#Tourismresearch

A new wave of research into tourism fraud is drawing fresh attention to the everyday habits that make travelers targets for scams. The lead finding is clear: certain common traveler behaviors—think flashing valuables, following too-good-to-be-true offers, and relying on unsolicited “local” help—can inadvertently invite deceit. For Thailand, a country that welcomes millions of visitors each year and hosts a vibrant mix of local and international tourists, these insights arrive at a moment when safety, trust, and seamless experiences are critical to sustaining a resilient tourism sector. The latest research underscores a simple, practical truth: awareness is the first line of defense, and how travelers act in busy streets, crowded markets, and transport hubs often sets the stage for detecting and avoiding scams.

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.

A new study shows adventure travel is driven more by self-expression and cultural identity than mere thrill. Published in Humanities and Social Sciences Communications, the research analyzes why travelers seek adventure sports and what this means for Thailand’s evolving tourism strategy. International researchers emphasize that inner motivations often outweigh external attractions in the decision to book adventures.

As Thailand aims to capture a larger share of global visitors, the findings offer practical guidance. From northern river rapids to southern rock faces, the country offers a diverse range of adventure options. The study’s insights can help shape sustainable, culturally resonant experiences that appeal to both international visitors and Thai residents.

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.