Travelers from some of the United States’ top tourist-generating countries may need to fork over more than just a passport to cross its borders.

Social media history, family members’ personal information, and biometric data are just some of the information tourists will need to provide if changes proposed this week by U.S. Customs and Border Protection are approved.

It’s not clear when — or if — these changes would go into effect. The changes are open to a 60-day comment period before approval by the White House’s Office of Management and Budget. In an emailed statement, CBP emphasized that these are not final rules, just a “first step in starting a discussion to have new policy options to keep the American people safe.”

New Entry Requirements for Tourists

The proposed changes would apply to leisure and business travelers from the 42 Visa Waiver Program countries. Most citizens from these countries can enter the U.S. for short stays

His travel pet peeve:

When people don’t give grace to their fellow passengers, it drives me nuts. When I see somebody traveling with a young kid, and they’re not only worried about their baby’s experience of this flight and trying to make sure that it’s a good memory for them, but also then having to worry about the adult the row over who is huffing and puffing and rolling their eyes? Have some grace! We’re all trying to get to another destination, and we’re trying to be good to each other. I do that lame, overstepping thing where I say to a parent, “Just so you know, you’re doing awesome.”

The hotel amenity he cares a lot about:

It depends on who’s paying for the hotel! If it’s me, I just want a really nice bed. I’m there for the bed. If I’m traveling for work, then boy do I love great room service. I’m not getting a lot of stuff! But if there’s just a good falafel? Yeah!

The funniest place he’s ever been recognized:

I was in the Syracuse airport and one of the TSA agents was looking at me kind of funny. She said, “I’m sorry, are you famous?” I said, “It depends on who you ask.” She looked at me one more time and said to her coworkers, “I was wrong. It’s not him.” That was my favorite.

What movies he watches in flight:

Anything that [Wicked director] Jon M. Chu has made. I’ve watched Crazy Rich Asians on so many flights. I listened to some podcast recently about how planes are a great place to watch a movie—the isolation, and the heightened emotions that come with it. So I love watching movies of all kinds on planes. I just watched Sorry, Baby, on a plane, and Fall Guy, too. I love a blockbuster with a lot of set pieces on a plane.

A place he’s never been that he wants to see next:

I’m dying to go to Japan. I went on a bit of a tear a decade ago reading a whole bunch of Haruki Murakami books back to back to back: 1Q84, A Wild Sheep Chase, Norwegian Wood. I got these vivid images of Tokyo and Kyoto and Osaka, and was like, Oh my God, I’ve got to see that. So many people in my life say it’s their favorite place in the world.

This sponsored content was created in collaboration with a Skift partner.

The era of checklist travel is over. The motivation to learn and connect is now central to why people travel. According to Skift’s State of Travel 2025 report, cultural immersion cuts across nearly every category of trip, with 79% of travelers saying they prefer an active vacation that also teaches them something about the place they’re visiting. The desire to understand local communities, history, and cuisine is becoming a defining filter for how people choose destinations, spend their time, and measure their trip’s value.

SkiftX spoke with Abdulla Yousuf, International Operations Director at the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), to learn how Abu Dhabi is building a full cultural ecosystem and why this matters as destinations across the Middle East compete to define the next era of travel demand.

SkiftX: What changes in traveler expectations are influencing how Abu Dhabi develops and promotes itself as a destination?

Abdulla Yousuf: Travelers are seeking meaningful engagement with the places they visit. They want opportunities to learn, participate in, and understand local cultures and identities. We see a growing demand for curated journeys that reveal heritage, showcase architecture, capture history, and highlight daily life. This has been evident during Ramadan, one of the most atmospheric times to visit Abu Dhabi. Taking place from approximately February 16 to March 18, 2026, the Holy Month provides a unique opportunity for deep cultural immersion. 

During the day, visitors can explore the emirate’s diverse attractions and cultural landmarks, savor culinary delights, or relax on the beaches. As the sun sets, travelers can experience the spiritual and communal dimensions of Ramadan, from the sounds of the iftar cannon to sharing in traditions. Travelers can join locals for the traditional iftar (the sunset meal) or suhoor (the pre-dawn meal) at stunning five-star hotels, charming desert camps, and lively community tents, creating truly memorable evenings.

How do the new museums opening this year fit into Abu Dhabi’s broader cultural strategy?

This year marks a major moment in our cultural journey, with the openings of Zayed National Museum, Natural History Museum Abu Dhabi, and the newly relaunched Al Ain Museum and Al Maqta’a Museum. These institutions anchor a long-term strategy to strengthen Abu Dhabi’s status as a leading global destination for culture, and each one expands our commitment to protecting our history and culture while creating immersive experiences for our visitors. 

Each museum in Saadiyat Cultural District Abu Dhabi presents its own distinct narrative, and together this community of institutions creates an expansive platform for discovery, curiosity, creativity, and innovation. One of the district’s newest additions, Zayed National Museum, presents the history of our country through an immersive experience spanning from ancient times to the present. The institution honors the UAE’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan, and his commitment to cultural heritage, education, identity, and belonging. With this institution, our nation finally has a home for our story, where our children can learn about where they have come from, and visitors from around the world can discover the depth and richness of our history and traditions.

Natural History Museum Abu Dhabi offers a 13.8-billion-year narrative of life on Earth, from meteorites and ancient fossils to environmental futures, framed through an Arabian lens. This is nature’s greatest story: that of the origins of humanity and the world around us. Importantly, the museum also serves as a center for research and discovery, with on-site facilities that will undertake scientific research and contribute to global knowledge production.

In Al Ain Region, the reopening of Al Ain Museum reinforces Abu Dhabi’s commitment to preserving archaeological and anthropological heritage, exploring the area’s rich cultural heritage through to the present day. Through its invaluable collections and dynamic new visitor experience, this institution will connect visitors, both local and international, to the deep roots of Al Ain Region’s history and its role in shaping our nation’s identity.

The reopening of Al Maqta’a Museum follows a full restoration and renovation of the site, reaffirming Abu Dhabi’s commitment to preserve, promote, and protect its rich and sustainable cultural heritage. Visitors to the museum will have the opportunity to explore key cultural landmarks in the capital, shaped by cross-cultural trade and community development. Together, these institutions reinforce an integrated, multi-district cultural strategy within a connected ecosystem.

What is the long-term vision for Saadiyat Cultural District Abu Dhabi within the emirate’s cultural landscape?

Upon completion, Saadiyat Cultural District Abu Dhabi will be one of the greatest concentrations of world-leading cultural and educational institutions. Collectively they form a global platform for knowledge, creativity, and cultural exchange, built on a foundation of community engagement.

The district brings together museums, research hubs, and creative initiatives that span civilizations, disciplines, and time periods. It is supported by platforms for dialogue, education, and artistic experimentation. As new institutions open, the district will continue to evolve as an international center of learning and collaboration. Saadiyat Cultural District Abu Dhabi invites the world to engage with the stories of the United Arab Emirates, the world, and the connections that have shaped creativity and innovation throughout history.

How do Al Ain Region and the newly reopened Al Ain Museum contribute to Abu Dhabi’s cultural identity?

The Cultural Sites of Al Ain Region are the UAE’s first UNESCO World Heritage Site, and include Al Ain Oasis, Bidaa bint Saud, Jebel Hafit, and Hili Archaeological Park. The oases, aflaj irrigation systems, Bronze Age tombs, and ancient settlements reveal the depth of human habitation and innovation in the region. These landscapes are deeply interwoven within the cultural story of Abu Dhabi.

The reopening of Al Ain Museum supports interpretation and accessibility to these narratives, allowing visitors to explore the origins of settlement, craftsmanship, and social life. Tracing its human history back over 5,000 years, Al Ain Region showcases and preserves the richness of Emirati heritage and tradition.

How are cultural events and partnerships shaping Abu Dhabi’s visitation and international visibility?

Cultural events play a significant role in attracting new and returning visitors. Initiatives such as the Abu Dhabi Art Fair, Al Hosn Festival, the Maritime Heritage Festival, the Traditional Handicrafts Festival, Liwa International Festival, and partnerships with global platforms such as Frieze bring international attention and specialist audiences to the emirate.

These events also extend the visitor season, contributing to year-round demand. For travel partners, they create opportunities to design themed itineraries around exhibitions, performances, or cultural seasons. This strengthens the destination’s value proposition.

Our trade collaborators benefit from updated information delivered through roadshows, workshops, exhibitions, e-learning, and the Abu Dhabi Pass reseller portal, which provides tools to easily package cultural assets.

What does success look like for Abu Dhabi as a culture-led destination over the next five to 10 years?

Success will be defined by a flourishing cultural ecosystem that creates value for residents, visitors, and international partners. We’re establishing Abu Dhabi as a leading global destination where culture is inherent to our economic diversification, long-term visitation, education, and community participation.

To support global trade partners in delivering this level of personalized expertise, we continue to invest in tools such as the Experience Abu Dhabi Experts platform, which provides specialized, multilingual training. This ensures that travel professionals worldwide can confidently present the emirate’s cultural story to their clients.

We expect to see stronger global partnerships, increased research output, expanded cultural tourism, and continued year-round engagement with institutions and festivals across the emirate. Most importantly, success will mean that travelers leave with a deeper understanding of our heritage and way of life.

To learn more about Abu Dhabi, visit Experience Abu Dhabi.

This content was created collaboratively by DCT Abu Dhabi and Skift’s branded content studio, SkiftX.

Why go? Porto, in northern Portugal, is enjoying a golden moment. In 2026, Delta will launch direct flights from New York starting in May, the city will host a new edition of Primavera Sound in June, and it will continue to charm visitors with its unique blend of history, wine, contemporary art, and an evocative maritime atmosphere.

“O Porto não é um lugar. É um sentimento.” (“Porto is not a place. It’s a feeling.”) It won’t take you long strolling the streets of this city on the Douro River before you’ll find yourself agreeing with the Portuguese writer Agustina Bessa-Luís who wrote those sentences. With the melancholic light of its cobbled streets, the echo of toasts from its bars and taverns, and a cuisine that honors its heritage, Porto will effortlessly win you over and those who come to know the city often find themselves coming back again and again.

La Ribeira, with its tiled houses and balconies overlooking the river, remains the soul of the city, but it is only a starting point to then explore Porto’s highlights. Recent openings including the Forte de Gaia, Autograph Collection, The Social Hub Porto, The Rebello, and the Tivoli Kopke Porto Gaia have elevated the hotel scene, joining established favorites such as The Yeatman, the Torel Avantgarde, and the Vila Foz Hotel & Spa.

Amid its monuments, wine bars, and scenic viewpoints, the invicta, or “undefeated,” city moves into the future without ever losing its authenticity. In its old town, a UNESCO World Heritage Site, each dish served in its restaurants recounts part of the region’s history from cod confit to tripe à moda do Porto. The classic francesinha, a warm sandwich drenched in a tomato and beer sauce, never disappoints. And, of course, there’s the legendary port wine that is practically synonymous with the city. It’s the star of the cellars in Vila Nova de Gaia which invite port novices and experts alike on a journey exploring the wine, glass in hand. Art galleries, designer boutiques, and inviting cafés complete the offerings in this city where the traditional and the contemporary coexist naturally.

In 2026, Porto will further find its voice—musical, gastronomic, and cultural. Primavera Sound Porto will return from June 11 to 14, with a lineup that includes international superstars such as Gorillaz and Massive Attack alongside local Portuguese groups. Through April 19, the Serralves Foundation will host the exhibition Beleza Apesar de Tudo (“Beauty Despite Everything”) which includes 91 models and drawings by architects and brothers Manuel and Francisco Aires Mateus. Starting in May, Delta will launch its direct New York to Porto flight, bringing the Douro even closer to the world. Gastronomy will also shine: After becoming the first Portuguese chef (alongside Marlene Vieira) in three decades to earn a Michelin star in 2025, Rita Magro will celebrate the honor at Blind, one of the city’s top culinary destinations.

All signs confirm that Porto is currently experiencing a moment of buzz, but the city always remains true to its essence. It doesn’t show off or boast; it has no need to. Its narrow streets, its bridges, the reflections on the river, and the welcome extended by its residents are more effective than any marketing campaigns.

If this is your first visit to Porto, you’ll want to lose yourself in the Gardens of the Crystal Palace; enjoy the Atlantic breezes in Matosinhos, just to the northwest of the city center; take a swim in the seawater pools, the Piscinas das Marés; climb the 250-foot-tall Clérigos Tower for 360º views of the city, and stop by the much-photographed Livraria Lello bookstore—yes, it’s worth the wait—before toasting the sun as it sets over the Douro.

A visit to Porto promises an intoxicating combination of history, modernity, culture and, above all, good taste, in every sense of that phrase. Saúde! –María Casbas

U.S. hotels are spending more to operate while taking in less revenue, a squeeze that is expected to drag down profits for at least another year.

A mix of wage increases, tax hikes, and insurance premium run-ups outpaced the sector’s ability to raise room rates.

Labor costs alone have soared 9% this year on a per-available-room basis, according to CoStar’s survey of about 6,000 hotels.

Hotels took in 0.4% less revenue per available room in 2025 than a year earlier, according to an estimate from CoStar and Tourism Economics.

“Luxury class hotels were the only ones getting close to increasing average daily rate to the level of inflation,” said Jan Freitag, national director, hospitality analytics at CoStar Group. “All other classes saw flat average daily rate growth or even a contraction.”

This year’s U.S. hotel EBITDA is forecast to decline 2.8%, according to Lodging Analytics Research & Consulting (LARC).

“We have a s

A bucket list item for many, the vintage cabins and restaurant at Phantom Ranch, a cottage-style 1920s lodge located at the bottom of the Grand Canyon, typically require a lottery just to snag a stay. In the winter season, however, cancellations are more frequent. Avid backpackers can often nab last-minute permits to camp at the storied Bright Angel Campground as well, enjoying the sunny weather near the Colorado River (it’s a shocking 20 degrees warmer than the rim). If you’re not looking to hike nearly 5,000 vertical feet down to the canyon’s floor, just take in the panoramic views from the park’s south rim, open year-round, on the family-friendly Rim Trail that spans from South Kaibab to the stone ruins at Hermits Rest.

Where to stay near Grand Canyon National Park:

Google is turning ordinary headphones into a basic interpreter, and doing so at the operating-system level rather than with a new gadget.

A new beta mode in the Google Translate app lets Android users point their phones at a speaker and hear live translations in more than 70 languages through any wired or wireless headphones.

The live audio feature relies on Gemini, which aims to preserve the speaker’s rhythm and emphasis.

For travel operators, this effectively lets tourists “bring their own” translation device instead of relying on dedicated headsets or waiting for an English-language slot.

A single-language walking tour or gallery talk becomes more accessible to guests willing to stand within range of the guide and use their phone as a microphone.

In practice, those scenarios will still test the limits of the technology. Live interpreting works best in controlled conditions —

This sponsored content was created in collaboration with a Skift partner.

Rising costs and fragmented targeting have made Meta advertising increasingly inefficient. Many travel brands now find themselves paying multiple times to reach the same customer across channels — or worse, targeting audiences they already engage through email or SMS.

Wunderkind’s recognition technology connects previously anonymous interactions to rich, known customer profiles — bridging gaps across the user journey, unlocking higher-intent targeting and empowering brands to know exactly who they’re paying to reach. Instead of taking a shot in the dark or approaching paid social like a gamble, brands can utilize identity resolution to connect previously anonymous interactions to recognizable customer profiles. 

This personalized approach enables brands to deliver the right campaigns to the right audiences, based on real-time behavioral signals and predictive attributes, rather than taking a spray-and-pray approach. By differentiating customer segments, identifying high-value travelers, and expanding to precise new audiences based on real behaviors and preferences, travel brands can use Wunderkind to create more efficient Meta campaigns and boost ROI.

“Without knowing the owned-channel engagement of who you’re actually reaching, every Meta campaign becomes a bit of a gamble,” said Ronen Kadosh, head of travel and ticketing at Wunderkind. “You might be paying to target someone already active in your email or SMS programs. But when that visibility is in place, you shift from spending reactively to investing with purpose and precision.”

Wunderkind’s new guide, “Smarter Spend in a Noisy World,” offers a playbook for creating high-performing Meta campaigns. Drawing on Wunderkind’s proprietary data and performance insights, the guide provides a step-by-step look at how brands can reallocate budget toward known, high-intent audiences, while still fueling upper-funnel growth.

First, it sets the scene by investigating the rising costs and diminishing returns of paid social in today’s advertising landscape. It then explores several practical techniques that travel brands can use to leverage identity data to their advantage, including suppressing audience segments they already own to avoid the double-pay problem and prioritizing high-value customers who are worth investing in.

“When we suppress known low-intent audiences and prioritize high-value travelers, we don’t just improve campaign performance — we unlock budget to test, learn, and grow,” Kadosh said. “This isn’t just a media efficiency play — it’s about creating space for smarter decisions across the entire marketing strategy. Wunderkind’s proprietary data and retargeting capabilities enable brands to scale owned channel reach while reducing duplicative efforts in Meta, resulting in the marketing nirvana of more efficiency and more value.” 

Success on Meta requires more than great creative. It demands smarter audience decisioning at the stack level. It requires travel brands to adopt a new mindset. This guide outlines the new paradigm, centered on fundamental strategies such as eliminating redundancies, updating audience data in real-time, and leveraging owned channels, all of which contribute to success on the platform. 

“Wunderkind empowers travel brands to orchestrate campaigns based on intent, behavior, and real-time updates to audience intelligence,” Kadosh said.

Brands interested in learning to better connect customer data across platforms and making their Meta campaigns more efficient and effective will find their footing in Wunderkind’s new “Smarter Spend in a Noisy World” guide.

In this guide, you’ll find: 

• Audience targeting techniques for travel brands looking to spend smarter
• Ways to reduce wasted ad spend by eliminating the double-pay problem
• Strategies for increasing travel marketing ROI by reaching the right people
• Real-world examples of performance gains from connected customer profiles
• Insights into the trend of rising CPMs — and techniques to counteract them
• Budgeting tips for travel brands planning their 2026 ad strategies

This content was created collaboratively by Wunderkind and Skift’s branded content studio, SkiftX.

A comfy ride with a driver who doesn’t tire, skips the chitchat, and never expects a tip can set the tone for a worry-free vacation — even when the driver is the automobile itself.In fact, according to Waymo, Alphabet’s autonomous vehicle (AV) business, self-driving cars have become a tourist attraction in their own right. This suggests that at least some portion of the public is interested in this transportation option. Or at least qualifies as robo-car curious.In this and other ways, AVs seem like a natural fit for travel applications. Yet beyond short ride-hailing trips, the promise remains largely unfulfilled.For how long remains to be seen. Because Waymo and others are expanding their markets, taking on partners, and tackling regulatory hurdles. As they move to blanket the world with driverless cars, one city and one airport at a time, here’s how the opportunity is starting to play out.

The Way for Waymo

Waymo, a sibling company to Google, was founded in 20

This sponsored content was created in collaboration with a Skift partner.

Travel is changing fast, and so is the way people plan it. TikTok’s new research, “From Bucket List to Booking: The Travel Trends Report 2025,” reveals that travelers today are increasingly turning to short-form video and social discovery not just for inspiration, but as a key step in decision-making. Based on TikTok’s internal data and third-party research from TikTok Marketing Science’s Europe and UK & Ireland (EUI) Travel on TikTok Research 2025, conducted in partnership with Ask Your Target Market (AYTM), the study outlines how travel marketers can tap into these changing behaviors and move beyond awareness campaigns to drive measurable conversions.

Hannah Bennett, head of travel at TikTok UK, sat down with Sania Lali, branded content editor at Skift, for a conversation exploring the key findings and what they mean for the future of travel marketing.

According to the AYTM report, 59% of UK TikTok users who book after discovering a destination on TikTok do so within one week. With inspiration and action living in the same space, this presents a full-funnel opportunity for brands to leverage authentic storytelling, creator partnerships, and community-driven content to directly influence booking intent.

The report highlights five key insights shaping the travel landscape in 2025 and beyond:

• The Rise of Everyday Explorers: Travelers are embracing micro-adventures and local getaways inspired by content that feels achievable and personal.

• Discovery to Decision: The path from inspiration to booking has become shorter, as travelers use social platforms to research and confirm plans.

• Culture-Driven Travel: Destinations connected to culture, creativity, and shared experiences are capturing the attention of younger audiences.

• Conscious Choices: Responsible travel, community impact, and environmental awareness are now central to decision-making.

• The Power of Creators: Creators play an important role in shaping travel intent through authentic storytelling and credible recommendations.

This content was created collaboratively by TikTok and Skift’s branded content studio, SkiftX.