Finland And Croatia Set The Stage For A Smarter, More Sustainable Future Of Tourism At ITB Berlin 2026 With Innovative Smart Tourism Solutions

Finland and Croatia are taking a leading role in shaping the future of tourism by showcasing their innovative smart tourism solutions at ITB Berlin 2026. As the tourism industry faces growing challenges related to sustainability, digitalization, and visitor management, these two countries have emerged as pioneers in integrating technology with sustainable practices. Finland, with its focus on digital services and local wellbeing, and Croatia, with its commitment to sustainability and data-driven visitor management, are setting the stage for a smarter, more sustainable future in travel. At ITB Berlin 2026, both cities will present their cutting-edge initiatives, demonstrating how smart tourism solutions can help destinations manage growth, preserve their cultural heritage, and enhance the overall visitor experience. This forward-thinking approach is not only transforming tourism in these countries but also inspiring other destinations around the world to adopt smarter, more sustainable practices.

The EU Smart Tourism initiative brings together destinations focused on advancing digital services, sustainable mobility, and effective visitor management practices. This initiative aims to support the tourism sector’s transformation by ensuring that destinations are ready to embrace the challenges of the future.

One of the most highly anticipated events for the EU Smart Tourism initiative is ITB Berlin 2026, where Tampere and Dubrovnik will be the spotlight cities, showcasing their innovative approaches to smart and sustainable tourism. These cities were selected as the 2026 winners of the EU Smart Tourism competition, which recognizes the best European destinations for their efforts in digitalization, sustainability, innovation, and accessibility in the tourism sector. The EU Smart Tourism stand at ITB Berlin will feature representatives from both cities, offering attendees the chance to engage with them directly and learn about their strategies for transforming tourism.

Tampere, named the 2026 European Capital of Smart Tourism, is recognized for integrating smart tourism practices with local wellbeing and facilitating knowledge-sharing across Europe. The city has successfully developed an approach that promotes not only technological advancements but also community engagement and resilience. At ITB Berlin 2026, Tampere will present its smart tourism vision during the panel discussion titled “The Painful Transition from Destination to Living Space Management,” scheduled for March 4, from 11:40 am to 12:20 pm at Hall 7.1b, Blue Stage. This panel will delve into the complex issues that arise as cities transition from being traditional tourist destinations to more liveable spaces. The discussion will focus on balancing the needs of tourists with those of the local community, ensuring that urban development serves both residents and visitors in a sustainable manner.

Dubrovnik, awarded the title of 2026 European Green Pioneer of Smart Tourism, is celebrated for its forward-thinking approach to sustainable tourism management. The city has made great strides in leveraging data and managing visitor flow to ensure its long-term resilience while maintaining the charm and culture that attract tourists. Dubrovnik has embraced sustainability as a core principle, not just in terms of environmental protection but also in creating a welcoming, balanced experience for visitors. During ITB Berlin 2026, Dubrovnik will share its best practices and insights during the panel “The Industry Outlook: Maintaining the Balance” on March 3, from 4:40 pm to 5:20 pm at Hall 7.1a, Orange Stage. This discussion will focus on how destinations can respond to the pressures of mass tourism while maintaining the local quality of life. It will offer valuable lessons on how to preserve the integrity of destinations, even as they experience increasing visitor numbers.

Both cities, Tampere and Dubrovnik, will also be featured in the Cultural Experiences of Tomorrow Guided Tour at ITB Berlin 2026. This guided tour, which will take place on March 5 from 11:45 am to 12:10 pm at the EU Smart Tourism stand (Hall 1.1, Stand 207), will allow visitors to discover how these two cities are leading the charge in the future of tourism. The initiative will offer a unique opportunity to explore how smart tourism practices are being integrated into the everyday life of these cities, enhancing the visitor experience while safeguarding the cultural and natural resources of each destination.

In addition to the presentations and panels, ITB Berlin 2026 will mark the launch of the next round of applications for the EU Smart Tourism competitions, set to begin in 2027. Cities from both EU Member States and non-EU countries participating in the Single Market Programme will be eligible to apply. This competition aims to continue the momentum of smart tourism across Europe, providing recognition to cities that demonstrate leadership in sustainable tourism practices. Interested destinations are encouraged to stay tuned for more information on how to apply and what criteria will be evaluated.

The European Commission, which has been a strong supporter of the EU Smart Tourism initiative, will also be heavily involved at ITB Berlin 2026. A key figure from the Commission will attend the opening press conference on March 2, and will deliver a keynote address on the afternoon of March 3, at the Orange Stage. The Commission’s involvement in the event underscores its commitment to promoting sustainable transport and tourism practices across Europe. Through these efforts, the European Commission aims to shape the future of tourism in a way that benefits both tourists and the communities they visit.

Another exciting aspect of ITB Berlin 2026 is the focus on the Together for EU Tourism (T4T) platform. Visitors to the Smart Tourism stand will have the opportunity to learn more about this initiative, which supports the green and digital transition in the tourism sector. T4T brings together stakeholders from various sectors of the tourism industry, allowing them to collaborate on sustainable practices, innovative solutions, and strategies for resilience. The platform aligns with the EU’s Transition Pathway for Tourism, which aims to make the tourism sector more sustainable, competitive, and inclusive. At the EU Smart Tourism stand, representatives from the European Commission and the 2026 award-winning cities will be available to discuss the T4T platform and how it is helping to shape the future of tourism in Europe.

ITB Berlin 2026 promises to be a landmark event for the tourism industry, offering valuable insights into the future of smart and sustainable tourism. With cities like Tampere and Dubrovnik leading the way, the event will highlight how destinations can integrate digitalization, sustainability, and community wellbeing into their tourism strategies. The EU Smart Tourism initiative not only celebrates the achievements of these cities but also provides a platform for others to learn from their experiences and apply similar approaches to their own tourism sectors.

Finland and Croatia are leading the way in shaping the future of tourism with their innovative smart tourism solutions, focusing on sustainability and digitalization, which they will showcase at ITB Berlin 2026. Their pioneering approaches set the stage for a smarter, more sustainable tourism industry.

As we look ahead to the future of tourism, it is clear that cities must adapt to the changing landscape by embracing smart, sustainable, and inclusive practices. The EU Smart Tourism initiative is helping to pave the way for a new era of tourism, where destinations are more resilient, innovative, and focused on the well-being of both residents and visitors. ITB Berlin 2026 will serve as an important milestone in this ongoing journey, showcasing the best practices and initiatives that will define the future of tourism in Europe and beyond.

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South Korea Joins China, Japan And More In A Bold Move To Boost Tourism By Granting Visa-Free Entry For Indonesian Travelers And Expanding Access To Other Global Visitors

In a bold move to strengthen its tourism sector, South Korea is joining China, Japan, and other leading global destinations by granting visa-free entry to Indonesian travelers. This new policy aims to streamline access for international tourists and position South Korea as a top destination in Asia. By allowing Indonesian visitors to enter without a visa, South Korea is not only making travel more convenient for this growing market but also signaling its commitment to attracting 30 million international visitors in the coming years. Alongside this, the country is expanding access for other global travelers, including relaxing entry requirements for nationals from China, Southeast Asia, and the European Union, all as part of a broader strategy to bolster tourism and foster cultural exchange.

South Korea has unveiled an ambitious plan to boost its tourism sector by offering visa-free entry to Indonesian travelers as part of a broader strategy to attract 30 million international visitors. This package of measures aims to revitalize the country’s tourism industry by relaxing visa regulations, expanding flight routes to regional airports, and taking a firm stance against price fraud. With these efforts, South Korea is positioning itself as a top destination for global travelers.

Indonesian nationals will be granted visa-free entry under a trial program for groups of three or more travelers. This move is part of a strategic effort to make South Korea more accessible to a larger number of international visitors. Additionally, travelers from China and Southeast Asia who have previously visited South Korea will be eligible for a five-year multiple-entry visa. Furthermore, residents from major cities within these regions can apply for a 10-year visa, making long-term travel to South Korea more feasible.

The government is also working on expanding its automatic immigration gates, which are currently available to citizens of 18 countries, including Japan, Singapore, and Australia. This will soon be extended to citizens of European Union nations. By implementing these changes, South Korea hopes to streamline the arrival process for international travelers and create a more seamless experience for tourists.

These changes were announced at the National Tourism Strategy Meeting on February 25, 2026. Government officials, as well as tourism industry representatives, discussed the country’s evolving approach to tourism. During the meeting, the importance of tourism as a national strategic industry was emphasized. The government sees tourism not just as an economic activity but as an avenue for fostering cultural exchange and creating lasting memories for travelers. The aim is to turn South Korea’s rich cultural heritage into a major draw for visitors, transforming the country’s cultural preferences into tourism attractions.

This initiative aligns with what is being described as South Korea’s “cultural golden age.” With Korean culture gaining global popularity, particularly in the wake of the pandemic, the country is eager to build on this momentum. As the world recovers from the pandemic, South Korea is looking to position itself as a top destination for international tourists. However, despite the positive growth in South Korea’s tourism numbers, the country is facing stiff competition from neighboring Japan, which has seen a surge in foreign visitors.

In 2025, South Korea welcomed over 18 million international visitors, surpassing its pre-pandemic record of 17 million. The country saw a 15% increase in tourist arrivals compared to 2024, signaling a positive recovery. Yet, South Korea continues to trail behind Japan, which set a global tourism record in 2025 with 43 million arrivals, marking a 16% increase from the previous year. Japan’s tourism boom has been partly attributed to the weakened yen, making it a more attractive destination for foreign visitors.

To address this challenge, South Korea is focusing not only on increasing international arrivals but also on encouraging visitors to explore destinations outside of Seoul. The government is working to enhance the accessibility of regional airports by offering special air traffic rights and cost reductions to attract new international flight routes. This initiative aims to provide more direct international flights to regional airports, helping to distribute tourist traffic more evenly across the country.

In addition to expanding international air routes, South Korea is taking steps to improve domestic transportation options. The government plans to introduce more domestic flights between Incheon and regional airports, making it easier for visitors to travel to areas outside of Seoul. Late-night bus services, which are currently limited to just 13 routes in the Seoul area, will be expanded to include other provinces such as Chungcheong and Gangwon. Moreover, South Korea is increasing the availability of KTX high-speed train tickets, allowing tourists to book tickets for travel beyond the current one-month booking window. This will make it easier for tourists to explore the country using public transportation.

South Korea is also looking to further promote tourism through its “Visit Korea Year” campaign, which is set to run from 2027 to 2029. The campaign will feature a variety of lifestyle-based tourism products, including K-beauty, K-food, and K-hiking experiences. These offerings reflect the changing nature of tourism, as visitors are increasingly seeking to live like locals rather than just visit popular landmarks. This shift in tourist preferences aligns with broader trends in global travel, where more and more people are interested in authentic cultural experiences and immersive travel opportunities.

The launch of this comprehensive tourism strategy marks a significant step in South Korea’s efforts to increase its international tourist numbers. By offering visa-free entry, expanding transportation options, and promoting lifestyle-based tourism experiences, the country aims to attract more visitors and boost its economy. As the country looks to the future, it will continue to develop and refine its tourism offerings, ensuring that South Korea remains a top destination for travelers from around the world.

South Korea is joining China, Japan, and other global destinations by granting visa-free entry for Indonesian travelers, aiming to boost tourism and attract 30 million international visitors through expanded access and relaxed entry requirements.

Through these measures, South Korea is not only looking to recover from the pandemic but also to establish itself as a major player in the global tourism industry. By fostering cultural exchange, streamlining travel processes, and offering unique tourism experiences, South Korea hopes to make a lasting impression on international visitors, encouraging them to return and share their experiences with others. The country’s tourism strategy represents a bold vision for the future, and it will be exciting to see how these efforts will shape South Korea’s tourism landscape in the years to come.

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Thailand Advisories Alert Tourists from Canada, Malaysia, and Other Countries to Stay Away from Flood-affected Areas as Record Rainfall Wreaks Havoc on Travel Plans

Thailand is facing one of its worst flood crises in years, as relentless rain has inundated the southern region, affecting at least 10 provinces. The floodwaters have caused widespread destruction, and while authorities scramble to manage the situation, tourists, local residents, and businesses are all feeling the impacts. The deluge has turned major tourist hotspots into emergency zones, leading to travel disruptions, safety concerns, and widespread travel advisories. Below is a breakdown of how the floods are affecting the tourism industry and what travelers need to know to navigate this ongoing crisis.

Flood Crisis: A Growing Concern Across 10 Provinces

Over the past several days, the severe weather has caused massive flooding in southern Thailand, hitting provinces such as Songkhla, Pattani, Yala, and Narathiwat, among others. These areas are now dealing with the aftermath of flash floods that have left thousands of people stranded. The Thai government has responded by deploying military helicopters and ships for rescue operations, as well as to assist in providing essential relief to affected communities.

Key Flood-affected Areas

• Songkhla: With its proximity to key tourist destinations, this province has seen major disruptions, particularly in areas like Hat Yai.
• Pattani: This area has been inundated with floodwaters, making it challenging for tourists and locals to travel safely.
• Yala and Narathiwat: These provinces have experienced rising water levels, affecting daily life and access to critical infrastructure.

Impact on Tourism: A Devastating Blow to Southern Thailand’s High Season

The Tourism Authority of Thailand (TAT) has issued multiple warnings about the impact of these floods on tourism. With the high tourist season in full swing, this flooding threatens to undermine the local economy, which relies heavily on travel. Tour operators and travel agencies have reported an increasing number of cancellations as visitors seek to avoid flood-affected regions.

This disruption is compounded by ongoing safety concerns, as numerous travelers find themselves stranded or unable to access transport routes.

Travel Advisories: Countries Issue Warnings to Their Citizens

As the flood situation worsens, several countries have taken precautionary steps to safeguard their citizens traveling to Thailand. The following nations have issued official travel advisories for southern Thailand:

• Canada: Canadian officials have warned their citizens to reconsider non-essential travel to flood-stricken areas, particularly in the southern provinces.
• Malaysia: Malaysian authorities have echoed similar warnings, advising their citizens to stay away from affected regions and monitor the weather conditions closely.
• Other Affected Nations: Several countries have also highlighted the potential dangers of traveling to Thailand during this critical period, urging their nationals to adhere to all local directives and stay informed about weather updates.

Transportation Disruptions: Flights, Roads, and Rail Services Hit Hard

The floods have caused widespread transportation disruptions. Many key highways have been blocked by floodwaters, with Sripoovanart Road being one of the most impacted. As a result, travel through the affected regions has become nearly impossible, with traffic at a standstill for hours.

Hotels, hospitals, markets, and shopping malls across southern Thailand have also been severely affected, with businesses forced to shut their doors. In Hat Yai, the situation is particularly dire, as authorities have confirmed that markets and other essential services will remain closed for at least two weeks. This will likely coincide with the peak of the tourist season, compounding the loss of income for businesses reliant on visitor traffic.

Evacuation Centres: Sheltering Stranded Tourists and Locals

In response to the ongoing flooding, emergency evacuation centres have been established to provide refuge for stranded tourists and local residents. For travelers stuck in the Songkhla province, several shelters are available, including:

• Prince of Songkhla University International Convention Centre
• Songkhla Rajabhat University Auditorium
• Royal Thai Navy’s Naval Area Command 2

These locations have been set up to offer temporary relief for those unable to find shelter or transportation out of the flooded areas.

What Travelers Need to Know: Safety First and Travel Updates

Travelers planning to visit southern Thailand are strongly advised to stay updated on the situation. Flood waters continue to rise, and the safety of travelers remains a top priority for both local authorities and international agencies. The following tips will help ensure a safer journey during this crisis:

• Stay informed: Monitor weather reports and local news for the latest updates on the flood situation.
• Follow local authorities: Always adhere to instructions from local officials, as they are providing the most accurate and up-to-date information regarding evacuation routes and shelter locations.
• Check flight statuses: For those with upcoming flights to Thailand, particularly to Hat Yai, confirm the status of your flight with your airline.

Airline Policies: Flexible Travel Options for Affected Passengers

In light of the travel disruptions, airlines such as Thai AirAsia and Bangkok Airways are offering more flexible travel options. These carriers are allowing passengers with bookings to Hat Yai to either change their travel dates free of charge or receive travel credits. This flexibility is a welcome relief for those caught in the crisis, allowing travelers to adjust their plans without the burden of additional fees.

Final Thoughts: The Ongoing Struggles and How Travelers Can Help

The situation in southern Thailand is fluid, with floodwaters continuing to rise in several provinces. While local authorities work tirelessly to provide relief, the ongoing crisis has left both locals and tourists in a vulnerable position. Travelers planning to visit the region in the coming days should remain cautious, adjust their travel plans accordingly, and closely follow updates from the Thai government.

In this difficult time, global solidarity is crucial. Travelers should remain patient and understanding while the relief efforts unfold. For those currently stranded, staying calm, seeking shelter, and listening to local guidance will ensure safety through this challenging situation.

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Chinese Travelers Outspend All in Asia, Leading Airport Shopping Trends with Luxury Goods and Confectionery Purchases, Surpassing India, Saudi Arabia, UAE and More

A new study reveals that travelers from China are spending significantly more at airports in Asia than their counterparts from other nations in the region. According to a report published by the Airports Council International Asia-Pacific and the Middle East, Chinese passengers now lead the pack in terms of airport spending, particularly on luxury goods, a category where their spending exceeds the regional average by two times. This data is based on input from retailers and passengers across 36 major airports spanning 21 countries in Asia-Pacific and the Middle East. The findings reveal key insights into the shift in consumer behavior and growing travel patterns post-pandemic, reflecting a broader trend in regional tourism.

China: The Unstoppable Leader in Airport Spending

The report highlights China as the top spender, with Chinese travelers now boasting the “highest spend per passenger of any nationality” in the post-pandemic era. In fact, their spending habits are so dominant that no other country has managed to surpass them in terms of luxury goods purchases at airports.

The key driver behind this is the purchasing behavior of Chinese tourists, who are increasingly attracted to luxury items and gifts. Confectionery, especially chocolates and sweets, tops the list of their preferred purchases. About 27% of Chinese travelers stated that they most often buy confectionery, which many bring back as gifts for family and friends. In comparison, only 17% opt for local products and 12% are interested in high-end luxury goods. This reflects the growing demand for premium, giftable items among Chinese travelers.

India: Emerging as a Strong Contender in Airport Spending

India has also seen a significant rise in airport spending, emerging as one of the strongest contenders after China. As Indian travel and tourism grow, their spend on luxury goods and gifts at airports has been climbing steadily. While not at the same level as China, Indian travelers’ spending at airports indicates their growing influence in the regional tourism market.

The demand for luxury products, from high-end fashion to exclusive brands, is on the rise among Indian tourists, who are becoming increasingly affluent and eager to make luxury purchases during their travels. The rise in airport spending from India signals an emerging trend, as more and more Indian nationals seek luxury shopping experiences in global travel hubs.

Saudi Arabia and UAE: Major Spenders from the Gulf Region

Not to be overlooked, Saudi Arabia and the United Arab Emirates (UAE) have proven to be significant players when it comes to airport spending. These two Gulf nations have a long-standing tradition of opulence and a growing middle class with disposable income, leading to increased spending on luxury goods at airports.

In particular, travelers from the UAE, especially those from Dubai, one of the world’s busiest airports, are renowned for their love of luxury shopping. Similarly, Saudi travelers are increasingly inclined toward high-end retail options, often making significant purchases of both fashion items and premium goods during their international travels. Both countries’ citizens are not only high spenders but also key drivers of the premium market, contributing to the growth of duty-free sales across Asia-Pacific airports.

South Korea: The Shift in Travel Habits

South Korea is another country where airport spending is increasingly under scrutiny, especially in light of recent trends. However, despite a recovery in Chinese arrivals, South Korean airports have seen subdued sales from international visitors. Duty-free operators, particularly in markets like South Korea, Singapore, and Thailand, have reported that sales haven’t rebounded as strongly as anticipated, even with the uptick in Chinese tourism.

This could be due to various factors, including competition from growing domestic spending, increased regional tourism, and changing consumer preferences. South Korean airports are still adjusting to this shifting market, but the rise in domestic tourism and the increased number of travelers within the region may continue to shape this trend in the future.

Singapore and Thailand: Challenges in Rebounding Sales

While Singapore and Thailand have traditionally been hot spots for luxury goods shoppers, the impact of the pandemic has left duty-free sales in a somewhat subdued state. Despite the recovery in Chinese tourism, these countries have faced challenges in returning to pre-pandemic levels of airport sales. This challenge may reflect a shift in consumer behavior and market saturation in the duty-free space.

Sales in both countries’ airports have been relatively slow, with many duty-free operators looking for new strategies to attract high-spending tourists, particularly from China. As Chinese travelers begin to redirect some of their spending to domestic airports, these traditional travel hubs may need to adapt to keep pace with the evolving market.

The Rise of Domestic Tourism: A New Trend Among Chinese Travelers

An interesting observation from the study is the shift in spending habits among Chinese travelers. While they remain the highest spenders at international airports, their spending on luxury goods and duty-free products is also increasing at domestic airports within China. This shift has been supported by expanded duty-free policies and a 20% increase in domestic airport spending since 2019. This domestic shift demonstrates a new trend where Chinese travelers are increasingly favoring their own airports for luxury shopping, taking advantage of favorable policies and a growing selection of premium products available at home.

Lunar New Year Holiday: A Record-Breaking Travel Season

The study also highlighted a surge in domestic tourism in China during the Lunar New Year holiday, with over 596 million domestic trips made during the nine-day period. This was a significant 95 million increase compared to the previous year. Spending during the holiday reached a record 803.5 billion yuan (around $117 billion), a 126.5 billion yuan increase from the year before. The rise in domestic travel expenditure during this period indicates that Chinese travelers are becoming more engaged with their local tourism markets, a trend that airports in Asia and beyond are taking note of.

Conclusion: The Future of Airport Spending in Asia

As we look forward, the trends emerging from the study show that China will continue to dominate the region in airport spending, but other countries like India, Saudi Arabia, and the UAE are rapidly catching up. At the same time, South Korea, Singapore, and Thailand face challenges in rebounding their sales post-pandemic. Meanwhile, the increased interest in domestic tourism by Chinese travelers suggests a shifting landscape for both international and domestic airports. With travelers becoming more discerning and aware of their purchasing power, airports across Asia and the Middle East will need to innovate and adapt to stay competitive.

With these changes on the horizon, it’s clear that airport retail and tourism will continue to evolve, and the countries listed above will play a crucial role in shaping the future of travel spending in the region.

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Japan Takes A Bold Step To Revolutionize Inbound Tourism With Klook And Osaka Convention & Tourism Bureau’s Historic MoU Partnership

Japan is taking a bold step to revolutionize inbound tourism with the signing of a historic Memorandum of Understanding (MoU) between Klook and the Osaka Convention & Tourism Bureau. This groundbreaking partnership is set to transform the way travelers experience Osaka and its surrounding regions by embracing a digital-first approach to destination management. By combining Klook’s cutting-edge technology and data infrastructure with the Osaka Convention & Tourism Bureau’s local expertise, the collaboration aims to enhance the visitor experience, promote sustainable tourism, and drive regional growth. This MoU marks a new chapter in Japan’s tourism strategy, with a focus on leveraging innovative solutions to cater to the evolving demands of global travelers.

Klook, a leading travel experiences platform in the Asia Pacific region, has entered into a strategic partnership with the Osaka Convention & Tourism Bureau (OCTB) through the signing of a Memorandum of Understanding (MoU). This collaboration marks a significant shift towards promoting discovery-driven tourism. By combining Klook’s advanced digital technology and data analytics with OCTB’s extensive local expertise, the partnership aims to enhance the traveler experience in Osaka. The focus will be on encouraging visitors to explore beyond the well-known city center, uncovering more regional destinations across the area.

The MoU outlines a variety of key initiatives, including joint content creation, collaborative online promotions, and the sharing of travel data for better understanding of inbound tourism trends. Both Klook and the Osaka Convention & Tourism Bureau will work together on initiatives that promote sustainable tourism by managing visitor flows more effectively. In addition, the collaboration will include the deployment of digital solutions to improve traveler convenience and support local tourism stakeholders in Osaka and beyond.

The partnership is an opportunity to transform Osaka into a more diversified destination. While it has long been a must-visit location in Japan, the evolving trends in tourism demand a new approach. Klook’s expertise in digital solutions and OCTB’s deep knowledge of Osaka’s cultural and regional offerings can combine to create experiences that appeal to a wider audience, including those interested in discovering areas beyond the city’s famous landmarks.

Osaka as a Gateway to Regional Exploration

Klook’s Travel Pulse 2026 report, an annual study that surveys over 11,000 travelers from 20 countries, shows a growing global interest in Osaka as a key destination. The report revealed that nearly 49% of travelers who have chosen Japan as their primary destination for 2026 are planning to visit Osaka, a significant number. Notably, Millennials (aged 25–40) have shown even stronger interest in Osaka, with 53.4% of them including the city on their travel itineraries, compared to 43.5% of Gen Z travelers. Given the spending power of Millennials, this shift points toward a substantial increase in tourism revenue for the city, particularly as they tend to spend more during their trips.

In addition to serving as a major destination, Osaka is increasingly becoming a hub that connects travelers to the surrounding regions. Data from Klook’s platform further supports this trend, with a growing number of mobility-related bookings, including JR Kansai passes, Shinkansen tickets, and car rentals. These bookings reflect a clear desire for tourists to explore Osaka’s surrounding regions, including the Kansai area, which is known for its rich culture, history, and beautiful landscapes.

The increasing trend of multi-destination journeys is also noticeable. Rather than seeing major cities like Osaka as standalone destinations, travelers are more frequently using these cities as gateways to explore nearby areas. This shift emphasizes the need for greater regional connectivity, as travelers seek curated and seamless experiences that span beyond city limits, further demonstrating the growing importance of regional tourism.

Moving Towards Digital-First Destination Management

The partnership between Klook and the Osaka Convention & Tourism Bureau, formalized through a Memorandum of Understanding (MoU), marks a pivotal shift in the tourism industry towards a digital-first approach in destination management. This collaboration will leverage advanced technologies to enhance the travel experience. Key initiatives will include the creation of interactive digital content and immersive guides, alongside the introduction of audio guides to enrich travelers’ exploration of Osaka and its neighboring areas. These innovations aim to make the journey more informative, engaging, and enjoyable for visitors.

Beyond just providing marketing support, this partnership has the potential to transform how tourism is managed, leveraging data-driven insights to create a more personalized experience for travelers. By better understanding tourism trends and adjusting to evolving travel behaviors, both Klook and OCTB can ensure that tourists enjoy a more rewarding and sustainable visit to Osaka. Through digital solutions, they aim to make it easier for visitors to plan and navigate their journeys, enhancing their overall satisfaction.

Another significant aspect of the collaboration is the support it will offer to small and medium-sized businesses outside the city center. While many travelers focus on Osaka’s downtown and popular tourist spots, Klook and OCTB recognize the importance of distributing tourism benefits across the entire region. By using Klook’s platform, smaller merchants and businesses can reach a wider, global audience, helping them thrive in an increasingly competitive travel landscape.

Promoting Sustainable Tourism

Sustainability is a core focus of this partnership, as both Klook and the Osaka Convention & Tourism Bureau are committed to managing the flow of visitors in a way that preserves the region’s cultural and natural assets. Sustainable tourism practices will be integrated into the partnership’s initiatives, with the goal of reducing over-tourism in certain areas while encouraging tourists to explore underrepresented destinations. By using data insights and promoting discovery-based travel, the collaboration will help spread visitor demand more evenly across the region.

As tourism recovery continues post-pandemic, there is a growing emphasis on ensuring that growth is managed in a way that does not harm local communities or the environment. Both Klook and OCTB recognize that the future of tourism lies in responsible travel, which not only benefits tourists but also the communities that host them.

The Future of Regional Connectivity

The partnership between Klook and the Osaka Convention & Tourism Bureau marks a pivotal change in the travel sector, highlighting how major cities are becoming gateways to broader regional networks. As Osaka strengthens its role as a prominent travel hub, it is poised to become a blueprint for other cities and regions seeking to attract global visitors. With an emphasis on improving regional connectivity, offering tailored travel experiences, and fostering sustainable growth, this collaboration demonstrates the powerful combination of cutting-edge technology and local knowledge to deliver a more cohesive and enriching tourism experience.

Japan is set to revolutionize inbound tourism through a groundbreaking partnership between Klook and the Osaka Convention & Tourism Bureau, leveraging cutting-edge digital solutions to enhance visitor experiences and attract more global travellers.

Klook and the Osaka Convention & Tourism Bureau are set to not only elevate Osaka’s attractiveness but also redefine destination management, establishing a global standard for cities to follow as they respond to the changing demands and desires of travelers.

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India, UK And Russia Lead The Charge As Sri Lanka Sets Its Sights On A Five Billion Dollar Tourism Revenue Target By 2026, With Strong Visitor Growth

Sri Lanka has set its sights on a $5 billion tourism revenue target by 2026, and the country’s growth is being powered by strong visitor numbers from key markets like India, the UK, and Russia. These nations are leading the charge, contributing to the significant surge in tourist arrivals, thanks to Sri Lanka’s appeal as a prime destination for both leisure and adventure. The country is leveraging its rich cultural heritage, stunning landscapes, and emerging tourism experiences to attract more visitors. India’s proximity and close cultural ties, the UK’s affinity for tropical destinations, and Russia’s increasing travel interest in the region are all vital to meeting this ambitious goal. These markets’ growing contribution demonstrates how Sri Lanka is strategically aligning its tourism offerings with global demand, positioning itself for robust growth in the coming years.

The Chairman of the Sri Lanka Tourism Development Authority (SLTDA), Buddhika Hewawasam, recently shared the government’s bold plans to generate $4.5 billion in revenue from the tourism sector by the end of 2026. This target reflects the growing importance of tourism as a key driver of Sri Lanka’s economic recovery and long-term growth. As the world steadily emerges from the COVID-19 pandemic, Sri Lanka’s tourism sector is showing signs of a promising rebound, with strategic measures in place to fuel its growth.

In a detailed interview with News First, Hewawasam outlined the ambitious objectives set by the government to ensure that Sri Lanka remains a top destination for international travelers. As of February 2026, the island nation has welcomed 228,000 tourists, showing a strong start to the year. By the close of 2026, Sri Lanka is expected to have received 505,000 visitors, marking a 10-15% improvement in tourist arrivals compared to the previous year. This increase signifies positive momentum for the tourism sector as it continues to recover from the setbacks caused by global disruptions in recent years.

The tourism authority’s plans are focused on attracting a diverse range of visitors, with the highest number of arrivals coming from neighboring India, as well as the United Kingdom, Russia, and France. These countries have consistently been key source markets for Sri Lanka’s tourism, with a strong historical presence in the island nation. Hewawasam believes that attracting tourists from these regions will be essential in achieving the $4.5 billion revenue target for the year. The SLTDA’s plans aim to create a world-class destination for international travelers while fostering long-term sustainability within the tourism industry.

To ensure the sustainability of this growth, Hewawasam emphasized that several important service improvements are already underway across various sectors of Sri Lanka’s tourism industry. The government has focused its efforts on three primary areas: infrastructure development, service enhancements at tourist hotels and accommodations, and the attraction of new investments to further advance the industry.

Infrastructure Development

Hewawasam highlighted that improving infrastructure is central to Sri Lanka’s tourism growth strategy. The government has allocated significant funds for the enhancement of critical infrastructure to accommodate the increasing number of tourists. These upgrades include improving transportation systems, including roads, railways, and airports, to ensure smooth travel for both domestic and international visitors. The government is particularly focused on ensuring that airports and seaports can handle growing passenger traffic, with new facilities and upgrades to accommodate larger volumes of visitors.

Beyond transportation, improvements to essential services such as waste management, water supply, and electricity infrastructure are also part of the broader vision for the tourism sector. This comprehensive infrastructure development will not only cater to the needs of tourists but will also enhance the quality of life for locals, fostering a positive environment for residents and visitors alike. Hewawasam emphasized that this infrastructure growth would create a solid foundation for sustainable tourism development, ensuring that Sri Lanka can support growing tourist numbers for years to come.

Upgrading Tourist Hotels and Lodging Facilities

In addition to upgrading infrastructure, the SLTDA is working to improve the quality of accommodations across Sri Lanka. Hewawasam emphasized that improving services in tourist hotels and lodging facilities is crucial to maintaining Sri Lanka’s reputation as a premier tourist destination. The government is working closely with the private sector to enhance service standards, training staff to provide top-notch hospitality, and encouraging hotel owners to invest in modernizing their properties to meet the demands of a more discerning tourist base.

As tourism grows, the quality of the visitor experience becomes increasingly important. Tourists are looking for more than just a place to stay—they are seeking memorable experiences, comfort, and luxury. To meet these expectations, the government has committed to offering financial incentives and training programs to hotel owners and operators, ensuring that they remain competitive in a fast-evolving market. This will ensure that visitors not only have a pleasant stay but will also leave with lasting positive memories of their time in Sri Lanka.

Attracting Investment for Tourism Sector Development

Attracting foreign and domestic investment is another crucial aspect of the Sri Lankan government’s tourism growth strategy. By offering incentives and creating a business-friendly environment, the SLTDA aims to encourage private sector involvement in the development of new tourism products and services. These investments will help diversify the tourism offerings in Sri Lanka, ensuring that the destination caters to various interests, from adventure tourism and eco-tourism to cultural and wellness tourism.

The government is working to identify and promote emerging tourist destinations within Sri Lanka, highlighting areas that have the potential to attract visitors but are currently underdeveloped. This approach will help spread tourism across the island, reducing congestion in popular areas and ensuring that more regions benefit from tourism. The development of new hotels, resorts, adventure activities, and eco-friendly accommodations is also part of the overall strategy to make Sri Lanka a year-round destination for tourists.

Additionally, Sri Lanka is focusing on the creation of specialized tourism sectors such as medical tourism, wellness tourism, and business tourism. By promoting Sri Lanka as a hub for these niche markets, the country aims to attract high-value tourists who will spend more, thus contributing more to the economy. Investments in world-class medical facilities, wellness resorts, and convention centers are just a few examples of the steps being taken to diversify the tourism sector.

Strategic Partnerships and Global Marketing

The SLTDA is also increasing its global marketing efforts, forging strategic partnerships with international travel agencies, airlines, and tourism boards. By promoting Sri Lanka’s diverse attractions in key markets, the government aims to raise the country’s profile as a leading global destination. The island’s rich cultural heritage, stunning landscapes, and unique wildlife are central to the marketing campaign, as the country strives to build on its position as one of Asia’s most sought-after destinations.

Hewawasam stressed that attracting a broader range of international tourists is vital for long-term growth, and this involves not only traditional tourism markets but also emerging markets in Asia, the Middle East, and beyond. The SLTDA’s marketing strategy will involve targeted campaigns in these regions, showcasing Sri Lanka’s unique selling points and encouraging tourists to visit the island for leisure, business, and wellness purposes.

The Road Ahead for Sri Lanka’s Tourism

Looking forward, the SLTDA is confident that Sri Lanka’s tourism sector will continue to grow in both size and revenue. With strategic investments in infrastructure, accommodation services, and targeted marketing, the country is poised to reach its $4.5 billion revenue target for 2026. Additionally, by diversifying its tourism offerings and attracting investment in new areas, Sri Lanka will ensure that its tourism sector remains resilient and adaptable to changing global trends.

Sri Lanka is targeting $5 billion in tourism revenue by 2026, with India, the UK, and Russia leading the way in visitor growth, driven by the country’s unique cultural attractions, stunning landscapes, and emerging tourism offerings that continue to attract global travelers.

Chairman Buddhika Hewawasam’s optimistic outlook reflects the dedication of both the public and private sectors to revitalize the tourism industry and create a sustainable tourism model for the future. As Sri Lanka positions itself as a leading destination in Asia, it is clear that tourism will play a central role in the nation’s economic recovery and long-term development. With continued focus on service excellence, infrastructure development, and attracting investment, Sri Lanka is on track to become one of the world’s premier tourism hotspots once again.

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Greece Achieves Record-Breaking Tourism Growth in 2025, Surpassing Major Destinations Like Mexico, China, Germany, the United Kingdom, the United States, and Turkey

Greece, a country renowned for its rich history, stunning landscapes, and warm Mediterranean climate, continues to thrive as one of the most popular tourist destinations in Europe. In 2025, the country achieved impressive new records in both tourism arrivals and revenue, solidifying its position as a global tourism leader. According to a report from Greece’s central bank, this marks the third consecutive year of growth, further cementing Greece’s status in the tourism sector.

Tourism Growth in 2025: A Record-Breaking Year

In 2025, the Greek tourism industry saw an influx of 37.98 million visitors, a significant 5.6% increase from the previous year, when 35.95 million people visited the country. This surge in tourism is not only a reflection of Greece’s enduring appeal but also an indicator of broader trends within the European Union (EU) and beyond.

The breakdown of these figures reveals that EU arrivals rose by 2.8%, while non-EU visitors experienced a more robust 10% increase. This trend reflects Greece’s growing popularity not just among European travelers, but also among tourists from farther afield, especially from the United States, the Middle East, and Asia. The data provided by the Greek central bank, however, does not include the number of passengers arriving by cruise ships, which further contributes to the total number of visitors arriving in the country.

Record Revenue and Economic Impact

Greece’s tourism sector continues to be a major contributor to the nation’s economy. In 2025, travel receipts, which represent the amount of money spent by foreign visitors in Greece, reached an all-time high of €23.6 billion ($27.8 billion). This figure marks a 9% increase from the previous year, when travel receipts stood at €21.6 billion. According to the Bank of Greece, the revenue surge is indicative of a higher average spending per tourist, which could be driven by an increased demand for luxury accommodations, fine dining, and high-end experiences.

Tourism Minister Olga Kefalogianni celebrated 2025 as the “best year ever” for Greece’s tourism industry. She pointed to this strong economic performance as evidence of the resilience of the sector, even in the face of global challenges. The growth in both the number of visitors and the amount spent by tourists suggests that Greece’s appeal as a top travel destination is continuing to rise.

Kefalogianni also expressed optimism about the future, noting that early indicators for 2026 suggest that the tourism industry will continue to thrive. While it is difficult to predict with certainty, the data points to another potentially strong year for Greek tourism, buoyed by the growing international demand for travel to Greece’s islands, ancient ruins, and coastal resorts.

Challenges Facing the Tourism Sector

While the tourism industry in Greece has enjoyed remarkable growth, it has not been without its setbacks. In early January 2025, Athens International Airport experienced a significant communications blackout that disrupted air traffic for several hours. The cause of the disruption was traced back to interference on multiple radio frequencies serving Athens’ airspace, which led to widespread delays and cancellations. Hundreds of flights were diverted to neighboring countries, and thousands of travelers were affected by the disruption.

An official investigation into the incident later revealed that the issue stemmed from outdated technology at the airport. In response, the Greek government has already initiated a €300 million infrastructure upgrade to modernize the air traffic control system and ensure that similar disruptions do not occur in the future. This large-scale project is expected to be completed in the coming years and will address the outdated systems that caused the January blackout.

In February 2025, Greece’s tourism sector faced another technical issue when a backup radar system at Athens International Airport temporarily failed. This incident was reminiscent of a similar radar problem that occurred in August 2024, further highlighting the need for infrastructure improvements at the country’s busiest airport. Air traffic controllers were able to manage the situation, but the failure of critical equipment is a reminder of the importance of investing in modernizing Greece’s infrastructure to support the growing demands of international air travel.

Greece’s Position in European Tourism

Despite these challenges, Greece remains one of the top tourism destinations in Europe. According to the latest data, Greece ranks in the top five most-visited countries in the European Union, behind France, Spain, and Italy, and roughly on par with Germany. The country’s ability to consistently attract millions of visitors each year is a testament to its broad appeal. Whether tourists are drawn to its ancient archaeological sites, stunning beaches, world-class islands, or vibrant urban centers like Athens and Thessaloniki, Greece offers a wealth of experiences for travelers of all tastes and interests.

The government and tourism officials have long recognized the importance of diversifying Greece’s tourism offerings. While traditional attractions like the Acropolis in Athens and the ancient ruins of Delphi continue to draw crowds, there has been a concerted effort to promote other regions of the country, including lesser-known islands and rural areas. This strategy has helped alleviate overcrowding in popular tourist hotspots and has introduced visitors to new areas that may have once been overlooked.

Additionally, Greece’s tourism industry has made significant strides in sustainability and eco-tourism. Many travelers now seek environmentally conscious and sustainable travel options, and Greece is increasingly catering to this demand by promoting green tourism initiatives. From eco-friendly hotels to nature-based tours and activities, Greece’s tourism sector is evolving to meet the growing demand for sustainable travel experiences.

Looking Ahead: Optimism for the Future

As Greece looks toward the future, it remains committed to growing its tourism sector while addressing the challenges that accompany such rapid growth. The government’s investments in infrastructure upgrades and the promotion of sustainable tourism practices are expected to pay dividends in the coming years. With a solid foundation in place, Greece is well-positioned to continue its upward trajectory in the global tourism market.

In conclusion, 2025 has been a banner year for Greece’s tourism industry, with record-breaking arrivals and revenue. While challenges such as infrastructure issues at airports have surfaced, the country’s continued appeal to international travelers and its ability to adapt to changing demands make it one of Europe’s premier destinations. With optimism for the future, Greece is set to maintain its position as a leader in the global tourism industry in 2026 and beyond.

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U.S. Embassy Updates Advisory for Mexico as Airports and Tourist Destinations in Jalisco, Including Puerto Vallarta, Reopen Following Recent Violence

In a significant development, Puerto Vallarta and Guadalajara airports in Mexico have resumed normal operations after a period of turbulence caused by violent unrest in the region. The airports, which are major travel hubs for international tourists, especially those from the United States and Canada, are now fully operational, and airlines have resumed flights as usual. The situation has stabilized significantly since the unrest that began earlier in the week, with security forces, including both police and military personnel, maintaining a visible presence to ensure the safety of travelers and locals alike.

The disturbance initially unfolded in Jalisco State, a popular tourist destination known for its scenic beaches and vibrant culture. On Sunday, February 22, 2026, violence erupted across the state due to a large-scale military operation targeting the notorious drug cartel leader, Nemesio Oseguera, better known as “El Mencho.” Oseguera, the leader of the Jalisco New Generation Cartel (CJNG), had been the subject of an extensive manhunt by Mexican authorities. The operation resulted in his reported death, but it also triggered violent retribution from cartel members, who set up roadblocks, burned vehicles, and engaged in gunfights with security forces. The chaos disrupted daily life and caused significant delays in air and ground travel.

In the wake of the violence, the U.S. Embassy in Mexico issued an advisory urging American citizens to shelter in place. This directive covered not only Puerto Vallarta but also other parts of Jalisco, including Guadalajara, Chapala, and several surrounding areas. The embassy’s warning urged travelers to remain indoors, avoid crowds, and limit movement until further notice. The Canadian government issued a similar advisory, highlighting the dangers of travel within the region due to roadblocks, explosions, and shootouts between cartel members and security forces.

The violence and its aftermath caused major disruptions to air travel, particularly for international travelers heading to Puerto Vallarta, a famous resort town along Mexico’s Pacific coast. Air Canada, along with several U.S. airlines, canceled flights to and from the affected airports, leaving many passengers stranded or forced to change their travel plans. Videos circulating on social media depicted scenes of confusion and panic at the Puerto Vallarta airport, where travelers were seen rushing for safety amidst the chaos, with smoke rising over parts of the city from burning vehicles.

However, as of Tuesday, February 24, the situation in Jalisco began to improve. Local authorities in the state of Jalisco issued a statement assuring residents and tourists that conditions were stabilizing, and the region was safe to visit once again. The statement noted the presence of both military and police personnel in strategic locations to prevent further outbreaks of violence and to address any potential threats.

The U.S. Embassy followed up its earlier advisory with a more positive update. It lifted the shelter-in-place order, affirming that the region had largely returned to normal operations. Both Puerto Vallarta and Guadalajara airports were back to regular schedules, and all airlines had resumed flights. U.S. citizens were advised to check with airlines for flight status updates and to consider alternate routes if necessary, but the immediate threat had subsided. The U.S. Embassy also noted that the overall safety situation in Mexico had returned to its usual levels, though travelers were still encouraged to stay informed and follow local advisories.

While air travel resumed without major issues, the road conditions remained a concern. Several key highways in Jalisco, particularly those connecting Puerto Vallarta with other parts of the state, were still blocked as a result of the cartel-led roadblocks. Mexican authorities were working diligently to clear these roads and restore full access. However, local transportation in Puerto Vallarta and Guadalajara was operating as usual, and businesses, including restaurants and shops, had reopened. The increased presence of security forces in the area served to reassure both residents and tourists that their safety was a top priority.

Tourism in Puerto Vallarta, a key destination for travelers from the U.S. and Canada, is crucial to the region’s economy. The resort town had already been experiencing a significant surge in visitors in recent years, drawn by its beaches, vibrant nightlife, and rich cultural heritage. Despite the recent violence, officials were quick to emphasize that Puerto Vallarta and other tourist destinations in Jalisco were safe for travel, with heightened security measures now in place to prevent any further disturbances.

The U.S. Embassy’s final advisory echoed this sentiment, advising Americans that while some disruption to local infrastructure and transportation was still ongoing, most of the region was functioning normally. The embassy reiterated its commitment to ensuring the safety of U.S. citizens abroad and reminded travelers to remain vigilant and stay informed about any changes to local conditions.

For the time being, it appears that Puerto Vallarta, Guadalajara, and the broader Jalisco region are recovering from the recent wave of violence, and tourism activities are returning to normal. The international community, including both the U.S. and Canadian governments, has acknowledged the efforts of Mexican authorities to restore stability in the region and ensure that the safety of tourists is not compromised.

While it remains essential for travelers to monitor the situation closely and confirm flight details directly with airlines, the reopening of the airports and the resumption of normal operations are positive signs that the region is moving toward a full recovery. With the strong presence of law enforcement and the continuing restoration of roadways, tourists and residents in Jalisco can feel confident in the security measures now in place.

In conclusion, Puerto Vallarta and Guadalajara are back to business as usual, with airports open and tourism in the region slowly returning to normal. The recent disturbances were undoubtedly a blow to the local economy, but the swift and decisive response from local authorities has managed to restore order. For now, Jalisco remains a safe and accessible destination for travelers, with heightened security ensuring that tourists can enjoy the region’s offerings without concern.

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