What travellers valued most this year — and what it means for 2026 |
The year 2025 marked a decisive turning point for global travel. International tourist arrivals crossed 1.1 billion in the first nine months of the year, growing 5% year-on-year and exceeding pre-pandemic levels, according to UN Tourism. Yet, the most meaningful change was not numerical — it was behavioural.Travellers were no longer simply returning to international…