1. How to Assess the Symbolic Strength of a Destination A destination can be famous without being truly iconic. It may attract millions of visitors every year, appear in international rankings, and enjoy a strong online presence. Yet none of this automatically guarantees a strong symbolic identity. Iconicity is something different from simple popularity. It […]
1. Why Some Destinations Communicate the Future and Others the Past Walk through the financial district of Shanghai and you encounter a destination that seems to speak the language of tomorrow. Glass skyscrapers rise into the sky. Artificial intelligence, digital payments, autonomous technologies, and futuristic architecture are woven into everyday life. The city projects movement, […]
1. How Social Media Is Standardizing the Way We Experience Destinations Open Instagram and search for Santorini. Within seconds, a familiar visual sequence appears. White houses. Blue domes. Sunset views. Infinity pools. Flowing dresses. The same streets photographed from the same angles. Now repeat the exercise with Bali, New York, Dubai, Cappadocia, Tokyo, or the […]
1. Sight Sacralization and the Making of Must-See Destinations Millions of visitors travel to Agra every year to see the Taj Mahal. Many spend hours in line, take a photo, stay only a few minutes, and move on to the next attraction. The interesting question is not whether the Taj Mahal is beautiful. The interesting […]
1. Tourists Seek Meanings, Not Just Places Why do some destinations become global symbols while others, despite possessing similar resources, remain largely invisible? Why do millions of people dream of visiting the Eiffel Tower, the Grand Canal, or the hills of Tuscany, while thousands of other places with comparable characteristics fail to generate the same […]
1. The End of Reach as the Main Logic in Tourism Communication For many years, travel marketing was built around a simple assumption: the more people a destination could reach, the stronger its communication would be. Visibility was treated as the main objective. Campaigns were designed to maximize impressions, views, clicks, followers and media exposure. […]
Every year, Skyscanner releases its Travel Trends Report, offering a snapshot of how global travelers’ preferences and emotions evolve. For 2026, the report identifies seven key trends that reflect a shift toward more intentional, expressive, and experience driven forms of travel. In this series, I take inspiration from Skyscanner’s 2026 Travel Trends and explore each […]
Every year, Skyscanner publishes its Travel Trends Report, offering insights into how travelers’ motivations and values evolve across the world. For 2026, the report identifies seven emerging trends that explore how people are reshaping their relationships with travel, emotion, and identity. In this series, I take inspiration from Skyscanner’s 2026 Travel Trends and explore each […]
The great challenges of modern tourism are often played out on the border between universal accessibility and technological innovation. Until yesterday, climbing thousands of steps to reach a sacred temple or completing a demanding trek on a cliffside was a matter of pure physical effort. Today, that paradigm is changing radically. Artificial intelligence and wearable […]
Every year, Skyscanner releases its Travel Trends Report, exploring how global travelers’ habits, priorities, and emotions evolve. For 2026, the report identifies seven key trends that reflect new ways of connecting: with people, with places, and with purpose. In this series, I take inspiration from Skyscanner’s 2026 Travel Trends and explore each theme through the […]
Every year, Skyscanner releases its Travel Trends Report, an in depth look at how travelers’ motivations, emotions, and lifestyles are evolving around the world. For 2026, the report highlights seven key trends that reflect a growing desire for meaning, creativity, and balance in travel. In this series, I take inspiration from Skyscanner’s 2026 Travel Trends […]
Every year, Skyscanner publishes its Travel Trends Report, mapping how travelers’ motivations and lifestyles evolve across the world. For 2026, the report identifies seven key trends that redefine how people connect with places, nature, and themselves. In this series, I take inspiration from Skyscanner’s 2026 Travel Trends and explore each theme through the lens of […]
Every year, Skyscanner releases its Travel Trends Report, offering insights into how travelers’ habits and expectations evolve around the world. For 2026, the platform identified seven emerging travel trends that blend curiosity, creativity, and lifestyle in unexpected ways. In this series, I take inspiration from Skyscanner’s 2026 Travel Trends and explore each theme through the […]
Every year, Skyscanner releases its Travel Trends Report, offering a window into how travelers’ habits and desires are evolving worldwide. For 2026, the platform identified seven new travel trends, each one blending lifestyle, emotion, and aspiration in unexpected ways. In this series, I take inspiration from Skyscanner’s 2026 Travel Trends and explore each theme through […]
In a world of pre-told travel experiences, does the wow factor still exist? In an age where everything seems already recounted, spoilt by photos, reels and reviews, every destination appears already experienced before we even set foot there. Can we still create wonder? To answer these questions, we must first understand what we really mean […]
Ten years ago, I was already talking about the “Tourism of Meaning” or “Meaning-Based Tourism“: a way of traveling that doesn’t just ask “Where am I going?”, but digs deeper into the question, “What does this journey represent for me?”. Today, Hilton’s new 2026 Trend Report introduces the concept of “Whycation”: trips that begin with […]
In tourism, timing can make the difference between becoming a pioneer or just another follower. Identifying early signals before they turn into mainstream trends gives destinations and operators the ability to innovate earlier, differentiate their offer, and secure a competitive edge. Moving “early” allows stakeholders not only to stand out in crowded markets, but also […]
Solarpunk was born as a strand of speculative fiction, but today it has evolved into a cultural movement that imagines a positive future where technology, nature, and communities live in balance.It is an optimistic, almost rebellious vision that stands in contrast to “climate doomerism,” promoting biophilic aesthetics, green architecture, and regenerative community practices. But what […]
Tourism is undergoing a profound transformation: the focus is no longer only on physical accessibility, but also on cognitive and emotional inclusion. More and more neurodivergent travellers – people on the autism spectrum, with ADHD, dyslexia, or other neurological differences – are asking for experiences designed for their specific needs. Far from being a marginal […]
Introduction. From Signal to Phenomenon A tourism trend never appears out of nowhere. Before a theme reaches the pages of newspapers or destination catalogues, it has already travelled a path made of fragile signals, niche communities, and early experimentation. In previous posts, I presented two examples of emerging micro-niches, Cat Tourism and Decora Fashion x […]
Andrea Rossi
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