Hospitality Trends: How to Navigate the New Tourist Flow Patterns?

Hospitality Trends

By Dr. Tatyana Tsukanova and Lionel Saul

Change is inevitable, especially when we talk about tourism. Tastes change, as do external factors that force one to move/travel in new directions. Some can’t wait for change, while others are still clinging to their former glory. To better prepare for such challenging times, in this digest, we talk about news related to changes in tourist flows and what innovative solutions can help hospitality to embrace these changes and thrive.

New destinations for Chinese tourists and the rise of Asia

The success of a business in the hospitality and tourism industry depends on its ability to attract travelers. Some businesses in a host market are highly dependent on foreign travelers to be able to operate successfully. These latter highly rely on international source markets. The Covid-19 pandemic has highlighted the interconnection between host markets and source markets, and has perfectly shown how an external factor can influence, or even disrupt, the hospitality and tourism industry.

The most recent one, and probably the one every actor in the industry was waiting for, is China resuming international travel. The absence of travelers from China for nearly three years has heavily impacted the travel industry globally. This is not surprising as China was the most important source of international travelers1 with around 155 million tourists spending more than a quarter of a trillion dollars abroad in 2019. According to the World Tourism Organization2, this is a significant step for the recovery of the travel sector worldwide. In the short run, it is expected that Asian host markets will be the ones benefiting the most from the return of travelers from China. Some host markets were eagerly awaiting the visit of the first travelers from China and welcomed them with the presence of high officials3.

It is expected that Asian host markets will be the ones benefiting the most from the return of travelers from China.

One striking example of how this factor is expected to impact host destinations is the reaction of Thailand4 after the announcement of the Chinese government to ease its border restrictions. While the country had initially forecasted 20 million international travelers in 2023, an additional 5 million5 has been quickly added in order to include future Chinese visitors. Some host markets, even within Asia, will benefit more than others from that situation. Indeed, China’s Ministry of Culture and Tourism has resumed outbound group tour services to 20 countries6. Eleven of them are located in the Asia Pacific region, including the following: Cambodia, Indonesia, Laos, Malaysia, Maldives, Philippines, Singapore, Sri Lanka, Thailand, New Zealand and Fiji.

In addition, nine other countries located in different parts of the world can benefit from China’s Ministry decision and are listed hereunder: United Arab Emirates, Egypt, Kenya, South Africa, Russia, Switzerland, Hungary, Cuba and Argentina. Those countries should expect to see more travelers from China this year. Moreover, the usual favorite destinations of Chinese travelers might not be the same as the pre-pandemic ones7, due to flight restrictions, visa issues and entrance rules. Travelers from China might favor trips to Southeast Asia despite their initial interest to visit Europe8.

Inflation, high hopes for India, why Japan doesn’t want to travel and over tourism

The external factor described above is a game changer for the industry worldwide and affects the tourist flows. Yet, other events occurring in other source markets have also recently impacted our industry, though on a smaller scale for the moment. The first one is the ramping inflation in the United Kingdom. This event has had a negative impact on the Swiss hospitality industry. Indeed, Britons used to be one of the main source markets for winter tourists9. Nevertheless, British customers are traveling less to the Swiss alps10 due to the high inflation they are facing at home.

The second external factor is the growing population in India. In 2023, India became the most populated country in the world11, which generates interesting perspectives for the industry in the future. Host markets should keep an eye on India as a valuable source market for the coming years. Thailand, for example, is expected to welcome 1 million travelers12 from India this year, which is the highest number ever recorded.

A last example of an external factor that can disrupt host markets is the fear of COVID-19 among Japanese travelers13, as they are still reluctant to travel abroad. This will eventually negatively impact the most popular destinations where they used to travel.

While most of the events we describe result in external factors diminishing the flows of tourists coming from certain source markets, some host markets are struggling with an opposite situation: over-tourism. Indeed, some popular destinations are making decisions to reduce the flows of tourists. For example, Barcelona’s Deputy Mayor14 stated that the city will be focusing on attracting quality over quantity, as Barcelona is a very densely populated city, with restricted space. Indeed, the city is hemmed between the mountains and the sea. The goal is to decrease the number of tourists during particularly busy periods by encouraging travelers to visit the city during off-peak times.

In a similar vein, Amsterdam15 is trying to reduce the tourism flows in the city center by banning tourist buses to drive in the center of Amsterdam. The objective is to decongestion the narrow streets in favor of cyclists and pedestrians. In Hawaii16, similar decisions are considered to limit the important negative environmental impacts of tourism on the island. Maui Mayor Michael Victorino stressed that Hawaii should be seen as “a community first and a vacation destination second”. However, limiting the number of tourists raises concerns as Hawaii’s economy relies heavily on the tourism sector.

In these circumstances, professionals need to diversify as much as possible their customer bases. Indeed, the more diverse it is, the more resilient their business will become. Taking the example of tour operators, Mr. Thanet in the Bangkok Post17 expressed that “operators still have to diversify risks to as many markets as possible”. Thus, actors in host markets that do not rely solely on one source market could further resist external shocks. Indeed, the revenue loss from one source market could be compensated by targeting other source markets that are not being impacted by a negative external factor.

There is a need for diversification to make a tourist destination more attractive.

The good news is that innovation can help professionals to reach a wider range of source markets, as well as implement alternative and rapid strategies when their business is facing the impact of external factors.

Startups in your travel plan, city business models, and the power of Metaverse and AI

Startups in your travel plan

As mentioned earlier, there is a need for diversification to make a tourist destination more attractive. Israel turns innovation into a lure for inquisitive tourists18. Tour operators offer individual guests and families access to start-ups and innovation hubs ranging from a walking tour in Tel Aviv that highlights the social innovation and entrepreneurial ecosystem to more prodigious R&D tours, that can be included in their travel itinerary. Indeed, innovation and entrepreneurship have received considerable attention in the news over the past month. For example, Morocco’s Ministry of Tourism19, in partnership with the UNWTO and the Moroccan Society of Tourism Engineering, is focusing on a collaboration with start-up accelerators and academia to strengthen the entrepreneurial environment and promote sustainable and resilient models in tourism — and innovation is in high demand.

Successful urban business models should not be omitted from this conversation. Singapore and Dubai are among the most influential and economically significant cities, with superior luxury hotels, haute cuisine restaurants and world-class museums lined up in glittering rows. Tourist inflows, support for multiculturalism, an excellent transport system and the organization of international events all bring them significant income. Africa and South America20 are likely to be the next places to adopt the Singapore-Dubai model.

Using Metaverse is another way to innovate. Today, we can discover the UNESCO World Heritage Site of Hegra’s Tomb of Lihyan21 in Saudi Arabia through a fully immersive 3D model. Digital tourists may be an interesting target group to raise awareness and attractiveness of a destination through playability worth thinking about.

Tapping into digital innovation is critical for any country’s tourism sector. The Greek Tourism Ministry22 has placed digitalization as a top priority to enhance the tourism experience. Google and TikTok are actively contributing in this direction, sharing their knowledge and innovative solution to accelerate the digital transition and increase visibility. Improving the tourist experience through technology was also a key theme at the Global Tourism Innovation Forum23 in February this year.

The AI and ChatGPT-powered apps24 are already being used for travel planning. ChatGPT itself, according to one experiment25, can provide relevant travel advice, but it still cannot be seen as a source of reliable and up-to-date information. Nevertheless, the implications of this technology for travel are enormous, and it will impact the future of work in all industries, including the hospitality industry, where the number of AI-related positions26 has increased significantly in recent years.

AI is also one of the most well-funded areas27 in venture capital investment. One interesting example is RAD AI28, which is developing the first AI marketing platform to understand emotions that can help businesses avoid wasting money on ineffective campaigns. And we know that emotional management is a very impactful practice in hospitality.

All-in-one solutions, all inclusive holiday packages and hubs of wellness

All-in-one solutions

At the same time, the fatigue of websites and apps where we need to check 20+ sources to plan a trip also keeps creating opportunities to innovate in tourism and hospitality. Examples are already available today. Amsterdam-based startup Stippl29 is developing an all-in-one platform — a single platform for booking and planning travel. Another startup, TRZMO, offers a single app30 covering everything from flight updates to meal recommendations to saving photos as a travel keepsake. The new iSeatz report31 “Tipping Point for Travel Loyalty in 2023” also highlighted a single digital platform for travel and booking as one of the key enhancement opportunities for tourism.

Tapping into digital innovation is critical for any country’s tourism sector. Google and TikTok are actively contributing in this direction, sharing their knowledge and innovative solution to accelerate the digital transition and increase visibility.

Creating more inclusive and accessible travel helps meet the needs of the overlooked. It will come as no great surprise to note that major players such as Expedia are investing in start-ups32 that aim to improve accessibility and offer effective solutions to travel challenges. Undoubtedly, hoteliers and tour operators cannot ignore the trend that the elderly population is steadily increasing. In response, several start-ups are emerging that are developing tailor-made holiday packages and services for seniors. An example of this is GoodFellow, an senior companionship startup33 launched in September 2022 in India – this project has already received promising funding from investors.

Sustainability is bringing many opportunities for hospitality as well. The UNWTO Awake Tourism Challenge34 announced winners among entrepreneurs working to accelerate sustainability. Among them are a startup socialbnb35, which helps book accommodation in a social or environmental project to provide fairer tourism that benefit local regions, and SmArt36, which runs a tourism and hospitality consultancy in Latin America to promote sustainable development of tourist destinations globally.

Sustainability is also linked to the rising focus of travelers on health and well-being: for example, silent retreats, meditation, yoga tourism, and wellness gateways37 are making India a hub for wellness and spiritual trips. As experts note, the wellness industry is on the rise38, and demand for personalization and customized sessions on stress management, emotion balance and better sleep is soaring.

The article was originally published in EHL Insights on 2023 14 March.
It can be accessed here:

About the Authors

Tatyana TsukanovaDr. Tatyana Tsukanova, an accomplished researcher and educator, specializes in entrepreneurship, strategy, and internationalization. With a PhD from the University of Tartu and experience at HEC Paris, she now leads EHL’s research team. Tatyana contributes to academic journals, speaks at global conferences, and is dedicated to promoting innovation, sustainability, and positive change through her teaching and research.

Lionel SaulLionel Saul is a Research Assistant at EHL Hospitality Business School. His research interests center around sustainable business practices, as well as their contribution to the ecological transition and other contemporary grand challenges. Lionel has contributed to leading journals and international conferences in hospitality and tourism. Moreover, his ongoing projects focusing on organizational hybridity and corporate foresight target a broader array of academic publications in the field of management. Lionel holds a MSc in Business Administration with a major in Strategic Foresight.


  1. What the return of Chinese tourists means for the global economy. January 9, 2023. CNN Business.
  2. UNWTO LOOKS TO “RE-WRITE TOURISM HISTORY” AT OFFICIAL RE-OPENING OF CHINA. February 24, 2023. The World Tourism Organization (UNWTO).
  3. China to resume pilot outbound group tours starting on February 6: ministry. January 6, 2023. Global Times.
  4. CChina includes SL for pilot group outbound tourism drive. January 23, 2023. Daily Financial Times.,economic%20recovery%20of%20Sri%20Lanka.
  5. Tourism Authority of Thailand (TAT) Expects 25 Million Visitors in 2023, 01 May 2023, Thailand Business News,
  6. Chinese group tour travel starts again to 20 Countries. February 6, 2023. Travel Daily Media.
  7. Shut out from their top destinations, Chinese travelers are turning to other places. February 13, 2023. CNBC.
  8. Outlook for China tourism 2023: Light at the end of the tunnel, 09 May 2023, McKinsey & Company,
  9. Season saved for Swiss ski resorts as quarantine is lifted. December 04, 2021. The Local Switzerland.
  10. Les touristes britanniques sont plus rares et se serrent la ceinture. December 27, 2022. RTS Radio Télévision Suisse.
  11. Countries in the world by population (2023), 16 July 2023, Worldometer,
  12. Thailand Expects to Welcome 1.6 Million Indians This Year, 17 July 2023, National News Bureau of Thailand,,the%20travel%20and%20tourism%20sector.
  13.  ‘Horizons have shrunk’: Japanese tourists reluctant to venture abroad over Covid fears. February 04, 2023. Financial Times.
  14. This Popular Spanish Holiday Destination Really Doesn’t Want You To Visit It. February 17, 2023. Yahoo.
  15. Amsterdam banning tourist buses in latest move to curb overtourism. February 6, 2023. The Star.
  16. The Case for Caps: Overtourism in Hawaii. February 15, 2023. Brown Political Review.
  17. Hotels want new stimulus phase sped up. January 16, 2023. Bangkok Post.
  18. 8 Israel innovation tourist spots to put on your itinerary. August 17, 2023. Israel21c.
  19. Natalia Bayona: Morocco is ‘Shining Star’ in Startups. February 17, 2023. Morocco World News.
  20. The Rise of the Singapore-Dubai Model: Opportunities for Expansion in Africa, Latin America, and Beyond. February 20, 2023. Harvard International Review.
  21. The Royal Commission for AlUla enter the Metaverse with first fully explorable 3D model of Hegra’s Tomb of Lihyan, a UNESCO World Heritage site. November 7, 2022. Royal Commission for AlUla.,largest%20at%2022%20metres%20tall.
  22. Greece Taps into Digital Innovation to Enhance Tourism Experiences. February 14, 2023. Greek Travel Pages.
  23. GLOBAL TOURISM INNOVATION FORUM. February 14, 2023. The World Tourism Organization (UNWTO).
  24. 7 Free Travel Planning AI and ChatGPT Apps to Get an Instant Itinerary. June 30, 2023. Make Use Of.
  25. I asked ChatGPT to plan my Europe trip. February 20, 2023. Mozo.
  26. THE POWER – AND LIMITATIONS – OF CHATGPT FOR TRAVEL. January 30, 2023. PhocusWire.
  27. This Startup Built the World’s First AI Marketing Platform That Can Understand Emotion and Some of the Biggest Companies on the Planet Are Already Using It. February 1, 2023. Benzinga.
  28. RAD AI. Benzinga.
  29. Amsterdam-based Stippl takes off with €400k for its all-in-one travel platform. January 30, 2023. EU Startups.
  30. STARTUP STAGE: TRZMO AIMS TO BE A SUPER APP FOR TRAVEL. February 13, 2023. PhocusWire.
  31. New Report: The Tipping Point for Travel Loyalty in 2023. February 2, 2023. Skift.
  32. Expedia accelerator eyes travel accessibility startups. February 13, 2023. UKTN.
  34. UNWTO AWAKE TOURISM CHALLENGE. The World Tourism Organization (UNWTO).
  35. Socialbnb.
  36. SmArt.
  37. 2023 travel predictions: Healing and holidaying. February 12, 2023. Financial Express.
  38. 2023 Top Hospitality Industry Trends. February 6, 2023. Hospitality Net.

The views expressed in this article are those of the authors and do not necessarily reflect the views or policies of The World Financial Review.