Kenya’s travel industry is undergoing a quiet but profound digital transformation. From how tourists book safaris to how they pay for park entry, the country’s tourism ecosystem is shifting into the digital age—driven by innovation, necessity, and changing traveler expectations.

In recent years, the Kenyan travel experience has evolved from paper tickets and cash transactions to a seamless digital journey. The rise of e-visas, contactless payments, and mobile-based bookings has redefined how visitors plan, purchase, and experience their trips. For an industry once dominated by manual systems and in-person transactions, this new digital reality is reshaping everything from park management to customer service.

E-Visas and Seamless Entry
When Kenya transitioned to a fully electronic visa system in 2024, it marked a major milestone in the government’s effort to modernize travel processes. Visitors can now apply for visas online, upload documents, and receive approvals within days. For many travelers, the convenience has made Kenya more accessible—and less intimidating—compared to destinations that still rely on paper-based border controls.

Immigration officials say the digital system has also improved security, reduced queues, and streamlined data collection. By centralizing travel information, Kenya is better able to track arrivals, monitor trends, and plan infrastructure around real demand.

Mobile Payments Revolutionizing Tourism
Few countries have embraced mobile money like Kenya. From city hotels to remote lodges in Samburu, the ability to pay using M-Pesa or card has become standard practice. For small operators and community-based tourism enterprises, mobile payments have opened doors to international visitors and reduced the risks of handling cash.

Recent system upgrades by the Kenya Wildlife Service (KWS), for instance, now require park entry payments via digital platforms. While this move has stirred debate over new transaction charges, it reflects a broader shift toward transparency and efficiency. Tour operators note that digital payments reduce fraud and speed up reconciliation, though they also call for more consultation when implementing changes.

AI and Personalised Experiences
Artificial intelligence is emerging as the next frontier in Kenya’s tourism and hospitality sector. Local travel tech startups and hotel chains are experimenting with AI-driven chatbots, dynamic pricing models, and customer data analytics to personalize experiences.

Imagine a system that learns a traveler’s preferences—birdwatching, hiking, or cuisine—and recommends tailored itineraries in real time. Or an AI chatbot that answers visitor queries about weather, flight connections, and visa policies instantly, without human intervention.

For hotels and tour operators, AI tools are improving efficiency behind the scenes too, from automating bookings and room management to predicting demand peaks and optimizing marketing spend. As competition for tourists intensifies, data-driven insights are becoming essential for survival.

The Data Advantage
Perhaps the most transformative element of all is data. Every online booking, digital payment, and visa application generates information that can inform smarter policy and planning. For Kenya’s tourism authorities, this presents a rare opportunity to move from estimates to evidence—tracking visitor flows, identifying high-potential markets, and understanding seasonal patterns.

Better data can help tailor marketing campaigns, allocate resources, and manage the environmental impact of tourism. It can also empower local communities and small enterprises to understand their markets and improve their offerings.

Balancing Progress and Access
Even as the digital wave transforms Kenya’s travel landscape, the transition has not been without challenges. Connectivity gaps in remote regions, transaction costs, and the digital divide among smaller operators remain concerns. There is also an ongoing debate over privacy and the responsible use of customer data.

Still, most stakeholders agree that Kenya’s future in tourism will be defined by how well it embraces digital transformation while keeping the human touch that defines authentic travel experiences.

The country that pioneered mobile money is now positioning itself as a digital tourism hub for Africa—efficient, data-savvy, and increasingly intelligent. If managed inclusively, Kenya’s digital shift could not only enhance convenience but also make travel fairer, safer, and more rewarding for both visitors and those who host them.

Kenya’s travel and tourism industry is once again in the spotlight, and this time not for record arrivals or new attractions, but for a storm brewing around new “gateway charges” introduced by the Kenya Wildlife Service (KWS). The charges, ranging between five and eight per cent on all payments made through the new online park entry system, have ignited protests from tour operators, travel agents, and hoteliers who say the move will make Kenya’s already expensive wildlife experience even costlier.

At a press conference in Nairobi this week, the Kenya Tourism Federation (KTF) and allied associations including the Kenya Association of Travel Agents (KATA), called on KWS to suspend the new charges, citing lack of consultation and transparency. They argue that while digitising park payments is a step in the right direction, quietly adding extra costs to transactions risks driving tourists away at a time when regional competition is stronger than ever.

The new system limits payments to M-Pesa and Visa and automatically applies a service fee to each transaction. KWS says the intention is to streamline payments and curb revenue leakages. But many in the sector view it as an extra burden added to a struggling industry still recovering from the pandemic and global economic disruptions.

Beyond the Fees: A Bigger Question
Behind the frustration lies a deeper issue—how resilient and innovative is Kenya’s tourism product? If a single policy change can shake confidence across the sector, it may be time to rethink what the country is selling, how it is packaged, and who it targets.

For decades, Kenya’s tourism identity has rested on the twin pillars of wildlife and the coast. It remains a powerful combination, but an increasingly narrow one. The modern traveller, exposed to a world of options, seeks more than game drives and beaches. They want immersive culture, wellness experiences, local cuisine, sustainability, and authentic encounters that connect them to the people and stories behind a destination.

Turning Pressure into Opportunity
If higher costs are inevitable, the industry must find ways to offer higher value. That means enhancing the quality of experiences within parks, improving storytelling around conservation, and adding layers of authenticity to the visitor journey. Kenya has the potential to lead in eco-tourism, Agri-tourism, heritage tourism, and community-based travel, but this will require investment, creativity, and collaboration.

Beyond the parks, the country must promote its lesser-known gems—mountain trails, birding routes, historical towns, festivals, and wellness retreats. A more diversified product spreads tourism benefits across counties while reducing dependence on a few flagship destinations.

Collaboration Is Key
To make this shift, trust between government and industry is vital. Policy decisions, including pricing or system changes, must be made through open consultation. A transparent, predictable environment gives confidence to investors and travel partners, while abrupt adjustments risk eroding long-term goodwill.

The controversy over gateway fees has exposed how delicate the balance within the tourism ecosystem can be. Yet it also presents a chance to modernise—not just payments and systems, but the very identity of Kenyan tourism.

A Call to Redefine Kenya’s Story
Kenya remains one of the world’s most beloved destinations. But to stay competitive, the country must sell more than park entry and accommodation. It must sell meaning, depth, and discovery. The focus should shift from cost to value, from transactions to experiences.

If handled wisely, this moment could become a turning point—one where Kenya redefines its tourism story for a new generation of travellers and proves that even amid rising costs, value and vision can keep the country’s tourism heartbeat strong.

Sabre has launched its first agentic-AI-ready APIs, which the company said will enable real-time shopping, booking and servicing from AI agents working with Sabre’s own AI and data capabilities.

The new APIs connect to a Model Context Protocol server, which Sabre said acts as a “universal translator” for AI agents needing to understand the language of travel technology. With the APIs, Sabre said the initial focus will be on agentic AI for flights, hotels and post-booking services. 

Examples given by Sabre of possible use cases include a call-centre proxy agent that, during irregular airline operations, could sit on hold with an airline and then automatically handle the same-day rebooking and payment for the traveller and an agent that could call a hotel automatically to alert of a late arrival and ensure a traveller’s breakfast preferences will be available the next day.

The server and APIs are supported by the company’s Sabre IQ AI solutions, which are built on Sabre’s data cloud, which Sabre developed in its partnership with Google and contains “more than 50 petabytes of historical and real-time signals,” according to Sabre. The capabilities are integrated into the SabreMosiac retailing platform.

The launch of the APIs and server mark Sabre “planting a stake in the ground,” Sabre chief product and technology officer Garry Wiseman said in a statement. “This is the smartest enterprise AI solution in travel, designed for the entire industry to build on. Future possibilities are becoming reality, and Sabre is driving that change.”

If you’ve ever been stuck in a long immigration queue while others glide through automated e-gates, you’ve already witnessed how chip-enabled passports — or biometric passports — are changing global travel.

For UAE residents and frequent flyers, they’re more than a sleek upgrade. They’re making travel faster, safer, and more secure across borders that are getting smarter every year.

Speed: Less time, more freedom

At the heart of the e-passport revolution is a tiny electronic chip that uses RFID (Radio-Frequency Identification) technology to store a traveller’s information securely.

According to the International Civil Aviation Organization (ICAO), which sets global passport standards, “e-Passports add a layer of security to traditional non-electronic passports by embedding an electronic chip in the passport booklet that stores the biographical and biometric information of the holder.”

That single change reshapes how border control works:

• Automated e-Gates: Travellers with e-passports can often use e-gates at major international airports, skipping manual inspection.
• Instant Data Reading: RFID scanners can verify your information in seconds, reducing bottlenecks.
• Global Acceptance: Since e-passports meet ICAO’s standards, they are recognised and trusted worldwide — from Dubai to London to Singapore.

ICAO reports that over 160 countries now issue biometric passports, and nearly all major airports are equipped with chip-reading systems. These systems make border clearance not only quicker but more consistent across nations.

Smarter, safer: Built-in protection

While speed improves convenience, the real strength of an e-passport lies in its layers of digital security. Each chip contains the traveller’s personal details and biometric data — a digital photograph, and sometimes fingerprints or iris scans — stored in encrypted form.

The data is protected by Public Key Infrastructure (PKI) technology, which makes forgery or tampering virtually impossible. ICAO explains that the PKI framework “ensures the authenticity and integrity of data stored on the chip, so that any attempt to alter information can be detected instantly.”

That means immigration systems can cross-check a live facial scan with encrypted chip data in seconds — confirming that the traveller presenting the passport is indeed its rightful owner.

To prevent cloning or unauthorized access, most e-passports also feature Active Authentication (AA) and anti-skimming measures. The latter often includes a metallic mesh embedded in the cover, blocking any wireless reading when the passport is closed.

As Regula Forensics, an ICAO-compliant document verification company, notes: “The richer set of pre-stored reference points in modern e-passports has eliminated the need for separate face detection and feature extraction, allowing consistently fast and accurate recognition results.”

Why this matters for UAE travellers

For UAE travellers — whether Emiratis or expats frequently flying to Europe, Asia, or the Americas — e-passports are already streamlining the journey.

• Faster processing: Automated e-gates at airports such as Dubai International, Abu Dhabi, Heathrow, and Changi already rely on chip data.
• Higher trust: E-passports make it nearly impossible to counterfeit documents, giving UAE passport holders smoother entry at visa-on-arrival destinations.
• Stronger data protection: Your biometric information is encrypted, not printed or stored in visible form.

India began issuing new generation of chip-embedded passports recently, marking another step forward. The Indian Ministry of External Affairs said the e-passport rollout “marks a major technological upgrade in India’s travel documentation, aligning with ICAO’s global standards for digital security.”

Private sector experts agree. Travel-tech firm Keesing Technologies calls e-passports “a higher level of security compared to non-electronic passports. The embedded chip is encrypted and difficult to forge or tamper with.”

Should you upgrade?

If your passport is still a traditional machine-readable version, it’s worth upgrading at your next renewal. Many countries — including the UAE, India, and much of Europe — have now made biometric passports the default option.

Even if you travel occasionally, the benefits add up: faster border clearance, stronger identity protection, and wider global acceptance.

In a world where airports are going fully digital, your passport is catching up. For travellers living in the UAE — one of the world’s most connected aviation hubs — switching to a chip-enabled passport isn’t just about efficiency. It’s about staying in step with how international travel now works: faster, smarter, and safer.

Source: gulfnews.com

FanJet Express, a Kenyan airline, has taken a bold step into scheduled passenger operations with the launch of direct flights between Nairobi and Entebbe. The new service marks a significant milestone for the carrier, which has long been known for its reliable charter operations across Africa.

The route is operated by a Boeing 737-300 configured with 12 Business Class and 114 Economy Class seats, designed to offer passengers both comfort and choice. On board, travelers can look forward to complimentary meals, generous baggage allowance, and the warm, attentive hospitality that has become the airline’s signature.

For over a decade, FanJet Express has served humanitarian agencies, NGOs, and corporate clients, building a reputation for safety, efficiency, and personalized service. Now, the airline is extending that experience to regular passengers, connecting Kenya and Uganda with greater convenience and value.

Flights between Nairobi and Entebbe will run three times a week — every Monday, Wednesday, and Friday — making it easier for business and leisure travelers to move between the two cities. The timing of this launch could not be better. With Kenya and Uganda strengthening bilateral ties and removing trade barriers, cross-border travel and commerce are on the rise.

Industry watchers say the route is poised to become one of East Africa’s most promising regional connections. For travel agents and trade partners, it also presents an opportunity to tap into a growing market of business travelers, tourists, and regional investors seeking reliable and customer-focused service.

FanJet Express says it intends to bring a fresh, distinctly Kenyan touch to the skies — blending efficiency and warmth in a way that reflects the spirit of modern African aviation. With this move into scheduled operations, the airline is not only expanding its wings but also helping to strengthen the links that bind East Africa together.

Hahnair has officially announced the addition of Southwest Airlines (WN) to its extensive partner carrier network, reinforcing its commitment to providing travel agents worldwide with more booking options and seamless global connectivity.

As America’s largest domestic airline, Southwest Airlines serves 117 destinations across 11 countries, offering travelers access to a diverse route network spanning the United States, Mexico, Central America, and the Caribbean. With the largest Boeing fleet in the world, comprising of 802 aircraft, the carrier is recognized for its consistency, reliability, and customer-friendly service model that has made it one of the most trusted airlines in the U.S. aviation market.

Through this partnership, travel agents can now book and issue Southwest Airlines flights on Hahnair Ticket Stock (HR-169), giving them the ability to sell Southwest itineraries even in markets where the carrier does not traditionally participate in local BSPs (Billing and Settlement Plans). This integration allows agents to access Southwest’s domestic and international schedules, enabling more comprehensive travel solutions for clients.

Initially, Southwest Airlines flights are available for booking and ticketing in Amadeus, with availability across all Travelport GDSs (Galileo, Apollo, and Worldspan) expected to go live soon. This rollout enhances accessibility for agents using different distribution systems worldwide.

For Amadeus users, pricing WN segments on HR can be done using the commands:
FXP/R,U or FXB/R,U.

The inclusion of Southwest Airlines in the Hahnair network underscores the growing demand for global ticketing solutions that simplify the distribution of airline content, especially for carriers that operate on limited GDS platforms. With this collaboration, travel agents gain the flexibility to issue tickets for a U.S. powerhouse carrier while benefiting from Hahnair’s trusted settlement infrastructure and support.

Founded in 1999, Hahnair partners with over 390 airlines and operates in more than 190 markets, helping travel agents worldwide expand their product offerings and streamline cross-border ticketing.

To explore the complete list of partner carriers and learn more about how Hahnair supports the global travel trade, visit the Hahnair website.

When we discuss Kenya’s aviation sector, it’s easy to get lost in the data. According to a 2024 IATA report, the industry directly employs over 21,000 people. This dedicated workforce generates USD 1.2 billion annually, accounting for a significant 1.1 percent of our nation’s total GDP.

But that’s just the beginning. When we look at the wider tourism industry that aviation makes possible, the figures become even more powerful. This interconnected ecosystem contributes a staggering USD 3.3 billion to the GDP and employs nearly 450,000 Kenyans. This number is roughly equal to the entire population of a single county like Elgeyo-Marakwet (454,480) or Marsabit (459,785).

These are not just mere numbers on a report; they are a profound reflection of how fundamental this industry is to our national fabric. These figures might seem abstract on paper. But let’s dive in. Imagine, for a moment, a Kenya without its bustling aviation and tourism sectors. We are not just talking about empty airports, vacant hotels, and deserted parks. We are talking about close to half a million more jobless Kenyans, putting an incredible strain on an already high unemployment rate.

That is nearly 500,000 families facing instability, wondering how to put food on the table. It’s hundreds of thousands of children whose school fees can no longer be paid. The potential ripple effect—unstable homes, stalled community projects, and rising crime rates—form an enormous rabbit hole we simply cannot afford to explore.

Now, let’s step back into the vibrant reality we have built. This thriving ecosystem exists because of passionate travel enthusiasts, strategic positioning by both the government and the private sector, and the sheer determination of Kenyans to butter their bread and, in doing so, actively participate in building their nation, brick by brick.

This is a highly organized, professional industry. The Kenya Association of Travel Agents (KATA), for instance, boasts a membership of over 300 agents that service nearly 80 percent of the market. This structure is reinforced by deep international integration. According to IATA, Kenya has 405 accredited agents participating in the Billing and Settlement Plan (BSP)—a figure that significantly outpaces our neighbors, Tanzania (105) and Uganda (157). This robust network services over 73 airlines operating within the Kenyan BSP, highlighting a well-serviced and interconnected market.

With Kenya’s travel agents comprising 3.20% of the entire Middle East and Africa region, we hold a significant and established footprint. This strong presence is a clear indicator of our immense potential for enhanced sales performance and future market share growth. When compared to other industries, the economic impact of tourism, all supported by aviation, is truly immense.

An industry with such scale and potential cannot be taken for granted; it must be nurtured. Its continued success demands a unified vision. It requires collaborative, forward-thinking effort from governments, airlines, travel agents, and tour operators. Key associations like KATA, and the Kenya Association of Tour Operators (KATO) , working in lockstep with the Ministry of Tourism and other government agencies, must all pull in the same direction.

When aviation thrives, Kenya thrives. It’s more than just flying—it’s the lifeline of our economy.

_{^{By Felix Wakiuru}}

The rural landscapes of the world are often painted as quiet backdrops to bustling cities and resort coastlines. Yet in 2025, a major initiative led by UN Tourism (a specialised agency of the United Nations World Tourism Organization) is spotlighting small communities — and redefining what tourism can achieve beyond the usual hotspots. In its fifth edition of the “Best Tourism Villages” programme, the agency has recognised fifty‑two rural destinations from all regions as leaders of inclusive, sustainable tourism.

These recognitions mark more than just accolades: they reflect a broader shift in travel trends, rural development strategies, and the tourism industry’s role in local economies. Belo,w we explore the key angles and impacts of this initiative, why readers should care, and what it means for tourism and destinations in 2025 and beyond.

The Initiative: What It Is and What It Recognises

Launched in 2021 under the “Tourism for Rural Development” programme, the Best Tourism Villages initiative aims to identify and support rural communities with strong cultural and natural assets, committed to responsible tourism and inclusive development.

In the 2025 cycle:

• Fifty‑two villages were officially recognised this year for meeting the full criteria of the programme.
• An additional twenty villages were selected for a dedicated Upgrade Programme — helping high‑potential communities improve before full recognition.
• With the new additions, the network of recognised Best Tourism Villages now numbers three hundred and nineteen globally.

The selection criteria are robust and multi‑dimensional. Communities were assessed on nine key areas: cultural and natural resources; promotion and conservation of cultural resources; economic, social, and environmental sustainability; tourism development and value‑chain integration; governance and prioritisation of tourism; infrastructure and connectivity; and health, safety, and security.

The Tourism Angle: What This Means for Travel and Destinations

1. New Travel Narratives and Experiences

For travellers increasingly seeking experiences beyond beaches and cities, these rural villages offer authentic alternatives. The recognition signals that these destinations deliver more than superficial tourism — their value lies in local culture, heritage, nature, and community engagement. As one travel commentary put it, choosing such a village means entering a destination where visitors support local livelihoods, engage with traditions, and connect at a slower pace.

2. Supporting Rural Economies through Tourism

When a village is recognised under this initiative, the spotlight draws attention. That often translates into increased visitor numbers, higher visitation spend, more interest from travel media and platforms, and awareness among specialised tour operators. All of this can contribute to local economic diversification — especially for rural communities whose traditional industries may be limited. In turn, tourism becomes a pathway to shared prosperity, inclusive growth, and territorial cohesion.

3. Destination Diversification and Off‑Peak Resilience

Many destinations rely heavily on peak seasons in urban or coastal zones. The Best Tourism Villages programme helps highlight lesser‑known areas, spreading tourism flows and alleviating pressure on crowded destinations. Moreover, rural destinations often have different seasonal rhythms — promoting them helps build resilience by opening new travel windows. For example, a village recognised now becomes a compelling reason to travel outside the main travel surges.

4. Sustainability and Community‑Based Tourism as Core Values

Sustainability is not just an add‑on — it is central to this initiative. Villages must show how tourism is embedded in community values, how heritage and nature are preserved, and how visitors impact is managed. For responsible travellers, recognition offers a credible filter: these are places where tourism is doing good, not just taking.

Impact at Destination Level: What Villages Can Gain

Visibility and Branding

Being listed as a “Best Tourism Village” is a badge of quality. It offers global visibility via UN Tourism’s platforms and media coverage. This can help destinations attract tour operators, media features, and independent travellers looking for credible alternatives.

Increased Visitor Interest & Bookings

Media reporting suggests that villages recognised in previous years saw a boost in tourism interest. For example, smaller communities on islands or lesser‑known regions reported increased search traffic and booking enquiries following their award. This effect is likely to be replicated with the 2025 list.

Local Capacity Building & Improvement

The Upgrade Programme offers mentoring and capacity‑building for communities moving towards full recognition. Infrastructure, governance, connectivity, and value‑chain integration are often improved as a result. This means long‑term benefit rather than one‑off recognition.

Tourism Spread and Balanced Growth

By promoting rural destinations, the initiative supports the redistribution of tourism benefits beyond major cities and resorts. This aligns with rural development goals and can help reduce regional imbalances. Economies traditionally reliant on agriculture, artisanal industries, or nature‑based practices can now diversify via tourism.

Risk Moderation for Destinations

For destinations overexposed to mass tourism, the recognition of rural villages offers an alternative model. A focus on smaller-scale, community‑driven tourism may be more resilient to global shocks (e.g., pandemics, climate events) and can help destinations avoid overtourism pitfalls.

Why Tourism Professionals and Travellers Should Pay Attention

• Travel planners: For tour operators and destination managers, the list provides a curated set of villages worth visiting, promoting, or including in itineraries. The criteria mean they are likely to deliver quality experiences aligned with sustainability trends.
• Investors & Governments: For policy‑makers and development agencies, the initiative highlights the efficacy of rural tourism as a tool for economic and social development. Recognised villages can serve as case studies or models.
• Travellers: For the conscious traveller, these destinations offer meaningful stays — engaging with communities, culture, and nature, rather than simply checking boxes. The recognition assures responsible practices.

Challenges & Considerations

It’s worth recognising that inclusion on the list is not a guarantee of overnight transformation. Destinations still need to scale infrastructure, connectivity, accommodation, and visitor services. For some villages, limiting visitor numbers to maintain sustainability is essential. Additionally, as tourism interest grows, local communities must manage change carefully to avoid commodification of culture or environmental degradation.

There is also the issue of representation: for example, in 2025, no Indian village was included in the list, despite the country’s vast rural tourism potential. This suggests challenges remain around documentation, connectivity, governance, or meeting the stringent criteria.

Looking Ahead: What This Means for Travel Trends in 2025–26

• Growth in “Slow Travel”: Understanding tourism as slower, immersive experiences rather than high‑volume visits will increase. These villages fit that trend.
• Shift to Rural Tourism: As urban and coastal destinations face crowding or sustainability pressures, rural tourism will become part of destination portfolios.
• Integration of Culture & Nature: The successful villages blend built heritage, indigenous culture, landscapes, and modern hospitality. This hospitable hybrid will influence destination design.
• Premiumisation of Rural Stays: While rural tourism often conjures budget stays, many of the recognised villages are attracting higher‑end travellers as they improve standards and connectivity.
• Strategic Development Support: Governments and tourism boards will increasingly view such initiatives as tools for diversification, inclusion, and resilience.

A Few Examples to Illustrate the Global Spread

The recognised villages span continents. Some examples:

• Koyasan in Japan — a spiritual mountain settlement.
• Pemuteran in Indonesia — a coastal village noted for marine conservation and sustainable tourism.
• Ezcaray in Spain — one of the two Spanish villages on the list this year.

These cases show how different geographies, cultures, and tourism models can meet the common criteria of sustainable, community‑driven tourism.

For Destination Marketers and Planners: Strategic Implications

• Use the recognition as a marketing anchor. Having the “Best Tourism Villages” label from UN Tourism can enhance the destination’s narrative internationally.
• Leverage the principles of the initiative for local development strategies: prioritise sustainability, local value chains, community governance, and visitor management.
• Plan for infrastructure and capacity upgrades ahead of rising visitor numbers to maintain quality and local benefits.
• Ensure tourism development is inclusive: communities should participate in decision‑making, benefit from revenue streams, and preserve cultural integrity.
• Monitor and adapt: as the global travel market evolves, the hallmark of success will be adaptability, culture‑first design, and conscious scalability rather than mass growth.

Why This Source of Travel Inspiration Matters

The 2025 list of Best Tourism Villages marks a turning point in how travel is framed — less about iconic city skylines or beach resorts, and more about places where culture, nature and c, and community coexist in harmony with visitors. For travellers, this means fresh, meaningful options. For destinations, it means tourism that contributes rather than consumes.

Whether you’re a traveller seeking a unique holiday, a destination professional looking for best‑practice models, or a tourism board aiming to diversify your region’s offering, these rural communities and their recognition under UN Tourism’s initiative are worth watching.

Because truly sustainable tourism isn’t just about reaching new places — it’s about ensuring those places flourish with visitors, communities and n, and nature in a balanced way.

Source: travelandtourworld.com

Advanced technology, cultural authenticity, and hyper-personalisation will shape the next generation of ultra-luxury travel, according to the organisers of Arabian Travel Market – ATM 2026.

The event, set to take place at Dubai World Trade Centre from 4–7 May 2026, will examine how innovation and individuality are transforming the high-end tourism sector under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.”

ATM 2026 will introduce the ATM Ultra Luxury Lounge, a dedicated space designed to connect ultra-high-net-worth travellers with global luxury brands, private jet operators, and bespoke tour specialists. The new feature marks the start of a multi-year focus on the evolving relationship between luxury, technology, and sustainability, reflecting growing demand for purpose-driven, experience-led travel in the Middle East and beyond.

Technology, Authenticity and Sustainability Lead the Shift

Once defined by comfort and exclusivity, ultra-luxury travel is now evolving toward transformation through access, personalisation, and conscious design. Research from Fortune Business Insights shows that the global luxury travel market is projected to grow from US$2.7 trillion in 2025 to US$4.8 trillion by 2032. Advisory firm Creative Zone estimates that the private jet market alone could exceed US$943 million by 2029, underscoring the sector’s rapid expansion.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “While luxury travel remains one of ATM’s strongest growth pillars, ultra-luxury is emerging as the next frontier, reflecting the region’s maturing market and high-spending audience. To meet this growing demand, we have created the ATM Ultra Luxury Lounge, an exclusive space designed to connect ultra-luxury brands with buyers serving high-net-worth travellers.”

Curtis added that major projects such as Saudi Arabia’s Red Sea developments, the upcoming Cheval Blanc on Dubai’s Naïa Island, and the private island-based Bvlgari Resort & Mansions in Abu Dhabi highlight the region’s expanding role in shaping ultra-luxury travel experiences.

Middle East Driving Global Luxury Tourism Growth

According to the ATM Travel Trends Report 2025, developed in partnership with Tourism Economics, luxury travel demand continues to outperform global averages. Outbound regional luxury travel is growing at twice the world rate, with Middle East travellers spending around 50% more per trip than the global average.

Luxury destination brands including Mandarin Oriental, Four Seasons Hotels & Resorts, Jumeirah International, and One&Only will join leading island destinations such as the Maldives and Mauritius in showcasing high-end offerings at the 2026 edition.

“Luxury travel is no longer defined by opulence alone, but by purpose, connection, and transformation,” said Curtis. “Today’s discerning travellers are seeking experiences that are not only exclusive but also meaningful, journeys that enrich their wellbeing, reflect their values, and deepen their connection with the world around them.”

As the event enters its 33rd year, ATM 2026 will also feature IBTM @ ATM for the meetings and events industry and ATM Travel Tech, which will host more than 180 exhibitors across two halls. The event aims to reinforce Dubai’s position as a global hub for tourism innovation and collaboration while setting the agenda for the future of ultra-luxury travel.

Source: ftnnews.com

Innovation, sustainability, and collaboration took center stage at the official opening of the Getaway Tourism Fair 2025, held at the Sarit Expo Centre from October 30 to November 1. The three-day event brought together key players from across Kenya’s tourism and travel ecosystem, reaffirming the sector’s resilience and shared vision for sustainable growth.

The opening ceremony was graced by Tourism Regulatory Authority (TRA) Director General Norbert Talaam, Kenya Association of Travel Agents (KATA) CEO Nicanor Sabula, Sarit Centre CEO Sarit Shah, and a cross-section of industry leaders and exhibitors. The dignitaries hailed the fair as a catalyst for collaboration and innovation, positioning it as one of the country’s premier showcases for tourism products, destinations, and travel solutions.

In his remarks, Mr. Talaam commended the private sector’s role in driving Kenya’s tourism competitiveness, noting that public-private partnerships were crucial in building a sustainable future for the industry. “Events such as the Getaway Tourism Fair provide a platform where ideas meet opportunity,” he said. “They allow us to celebrate creativity, promote local destinations, and explore ways to align tourism growth with environmental responsibility.”

KATA CEO Nicanor Sabula highlighted the fair’s continued role in supporting Kenya’s travel trade and underscored the importance of collaboration in rebuilding and reimagining the sector in a rapidly changing global landscape. “The Getaway Fair has become a hub for meaningful engagement between travel agents, tour operators, and destination partners,” he said. “It represents the spirit of innovation and unity that continues to define Kenya’s tourism recovery and transformation.”

Sarit Centre CEO Sarit Shah praised the enduring partnership between the Sarit Expo Centre and KATA, which has made the Getaway Fair a consistent fixture in the tourism calendar. “For years, this event has showcased the best of what our industry has to offer,” he noted. “We are proud to host partners who are not only marketing travel but also shaping the future of tourism through sustainable and inclusive practices.”

Over the three days, the fair featured exhibitions from airlines, hotels, tour operators, and destination management companies, alongside interactive sessions and product showcases. Participants explored emerging trends such as green tourism, digital transformation, and regional cooperation as drivers of growth and resilience.

Beyond the exhibition halls, the event reinforced the message that Kenya’s tourism success depends on collaboration, innovation, and sustainability — values deeply embedded in the work of both KATA and the Sarit Centre.

As the curtains closed on the 2025 edition, stakeholders expressed optimism that the fair would continue to inspire new partnerships, empower travel professionals, and advance Kenya’s tourism ambitions both locally and globally.

With renewed commitment and shared purpose, the Getaway Tourism Fair remains a shining example of how the industry can come together to reimagine travel — sustainably, creatively, and collaboratively.