Portugal starts a cheeky new MICE campaign that brings authenticity and personality to the global meetings stage, China’s visa-free tourism policies fuels a 15.8% jump in travel sector growth, Marriott double downs on Africa’s luxury market with a design-forward EDITION hotel and British Airways Holidays has released its 2026 Travel Trends Report in partnership with Globetrender.
This week in Smart Travel, we’re crossing continents, starting in Portugal, where a cheeky new MICE campaign brings authenticity and personality to the global meetings stage.
In China, visa-free tourism policies are paying off big time, fueling a 15.8% jump in travel sector growth. Meanwhile, Marriott is doubling down on Africa’s luxury market with a design-forward EDITION hotel headed to Cape Town’s iconic V&A Waterfront.
As always, Smart Travel is here to bring you the latest updates shaping the way we move, meet and plan.
New MICE Campaign Debuts from Porto and Northern Portugal
Porto and North of Portugal are raising the bar again in the global MICE space with the launch of “The Big Trend, by Ofelia de Souza,” a new campaign that champions the region’s authentic hospitality, cultural fabric and creative talent as its true meeting differentiators.
The short film debuted during the ICCA Congress and is now live on Visit Porto and North’s digital channels. It presents a fresh take on business tourism messaging: fewer decks, more personality. Using the fictional Ofelia de Souza (a fabulously eccentric “ambassador” from a previous award-winning campaign) and her assistant Ofelier, the video explores how fleeting trends pale in comparison to enduring human connection.
China’s Visa-Free Policies Fuel Global Momentum
At the Global Tourism Economy Forum in Harbin, WTTC spotlighted China’s increasingly pivotal role in global travel, and the results are hard to ignore. Visa-free policies, streamlined transit measures and a commitment to frictionless travel have helped power a 15.8% surge in China’s Travel & Tourism sector this year, more than double the global average.
Read More: Today’s Best Practices for Visas and International Travel
With visitor spending projected to hit $144 billion and employment impact nearing 83.4 million jobs in 2025, WTTC Interim President & CEO Gloria Guevara said, “China’s Travel & Tourism sector continues to gain strength. Travelers come for the heritage, the energy of the cities, the landscapes and the caliber of the country’s infrastructure. China offers a breadth of experiences that appeals to visitors from all over the world.” By 2031, China is forecast to become the world’s top Travel & Tourism market, surpassing the U.S.
Destinations like Harbin are already seeing results. The city welcomed 90 million visitors last winter and posted a 17% jump in tourism revenue. For international planners and suppliers, that’s a signal that China is investing in infrastructure, accessibility and year-round appeal on a massive scale.
New Study Reveals Loyalty Programs’ Dark Web Threats
A new study from NordVPN and eSIM provider Saily reveals that loyalty accounts tied to airlines and hotels are becoming hot commodities on the black market. An analysis of dark web forums found thousands of stolen airline loyalty accounts (many loaded with miles) being offered for as little as 75 cents. Some include hundreds of thousands of unredeemed points, with U.S.-based carriers like Southwest, Delta, United and Alaska among the most frequently mentioned.
And it’s not just airlines. Hotel loyalty programs from Hilton, Marriott and IHG are also showing up in breached databases, sometimes containing names, stay histories and even passport numbers. The study, which combed through five years of dark web activity using AI filters, suggests cybercriminals are increasingly targeting loyalty platforms to exploit last-minute holiday travel surges and fast redemption options.
Researchers warn that the travel industry remains a prime target due to its rich troves of personal and financial data. As loyalty programs grow in value and complexity, so do the risks, and many travelers may be unaware that their accounts have already been compromised. The takeaway: Monitoring loyalty account activity is no longer just smart—it’s essential.
Marriott International and V&A Waterfront Holdings Announce Agreement to Bring EDITION to Cape Town
In a major milestone for luxury hospitality on the continent, Marriott International has announced plans to debut its EDITION brand in Africa with The Cape Town EDITION, opening in 2026. Set within the iconic V&A Waterfront, a top tourism and events hub that draws millions each year, the hotel will blend EDITION’s signature design-forward, lifestyle-focused aesthetic with the scenic backdrop of Cape Town.
The property will feature 142 guest rooms and suites, a rooftop bar, spa, and meeting and event spaces designed to reflect the destination’s cosmopolitan energy.
The project is being developed in partnership with V&A Waterfront Holdings and designed by Shanghai-based Neri & Hu in collaboration with local firm StudioMAS. EDITION’s arrival not only underscores Cape Town’s growing international appeal but also signals Marriott’s expanding footprint in Africa’s luxury and MICE markets.
Neurosurfing, Loyalty 2.0 and Vintage Escapes Highlighted by BA Holidays Report
British Airways Holidays has released its 2026 Travel Trends Report in partnership with Globetrender, and it’s clear that the way we travel is evolving. Today’s travelers are looking for more than just a break; they want transformation, experimentation and even a little rebellion.
Among the buzziest trends? Chronocations, where travelers ditch the clock and sync with their body’s rhythms; Uninhibited Holidays, fueled by body positivity and self-acceptance; and Neurosurfing, a new wave of cognitive wellness travel that blends ecstatic dance, meditation and brainwave-hacking breathwork. There’s also growing interest in Stream Parks (real-world theme parks inspired by digital franchises) and Vintage Junkets, where retro experiences and secondhand finds offer a richer connection to place.
Loyalty is shifting, too. With cost pressures high, travelers are leaning into rewards programs to unlock experiences, not just seat upgrades. Dubbed The Valueverse, this trend sees everyday purchases powering smarter, more luxurious travel.
Top trending destinations include Bermuda, St. Kitts, Turks and Caicos, and Crete, while New York, Dubai and the Maldives continue to dominate wish lists.
As Managing Director Andrew Flintham notes, “It’s not just about escape anymore—it’s about expansion.”
