Tourism has become an integral part of Europe’s economic and geopolitical reality. Increasingly, it plays a role that goes far beyond travel itself, acting as a driver of economic exchange and international cooperation. 
This broader role is particularly visible during the recent German delegation visit to Türkiye, led by the Federal Ministry for Economic Affairs, Katherina Reiche. The meetings and discussions in Ankara brought together political and business representatives to further strengthen bilateral cooperation and to position tourism as a key economic driver.

Not every holiday is about slowing down. For a growing number of travellers, time away means staying active, trying new things and experiencing a destination beyond the hotel.  This demand has inspired colleagues from the Czech Republic and Slovakia to develop a concept that brings movement, discovery and local experiences together in a structured, yet flexible way: MOTION Club. 
Launched in 2023, the concept is designed for adults and teenagers aged 13+ and combines premium hotel stays with a carefully curated programme.

Since then, the portfolio has continued to open up across DERTOUR Group, most recently in the Czech Republic, with further launches already in progress. Behind each step is a process that goes well beyond simply adding a product to a new market: aligning systems, translating content, selecting the right villas and working closely with local teams to make it work for customers on the ground.
We spoke to Lewis Cooper, Business Development Manager – Key Accounts at Solmar Villas, who has been closely involved in these rollouts.

8,000 respondents, 13 countries, and countless data points – the European Travel Trend Report 2026 is far more than a collection of statistics. It is the result of close collaboration between DERTOUR Group and the market research experts at Appinio. 
But how do you ensure that data collected in Poland can be meaningfully compared with results from Ireland? And how do you cut through millions of responses to identify the insights that truly matter to today’s travellers? To find out, we spoke with Appinio about what happens behind the scenes of a pan‑European study.

2026 is here, and Apollo’s latest trend outlook shows a clear shift in how people want to experience the world. Travel is becoming more personal, more playful, and far more meaningful. Holidays are no longer just about getting away—they’re about creating experiences that reflect who we are and what we value. “The trends for 2026 confirm what we at Apollo have sensed for a long time: people want to travel with more freedom, more curiosity, and a desire for genuine experiences,” explains Beatriz Rivera, Nordic Head of Communications at Apollo. “This is at the very core of what we work for every single day. That’s why this year’s trend outlook gives us such a boost – it shows that we’re on the right track.