We recently reported on the buoyant state of golf travel, but what’s happening in the wider tourism sector?
We caught up with Daphne Yuanidis, Senior Consultant, Market Intelligence for HKS Advisory Services, at the 2026 European Tour Destinations Conference to understand how things are shaping up this year…
Millennials and Gen Z are driving the travel boom…
“Millennials, despite all the headlines, are actually coming into more and more wealth,” Daphne explained. “Alongside Gen Z, they are spending a larger share of their income on travel than any generation before them – it’s part of their identity.
“Millennials are now firmly moving into their prime earning years, and while Gen Z may not yet be the wealthiest cohort, they are already outspending previous generations on travel. That will become even more significant in the years ahead as their earning power increases.”
The demand for wellness continues apace…
“Each year we talk about how wellness is evolving within the travel industry, and this year it feels very much centred on social wellness,” Daphne continued. “That’s being expressed through trips built around ritual, meaning and nature, and combining those elements to create deeply meaningful experiences. Increasingly, travellers are not only seeking destinations with history, but accommodations with stories of their own.
“Adaptive reuse is a major part of that conversation – not just from a sustainability perspective, but from a storytelling one.
“Guests are drawn to the idea of sleeping in what used to be an old abbey or a converted train station. I’ve even seen travellers staying in windmills on Greek islands. It becomes a story they can tell.
“Golf is uniquely positioned to tap into that narrative. Many resorts and courses have rich, significant histories. There is real value in leaning into the story of the land, the clubhouse and the legacy behind it because people genuinely want to hear it.”
Aviation advancements are bringing the world within reach…
“A lot of the world is opening up further due to the increase in narrow-body long-haul flights,” said Daphne. “Airbus alone is producing hundreds of these new aircraft, enabling airlines to operate longer routes with fewer layovers and stops. That connectivity will open up more of the world to more travellers.
“Africa is one of the major growth areas and is attracting increasing numbers of visitors – particularly as wellness becomes a more influential factor in travel decisions.
“Many destinations across Africa are well placed to offer the nature, a sense of urgency and social environment for people to connect and experience a world they may not have experienced before.
“Meanwhile, Athens is currently renovating its airport, with at least two airlines launching new routes between India and Athens. The strategy appears to be positioning the city to compete more directly with Istanbul as a major hub between Europe, Asia and the Middle East. So we’ll see how that develops, but it’s a significant development.”
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