Blog
Our blog shares insights for tourism professionals, destination leaders, and technology innovators exploring the future of travel. We write about tourism innovation, sustainable travel, and practical ways destinations can create better experiences for visitors while strengthening local communities.
Travel Search Isn’t Dead
Travel Search Isn’t Dead. But AI Is Starting to Reshape Which Destinations Get Seen. The shift is real, but not total For years, the travel industry understood how discovery worked. A traveller had an idea, opened a search engine, compared options across familiar…
Stop Selling Sustainable Travel
Stop Selling Sustainable Travel. Start Proving It. Tour Operators Built Their Brands on Sustainability. Now Their Own Experts Say It Doesn’t Work. In late March 2026, a senior sustainability executive at one of Britain’s most respected adventure travel…
From Compliance to Intelligence
On 20 May 2026, platforms like Airbnb must start sharing property-level data with governments across all 27 EU Member States. Most DMOs haven’t worked out what that means for them yet.
EU’s First Sustainable Tourism Strategy
In March 2026, Commissioner Tzitzikostas confirmed the EU’s first dedicated Sustainable Tourism Strategy lands this Spring — not a communication, not a recommendation, but a formal strategy with implementation mechanisms and funding implications.
Rural Europe Holds 44% of Tourism Capacity
Rural areas hold 44% of all EU tourism accommodation beds. They receive a fraction of the digital infrastructure investment that flows to cities and flagship destinations. The EU is developing a new Sustainable Tourism Strategy for 2026.
The Destinations That Deserve Visitors Most
UN Tourism is accepting applications for Best Tourism Villages 2026 until 9 June. 319 villages across 65 countries are already in the network. More will join this year. Here is the problem: recognition is not the same as discoverability.
The EU Voted Last Week
On 18 March 2026, the European Parliament voted — 33 to 4 — to make visitor flow redistribution a core requirement of Europe’s first-ever unified tourism strategy. The Commission’s own research shows that most DMOs currently do not prioritise visitor flow manage…
Why the Experiences Travellers Are Now Searching For Don’t Exist on Any OTA
AI can now hear what travellers want. What it cannot do is match that intent to verified, specific local operators if those operators are not in a structured dataset.
The Hidden Tax on Europe’s Best Tourism Operators
An agriturismo selling a €200 stay pays between €30 and €60 to the booking platform that sent the guest. That is the visible cost. The invisible one is larger
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