AI influencers, travel trends 2025 and unique exhibitions

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It's Monday again, which means it's time for travel news here at FREEDOMtravel. As usual, we've been digging through this week's crop of news emails and press releases in travel, camping and tourism. Here we summarise the most interesting!

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Camping first choice for German summer tourists in Sweden

German tourism continues to grow in Sweden, and it is the campsites that are increasing the most. Statistics from the Swedish Agency for Economic and Regional Growth show that the number of German guests at Sweden's campsites increased by 12 per cent in summer 2024 compared with the same period in 2023. This is also the first time that more than half (51 per cent) have chosen camping over other tourist accommodation. Camping is also the first choice for tourists from Norway and the Netherlands when they visit Sweden during the summer. How German tourists stay in Sweden:

1. Campsites (51 %)
2. Cottages and apartments (22 %)
3. Hotels (21 %)
4. Hostels (4 %)
5. Holiday villages (2 %)

Swedes' new travel habits

More and more Swedes are choosing to travel outside the traditionally intense summer weeks and to less well-known destinations. This is according to new statistics from SAS, which have examined travel behaviour compared to 2023.  

Destination Dupes: The trend of "destination dupes" continues. One example is choosing Malta instead of Italy. Albania also became one of the most popular destinations this summer.

Season stretching: Although July and August remain strong travel periods, the trend is clear: more people are choosing to book their holidays earlier in the season and SAS is also seeing a positive trend for September and October. 

The Pythagoras Industrial Museum wins the Working Life Museum of the Year 2025 award

High up on Södra Bergen in Norrtälje is the Pythagoras spark plug engine factory. Once upon a time, engines were manufactured here and sold all over the world, and the factory was bustling with life. Now the Pythagoras Industrial Museum the Work-Life Museum of the Year 2025 award. The many years of work to preserve, develop and display a whole, living environment, as well as solid educational school work, means that Pythagoras is awarded the prize. "I'm moved when I stand here in the factory," says museum director Erika Grann.

Krakow's pots - a shimmering winter exhibition at Kalmar Castle

This winter, it's Christmas deluxe at Kalmar Castle. On 12 December, this year's winter exhibition opens, where you can see some thirty fabulous, colourful and shimmering pots made of Krakow according to a unique craft tradition dating back to the Middle Ages. Krakow's pots are included in the UNESCO Intangible Cultural Heritage List. The exhibition Krakow's cribs - A shimmering winter exhibition will be shown in the Sture Hall from 12 December 2024 to 23 February 2025.

Tutankhamun - The Immersive Exhibition in Malmö

More than 3,000 years after his death, Tutankhamun still arouses curiosity wherever he appears. Now you have the chance to step right into his world when the international blockbuster exhibition Tutankhamun: The Immersive Experience Opening at Malmömässan on 17 October (Sweden premiere) and running until 7 January 2025, a massive combo of digital projections, interactive installations and VR technology takes you on a fantastic adventure to Egypt in 1341 BC.

Isbjörn of Sweden launches new travel site

Children's clothing brand Isbjörn of Sweden has now launched the travel site ISBJÖRN Adventure - isbjornadventure.com - an adventure and travel site for the family. The site complements the product range of functional outdoor and ski clothing for children and young people, and offers over 40 unique adventures and destinations across the Nordic region. The new initiative strengthens the brand and aims to inspire young families to spend more time outdoors with their children and less time in front of the screen.

AI infleuncer launches for destination Germany

The German Tourist Office launches its first AI influencer, Emma, to promote Germany as an attractive travel destination worldwide. Emma is designed to inspire potential travellers around the clock. You can find Emma on the German Tourist Office website and on Instagram at the account @emmatravelsgermany.

6 travel trends for 2025

Hotels.com presents Unpack '25, an annual data-driven forecast of what motivates and inspires travellers and where we will travel next year. The company has analysed its own travel data, information from 25,000 travellers and the latest innovations in the travel industry and noted six clear travel trends for 2025:

1. The renaissance of the hotel restaurant: When travellers book a hotel, they don't just book a room - they also book a table for dinner.
2. All inclusive era: All inclusive is not just for families. Today, Generation Z is attracted to a stress-free stay at a great price.
3. Remotely produced: TikTok inspires travellers to choose destinations to get special goods such as Dubai chocolates.
4. Phenomenon tension: The Northern Lights are the natural phenomenon Swedish travellers most want to see, followed by the midnight sun and volcanoes/hot springs.
5. Detour tours: Alternative destinations, which are close to popular resorts, are becoming popular for day trips and main holiday destinations.
6. Streaming Tourism 2025: Travellers continue to turn to TV shows and the silver screen for travel inspiration.

reflection of the week

All Inclusive and hotel restaurants ...? Yes, maybe it's the case that what one generation tries to avoid, the next generation wants to embrace. But on the other hand, what happened to social sustainability and supporting local small businesses in the resort...?

Did you miss the last travel news? Read the Truffle festival, new train name and where seniors travel

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