#SustainableTourism

American travellers are making a distinct shift in their holiday habits for summer 2025, shunning iconic tourist magnets in favour of European destinations beloved by locals, according to new data from the travel platform HomeToGo. Instead of crowding into Ibiza, Santorini, or the French Riviera, US tourists are setting their sights on places like Alicante, Mallorca, Lake Garda, Naxos, and Brittany, echoing the travel patterns of Europeans and seeking a more authentic continental holiday experience (euronews.com).

A surge in tourism has brought record-breaking economic benefits to the Driftless Area and the broader state of Wisconsin, according to newly released data—demonstrating how rural natural destinations can fuel regional growth despite pockets of local decline. As area communities double down on strategic promotion and local partnerships, their ambitions to build a thriving, sustainable tourism sector are under more optimistic scrutiny than ever before (Telegraph Herald).

The Driftless Area—a rugged expanse of southwest Wisconsin, notable for escaping glacial flattening—has long drawn naturalists, paddlers, and cyclists captivated by its dramatic ridgelines, twisting waterways, and quaint towns. According to the latest figures from the Wisconsin Department of Tourism, 2024 marked the third consecutive year of record growth, with the state seeing a whopping $25.8 billion economic impact and a heady 114.4 million visits—more than a million above the last pre-pandemic peak (Travel Wisconsin). This boom has made headlines across statewide news platforms, confirming tourism’s vital role not just in big cities but also in rural counties.

Key West, a sun-drenched island perched at Florida’s southernmost tip, continues to capture the world’s imagination, drawing an astounding 4.6 million visitors last year despite a lack of theme parks, golf courses, or casinos. An interactive feature by The New York Times has shed new light on what makes this quirky destination so universally magnetic—and why its enduring charm and live-and-let-live ethos offer timely lessons for Thai travelers seeking authentic, culture-rich escapes abroad (nytimes.com).

For many Thai travelers seeking a more rewarding and memorable journey, new insights from an experienced travel advisor are shining a spotlight on how to transform typical trips into deeply fulfilling adventures. Drawing from over two decades of specialized experience, recent findings published by a leading travel consultant reveal a refined formula for itinerary planning that balances novelty, comfort, and authentic local engagement, offering timely guidance as global tourism rebounds post-pandemic (Yahoo Lifestyle).

The Asia Pacific region is witnessing a dramatic rise in the development of lifestyle hotels, as revealed in a new report by global real estate consultancy JLL. Nearly 65,000 lifestyle hotel rooms have been added since 2014, marking a fourfold increase and signaling a transformation in both the regional hospitality landscape and traveler expectations. This surge in alternative, design-forward accommodations is poised to reshape tourism, especially in destinations popular with the younger, experience-seeking demographic—including Thailand.

Bhutan has emerged as a global leader in tech-savvy tourism by launching the world’s first nationwide, government-backed crypto payment system, aiming to fundamentally reshape the visitor experience in this Himalayan kingdom. As of May 2025, nearly every aspect of a traveler’s stay in Bhutan – from visa fees and flights, to hotels, meals, and even entry into centuries-old dzongs – can now be paid for with digital currencies like Bitcoin via a seamless service jointly launched by Binance Pay and Bhutan’s state-owned DK Bank, as detailed in a recent SCMP exclusive.

Italy has always been a dream destination for Thais, beckoning with its timeless ruins, art-filled piazzas, and legendary cuisine. Yet, in 2025, travellers are urged to go beyond the typical tourist fare and immerse themselves in the country as locals do. A recent BBC Travel article highlights expert insights and insider tips, offering Thais new ways to unlock authentic Italian experiences during their summer holidays.

Thailand, with its vibrant tourism sector, can relate to Italy’s ever-growing popularity. According to a study by Price Waterhouse Cooper and the United States Tour Operators Association, Italy ranks as the top destination for American travellers in 2024 and 2025—a testament to its enduring allure. Each year, Italy welcomes nearly 80 million international visitors, its cities and villages transformed into living museums reflecting centuries of Etruscan, Roman, and Byzantine history. Even as crowds flock to the Mediterranean’s pastel coastlines and Renaissance gems, locals insist that Italy remains a place of deep emotion and transformation, rather than mere sightseeing.

Experience-based tourism has taken center stage in Japan’s ongoing efforts to boost inbound travel spending, as foreign visitors are increasingly shifting their expenditure from luxury shopping to meaningful, immersive activities. According to the latest analysis reported by The Japan Times, Japan’s inbound tourism numbers soared to a record 21,518,100 in the first half of 2025, reaching the 20-million milestone in just six months—a feat unprecedented in the country’s history (Japan Times). Yet, despite this remarkable surge, the spending habits of international tourists are evolving, with a marked decline in purchases of high-end goods and a corresponding rise in demand for authentic, hands-on travel experiences.

Recent travel research and social media trends converge in highlighting a common, yet often overlooked, mistake made by American tourists in Europe: overpacking and bringing oversized suitcases. The issue, brought into focus by a widely shared Travel + Leisure article, underscores not only logistical challenges but also cultural differences that set travelers from the United States apart in the eyes of Europeans.

For tourists from Thailand, who are themselves part of a vibrant and ever-growing international travel community, understanding the pitfalls of overpacking is crucial, especially as more Thai travelers embark on multi-country tours through Europe. These lessons resonate in our interconnected world, where social media shapes travel norms and etiquette.

A groundbreaking new study has shed light on the forces behind adventure tourism, revealing that thrill-seeking activities like whitewater rafting are not just about fun—they’re profoundly tied to self-expression and cultural identity. The research, published in Humanities and Social Sciences Communications, dissects the complex web of motivations propelling travelers to engage in adventure sports and uncovers fresh perspectives crucial for Thailand’s evolving tourism sector (Nature.com).

As global competition for tourists intensifies, understanding the real reasons behind adventure travel has never been more important. For Thailand, which boasts everything from wild rivers in the North to tropical climbing havens in the South, the new findings offer valuable insights that could fuel market growth and shape sustainable, culturally relevant tourism strategies.

As sustainable tourism grows more popular worldwide, many Thai travellers are asking the same pressing question as jet-setters across the globe: how can we make sure our trips genuinely help the planet and local people, rather than just succumbing to “greenwashing” marketing? The latest research published on The Conversation (July 18, 2025) reveals that while terms such as “eco”, “sustainable”, and “green” are splashed liberally throughout holiday brochures, more than half of these green claims are vague, misleading or unproven – and nearly as many certification labels lack meaningful verification (The Conversation). This growing confusion highlights the urgent need for Thai tourists to look past superficial eco-labels and make smarter, more responsible choices when booking domestic or overseas holidays.

After decades of isolation due to war and political upheaval, Angola’s pristine natural wonders—largely untouched by mass tourism—are now stepping into the global spotlight. CNN Travel’s recent in-depth feature reveals how this vast southern African nation is opening its doors to travellers, offering a spectacular array of landscapes and cultural heritage that, until recently, few outsiders had witnessed firsthand (CNN Travel).

Angola, double the size of Texas, boasts a wealth of dramatic scenery, from dazzling Atlantic beaches and mysterious lunar-like rock formations to expansive national parks. The country has begun investing in tourism infrastructure, with new roads, accommodations, and tour operators enabling safer and easier access to its remote interior. For Thai travellers—already seasoned in exploring Southeast Asia’s wonders—the emergence of Angola as a fresh destination offers not only geographical diversity but also a fascinating case study of how a nation recovers, rewilds, and reimagines itself for a sustainable tourist future.

Expedia’s 2025 Island Hot List has thrust a diverse array of global destinations into the spotlight, with Thailand’s Koh Samui earning distinguished praise as the island “best for affordable luxury,” reflecting the ongoing evolution of traveler priorities worldwide and signaling significant tourism prospects for the Thai archipelago. The Hot List—a data-powered compendium based on verified traveler insights—serves as both a trend barometer and a practical guide for millions of globetrotters seeking idyllic escapes in the year ahead. For Thai readers, Koh Samui’s inclusion offers both national pride and an urgent call to prepare for new waves of international visitors.

As vacationers flock to the scenic beauty of coastal Maine, a rising tide of invisible hardship persists, just beyond the sightlines of Mount Desert Island’s bustling tourist hubs. The latest reports reveal a significant escalation in rural homelessness across Hancock County, where forested lanes and tranquil coves mask a swelling crisis among residents living in tents, vehicles, abandoned homes, or on borrowed plots of land—an issue mirrored in many global tourism hotspots, including Thailand’s own rural and resort-adjacent provinces.

Thailand’s tourism industry, long reliant on a steady influx of Chinese travellers, is now undergoing a major strategic shift as arrivals from China continue to disappoint, prompting the kingdom to intensify efforts to attract visitors from Southeast Asia and the Middle East. Recent statements from the Tourism Authority of Thailand (TAT) reveal that the agency has lowered its 2025 forecast for foreign arrivals to 35 million—a significant drop from the previous target of 40 million—due primarily to the underwhelming recovery of the Chinese market. This new reality is reshaping both marketing and investment priorities for Thailand’s second-largest economic sector, with implications for businesses, workers, and communities nationwide (South China Morning Post; Bloomberg).

A recent analysis of the world’s largest tourism economies underscores the immense financial impact of travel on nations’ prosperity, with the United States and China leading the global hierarchy in 2024. Data published by the World Travel & Tourism Council (WTTC) and visualized by Visual Capitalist shows that the U.S. tourism sector generated a staggering US$2.36 trillion this year, while China followed as a rapidly growing market at $1.3 trillion Visual Capitalist.

Asia has claimed more than half of this summer’s most popular emerging travel destinations, according to fresh research from the Mastercard Economics Institute, marking a powerful resurgence for the region’s tourism sector and signaling several shifts in global travel preferences. With Tokyo and Osaka leading the global growth charts and several other Asian cities—such as Shanghai, Beijing, Seoul, and Singapore—joining the ranks, the findings highlight evolving traveler motivations and economic influences shaping how and where people explore the world in 2025 (CNBC).

With Europe experiencing yet another record-breaking heat wave, tourists from Thailand and around the world are faced with the challenge of staying comfortable as temperatures soar across the continent. Major destinations such as Paris, Rome, London, and Barcelona are seeing highs well above what many visitors may be accustomed to, forcing travelers to adjust their plans and prioritize health and safety while sightseeing (NYTimes).

For Thai travelers heading to Europe this summer, understanding the risks associated with extreme heat is essential, especially as few European cities feature the widespread air conditioning commonly found in many parts of Thailand. The European Centre for Medium-Range Weather Forecasts (ECMWF) has reported numerous cities experiencing prolonged heat events, while public health bodies urge visitors to stay hydrated and avoid strenuous activities during midday. With heatwaves projected to become more frequent and intense due to climate change (World Health Organization), adaptability and creative cooling arrangements are more important than ever.

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 feature by the Times of India has spotlighted the top seven most beautiful beaches across Asia, reigniting interest among Thai and international travelers for coastal destinations beyond the familiar. The article presents a diverse list, including Thailand’s renowned Maya Bay, alongside wonders from Myanmar, South Korea, India, the Philippines, Vietnam, and Indonesia. This overview comes as travel patterns shift post-pandemic, with Thais showing increased curiosity towards both domestic gems and nearby international shores, propelled by greater air connectivity and relaxed border measures (Times of India).

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.

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.

Thailand, long regarded as a leader in Asia’s vibrant tourism scene, now stands at a crucial juncture, as highlighted by recent discussions in the global travel industry. A new analysis in Skift’s influential report, “Striking the Right Tourism Balance: Culture vs. Growth” (skift.com), raises urgent questions about the future of tourism across the Asia-Pacific region. Amid booming arrivals, staggering revenues, and aggressive destination marketing, there are growing concerns that the “authentic” Thai experience may, paradoxically, become its own undoing—risking cultural dilution and community displacement if left unchecked.

Tourists seeking an experience beyond the ordinary are increasingly looking to Mongolia, where vast steppes, nomadic traditions, and untouched nature offer a unique journey unlike anywhere else in Asia. According to travel advisers highlighted in a recent Business Insider article, Mongolia’s tourism is gaining attention as a rare destination for those eager to wander off the beaten path and engage deeply with authentic local culture and dramatic landscapes. This trend holds special appeal for adventurous Thai travellers and those in search of meaningful, sustainable tourism.