SNAPSHOTS•
Arrow-up Looking ahead, travel and tourism expend- iture in the Middle East is forecast to surge by 50% by 2030, approaching nearly $350 billion, consolidating the region’s reputation as one of the world’s most important and influential travel hubs. (Tourism Economics)
Arrow-up As Universal Pictures’ Wicked: For Good arrived in cinemas late last year, Airbnb capitalised on film tourism by launching Elphaba’s Retreat – a one-of-a-kind immersive stay inspired by Cynthia Erivo’s portrayal of the iconic character. Located in Thousand Oaks, California, the forest hideaway offered select fans the chance to step inside Oz, blending cinema, storytelling and experiential travel in one of 2025’s most imaginative brand collaborations.
Arrow-left Dubai International (DXB) once again turned aviation infrastructure into lifestyle theatre in November (2025), transforming its runway into a high-energy cycling arena for the Dubai Fitness Challenge. In partner- ship with boutique studio CRANK, five rhythm-cycling sessions brought together airport employees and the wider oneDXB community, blending fitness, music and aircraft backdrops in one of the city’s most distinctive experiential activations. Arrow-up Big Sky, Montana, is the #1 des- tination in Expedia's 2026 'Destina- tions of the Year' report, identified for its 92% increase in travel demand. As a year-round, nature-focused retreat near Yellowstone, it is celebrated for top-tier skiing, hiking, fishing, and a rising trend in "hidden gem" mountain travel.
Arrow-up Bilbao, Spain secured its place on Booking.com’s ‘2026 Must-Visit Places’ list, with the Basque city praised for its cultural credentials, culinary scene and architectural landmarks including the Guggenheim Museum. The recognition underscores continued traveller appetite for secondary European cities offering rich herit- age and creativity without the congestion of traditional hotspots.
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