We're flying on borrowed time. Why the travel industry's climate pledges are unravelling — and what changing our language could do about it.

IATA admits SAF is stuck at 0.8% and its own net-zero targets are "fading fast" — yet passenger demand is set to double by 2050. This article unpacks travel's last hurrah economy, why "peak season" is a myth that lets us off the hook, and why the destinations least responsible for emissions are the ones paying the highest price.

Coolcations, slow travel & sustainable hospitality: expert insights on Europe's rising destinations, overtourism challenges, and travel trends to 2050

Europe remains the world's top travel region, but 2026's summer trends reveal a landscape in flux — shaped by climate, cost, and a growing demand for authenticity.

Coolcations are no longer a niche. Iceland saw 29% arrivals growth in 2024/25, Norway 13%, as travellers seek cooler climates and off-the-beaten-path experiences. Scandinavia's "articsummer" positioning and Scotland's diverse offering are capturing this shift, while JRC data projects a long-term rise in northern European demand against a decline in traditional southern hotspots.

Sustainability is no longer optional marketing. 85% of consumers say sustainable travel matters, per Booking.com — though a say-do gap persists, especially among younger travellers. Certification is replacing slogans: a third of travellers now seek verified proof, not greenwashing.

Value is being redefined. AI-driven personalisation is narrowing the expectation gap between price and experience, while overtourism pressures — from the Canary Islands' bleisure backlash to city-level strategies in Amsterdam and Copenhagen — are pushing operators toward regenerative models and off-peak growth.

Looking to 2050, the industry faces a reckoning: continued growth must be matched by decarbonisation, or travel risks becoming restricted, elite, and exclusionary.Europe remains the world's top travel destination this summer, but the trends shaping it are shifting fast.

Coolcations are driving demand north. Cooler climates are outperforming traditional Mediterranean hotspots, as travellers rethink where — and when — they holiday in response to rising heat and climate pressures.

Sustainability is moving past marketing. Most travellers say it matters to them, but there's still a gap between what people say and what they book. Certification, not slogans, is what's starting to build real trust.

Value is being redefined too. AI-driven personalisation is helping travellers close the gap between price and experience, while overtourism is forcing destinations and operators to rethink growth — spreading demand across seasons and regions rather than concentrating it.

Hospitality is following suit. The experience now matters more than the hotel itself — wellness, local immersion, and authenticity are what's setting operators apart.

Looking ahead, the industry faces a bigger reckoning. Continued growth must be matched by real climate action, or travel risks becoming restricted, exclusive, and out of reach for many.

This article explores how the future of travel can become fairer, more inclusive and more climate-conscious as tourism demand rises across emerging markets. It examines the tensions between overtourism, aviation emissions, passport inequality, carbon pricing and climate migration, while arguing for a shared transition that protects communities, residents, indigenous peoples and vulnerable destinations. From regenerative tourism and community-led destination management to nature-based solutions, resident engagement and fair work in hospitality, the piece calls for a new travel model rooted in equity, resilience, climate justice and net positive impact.

Rising costs, community backlash and the climate crisis are converging on tourism. If the industry doesn't transform to net positive and regenerative models — and fast — it risks the same cultural and regulatory fate as smoking. The science is catching up. The communities are pushing back. And the window for voluntary action is closing.

Sustainability is no longer the standard for tourism, with destinations moving beyond it to regenerative tourism practices including agritourism. Other low impact niche segments include cycling where there is higher spend per visitor, with cycling visitors looking for off the beaten path and authentic experiences.

When it comes to tourism, often communities are left out of important decisions about their future, whereas a living systems approach is required so that tourism is not just an end in itself, but a means to positive impacts.

Adventure travel is not immune to the global challenges facing the broader industry, from geopolitical uncertainty, war, digital disruption and climate change.

At Adventure Elevate Europe, adventure operators discussed the challenges and opportunities, and how to navigate a path ahead driven by purpose and passion.

In this interview for CGTN, Caroline Bremner discusses the latest data and trends in travel and tourism. Caroline considers whether the travel industry is becoming more regional, expensive and sustainable by necessity rather than choice. In the face of record uncertainty caused by war in the Middle East and the repercussions on global energy supplies, travel businesses and destinations are dealing with severe geopolitical turbulence where supply is contracting.

Travel and tourism face increasing pressures due to the downgrade in the global economy as a result of the war in the Middle East. With record fuel prices and mass flight cancellations, summer 2026 is gearing up to be one of chaos and uncertainty for travellers.

Adventure travel is a major economic powerhouse valued at USD1 trillion. Join me in Catalonia at ATTA Elevate to discuss ways to create the Art of Balance in volatile macro-economic and geopolitical times, finding the best path forward for sustainable, net positive adventure tourism.

Women account for around 40% or less of the global workforce in travel and tourism, so it was great to speak to different cohorts of women at different stages of their education.

Scotland’s Signature conference was full of insights and tips for building a world-class travel, tourism and hospitality brand. Besides AI, the customer journey, booking trends, personalisation, sustainable tourism and experiential demand were all top of mind.

ITB Berlin, the travel industry’s leading conference celebrates 60 years, including a Power 60 list of influencers and trailblazers in travel and tourism, including Caroline Bremner Associates.

With less than four years to 2030, it’s time to take a close hard look at transport emissions that account for the majority of travel and tourism carbon emissions. Mitigation strategies include electrification and no fly options, which are less popular but necessary if we are to meet the Paris Agreement and net zero targets.

Destination Climate Champion training from The Travel Foundation can help destination management organisations with their climate action journey.  

2030 is on the near horizon where countries have pledged to halve carbon emissions by then. Yet the consensus from climate scientists is that action is not going far or fast enough. In this new blog we address the best way to accelerate sustainable transformation in travel and tourism by signing up for climate action.

In this second part of my interview for ITB Berlin, I cast a future gaze over the future impacts of climate change, diversity and inclusion with the aim of creating an equitable tourism model for not just travellers but host communities alike.

As destinations and travel businesses struggle with balancing growth with climate challenges along with digital innovation, it is vital to transform, adapt and mitigate risks for long term viability.

ITB Berlin is the leading travel conference in the calendar and this year it celebrates 60 years. To mark this occasion, I was asked what 2086 may entail. I don’t have a crystal ball but there are some things that may stay the same, and definitely a lot that will change.

Join me at ITB Berlin to discuss data, trends and insights that will help future-proof businesses and destinations.

Despite growing geopolitical turbulence between the US and its European allies, US outbound travel demand to Europe remains resilient. The US remains a significant source of tourism spending for European and travel patterns are shifting towards shoulder seasons helping to address congestion and overcrowding in popular destinations.

In this latest blog post, we take a look at the buzz words and trending topics for travel and tourism in 2026.

One of the best sources for understanding travel trends is taking a deep dive into Instagram hashtags. Travel itself is a powerful term with almost 800 million hashtag mentions, illustrating just how aspirational travel is in terms of people, their passions and interests.