and offer unique and immersive experiences to visitors. By purchasing land in the metaverse and recreating their own environment and mood, hotels and tourist destinations can increase their visibility and attract new customers.

Twissen

L'articolo Why tourism destinations and hotels are purchasing lands in the metaverse proviene da Twissen.

Currently in Europe, the world’s leading tourist destination, this sector accounts for 2% of the total but is capable of generating 22% of total tourism expenditure with a current value of around 130-170 billion Euros. A study by Eccia showed how this booming sector has the potential to grow from 170 to 520 billion in the Old Continent from now to 2030-2035, also thanks to the rise of the Asian middle class, especially in countries such as China, Hong Kong, India, and Malaysia.

The 24th Italian Tourism Report estimates that luxury tourism will increase significantly in Italy, however, it emphasises the need to develop better methods to intercept ‘high-spending’ tourists and fully exploit the potential of this segment. The Country in fact, despite being confirmed as the most popular destination for luxury tourists, is only in third place for the number of visits, preceded by France and Great Britain. In order to achieve more sustained growth in this sector, according to Eccia, there is a need to invest in sustainable and naturalistic tourism, mobility-related infrastructures, facilitate visas, and promote a hospitality training system focused on the high-end. 

Which are the trends in this market segment? High-spending travellers are looking for authenticity and a connection with the destination territory, paying attention to slow and sustainability-conscious tourism, away from the most popular destinations. This has also been confirmed by Virtuoso and Elite Traveler, according to which the environmental and social factor is critical in the choice of destination for most of the high-end tourists interviewed, in addition to the search for unique and personalised experiences.

At Twissen we observed that luxury tourism is a crucial sector for economic development and has enormous potential. To fully exploit it, it is necessary to consider sustainability and service quality as strategic elements, invest in training and human capital, and focus on creating valuable experiences.

Twissen

L'articolo Luxury tourism: potential and trends proviene da Twissen.

A report designed by Bloom Consulting and commissioned by Innovation Norway shows how the Country was associated with natural beauty in online searches, as it’s proved by the 50 most popular search words in 2016 described in the table below.

Source: Innovation Norway

According to the World Travel & Tourism Council’s “Travel & Tourism Economic Impact 2017”, in 2016 tourism generated a direct contribution of about 12bn euros (NOK 125.3bn), representing 4% of the total GDP. Moreover, the total contribution (which also includes the indirect and induced ones) was 27.4bn euros (NOK 284.4bn), namely 9,1% of total GDP.

The World Economic Forum, in its “Travel & Tourism Competitiveness Report 2017”, ranks Norway 18^th out of 136 analysed Countries for tourism competitiveness. The report shows the strongest points Norway owns as a tourism destination, which are supporting the growth of the whole sector: the Country brand strategy rate (4^th), the prioritisation of Travel & Tourism (25^th), the international openness (36^th), the environmental sustainability (3^rd), the air transport infrastructure (7^th) and the tourist service infrastructure (23^rd). On the other hand, the most penalising point is the price competitiveness (131^st).

Innovation Norway published the “Tourism Strategy 2014 – 2020”, defining specific areas that focus on the development of the Norwegian travel industry, foreseeing marketing partnerships to promote Norway through experiential and creative tourism.

As other Northern regions, Norway is also investing in Arctic tourism, in particular in the Svalbard archipelago. Official statistics show that about 60,000 tourists visited the Arctic zone in Norway last year, performing more than Russia. As we have already reported, Chinese travellers are preferring Norway in the top 5 trending destinations to experience the northern lights, skiing, Arctic explorations, whale watching, and hot springs.

Moreover, there is room for developing luxury accommodations and tourism services in the Arctic region, paying attention to environmental sustainability. It’s reported that the Norwegian coastal voyage line called Hurtigruten announced that it will be investing about 20mn euros in the city of Longyearbyen, representing the largest tourism investments in the region ever.
The funds will be used to more than double the capacity of Hurtigruten’s Polar Hotel, currently run under the management of the Radisson chain as the Radisson Blu Polar Hotel Spitsbergen, that will now get around 100 new rooms, new conference facilities and a bigger bar and restaurant.
Even greater investment will be made in Hurtigruten’s Spitsbergen Hotel, planning a renovation of the building and the construction of a wellness centre.

At Twissen we observed that the Norwegian tourism sector is rising, there is room for investments in the Arctic region of the Country, meeting the increasing demand for experiential and active tourism. Norway is perceived as a safe destination, and sustainability is an important factor of attraction for this area: as it’s happening to the Antarctica, overtourism may represent a real threat to the natural environment.

Martina Baldo

She graduated in Intercultural Development of Tourism Systems and she has a passion for foreign languages and cultures. Since 2016 she works as administration and tourism project manager at Twissen.

L'articolo Norway invests in the Arctic region, between experience and sustainability concerns proviene da Twissen.

Twissen interviewed Maddi Brugali, Brand and Community Manager at itinari.

Twissen: What does itinari do?

Brugali: At a B2C level, we want to provide the opportunity of creating an authentic and peronalised travel, where the experience begins from planning this travel through the creation of personalised maps and guides. We are aware of the fact that living an experience first-hand can’t be replaced by a picture, a video or a text. But we also understand that organising and planning before the travel is the key to make it successful.
On the other hand, to our Partners, we provide a software called Destination Page, which allows to promote online tourism destinations or thematic areas, with an attractive and simple interface and which offers the possibility to be shared on every kind of social network and communication channel.

Tw: Which is the target of itinari?

B: At a B2C level, we address users who are aged 16-35. We believe that this target has travel expectations such as exploring areas which are less known, travelling in an active way and using technologies, and itinari can provide a useful solution. Notwithstanding, we have found that also other targets are using our platform, for example young families or groups of adults who are interested in technology and in off-the-beaten-path travels.

Tw: How was the idea of itinari born?

B: The idea of creating an application which allows users to plan and organise a travel in an authentic and personal way was born during a travel around the world made by Nicolas (editor’s note: the founder) and his wife Sabrina. They have been in a lot of Countries, and the question they were always asking themselves was: what can we do here? itinari was born this way, from the need to have a complete manner to plan a travel, whatever the wishes or the budget of the travellers are.

Tw: Can you introduce your team? Which are the skills needed today to run a startup?

B: Our team is made up by Nicolas Casula, who is the founder. As itinari is a tech startup, the core of our business is programming our web app, which is managed by Antonie Dejonckheere, Olivier Colot and Jeremie Pagex in our office in Bruxelles. Maddi Brugali works in the branding and sales sector. Manon Vanschepdael is the manager of social medias and of the geographic expansion of our app. Roxanne Casula works with the activities in the different regions and Countries in which itinari is present.
We believe that having a varied team in a startup is important: only through this differentiation it is possible to cover all the fields of competence and take advantage of every of them. Moreover, the professional differences also become distinguished views and ideas, which, according to us, brings a fundamental richness to a company. Talking about the skills to run a successful startup, we believe that passion and dedication are among the fundamental ones. Passion, a focused mind and perseverance cannot miss.

Tw: Which is the business model of your company?

B: Our business model is based on a monthly or annual subscription (SaaS – Software as a Service), which allows to our B2B partners the creation and the access to the Destination Page.
itinari is a startup that operates both in the B2B and in the B2C segment. As we define ourselves as a tech startup, many of our efforts are focused on the development of an app which is easy to use and to understand by our users, and complete in a technical and practical way. Given our strategic position in Europe and, above all, in Brussells (near to several European institutions), we have many partners which chose us to promote destinations or thematic areas, both online and through a simple software.

Tw: Which are the advantages to your customers?

B: Among the advantages, itinari offers the possibility to plan a group travel. In other words, whoever takes part to the travel, is able to easily modify it from every device: every member of the group will receive the notifications regarding the changes of the travel. Another advantage is about the quality of the activities that we propose: every experience on itinari is analysed and selected by our team.
For our partners, there are a lot of advantages: with a simple subscription, they can create and modify all the Destination Pages that they like to. Moreover, they don’t have to worry about the maintenance of their page (we do it for them), they can promote their destinations and they can count on a simple and interactive interface.

Tw: How important is the social component to your activity?

B: The social medias’ role is the core of our activity, just like their utilisation by the users. itinari takes advantages by social networks by gaining visibility and building a community of travellers who care about sustainability.

One of the big potentials of itinari lies in the versality of the Destination Page, as it can be shared on every social media. This brings a lot of visibility and media coverage, which are very important for us and for our partners.

Tw: From your point of view, which are the organisations that are more likely to promote their activity through your solution?

B: Whoever wants to promote online a destination, a thematic area, an itinerary or a tourism product will find many advantages by using the Destination Page, which is made up pictures and texts chosen by the author, that can be uploaded in a few minutes by connecting to our platform. The page manager can choose the contents, which can be thematic (such as food and wine itineraries), geographic (the promotion of a specific area), a tourism package, and can include activities, means of transport, accommodation and more. The Destination Pages will be available on our website and on our social networks, but the interesting thing is that the pages can be managed in complete autonomy from the authors.

Tw: Did you receive any investment round?

B: itinari has already received an investment round, and is about to receive the second one from VC and private investors. Our aim for the next investment round is to create a solid and advanced product, which can prove the expansive potential of our business model and, consequently, to enhance our geographical scope and our visibility. We keep a close relation with our investors, which we regularly meet and we exchange ideas and suggestions about our app.

Twissen

L'articolo Itinari interview, platform and software in the experiential tourism trend proviene da Twissen.

At a continental level, ECF supports a network called Eurovelo, which coordinates the development of 15 cycling-tourism itineraries, even if it plans to complete the network within 2020.

In Germany, the government renewed the plan called “Nationalen Radverkehrsplan” for the 2013-2020 period, which aims to promote the mobility by bicycle, with a section dedicated to the development of cycling tourism.

According to Enit, the National Agency for Tourism, in Italy the economic return deriving from cycling tourism is about 3,2 billion euros each year. The National Strategic Plan for Tourism, which has just been approved, includes the national cycle paths in the strategic projects for mobility with tourism purposes.

In Spain, the Mancomunidad Occidental de la Costa del Sol is planning to implement the project called “Bicyle Sleep”, which aims to promote Costa del Sol as an active tourism destination, and to deseasonalise the tourism demand.

Last December, the Chinese government announced an investment plan in the tourism sector, which will be worth about 272.000 million euros, to be realised within 2020. The plan is expected to bring a +10% to Chinese economy each year. Infrastructures and new services, in addition to attracting tourism flows, are expected to help the birth of a new enterpreneurship. A special attention is dedicated to “health-promoting”, which includes new itineraries for cycling tourism.

The digital component is fundamental for cycling tourism. Many apps and web portals are being developed to offer information and services to tourists. Strava, MotionX and TrackMyTour are just some of the mobile apps which have been created. Moreover, social marketplace platforms are being created, such as BikeNBike, a network which gathers all the bicycle-lovers along with tour operators and associations which operate in this sector. In China thanks to the support of investment funds, bike sharing companies such as Ofo are developing mobile apps for using their bicycles. Mobike has recently raised a 200 million euros Series D funding round, to which also took part the giant Ctrip, which firmly believes in bike rental. Youbai, the Shanghai based startup, raised more than 20 million euros of investments.

At Twissen we observed how the cycling tourism supply at destination is more and more crowded and characterised by a fierce competition, even if itineraries often link destinations in one or more countries. During the trip, a cycling tourist looks for interaction with the locals, with the nature, and is attracted by the attractions of a destination. In fact, the experiential component is what makes the difference, even through the use of technology, which has become essential both to complement infrastructures and to complete the tourists’ equipment.

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 Cycling tourism in Europe facing technology proviene da Twissen.