Tourism

Tourism destinations worldwide are facing the complex challenge of balancing image, safety, and reputation in an era where travelers are increasingly selective about where—and how—they holiday. A recent op-ed in The Boston Globe encapsulates the growing skepticism toward tourism promotions for destinations with troubled records, as well as the shifting perspectives of international visitors in 2025. With global travel rebounding unevenly after the pandemic and amid renewed geopolitical tensions, destinations ranging from Los Angeles to Saudi Arabia find themselves battling not just wildfires, state advisories, and human rights controversies, but also the formidable power of online reputation and tourism marketing fatigue.

Global travelers are becoming more selective about where and how they holiday. The new emphasis on safety, credibility, and genuine experiences is reshaping tourism worldwide. A respected regional critique notes growing skepticism toward promotional campaigns for destinations with troubled records, while 2025 trends show travelers reassessing plans amid uneven post-pandemic rebound and renewed geopolitical tensions. Destinations from Los Angeles to the Middle East face natural hazards, security concerns, and the rising influence of online reputation management and marketing fatigue.

Tourists are beginning to return to Afghanistan, drawn by a spirit of adventure and curiosity, with the Taliban authorities actively encouraging this resurgence despite ongoing international concerns. The slow revival of tourism has emerged as an unlikely economic opportunity for the country, which has been internationally isolated under Taliban rule and faces deepening poverty for its population of 41 million.

This development holds notable significance for Thai readers interested in tourism trends, geopolitics, and the role of travel amid complex ethical and security concerns. As foreign tourists trickle into Afghanistan—some arriving by plane, motorbike, camper van, or even bicycle—the government hopes the sector will provide much-needed revenue in a context where most forms of foreign investment have dried up. According to the Taliban’s Deputy Minister of Tourism, cited in a recent Associated Press interview, “tourism brings many benefits to a country… [and] we are optimistic this sector will evolve into a large economy, bringing significant benefits…. It plays an important role in strengthening our national economy.” (AP News).

A growing global trend points to travelers longing to unplug from relentless digital interruptions, political turmoil, and everyday drama. According to a recent Booking.com survey, more than half of global travelers—56 percent—are now seeking “off the beaten path” getaways, opting for seclusion and tranquility over crowds and connectivity, as recently reported by The New York Times (nytimes.com). From wood-fired hot tubs on the glacial shores of Lake Superior to starlit beds on remote Swedish islands, new research and industry reports reveal how a desire for peace, personal reconnection, and even a touch of adventure are driving the boom in “off-the-grid” resorts worldwide.

A global surge in digital detox travel is reshaping how people vacation. A recent Booking.com survey shows 56% of travelers now prefer off-the-beaten-path getaways that prioritize seclusion and tranquility over crowded, highly connected destinations. From wood-fired hot tubs beside remote lakes to starlit beds on secluded islands, the trend signals a desire for personal renewal, lighter screens, and gentle adventure.

The shift resonates strongly with Thai readers who face rising digital overload and urban stress. Thailand’s tourism sector is exploring unplugged experiences that align with the country’s deep respect for nature and traditional healing practices found in places like Chiang Mai and Kanchanaburi. Local operators are reimagining offerings to attract both domestic and international visitors seeking nature-based wellness.

A new perspective on African safaris shows that value and wildlife abundance peak outside the traditional dry season. For Thai travelers, the Emerald Season (March–April) and the Amber Season (November) deliver lush landscapes, thriving wildlife, and far fewer crowds, with the rainy-season transition adding dramatic scenery.

Modern flight routes make Africa more accessible for Thai holiday calendars. A veteran safari advisor with three decades of experience notes that off-peak periods often outperform peak season for photography, wildlife encounters, and overall serenity. The Emerald Season sees land turn green after rains, wildflowers bloom, and migratory birds arrive from the north. With calmer roads and fewer vehicles, observers can notice subtle animal behaviors and capture moody skies and vibrant backdrops.

Hawaii, often synonymous with idyllic beaches and dream holidays, is in the grip of an unexpectedly soft summer, with tourism numbers and travel bookings “significantly down”—a development causing deep concern among hospitality leaders, economists, and travel experts both in the US and worldwide. The trend, detailed in a recent report by SFGate, is not just a temporary dip but suggests ongoing challenges that hold insights for other international tourist destinations—Thailand included—still striving to recover and adapt after years of pandemic and disaster disruptions (SFGate).

A recent slowdown in Hawaii’s tourism offers timely lessons for Thailand as it rebuilds after years of disruption. Hospitality leaders, economists, and travel experts say the pause underscores how fragile tourism-dependent economies can be, and how resilience hinges on smart planning.

Hawaii’s peak season, traditionally June to August, has not delivered the expected rebound. A leading travel advisor notes that June was the slowest in quite some time. While July and August show some momentum, the early-year surge many hoped for remains elusive. Researchers tracking Hawaii’s visitor data indicate that annual visitation has not yet returned to pre-pandemic levels, with full recovery not anticipated before 2028.

For many travelers, the iconic African safari conjures images of thundering wildebeest, golden savannas, and up-close encounters with elephants and lions. Over the years, the high season—those dry, chilly months from June through October—has become synonymous with classic safari experiences. However, recent insights from a leading travel advisor specializing in African adventures suggest that the best time for an unforgettable safari might be during the lesser-known “secret seasons,” offering both spectacular sights and significant cost savings (Travel + Leisure).

China has unveiled sweeping updates to its value-added tax (VAT) refund scheme for international tourists, rolling out instant refunds in additional locations and making the process smoother and more enticing for overseas visitors. The new policy—effective from July 1, 2025—marks a major departure from the previous refund-upon-departure model, allowing eligible tourists to claim cash back directly at participating stores and select refund counters, rather than navigating cumbersome airport procedures. This change aims to attract greater numbers of foreign tourists, boost retail spending, and revitalize the local economy after several challenging years for China’s tourism industry.

A major reform in China’s VAT refund system promises faster cashbacks for international visitors. Starting July 1, 2025, eligible tourists can receive VAT refunds instantly at participating stores or designated counters, reducing the need for airport queues. The move aims to rejuvenate China’s tourism sector and spur retail spending after recent challenges.

For Thai travelers, the change could significantly affect shopping plans. Instant refunds at the point of sale are common in top destinations such as Japan, Australia, and parts of the European Union, but China’s expansion marks a notable upgrade. The program will cover major cities including Shanghai and Beijing initially, with expansion to Dalian and Hubei province announced for July 2025. Dozens more duty-free shops, shopping centers, and airports nationwide are expected to join over time.

A downturn in Hawaii’s tourism this summer serves as a warning to island destinations worldwide. A new report shows fewer visitors than last year, signaling potential stress on local livelihoods and the broader travel economy. Thailand, navigating post-pandemic shifts, can draw important lessons from Hawaii’s experience.

Historically, Hawaii welcomed more than 10 million visitors annually, a benchmark for island economies. The decline results from several factors, including lingering effects of the 2023 Lahaina fire, higher travel costs, and broader global economic changes. Economists warn the downturn could persist, with implications for jobs and business activity in the months ahead. The situation highlights how quickly tourism-dependent communities feel the impact of shocks.

Hawaii’s tourism sector — long considered a bellwether for global island destinations — is experiencing a significant downturn this summer, sparking worry among industry experts, policymakers, and local businesses. A new report by SFGate highlights that June’s daily visitor counts are down sharply compared to 2024, with similar trends expected for July and August, shattering hopes for a robust seasonal recovery (SFGate). The story holds vital lessons for the Thai tourism industry, which faces its own post-pandemic uncertainties.

Kyoto, once revered as the tranquil heart of Japanese tradition and Zen, is facing an identity crisis amid a tidal wave of global tourism. Once known for its serene temples, quiet alleyways, and iconic geisha culture, the city now finds itself struggling under the weight of overtourism, as highlighted in a recent exposé by New York Magazine’s Intelligencer (nymag.com). As international arrivals shatter records, this former imperial capital is wrestling with preserving authenticity while accommodating millions of visitors seeking a slice of “the real Japan”—often with chaotic results.

Kyoto faces a new test: how to protect its heritage as international visitors surge. The city’s timeless temples, narrow lanes, and geisha traditions attract millions, while residents seek to keep daily life authentic and welcoming for guests. A recent feature explores how Kyoto negotiates preservation amid record arrivals.

Tourism has jumped since Japan reopened after the pandemic. Foreign visitors rose from about 6 million in 2011 to nearly 37 million in 2024, with Kyoto among the world’s most-visited cities. When domestic travelers are added, daily arrivals reach around 150,000. The city’s mountainous terrain amplifies pressure on infrastructure and resources, challenging a livable environment for about 1.4 million residents.

Afghanistan is seeing a slow revival of tourism under Taliban rule, signaling both economic desperation and a push to reshape the country’s global image. The government, not yet recognized internationally, is inviting foreign visitors by highlighting potential revenue and cultural exchange, even as security risks remain high. For Thai readers, the situation offers insights into how travel can support or complicate a nation’s economy and human rights landscape.

Recent data from Afghanistan’s Ministry of Tourism show a cautious uptick in foreign visitors. Nearly 9,000 international travelers arrived in 2024, with about 3,000 more in the first quarter of 2025. While these numbers are modest next to regional peers, they mark a notable shift after decades of conflict that kept the country largely off the tourism map. The expansion is aided by streamlined visa processes and flights from hubs such as Dubai and Istanbul.

A growing wave of international travelers is swapping classic American holidays for European experiences. Travel experts say concerns about U.S. politics and higher travel costs are prompting a shift toward destinations with distinct European flavors and easier logistics. Reports highlight how iconic American moments—from California surf to New England cabins—are being reimagined through a European lens.

Across the last several months, travel data and industry notes point to a deliberate rethink of U.S. trips. Practical barriers like visa complexity and rising prices, alongside principled responses to policy debates, are shaping new itineraries across Europe—from sun-soaked beaches in Portugal to tranquil Finnish forests.

Amid growing concerns among international holidaymakers about recent political and social developments in the United States, European destinations are enjoying a surge in popularity as travelers look for alternatives to classic American holidays. The latest travel research and expert commentary, as seen in The Guardian’s recent feature “Surfin’ USA? Not this year: 10 European alternatives to classic American holiday destinations”, highlights a marked trend: iconic US experiences, from California surfing to New England cabins, are being swapped for experiences with a distinctly European flavour.

Afghanistan, long marred by decades of conflict, is witnessing an unexpected and slow revival in tourism since the return of Taliban rule, according to the latest report by the Associated Press. The current rulers, whose government has not yet been recognized by the international community, are actively encouraging foreign visitation, touting the revenue and cultural exchange potential for a nation in deep economic and social flux (apnews.com).

For Thai readers, the story offers a gripping lens into how economic desperation, societal transformation, and international isolation can upend even the most unlikely sectors—like tourism—in conflict-ridden nations. As Thailand’s own tourism industry serves as the economic backbone and a major conduit for cultural dialogue, the Afghan situation is a case study in how travel and tourism can become both a form of soft diplomacy and a crucible for ethical debate.

Leisure travel is set to become a $15 trillion powerhouse by 2040, according to a landmark study by Boston Consulting Group (BCG), signaling an era of unprecedented opportunity—and challenge—for airlines, hotels, and tour operators worldwide. The report forecasts that the sector will triple in value from $5 trillion in 2024, driven by shifting demographics, fresh travel motivations, and groundbreaking use of digital technology in planning and experiences. These profound shifts carry particularly significant ramifications for Thailand, an established tourism hub in Asia primed to benefit—and compete—in this new global travel order.

Leisure travel is projected to reach $15 trillion by 2040, a shift outlined in a landmark Boston Consulting Group study. The analysis says the sector will triple in value from about $5 trillion in 2024, driven by rising affluence, evolving traveler motivations, and smarter digital planning. For Thailand, a regional tourism hub, this shift presents opportunities and new competitive pressures that require bold, tech-enabled strategies.

Thailand’s tourism has long fueled the economy, contributing a sizable share of GDP before the pandemic. Now, with domestic and regional travel expanding, Thai operators must rethink offerings beyond traditional beach getaways. Increasingly, travelers seek curated, purpose-driven experiences—wellness, culinary immersion, eco-tourism, and culture—while technology reshapes every step from inspiration to booking.

A growing wave of premium medical travel is reshaping health tourism. Some wealthy patients are spending up to $60,000 for stem-cell injections at offshore clinics, chasing hope and relief even as experts warn about hype, safety gaps, and limited clinical validation. The trend, driven by hype and regulatory gaps, has drawn high-end travelers from tech hubs and professional sports to destinations in the Caribbean and Central America seeking exclusive therapies that remain restricted or unproven in the United States. Thailand, already a leading medical tourism hub, faces questions about how to balance opportunity with patient safety and scientific integrity.

Desperate for relief from pain and promising a chance to turn back the clock, affluent medical tourists are now spending up to $60,000 for unproven stem-cell injections in offshore clinics—a trend that experts warn is driven by hype, hope, and significant regulatory gaps. High-end patients from Silicon Valley and beyond are boarding flights to destinations like the Bahamas, Panama, and Costa Rica, seeking these exclusive therapies that remain illegal or tightly restricted in the United States due to safety concerns and a lack of clinical validation. This new “luxury medical tourism” is quickly becoming a global industry, raising major questions about risk, reward, and responsibility for Thailand, one of the world’s leading medical tourism hubs.

A recent study unveils that Aspen, Colorado—renowned for its ski slopes and luxury lifestyle—has overtaken iconic metropolises like New York City as the most expensive tourist destination in the United States, spotlighting shifting trends in travel costs and expectations for both Thai and global tourists. According to a comprehensive cost analysis by GOBankingRates and highlighted by Travel + Leisure, a three-night trip for two adults to Aspen will cost an average of $2,708, factoring in hotels, flights, and meals, representing the pinnacle of pricey travel in 2025. (Travel + Leisure)