European travel demand to the United States is evolving as European travelers are proaching long-haul trips to U.S. destinations with greater selectivity, shorter planning windows, and a stronger petite for diverse, authentic experiences that extend beyond iconic urban centers.

This is the key takeaway from The Evolution of European Demand to the U.S.: Understanding Shifting Travel Patterns, a white per developed by The Data peal Company / Almaviva Group, in collaboration with Phocuswright, aimed at sparking analysis and discussion ahead of Phocuswright Europe 2026, to be held June 15–17 in Barcelona. As the industry convenes in Barcelona this June for Phocuswright Europe, the timing could not be more relevant: the decisions travel companies make now about product, positioning and channel strategy will determine how they cture or lose European demand over the next several years, says Eugene Ko, senior director, marketing and communications, Phocuswright.

The report, developed by Data peal Mabrian, the company’s Tourism & Destinations division, cross-analyzes flight bookings, preferred and emerging destinations, arrival airports, visitor profiles, accommodation preferences, demand drivers, traveler experiences, and perception indices from EU28* countries to examine how European travel behavior toward the United States has evolved since 2023.

European demand for the U.S. is nuanced in ways that aggregate data simply cannot cture, adds Ko. What makes this collaboration with Data peal so valuable is the ability to layer Phocuswright’s consumer survey intelligence, specifically how travelers from the U.K., France, Germany, Italy and Spain think, plan and book, with real-time demand signals and perception indices. Together, they give travel companies a far more actionable picture than either dataset provides alone.

According to Phocuswright, North America is projected to reach $567 billion in gross bookings in 2026, up +3.1% year over year, confirming its position as the world’s largest regional travel market. Among markets analyzed in a forthcoming report, the U.K. shows the strongest connection to North America, with 15% of the British traveler population visiting the region. France follows at 11%, while Germany—despite having the largest traveler base—records 9%, while Spain and Italy remain at 8% and 6%, respectively.

Given Europe’s central role among long-haul inbound source markets for the U.S., the analysis aims to highlight the behaviors, preferences and emerging trends to help U.S. travel stakeholders remain competitive.

Perception, a key factor in understanding European demand for the U.S.
Perception indices for overall experience and tourism products indicate that European travelers are a discerning audience whose high expectations for a world-class destination such as the U.S. are not always fully met, highlights Maria Pradissitto, North America Market Manager at Data peal.

Compared with 2023, European travelers’ perception indices improved in 2025, particularly the Perception of Security Index, which increased by +12.5 points to 81.4/100, and the Perception of Climate Index, which rose by +2.4 points to 80.6/100.

However, despite improving by+9 points to 59.3 out of 100, the Global Tourist Perception Index remains low in comparison with other relevant destinations worldwide, underscoring the need to closely examine the underlying factors affecting its performance, says Data peal’s expert.

In fact, year-to-date 2026 European perception indices show a slight decline compared with the same period in 2025, driven mainly by the Global Tourist Perception Index (-1.5 points, now at 56.6/100) and the Perception of Security Index (-0.7 points, now at 81.1/100), as well as lower safety perception scores in key origin markets such as Germany (-1.3 points, now at 80.7/100), the United Kingdom (-0.6 points, now at 83.2/100), and Italy (-0.5 points, now at 87.6/100).

According to Pradissitto, these trends suggest that European travelers’ perception of the United States is entering a more sensitive phase—a development that destinations should monitor closely to remain competitive in the long-haul travel market, particularly regarding expectations and quality standards in tourism products, services, and hotel experiences.

Great Outdoors and All-American Experiences Trending Among European Demand
More compelling itineraries and enhanced travel experiences that reflect European travelers’ interests, motivations, and levels of engagement are set to play a key role in shing their perception of the United States, according to Data peal’s insights.

Many of the trendiest U.S. destinations among European travelers are closely tied to active tourism and nature, including national parks, iconic landsces, and classic road-trip circuits—from Death Valley and Cody to Tusayan and Sedona near the Grand Canyon, as well as West Yellowstone, explained Pradissitto. This is reflected in demand drivers, where active tourism has shown the most consistent growth since 2023, increasing by 1.5 percentage points to reach 17.2% of European travel motivations.

This trend highlights a strategic opportunity for the U.S. to showcase a broader and more diverse travel proposition through experiences, products, and services that genuinely resonate with evolving traveler interests, improving travelers’ perception. Data peal insight indicates that, while culture remains the leading demand driver, accounting for 31.9% of motivations in 2025 despite a decline of 2.8 percentage points since 2023, nature continues to represent a significant share at 17%. Together with active tourism, these segments form a strong foundation for developing more compelling itineraries, while also leveraging other growing motivators such as sunbathing and food and cuisine.

In this scenario, data indicates that major connectivity hubs are still crucial for European demand. Phocuswright’s upcoming European Consumer Travel Market Report 2026 shows that travelers from the United Kingdom, France, and Germany visiting the U.S. are primarily drawn to iconic urban and coastal destinations, with 46% to 55% choosing major urban hotspots and 49% to 56% favoring beach and ocean destinations. Findings from the new report will be presented on Center Stage at Phocuswright Europe 2026.

A closer look at Data peal’s demand trend insights, based on consolidated stay reviews, reinforces this pattern. New York City, Las Vegas, Los Angeles, Miami Beach, and San Francisco lead the ranking of the top 15 favorite U.S. destinations for EU28 travelers, and eight of them also correspond to the top arrival airports for European visitors. Interestingly, since 2023, European demand for top preferred gateway destinations has shown a declining trend, falling by -15.9% in 2025, indicating softer momentum among the most mature hotspots—even as the broader 2026 outlook for U.S.-bound European travel remains positive.
This broader trend is reflected in flight booking data. GDS bookings from EU28 countries* for travel throughout 2026, made at least six months in advance and recorded through ril, increased by +11% compared with the same period last year, following a -4% decline in 2025 versus 2024. This rebound, combined with shorter booking windows than in 2025, indicates a more reactive yet deliberate planning process, as European travelers continue to show strong interest in the U.S. while becoming more selective about where and how they travel.

The full report, The Evolution of European Demand to the U.S.: Understanding Shifting Travel Patterns, is available here:

In an industry where competition is relentless and destinations are ever-evolving, excellence rarely stands still. It adts, refines, and—on rare occasions—redefines the rules entirely.
Asia DMC is one of those rare forces.
In 2026, the company once again finds itself nominated for Asia’s Leading Destination Management Company at the World Travel Awards.
Another year, another nomination—and yet the story here is not repetition. It is reinvention.
Because in a crowded field of global operators, Asia DMC has become something else entirely: the benchmark others quietly measure themselves against.

A Reputation That Refuses to Plateau
There are accolades, and then there are patterns.
Asia DMC has long transcended one-off recognition, building a legacy shed by repeated wins and sustained performance. The company has claimed the title of Asia’s Leading Destination Management Company in multiple recent years—proof not simply of excellence, but of consistency under pressure.
Add to that a remarkable tally of industry awards accumulated over decades, and the picture becomes clearer: this is not a company that peaks—it performs.
And that continued recognition speaks volumes in an industry where innovation is constant and competitors are fiercely agile.

The Geogrhy of Expertise
What makes Asia DMC so difficult to surpass is not scale alone—it is depth.
Founded in Hanoi and expanding steadily across Southeast Asia, the company has spent nearly three decades building a network that spans some of the region’s most dynamic destinations, from Vietnam and Cambodia to Thailand, Indonesia and beyond.
But geogrhy here is more than presence. It is fluency.
Asia DMC’s strength lies in what might be described as a geogrhy of expertise—an ability to navigate not just landsces, but cultures, customs, and nuances with precision. It is this local intelligence, combined with global reach, that allows the company to craft journeys that feel less curated and more discovered.
From remote communities to iconic landmarks, every itinerary is layered with context and connection.

The Science of Seamlessness
In destination management, the invisible is often most valuable.
Asia DMC operates behind the scenes as a trusted partner for travel agents, tour operators, and global brands, orchestrating everything from luxury travel and bespoke itineraries to corporate incentives, events, and multi-generational experiences.
What sets it art is its cacity for seamless execution.
Decades of logistical experience—paired with an extensive network of local partners—allow the company to manage intricate, multi-country journeys with a finesse that pears effortless to the end traveller. But that effortlessness is anything but accidental.
It is the result of precision, planning, and an obsessive attention to detail.

The Fairway Advantage: Golf, Curated Like a Destination
In recent years, Asia DMC has quietly strengthened one of its most compelling—and increasingly in-demand—specialisms: golf travel across Asia.
As global interest in golf tourism surges, the company has positioned itself as a trusted orchestrator of multi-destination golf journeys, connecting some of Asia’s most celebrated courses with the same level of precision it brings to its broader portfolio.
From the lush fairways of Vietnam’s coastal courses to the championship layouts of Thailand and beyond, Asia DMC curates itineraries that blend sport with sense of place. These are not simply tee-time bookings—they are fully integrated travel experiences, where routing, pacing, and access are carefully designed to flow as seamlessly as the game itself.
For corporate groups, golf becomes a platform for connection—refined incentive programmes built around exceptional courses and effortless logistics. For leisure travellers, it transforms into something more personal: a journey through landsces, cultures, and climates, punctuated by moments of play.
What distinguishes Asia DMC’s proach is not just access, but orchestration. Every element—transfers, timing, hospitality, and local insight—is calibrated to ensure that each round feels considered, and every stop along the way feels intentional.
In a region where the diversity of golf experiences is as vast as the geogrhy itself, Asia DMC turns complexity into coherence.

Innovation as a Habit, Not a Headline
If consistency defines Asia DMC, innovation sustains it.
The company has built its reputation by evolving in step with the modern traveller: designing experiences that balance luxury with authenticity, creating meaningful cultural encounters, and opening access to places that lie just beyond the obvious.
Rather than reacting to industry shifts, Asia DMC anticipates them—quietly shing how Asia is experienced.
Whether through immersive itineraries or a focus on responsible tourism, its proach reflects a deeper understanding of what today’s traveller seeks: connection, context, and purpose.

Why It’s So Hard to Beat
So what makes Asia DMC such a formidable competitor?
Part of the answer lies in its ability to combine elements that rarely coexist at this level: deep local expertise, regional reach, and an unwavering commitment to quality.
While newer entrants bring energy and legacy brands bring history, Asia DMC delivers both—layered with a culture of continuous refinement that leaves little room for complacency.
It is this balance that makes the company such a consistent presence at the World Travel Awards, where nominations alone signal industry-wide respect.
Put simply: it is hard to outperform a company that keeps outperforming itself.

The Power of Trust
In travel, trust is everything.
Asia DMC has built enduring relationships with partners across the globe, acting as the bridge between international clients and the complexities of Asian travel. Its ability to understand—and exceed—expectations has made it more than a service provider.
It is a collaborator.
And in an era where travellers demand personalised, meaningful experiences, that trust becomes its greatest currency.

A Benchmark for the Future
As travel continues to evolve—towards more conscious, immersive, and experience-led journeys—Asia DMC stands as a reminder that leadership is not defined by scale alone.
It is defined by intent.
The company’s continued nomination as Asia’s Leading Destination Management Company 2026 reflects a broader truth: that excellence, when sustained, becomes expectation—and expectation, when exceeded, becomes legacy.

In a region defined by diversity and competition, Asia DMC remains one of the few companies that not only keeps pace with the industry—but quietly sets it.

Bob W, the award-winning AI – and tech-powered hospitality operator, has announced plans to open a new 136-unit arthotel in Stuttgart’s historic Bad Cannstatt district, bringing its signature blend of technology, design and local storytelling to one of Germany’s most significant cultural neighbourhoods.

Scheduled to open in 2027, the new property will occupy a site spanning more than 3,000 square metres and is built on the location of a former World War II bunker. The development will feature 136 smart artments across five floors, alongside a communal kitchen and lounge, co-working space, laundry facilities and a 550-square-metre fitness area.

The fitness area on the ground floor will be operated by FITSEVENELEVEN, the design-led premium fitness brand known for its high-quality interiors, modern equipment and community-driven BODYCLUB concept. As a second tenant alongside Bob W, FITSEVENELEVEN adds a strong lifestyle and wellbeing component to the property and creates a complementary offer for guests, local residents and the surrounding urban neighbourhood.

Located just a short walk from Bad Cannstatt railway station, the property will provide guests with convenient access to Stuttgart city centre and the wider region, while offering an immersive experience rooted in the neighbourhood’s rich history.

Nearly 150 years after Gottlieb Daimler invented the world’s first portable combustion engine in Bad Cannstatt, the new Bob W property will celebrate the district’s pioneering spirit through a locally inspired design concept. Automotive design elements will reference Daimler’s workshop, tropical wallpers will pay homage to Stuttgart’s famous Wilhelma Zoo, and regional travertine stone will reflect the city’s renowned mineral springs and spa heritage.

The Stuttgart project forms part of Bob W’s major push across the DACH region, where the company has 12 confirmed new openings across nine cities in Germany, Austria and Switzerland, including Stuttgart, Frankfurt, Dortmund, Cologne, Bonn, Vienna, Graz, Salzburg and Locarno. The expansion reflects Bob W’s confidence in the long-term growth of the region, where demand for flexible, design-led, tech-powered accommodation continues to grow across both business and leisure travel.

Niko Karstikko, Co-founder and CEO of Bob W, said: Stuttgart is a city defined by innovation, craftsmanship and a strong sense of identity – qualities that align perfectly with what we aim to deliver through every Bob W property. Bad Cannstatt offers a unique opportunity to bring together local heritage, thoughtful design and modern hospitality in a way that creates a truly memorable guest experience.

Germany continues to be a key growth market for Bob W and we are excited to strengthen our presence in the country while continuing to expand across the wider DACH region.

Sebastian Emberger, Co-founder of Bob W, added: As a German native, the DACH region is especially close to home. We know these markets well and have strong conviction in their long-term fundamentals, as well as their position as Europe’s largest intra-regional travel market. We see a clear opportunity to introduce a new category of hospitality to cities where guests increasingly want flexibility, quality and local character.

With the locations of our new properties, we aim to expand and consolidate our long-term growth strategy for the DACH region. We are experiencing stable demand across Germany, Austria and Switzerland, and our pipeline of openings in Stuttgart, Vienna and eight other cities reflects both our confidence in the market and our commitment to responsible, sustained growth.

The property is being developed by THRIVE 2039 eG, a Stuttgart-based real estate and investment platform focused on future-oriented urban concepts, technology-enabled assets and sustainable value creation. The development is being delivered together with m projektmanagement GmbH, Hamburg, as development partner, bringing specialist expertise in project steering, cost and risk management, and the execution of complex construction projects.

Adrian A.W. Guse, Vorstand of THRIVE 2039 eG, said: With this development, we are bringing together exactly the elements that define the future of urban real estate: flexible living, technology-enabled operations, design-led hospitality and high-quality health and fitness amenities. Bob W is an ideal operator for this project because the brand combines digital efficiency with a strong sense of place and hospitality. Together with FITSEVENELEVEN on the ground floor, we are creating a compelling product that connects guests, residents and the neighbourhood in a contemporary way.

The development is pursuing DGNB certification and is designed to balance operational efficiency, long-term flexibility and a high-quality guest experience. The Stuttgart opening reflects Bob W’s broader European expansion strategy, as the company partners with landlords, developers and investors to bring design-led, tech-powered hospitality to major urban destinations.

China’s Travel & Tourism (T&T) sector is undergoing a phase of accelerated expansion, positioning it as a strong example of sustained tourism growth, and placing the country firmly on track to become the world’s leading T&T economy in the coming years if current trends continue.

According to new 2026 Economic Impact Research (EIR) data from the World Travel & Tourism Council (WTTC), sponsored by Chase Travel, Lead Research Partner, China is emerging not only as the standout performer in Asia-Pacific, but also as a leader for how to coordinated policy, innovation, and long-term investment in infrastructure can drive high-impact tourism growth at scale.

In 2025, China welcomed more than 68 million international visitors, marking a 15.5% year-on-year increase, nearly three times the global growth rate of 5.4%, while international visitor spending rose by 10.5% to $135 billion, exceeding pre-pandemic levels and significantly outperforming the global average growth of 3.2%. The country recorded an additional 9 million arrivals compared to 2024, representing the largest increase globally.

This strong performance is having a significant impact, with China’s wider T&T sector continuing to outperform regionally, expanding by 9.9% in 2025 to reach $1.8 trillion, more than double the global growth average of 4.1%. China is also playing a central role in propelling Asia-Pacific to become the fastest-growing T&T region in the world, achieving 8.1% growth.

The recovery is being driven by a combination of progressive policy reforms and technological innovation, supported by the strong strategic vision of the Government of China in positioning Travel & Tourism as a key pillar of national economic growth.

Expanded visa facilitation measures now cover more than 50 countries, offering visa-free stays of up to 30 days and extended transit stays of up to 10 days. Since 2020, arrivals from visa-exempt markets have increased fivefold, including an additional 18% growth in 2025 alone.

At the same time, China is enhancing the visitor experience through seamless travel initiatives, including the rollout of biometric systems at entry points and the widespread adoption of advanced digital payment platforms, enabling a smoother end-to-end journey for international travellers. These efforts highlight the importance of innovation and digitalisation as core enablers of tourism growth.

Investment in air connectivity and high-speed rail infrastructure is further strengthening accessibility, improving connections between major international gateways and secondary cities, and supporting a more balanced distribution of tourism flows across the country.

In parallel, large-scale development of new tourism zones, cultural attractions, and theme parks is diversifying China’s tourism offering and reinforcing its global competitiveness, underscoring the sector’s growing role as a driver of economic diversification, regional development, and job creation.

WTTC President & CEO, Gloria Guevara, presented these latest findings during her visit to China, underscoring how the country is playing a pivotal role in accelerating growth across the global T&T landsce, supported by a clear long-term commitment from the Chinese Government to the sector’s continued development.

Gloria Guevara, President & CEO of WTTC, said: China’s recovery shows how targeted policy reforms can translate directly into stronger inbound demand and sustained growth. Continued progress in visa facilitation will be essential to sustaining this momentum. This proach, over time, could position China to become the world’s leading Travel & Tourism if they continue with this path.

China to generate one in five new global tourism jobs by 2036

Growth is set to remain strong, with a projected 5.3% increase in 2026 and an average annual growth rate of 6.5% over the next decade. By 2036, the sector is expected to nearly double in size to $3.5 trillion, underlining its long-term strategic importance.

Employment remains central to this growth story, with T&T supporting 84.6 million jobs in 2025 and expected to exceed 103 million by 2036, accounting for one in every five new tourism jobs globally during the next decade.

China is on track to reclaim its position as the world’s largest outbound travel market, with spending forecast to surge by 22.5% to nearly $280 billion in 2026, surpassing the United States. The country is also a major force in business travel, ranking second worldwide with $192 billion in spending, reinforcing its global influence across corporate segments.

Reopening for the summer 2026 season, Porto Carras Grand Resort enters a new chter in the story of one of Greece’s most iconic hospitality estates. Set across a vast private estate in Sithonia, Halkidiki, where pine-covered hills meet the Aegean Sea, the resort re-emerges with a renewed focus on timeless Mediterranean hospitality, vineyard heritage, gastronomy and experience-led travel.

Long associated with a golden era of Greek resort living, Porto Carras Grand Resort holds a unique place within the country’s hospitality landsce. Spanning more than 1,700 hectares and 9 kilometres of coastline, the estate combines marina life, vineyards, nature, wellness and multi-generational travel experiences within one of the Mediterranean’s most expansive resort settings.

As luxury travel increasingly shifts towards emotional connection, slower rhythms and meaningful experiences, Porto Carras Grand Resort offers a more timeless and immersive vision of modern luxury hospitality.
A legacy, Greek Resort Estate

More than a hotel, Porto Carras Grand Resort exists as a fully integrated destination shed by history, landsce and a strong sense of place. Guests move between sea, vineyards, marina, golf course and wellness experiences within an estate designed to offer both freedom and immersion.

At the heart of the resort is Porto Carras Meliton, the flagship hotel operated by SWOT Hospitality, offering 479 rooms and suites overlooking the sea, marina and golf course.

At its heart lies a philosophy of freedom — the ability to move effortlessly between experiences, whether that’s a morning by the sea, an afternoon exploring the estate’s vineyards, or evenings shed by food, wine and connection.

The resort’s rooms and suites, overlooking the sea, marina or golf course, are designed to anchor guests within this environment, featuring light-filled spaces that feel both expansive and deeply connected to the surrounding landsce.

A Culinary Identity Rooted in Land and Sea

Central to the Porto Carras experience is a renewed focus on gastronomy, shed by seasonality, provenance and a strong sense of place. The resort’s diverse culinary offering spans multiple restaurants and concepts, from refined Mediterranean dining to relaxed, social experiences by the marina and beach.

At the core of this identity is Domaine Porto Carras, home to Greece’s largest organic vineyard. Set across 470 hectares on the slopes of Mount Meliton, the estate produces wines that reflect the region’s unique terroir, offering guests immersive tasting experiences that connect landsce, heritage and flavour.

The culinary programme for summer 2026 introduces two new dining concepts, CIKADO and ANÉO, further strengthening Porto Carras Grand Resort’s gastronomic identity.

A key highlight of the season is CIKADO, led by acclaimed Michelin-starred chef Lefteris Lazarou, whose menu celebrates refined Greek seafood cuisine shed by seasonality and coastal Mediterranean flavours. Alongside ANÉO, the new concepts reinforce the resort’s growing focus on elevated destination dining rooted in authenticity, provenance and regional culture.

A Resort Shed by Experience

Porto Carras Grand Resort is defined not by a single offering, but by the breadth of experiences it brings together. From its 18-hole golf course — one of the few of its kind in Northern Greece — to its private marina with 315 berths, the resort positions itself at the intersection of leisure, lifestyle and exploration. Guests can move between land and sea through a wide range of activities, from water sports and sailing to hiking, cycling and wellness-focused experiences, all set within a landsce designed to support both activity and restoration. Wellness remains a key pillar, with the Thalasso & Spa Centre offering a holistic proach that integrates relaxation, movement and the natural elements of the destination.

Additional Facilities

Porto Carras Grand Resort offers an exceptional breadth of facilities that set it art as a truly self-contained resort destination. For those seeking an even greater sense of privacy, Villa Kalyva Mare provides a luxurious alternative to the main hotel — an expansive 245 sqm property accommodating up to 10 adults, combining seclusion with full access to the resort’s amenities.

Families are particularly well catered for, with a dedicated children’s programme offering creative activities, supervised entertainment and tailored experiences that allow younger guests to thrive while parents unwind. The resort sits within a region of outstanding natural beauty, with access to Blue Flag-certified beaches along one of the Mediterranean’s most pristine coastlines. Rounding out the offering, Porto Carras is also home to a casino, providing an additional dimension of evening entertainment within the estate.

A New Expression of Resort Living

As travellers increasingly seek destinations that offer both variety and depth, Porto Carras Grand Resort represents a return to resort living, reimagined for a contemporary audience. It is a place where multi-generational travel unfolds naturally, where space allows for both connection and privacy, and where the rhythm of the stay is shed as much by the landsce as by the guest.

With growing interest from UK and DACH travellers seeking more authentic, experience-led Mediterranean destinations, Porto Carras Grand Resort is uniquely positioned to reintroduce Northern Greece through a more elevated and heritage-led lens.

Located just 120km from Thessaloniki, the resort also offers a level of accessibility that complements its sense of esce.

Summer 2026 in Halkidiki

As attention begins to shift towards destinations that offer a more grounded, experience-led proach to luxury travel, Halkidiki is emerging as one of Greece’s most compelling regions. With its combination of natural beauty, cultural depth and expansive landsces, this Porto Carras Grand Resort stands at the forefront of this evolution, offering a vision of Mediterranean hospitality that is both timeless and newly relevant.

Reservations for the 2026 season are now open.

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