
Beyond Tech
Feature: Tourism Makes History With its First Davos Session
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Arts + Culture: JAY-Z K-Pop Fund, Netflix House + WBD bid, Disney-OpenAI
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Health Tech: FDA Reviews AI monitoring, Heart Organoids, IgA pathways

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Davos, Switzerland
TechBuzz Feature
For the first time ever, Tourism has a formal place during World Economic Forum week. Today, the Global Tourism Forum Davos 2026 is taking place alongside the main Davos meetings, bringing travel into conversations usually reserved for finance, energy, and technology. What does this signal for the Travel Tech sector in 2026?
The inclusion of this tourism forum matters because tourism is already a major force in the global economy. The sector contributes around 10% of global GDP and supports 1 in 10 jobs worldwide. It connects airlines, hotels, infrastructure, culture, and nature. Yet until now, it has rarely been treated as a strategic industry at Davos. Today’s gathering signals that this is beginning to change.
Davos is where long term priorities are shaped. Governments, investors, and global companies use this week to align on policy, capital, and future direction. By placing the Global Tourism Forum inside this environment, tourism is being discussed through the lens of investment, resilience, and global cooperation.
The timing is deliberate. Global travel has largely returned to pre-Covid levels, and countries are competing for visitors, talent, and capital. Leaders are no longer focused on recovery alone. They are asking how tourism can grow in a way that protects destinations, supports communities, and delivers value over time. These questions sit naturally alongside climate, digital trust, and infrastructure planning.
One of the strongest signals coming into Davos is a shift away from pure volume. The WEF has highlighted the need for tourism that delivers net positive outcomes for places and people. This includes managing visitor pressure, protecting ecosystems, and ensuring local communities benefit from tourism spending.
For destinations, this means focusing on quality rather than scale. Fewer visitors who stay longer. Experiences that connect travelers with culture and nature. Investment that strengthens local services instead of overwhelming them. These ideas are shaping how tourism leaders think about 2026 and beyond.
Luxury travel plays a key role in this transition. High end travelers are often early adopters, and their choices can help fund innovation. In recent years, demand has shifted toward experiences that feel personal, responsible, and health focused.
Wellness retreats, slower journeys, and nature based stays are becoming more important. Status is increasingly tied to knowledge, access, and impact rather than visible excess. As tourism leaders meet in Davos today, luxury travel is being viewed as a place to test new models that can later scale to the wider market.
Technology is another major theme. AI is no longer treated as an experiment. It is becoming part of the core travel system. Many travelers already use AI tools to research trips, compare options, and reduce planning time. For brands, AI helps manage pricing, demand, and customer service.
Looking toward 2026, AI powered travel planning is expected to become more personalized and more trusted. Instead of endless choices, travelers want clear options that match their needs. This puts pressure on companies to be transparent about data use, recommendations, and environmental impact.
Another topic gaining attention is digital identity. Airports and hotels are beginning to use biometric systems that confirm identity through facial recognition or secure digital wallets. These tools can reduce waiting time and simplify check in and border control.
At Davos, these systems are being discussed as infrastructure rather than novelty. For 2026, the goal is smoother travel that still protects privacy and security. Progress depends on cooperation between governments, airlines, and technology providers, which is why Davos matters as a meeting place.
Tourism also plays a role in diplomacy and soft power. How a country welcomes visitors shapes its global image. Investment in tourism infrastructure can strengthen regional stability and economic opportunity.
The Global Tourism Forum Davos 2026 reflects growing awareness of this role. By bringing tourism leaders into the same space as ministers and investors, the sector gains visibility where decisions are made. This does not mean instant change, but it does create momentum.
The discussions starting today point to a clear direction for 2026 travel trends. Expect more focus on regenerative destinations, AI driven personalization, wellness centered luxury, and frictionless mobility supported by digital identity. Expect tourism to be measured not only by arrivals, but by outcomes.
Tourism joining the Davos agenda does not solve these challenges overnight. It does signal that travel is being taken seriously as part of the global system. As leaders meet today, tourism is no longer waiting outside the room. It is part of the conversation shaping the year ahead.

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