The city is now home to a growing roster of companies that touch nearly every layer of the travel stack, from distribution platforms and metasearch tools to AI‑driven revenue‑management systems, customer‑service automation, and data‑driven marketplace models. Many of these startups are deliberately positioned as “quiet” innovators, focusing on B2B infrastructure and backend tools rather than flashy consumer brands, which is why Montreal’s global influence in travel tech has grown under the radar while still shaping how airlines, hotels, OTAs, and tour operators make decisions. The concentration of companies working on AI‑driven personalization, frictionless booking, and real‑time revenue optimization is turning Montreal into a de facto R&D center for the global travel industry.

Beyond startups, larger players and corporate travel‑tech arms have also set up innovation labs and regional hubs in Montreal, drawn by the same combination of AI talent, multilingual workforces, and proximity to North American and European markets. The city’s bilingual culture and strong ties to both Canada and France add a unique advantage for companies building cross‑border travel products, while local universities and incubators systematically feed graduates into the travel‑tech pipeline. As AI and automation reshape pricing, customer‑service, and distribution, Montreal’s quiet consolidation as a second‑tier global travel‑tech powerhouse is giving it outsized influence over how the industry operates in the age of intelligent algorithms.

Key Points

• Montreal is now widely seen as the world’s second‑most important travel‑tech hub after San Francisco, fuelled by a strong AI and research ecosystem.
• The city hosts a dense cluster of startups and established companies working on AI‑driven pricing, personalization, distribution, and operations tools.
• Factors such as low operating costs, supportive policies, bilingual talent, and proximity to major markets have helped Montreal grow its influence quietly but deeply.

Bottom Line: Montreal’s understated ascent to travel‑tech prominence reflects how a city can become a global powerhouse not through branding alone but through a steady, talent‑driven build‑out of AI‑first infrastructure that now quietly underpins much of the travel industry’s digital backbone.

The Kuala Lumpur outpost will offer 272–279 spacious suites, many starting from around 80 square meters, with custom interiors, marble‑bath enclaves, and views over the city’s skyline and surrounds. Public spaces include more than 4,250 sq m of meeting and event facilities, highlighted by a pillarless grand ballroom designed for large‑scale galas, expos, and lavish weddings. The property’s Golden Triangle location also keeps guests steps from shopping malls, dining clusters, and iconic landmarks such as KL Tower and the Islamic Arts Museum, while remaining well‑connected to Kuala Lumpur International Airport and main transport hubs.

Culinary credentials are a core pillar of the debut, with a high‑profile lineup anchored by two Michelin‑starred chef Garima Arora’s “Yaari” and a trio of outlets from Jean‑Georges Vongerichten: JG KL, abc kitchens KL, and The Bar by JG. The brand’s signature Peacock Alley lounge and bar will also feature prominently, serving as a stylish all‑day space for cocktails, afternoon tea, and people‑watching in the Golden Triangle. By combining heritage‑driven hospitality, contemporary design, and a star‑chef‑driven food‑and‑beverage program, Waldorf Astoria Kuala Lumpur aims to compete with the city’s top luxury hotels and tap growing demand from regional business travelers, weddings‑focused groups, and well‑traveled leisure guests.

Key Points

• Waldorf Astoria Kuala Lumpur will open in late 2026, marking the brand’s first entry into Malaysia.
• The hotel offers 272–279 suites and over 4,250 sq m of event space, including a pillarless grand ballroom.
• It sits in the Golden Triangle (Bukit Bintang) with walkable access to Pavilion Mall, Suria KLCC, Petronas Twin Towers, and KL Tower.
• The F&B lineup features Garima Arora’s “Yaari” and three Jean‑Georges Vongerichten concepts, plus the signature Peacock Alley.

Bottom Line: Waldorf Astoria Kuala Lumpur’s late‑2026 debut injects a new ultra‑luxury alternative into Malaysia’s capital, leveraging the Golden Triangle’s prime location, a large‑capacity events program, and a star‑driven culinary platform to attract high‑net‑worth travelers, business delegates, and wedding‑focused groups.

This sprawling Southwest hub—where saguaro cacti frame fiery sunsets, Scottsdale resorts glow with poolside glamour, and downtown streets pulse with craft breweries and Southwestern spice—transforms from winter escape to global playground, blending Native heritage markets with sleek convention halls amid red-rock horizons.

The momentum spotlights Phoenix’s rivalry edge: expanded Sky Harbor flights connect seamlessly, luxury hotels rise near Camelback Mountain trails, major events fill arenas, and cruise day-trippers explore Sonoran vibes—sustaining hospitality booms while spotlighting sustainable desert trails and cultural festivals for diverse travelers from leisure seekers to business crowds.

Key Points

• Airlines ramp up nonstop desert routes.
• Hospitality jobs surge in resorts, hotels.
• Cruise lines boost day-trip adventures.
• Major events pack convention centers.
• Year-round sun draws global crowds.

Bottom Line: Phoenix’s tourism charge blends cactus sunrises, spicy taco trails, and mountain thrills—inviting city explorers and nature lovers to vibrant energy and endless horizons, securing its spot as America’s sizzling desert tourism contender.

Airlines respond: British Airways adds regional routes (Manchester/Edinburgh), Lufthansa ramps Frankfurt/Munich flights, Emirates/Qatar Airways boost GCC directs to London/Birmingham for premium cabins. VisitBritain forecasts 44.3M inbound visits spending £34.6B (+ growth vs 2024), with GCC alone hitting 1M visits/£2.2B spend in 2024. Ryanair/EasyJet add budget feeders from Paris/Berlin; Heathrow/Gatwick see 8% intl surge. Luxury operators report 20% booking jumps from these markets.

Key Points

• Markets: France (proximity), Germany (culture), GCC (luxury).​
• Forecast: 44.3M visits, £34.6B spend.​
• Airlines: BA/Lufthansa/Emirates add routes/capacity.​
• Gems: Cotswolds, Highlands, Lake District, Bath.​
• GCC 2024: 1M visits, £2.2B.

Azerbaijan showcased its Old City (UNESCO site), Caucasus adventures, Shahdag resorts, and Baku’s modern vibe at a national pavilion with partners like AZAL airlines and Azerbaijan Tourism Bureau, positioning itself beyond Western hotspots for China’s outbound market amid Aliyev-Xi strategic partnerships. The earlier Baku China Tourism Summit reinforced B2B links, eyeing high-value Chinese travelers for economic gains.​

This cooperation promises easier flights, targeted ads in Chinese cities, and enhanced hospitality, drawing eco/adventure seekers to Azerbaijan’s heritage and nature.​

Key Initiatives

• Visa waivers drive Chinese influx; tourism office opening in China.
• “China Ready”: Service training for Mandarin-speaking staff, group tours.
• Marketing: Campaigns highlighting Baku, Gobustan, Sheki.

Visitor Benefits

• Seamless access; diverse options from wellness to mountains.
• Boosted flights via AZAL; cultural events for Chinese groups.​

Key Points:

• CITM 2025 meetings yield visa/marketing/tourism office pacts.
• Targets China’s booming outbound market post-visa abolition.
• “China Ready” preps Azerbaijan for luxury/eco Chinese travelers.
• Baku summit success; AZAL/Shahdag promo at pavilion.
• Economic lift via 230k+ 2025 visitors (Jan-Sep); infrastructure push.​

The hotel features 120 rooms designed to offer comfort, value, and genuine hospitality, along with amenities such as free Wi-Fi, a wellness area with a jacuzzi, a 24/7 market, and a meeting room accommodating up to 60 guests. This setup makes it ideal for both leisure visitors and the growing segment of business tourists attending conferences or meetings in the region. Hampton by Hilton Cusco enhances the city’s accommodation capacity, supporting Peru’s tourism infrastructure while contributing to job creation and local supplier engagement.​

Hilton’s investment aligns with Peru’s strategic goals of promoting sustainable and eco-friendly tourism practices. The hotel incorporates environmentally responsible initiatives aimed at reducing its carbon footprint, ensuring a positive impact on the local ecosystem and tourism experience. This development highlights Hilton’s commitment to sustainable tourism growth in Latin America and underlines Cusco’s emergence as a globally competitive destination.​

Key Points:

• Hampton by Hilton opened its first hotel in Cusco with a $20 million investment, Hilton’s third Peru property.
• Located near key cultural sites, the hotel offers 120 rooms and amenities for leisure and business travelers.
• The hotel supports Peru’s sustainable tourism goals with eco-friendly operations to reduce environmental impact.
• The opening boosts Cusco’s accommodation capacity, tourism infrastructure, and local economic development.
• Hilton continues to expand in Latin America, reinforcing its role in shaping the region’s tourism future.

Nevada, traditionally associated with Las Vegas, has successfully diversified its tourism offerings to include outdoor recreation, cultural events, and conventions, attracting a broader, increasingly international audience. This diversification has resulted in a 23% increase in overseas visits, supporting sustained economic growth and positioning Nevada as a multifaceted tourism destination beyond its casino legacy.​

Hawaii has experienced steady growth, with visitor spending rising from $16 billion in 2017 to an estimated $20.7 billion by 2023. As a premier luxury travel destination, Hawaii offers a mix of lush landscapes, pristine beaches, and upscale resorts, drawing affluent travelers seeking both relaxation and adventure. Concurrently, Georgia has emerged as an exciting tourism contender in the U.S. South, boasting a blend of urban vibrancy in Atlanta and historical charm in Savannah—factors contributing to its rising popularity and tourism revenue.​

New York remains a global tourism powerhouse, known for iconic landmarks such as Times Square, the Statue of Liberty, and Central Park. Despite post-pandemic challenges, the state is making a robust recovery with millions returning to experience its vibrant cultural and entertainment offerings. Overall, these five states exemplify the dynamism of the U.S. tourism sector as it sets new records, driven by strategic investments in infrastructure, sustainability, and international connectivity.​

Key Points:

• Florida leads with 118 million domestic visitors in 2021, benefiting from beaches, theme parks, and resorts.
• Nevada diversifies beyond casinos into outdoor activities and cultural tourism, with a 23% rise in international visitors.
• Hawaii’s luxury tourism sector grows visitor spending to over $20 billion by 2023.
• Georgia gains popularity through urban and cultural attractions in Atlanta and Savannah.
• New York recovers strongly post-pandemic, maintaining its status as a global tourism icon.
• Collectively, these states drive unprecedented growth, innovation, and international appeal in U.S. tourism.

Tourist arrivals reached an estimated 19.9 million during the first eight months of 2025 — up 4.1% year-on-year — driven by surging demand from the UK, Germany, the United States, and Israel. German tourists increased their spending by nearly 19%, while the U.S. market grew by over 30%, highlighting Greece’s success in attracting long-haul, high-spending travelers. Visitors from non-EU markets contributed strongly as well, as the country’s hospitality offerings, improved air connectivity, and strong branding as a safe and premium destination continued to pay off.​

Greece’s wider diversification strategy has enhanced year-round tourism, beyond the traditional summer peaks. Regions such as Crete, Rhodes, the Cyclades, and Athens reported robust occupancy rates, while cultural tourism, luxury experiences, gastronomy, and cruise travel contributed significantly to overall spending. Coupled with sustainable infrastructure investments and targeted marketing campaigns by Enterprise Greece and the Hellenic Tourism Organization, the nation’s travel sector is set for continued expansion into 2026.​

Looking forward, Greece is emphasizing sustainability and digital innovation in tourism development. Plans include promoting eco-friendly practices, expanding regional airports, and encouraging off-season travel to sustain growth while protecting heritage and coastal ecosystems. With 2025 shaping up to be one of the best years on record, the nation’s tourism remains a cornerstone of economic resilience — driving nearly 20% of GDP and supporting one in five jobs across the country.​

Key Points:

• Record-breaking €16.7 billion in tourism receipts from January to August 2025 — up 12% year-on-year.
• August 2025 alone brought €4.52 billion, the highest monthly revenue ever recorded.
• Around 19.9 million visitor arrivals in the first eight months of 2025 — a rise of 4.1%.
• Strong growth from key markets: UK, Germany, USA, Italy, and Israel.
• American tourist spending surged by over 30%, and German spending up nearly 19%.
• Focus shifting to sustainable tourism, extended travel seasons, and enhanced air connectivity.
• Tourism contributes nearly one-fifth of Greece’s GDP and supports about 20% of employment.

The tour covered key attractions across South and North Wales, including the market town of Abergavenny near the Brecon Beacons, Caerphilly Castle, the Newport Transporter Bridge visitor centre, White Castle Vineyard, and Llanover Garden. Visitors also explored Wrexham’s cultural scene, the UNESCO World Heritage Pontcysyllte Aqueduct, and historic Chirk Castle. These experiences gave operators a comprehensive understanding of Wales’ cultural heritage, outdoor activities, food and drink offerings, and bespoke travel experiences, enabling them to craft diverse, personalized tour itineraries for their clients.

Networking events were a crucial part of the trip, bringing together more than 70 Welsh and UK tourism businesses—from heritage railways to coach operators and Cadw representatives—and key transport hubs like Cardiff Airport. These partnerships are vital to strengthening Wales’ position in global tourism markets by fostering cooperation and exchanging ideas to meet evolving traveler demands. High-end bespoke itineraries and food and drink tours are particular growth areas, driven by increasing interest from U.S. and Canadian visitors.

Key Points:

• Wales hosted leading UK tour operators on a four-day familiarisation trip to showcase its diverse tourism offerings and cultural heritage.
• The trip included visits to iconic sites: Caerphilly Castle, Newport Transporter Bridge, Pontcysyllte Aqueduct, vineyards, gardens, and cultural venues.
• Networking sessions connected UK operators with over 70 Welsh tourism suppliers and attractions, strengthening international partnerships.
• Wales’ growing popularity is fueled by demand for bespoke travel experiences, especially from North American markets.
• The initiative supports Wales’ goal to boost international visitor numbers, contributing to the local economy and tourism sector growth.

Between January and July 2025, Mexico recorded a 6.8% increase in international visitor revenue to USD 21.682 billion and welcomed 27.7 million international tourists—a 7.2% rise compared to the previous year. FITUR 2026 offers Mexico an invaluable platform to present immersive experiences that highlight not only its established destinations but also emerging regions and sustainable tourism projects. This strategic initiative supports Mexico’s goal to become the fifth most visited country globally by 2030, with investments focused on infrastructure development, community progress, and environmental sustainability.

Mexico’s role as a co-host of the 2026 FIFA World Cup adds further momentum to its tourism ambitions, providing a global stage to promote the country’s cultural richness alongside world-class sporting events. Through an innovative pavilion and a comprehensive agenda including investor meetings, cultural showcases, and promotional campaigns, Mexico seeks to deepen diplomatic and economic ties while expanding its international appeal. The partnership between the Ministry of Foreign Affairs and tourism authorities exemplifies a holistic approach integrating tourism growth with national diplomacy.

Key Points:

• Mexico is the Partner Country at FITUR 2026, using the platform to showcase its cultural heritage, natural landscapes, and unique travel experiences.

• The country recorded a 6.8% increase in visitor revenue and welcomed 27.7 million international tourists in Jan-Jul 2025.

• Strategic focus on sustainable tourism, infrastructure development, and community initiatives supports the ambition to be the world’s fifth most visited destination by 2030.

• Co-hosting the 2026 FIFA World Cup provides a global spotlight and enhances Mexico’s attractiveness as a premier travel destination.

• FITUR 2026 will feature interactive exhibits, cultural events, and investment opportunities aimed at boosting visitor numbers and international collaboration.

Mexico’s bold vision at FITUR 2026 signals a transformative phase in its tourism sector, poised to harness worldwide attention and establish long-term growth through innovation, culture, and sustainability.