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.

by Fabio Carbone
Lecturer and Researcher at the University of Northampton (UON) – UK
Director of the Research Centre for Global Economic and Social Development (GESD, UON)
Consultant in Sustainable Tourism Management and Heritage-Led Development in post-conflict reconstruction contexts

This article draws on reflections shared during my keynote address at the 2nd International Conference on Archaeology and Tourism hosted by the University of Tobruk in Libya, under the theme “Investment and Sustainable Development between Archaeology and Tourism:
Prospects and Challenges.” My presentation, entitled “Archaeology Beyond the Past: Slow Tourism, Social Value, and the Faro Convention,” placed two Mediterranean cities in dialogue — Crotone and Tobruk.
Two coastal communities, both peripheral and central at once: ports of history and identity now seeking to redefine their relationship with memory, development, and the future. The central idea is that archaeology, when understood in the broad sense proposed by the Faro Convention (Council of Europe, 2005), is not merely a science of the past. It is a practice of the present, capable of generating social value, cohesion, and, ultimately, what Johan Galtung (1969) called “positive peace” — not the absence of conflict, but the active presence of justice, dialogue, and participation.

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L'articolo Archaeology Beyond the Past: Slow Tourism, Social Value, and the Faro Convention by Fabio Carbone 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.

And while we’ve been teaching our students—for over two decades now—the principles of sustainability, responsible tourism, and many other similar empty concepts, the world outside is burning. It burns under bombs, under the indifference and/or impotence of the masses on one hand, and under the craving and greed of elites, masked as political rationality, on the other. Gaza, Ukraine, Sudan, Congo, Yemen… the list could go on like a secular rosary of human suffering. The media show us the pain in streaming on our screens as a show, while international diplomacy issues pointless cease‑fire appeals while – at the same time –  legitimizes a genocide (that of the Palestinian people) under the pretext of self‑defence (that of Israel).

In this scenario, where ethics vacillate and legality bends to a law of the jungle, where “All religious stuff aside, the fact is people who can’t kill will always be subject to those who can”[1], the most urgent question is: where have those bridges of understanding we thought we’d built gone? Tourism, so often celebrated as an instrument of peace, encounter, solidarity—where has it brought us so far? And what if we discovered that it has helped—perhaps unwittingly—to feed a system of inequality, deceit, and toxic narratives that are pushing the world to the brink of barbarism, in a geopolitical landscape increasingly resembling a global Far West? Has tourism failed? Tourism is not the origin of current global imbalances and conflicts—but is it complicit?

This article originated from the critical reflection I brought to the last meeting of the International Institute for Peace through Tourism (IIPT), at which I participated as Global Ambassador. At that gathering—deeply shaped by images from contemporary warzones—I urged my esteemed colleagues to ask ourselves: what has tourism actually done, and is doing, for peace? And above all: how can we prove today that our founding paradigm—“tourism as a vehicle for peace”—is still valid and credible?

We live in an era shaped by a new global power structure. The masters of the world are no longer states, but the boards of major investment funds: BlackRock, Vanguard, JP Morgan. Behemoths that manage trillions of dollars and simultaneously occupy the levers of the economy, Big Tech, central banks, even public bodies and NGOs. Their presence is as pervasive as it is invisible. In parallel, the European Union races toward rearmament—but the real battles will be fought on the technological front, where discoveries now happen in private multinational labs, not public research centres. Starlink, Neuralink, OpenAI: the new frontiers are privatized and opaque—they shape our lives and our wars.

Added to this is the crisis of democracies. Voters, disappointed and disillusioned, reward leaders who simplify reality with slogans and public enemies: Modi, Netanyahu, Meloni, Bukele, Trump… the list is long and reveals a widespread desire for authoritarian order rather than participation (Arendt & Co. are turning in their graves!). In this context, tourism has proven unable to serve as an antidote. On the contrary, it has all too often become complicit—a stylized vehicle for normalizing injustice.

Where are the fruits of decades of promoting intercultural tourism? If millions of Europeans have been to Egypt, Palestine, Morocco, Turkey—where today are the signs of solidarity? What awareness did those trips generate? If images of bombed children fail to trigger ethical reaction—and at best evoke an Instagram story—then we must have the courage to ask: what failed in the peace education we associated with tourism? Tourism, as a practice of encounter and mutual discovery, could—and should—have generated something more: a deeper sense of global solidarity. Not merely awareness of the other, but connection, alliance, empathy.

So where were—and where are—the voices of those millions of Western travelers who roamed the markets of Hebron, sipped tea in Khan el‑Khalili, were moved by the generous sociality of the Lebanese people or the Syrian hospitality, now reduced to rubble? What global consciousness have we built if, faced with genocide, most Western governments and media not only remain silent but justify, manipulate, distort?

In this sense, tourism’s responsibility isn’t just structural—it’s cultural, educational. We failed to educate for peace through tourism. We settled for labels: responsible tourism, ethical tourism, solidarity tourism… But what have we truly taught? Perhaps nothing—because when tested in reality, no one can any longer distinguish right from wrong.

Maybe tourism has never been what we thought it was. Maybe it cannot truly promote justice and dialogue unless we radically change the paradigm. Otherwise—let’s admit it once and for all: it is just tourism as an economic sector, made of hospitality, marketing, finance. A polished experiential consumption machine that tells the beauty of the world while hiding its wounds. Let’s accept once and for all that tourism failed in its educational mission because it abandoned being a transformative process. It became consumption, entertainment, “authentic” experience—authentic only in a mercantile sense. It ceased to be a relationship and became a product. It sold the Other as folklore, as a human landscape to be observed. And in this process it helped not build bridges but reinforce stereotypes, differences, moral and economic superiority.

Behind the promises of development and progress through tourism, lies the systematic destruction of territories, identities, resources. Tourism systems more and more resemble spaces of arbitrary business, where local communities pay the environmental, cultural, civic cost, while the global tourism industry continues selling “authentic experiences” useful only for its profit narratives—emptying communities of their autonomy, land, and voice. Tourism becomes not only complicit but often a Trojan horse of neocolonial dynamics. When destination marketing hides conflicts, erases resistance, amplifies propaganda, and turns suffering into a sellable package, the line from narrative to mystification is crossed.

Here lays another dark drift: the commodification of human suffering. Hordes of Westerners file through Asian and South American slums with a look of pity toward those “poor people”, but with an unquenched Über alles in their heart! Then there’s dark tourism, which in theory should serve memory, but increasingly degenerates into emotional safaris of pain—a voyeurism (I called it “war porn” what’s often offered in war museums). In New Orleans, years ago, I personally witnessed appalling scenes: open‑top buses taking tourists through neighbourhoods devastated by Hurricane Katrina to photograph evacuees as if they were zoo animals—no mediation, no context, no respect. An experience that claims to “make you feel” without wanting you to understand. Even then I thought: “something is deeply wrong here…!”

But nothing compares to current horror. In Israel, some tour operators lead organized groups to the hills overlooking Gaza to literally watch genocide live: bombings, killed children, entire exterminated families—with binoculars and picnic baskets included. Suffering as spectacle. Death as entertainment. A level of dehumanization that breaks every moral dam. And instead of distancing itself, tourism participates, monetizes, legitimizes.

So, the question is not just what we got wrong, but whether it’s still possible to amend. Is it possible to return to tourism as an instrument of peace, real education, real empathy? Or must we resign ourselves to the fact that tourism as we know it is irredeemably part of the problem? If its function is reduced to marketing, hospitality, finance, without a radical ethic of relationship, then we have lost the essential meaning of travel: not to see the Other, but to recognize ourselves in the Other.

If we start from the premise that tourism is a peace‑tool, we must have the courage to interrogate our failure. The academic, institutional, and media narrative that for decades insisted on this axiom rarely asked: what if it isn’t so? Our duty today is to recognize the cracks in our own discourse. It is useless to wave the benefits of tourism if we’re unwilling to measure them against the real state of the world. It is pointless to talk about “understanding among peoples” if we continue to ignore that many of our established tourism models rest on structural imbalances, closed borders on one side and low‑cost flights on the other, on commercial exotism that conceals colonial wounds never healed.

Tourism is not neutral. It never has been. And if we really want it to be a vehicle for peace again, we must first understand how and why it has helped normalize injustice. Perhaps not all is lost. Perhaps space still exists for a tourism that is just, ethical, conscious. But for that to happen, an epistemological break is needed, a paradigm shift. Disobedience, critique, militancy. And above all, active memory: to remember that traveling was never a neutral act, but always a political choice. Either it truly becomes one—or we’d better stop calling it tourism.

[1] Phrase attributed to Sgt. Brad “Iceman” Colbert, First Recon US Marines, during the invasion of Iraq, recorded by the embedded journalist Evan Wright, who later included it in his book Generation Kill (2009).

Fabio Carbone is an academic and humanitarian activist, expert in cultural heritage management, tourism and global peace promotion. Among numerous international experiences, in 2023—amid the Russia‑Ukraine war—he was invited by the Ukraine National Tourism Agency to advise on post-war tourism planning. He has founded ACADEMICS4GAZA, an education-focused humanitarian initiative supporting Palestinian university students in Gaza.

Please note that the opinions expressed in the article are those of the author and do not necessarily reflect the views of Twissen.

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L'articolo Tourism and Peace: Mission Failed (?) by Fabio Carbone 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.

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.