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.

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. 

Twissen

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.

Several factors are driving this momentum. First and foremost, accessibility: since 2021, the first direct flight between the United States and Vietnam (San Francisco – Ho Chi Minh City) has been operational, and by 2026, the new Long Thanh International Airport—set to serve Ho Chi Minh City—will open, increasing the country’s capacity to accommodate up to 25 million visitors. 

In addition, 2023 saw the implementation of new e-visa policies allowing stays of up to 90 days, along with visa exemptions for over a dozen key countries, including Italy, France, and South Korea. 

Vietnam’s positioning as a new premium destination in Asia is also being strengthened by the opening of high-end hotels such as the Regent Phu Quoc, Capella Hanoi, and JW Marriott Saigon, with brands like Ritz-Carlton Reserve and Park Hyatt in development. The 2024 expansion of the Michelin Guide further highlighted the local food scene, attracting a more sophisticated audience eager for new experiences. 

Jing Daily also reports that, according to Mike Nguyen, founder of luxury travel agency Ansova Travel, demand in the luxury segment is led by the U.S. and India—the latter especially in the wedding tourism sector, with over half a million arrivals (+297% vs. 2019)—as well as by affluent Chinese tourists seeking safer alternatives to Thailand following concerning news reports. 

Political cooperation between China and Vietnam is also gaining ground, particularly in student tourism. In a recent meeting, Chinese leader Xi Jinping and Vietnamese President Tô Lâm discussed strategies to leverage their land and sea connectivity. China is also planning “Red Study Tours” for young Vietnamese to explore their shared cultural heritage. 

The meeting also highlighted that in 2024, Vietnam welcomed 3.74 million Chinese tourists—a 114% increase from the previous year—while in Q1 2025 alone, 1.58 million arrivals were recorded, up 178% year-on-year. Currently, there are nearly 400 round-trip flights operating weekly between the two countries, and around 23,000 Vietnamese students are studying in China. 

At Twissen, we have observed that Vietnam is establishing itself as one of the most promising international tourism destinations, with a significant rise in arrivals. The combination of an expanding luxury offering, favorable visa policies, and growing air infrastructure creates the ideal environment to attract high-end travelers. Moreover, the country’s increasing cooperation with China further fuels inbound tourism. In this context, Vietnam has a unique opportunity to position itself as a premium destination in Asia—ready to welcome visitors from around the world and fully realize its tourism potential. 

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 Vietnam Looks to Accessibility and the Luxury Segment to Boost its Tourism Sector proviene da Twissen.

The T&T GDP multiplier represents the ratio between tourism’s indirect and induced contribution to GDP and its direct contribution. In other words, it measures how much additional economic value the sector generates beyond its immediate impact.

The T&T Employment multiplier reflects the ratio between total employment (direct, indirect, and induced) and direct employment generated by tourism. A high value suggests that the tourism sector stimulates significant job creation throughout the value chain.

A Comparison Across Countries

In Europe, Iceland stands out as a leading case, with high values on both multipliers—around 5 on a scale from 1 to 7. Croatia and Portugal also show strong performance, with notable GDP multipliers and solid employment impacts (an average of 3.44 for Croatia and 4.76 for Portugal). Greece is also on the rise, with values approaching 4, demonstrating how tourism can serve as a catalyst for both economic growth and sectoral development.

On the other hand, countries like India, the Philippines, and Indonesia emerge in terms of the employment multiplier, where tourism generates at least two indirect jobs for every direct one.

China and Australia, despite the substantial absolute contribution of tourism to their GDP, show relatively low employment multipliers: while both countries score the maximum 7 on the GDP multiplier, they rank only 63rd and 70th respectively in employment impact. This suggests that value creation is concentrated within the directly involved tourism sector, bringing benefits that do not spread as effectively to other industries.

At the top of the global ranking is Laos, an emerging country in Southeast Asia, which scores the highest in both indicators. This clearly shows the central role that tourism plays in its national economy.

At Twissen, we have observed that countries with a high GDP multiplier but a low employment multiplier may have highly productive yet less inclusive tourism sectors. Conversely, countries with strong employment impact but lower economic return may use tourism as a tool for social inclusion but require investment to enhance service quality and value.

The challenge ahead will be to balance both dimensions: generating more value and more jobs through policies that promote innovation, sustainability, and skills development in the tourism sector.

Twissen

L'articolo Tourism and Economic Multipliers: GDP and Employment 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.

However, these are not the only countries that have chosen to invest in the film industry as a means of boosting tourism. Georgia, for example, has implemented strategic investments aimed at attracting film crews, capitalizing on the economic advantages tied to air travel and tourism. 

More recently, countries such as India and the Philippines have been working on policies to support the film and audiovisual sectors, with the goal of promoting their territories through the universal language of cinema. 

In particular, the Department of Tourism of Goa (India) is actively working to attract film and audiovisual productions from South Korea. A strategy has been developed to expand direct international air connectivity and to launch a digital app to guide transport services—aimed at encouraging new flows of South Korean tourists. 

Additional actions include: 

• Inviting South Korean travelers and filmmakers to the International Film Festival of India (IFFI) in Goa 
• Organizing roadshows in South Korea to strengthen tourism ties 
• Sharing promotional and marketing materials with local stakeholders 

The Philippines is also moving in this direction with a major initiative inviting filmmakers from around the world to discover local talent, incentives, and diverse filming locations. 

This initiative was launched during the Manila International Film Festival (MIFF) as part of the project “Expanding the Bridge”, aimed at revitalizing the Philippine film industry and rekindling its ties with Hollywood. Supporting this effort, the government has passed legislation offering tax breaks and incentives to international productions that choose to film in the Philippines in collaboration with local companies. 

At Twissen, we observe that film-induced tourism is poised to grow, involving an increasing number of destinations. Well-structured policies to support the audiovisual and cinematic sectors could prove to be highly effective tools in promoting territories through films, TV series, and beyond. 

Giorgia Sartorato

L'articolo Film-Induced Tourism: Cinema as a Strategic Lever for Destination proviene da Twissen.

China Travel News also reports that in February 2025, 722,700 travelers from mainland China visited Japan, taking advantage of the Spring Festival, one of the peak periods for Chinese tourist demand. In January and February 2025, Japan welcomed 1.703 million Chinese tourists, nearly double the number compared to the same period in 2024. These figures are even more significant when considered against the backdrop of the slow economic recovery in China. Japan has benefited from this, albeit slow, recovery thanks to an enhanced air network with more connections between China and airports such as Narita and Fukuoka, an attractive winter offer, and effective positioning during traditional Chinese holidays. 

However, not all destinations are benefiting. Thailand, historically one of the favorite destinations for Chinese tourists due to affordable prices, geographic proximity, and favorable visa policies, is showing worrying signs following a recent case of negative news (unfortunately followed by the recent Myanmar earthquake), which has generated a wave of distrust among Chinese tourists. According to data from the Thai Hotels Association, in January alone, 4,572 hotel nights were canceled by Chinese tourists, with 2,001 of those in Bangkok. The Tourism Council of Thailand (TCT), in collaboration with the Thailand-China Tourism Association, has launched a program to define “China-friendly tourism standards,” aiming to restore trust. Around 200 travel agencies have already been approved as compliant with these new safety criteria. 

Jing Daily reports that new dynamics are also emerging with high-end Chinese tourists, the so-called High-Net-Worth Individuals (HNWIs), who now represent an increasingly significant portion of the outbound market. According to the 2025 Hurun Chinese Luxury Consumer Survey, Chinese HNWIs have now prioritized travel above all other expenditures, marking a clear shift towards experiential luxury, with average annual travel spending reaching up to around €28,500 (225,000 RMB) for the wealthiest individuals, 41% of whom report traveling abroad twice a year. 

In particular, Chinese HNWIs are seeking thematic experiences during their travels: from sunny beaches (12%) to luxury resorts (11%), and historical sites (13%). The most popular international destinations continue to be the Maldives, France, and Dubai, with the latter seeing a strong rise (from 14% in 2020 to 34% in 2025). In Asia, in addition to traditional destinations like Sanya and Hainan, Singapore has seen a significant rise in popularity (32%, compared to 23% in 2022). 

At Twissen, we have noticed that despite domestic uncertainties and the turbulent geopolitical moment related to the “trade war,” the desire to travel among Chinese tourists remains strong. However, their choices are leaning towards easily accessible destinations with direct flights, safety, good organization, cultural warmth, and a clear thematic offer. Destinations can attract this target through premium experiences, capitalizing on key moments in the Chinese calendar, such as Lunar New Year or Golden Week, or by taking advantage of the growing interest in luxury tourism. 

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 Chinese Tourists: Signs of Recovery and New Opportunities for the Outbound Market proviene da Twissen.

The main challenges remain linked to climate change, inequalities, and the need for more inclusive policies. The report indicates that countries with better management of natural and cultural resources attract more tourists, but it also stresses the need to strengthen resilience to future crises, such as environmental disasters and pandemics. A clear example is China, which ranks first globally for travel motivations but ranks 4th for natural and cultural resources, while placing 49th in health and hygiene. Italy performs better, ranking first for cultural resources and 27th for infrastructure and health security.

Digitalization and innovation are key factors in ensuring the growth of the tourism sector, alongside a particular focus on policies for preserving cultural and natural heritage.

In terms of ICT development and digital services, the top 10 is dominated by Northern European and East Asian countries, with Denmark holding the global lead, followed by South Korea and the Netherlands.

According to the Travel & Tourism Development Index, which combines various economic and tourism factors, the United States leads the global ranking in 2024, ahead of Spain and Japan. However, as shown by the examples, this general order drastically changes when more specific aspects and indices are considered.

At Twissen, we have observed that global tourism is undergoing a transition towards more sustainable models, requiring investments in infrastructure, international collaboration, and innovations in the transportation and services sector.

Twissen

L'articolo Global Tourism: Trends from the 2024 Travel & Tourism Development Index proviene da Twissen.