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29 October 2025

Wendy Olson Killion, CEO of Rome2Rio, discusses at the Skift Transatlantic Summit 2025 how enhancing travel access can promote responsible tourism to lesser-known destinations.

Reviewed by WorldBlink Editorial Desk

Based on reporting originally published by Skift

Adapted and rewritten by WorldBlink for clarity and readability.

Published on: 29 October 2025

In-depth analysis

Destinations updates

Recent discussions at the Skift Transatlantic Summit highlighted the growing importance of accessibility in tourism. Wendy Olson Killion of Rome2Rio emphasized the need for destinations to inspire exploration beyond popular sites while ensuring that these areas are easily reachable. This approach aims to foster a more balanced distribution of tourist traffic.

Tourism trends

Younger travelers, particularly millennials and Gen Z, are increasingly favoring authentic experiences over traditional tourist attractions. This shift presents both opportunities and challenges for tourism boards as they adapt to evolving preferences.

Travel safety

As destinations prioritize sustainability, ensuring the safety of travelers becomes paramount. The integration of effective transportation options not only facilitates access to lesser-known areas but also enhances overall visitor safety, allowing for a more secure travel experience.

Upcoming travel plans

Looking ahead, tourism boards are urged to develop innovative strategies that balance marketing with responsible stewardship. This includes enhancing connectivity to support sustainable travel practices and promote lesser-visited destinations.

Did you know?

Why this should be on your list

As travelers increasingly seek unique experiences, understanding the principles of sustainable tourism is essential. The Skift Transatlantic Summit sheds light on how accessibility can transform lesser-known destinations into must-visit spots. By supporting local economies and preserving cultural heritage, tourists can play a pivotal role in shaping a more balanced travel landscape. This evolving narrative redefines adventure, encouraging exploration beyond the ordinary.

The locals' secret

In Brazil, a lesser-known initiative called 'Caminhos do Campo' connects visitors to remote communities through guided tours that highlight local craftsmanship and traditions. This program not only promotes lesser-visited areas but also fosters genuine interactions between travelers and residents, enriching the overall travel experience.

A traveler's diary

In the heart of Brazil, Mia Torres, a passionate traveler from São Paulo, found herself wandering through the vibrant streets of a small town, far from the usual tourist traps. Guided by the 'Caminhos do Campo' initiative, she connected with local artisans, learning about their crafts and stories. Mia recalls the warmth of the community, a stark contrast to her past experiences in overcrowded cities. Each interaction deepened her appreciation for the culture, making her realize the importance of responsible travel. This journey not only broadened her horizons but also ignited a desire to advocate for sustainable tourism. Mia's story exemplifies how exploring the road less traveled can lead to profound connections and unforgettable memories.

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In-depth analysis

Destinations updates

Tourism trends

Travel safety

Upcoming travel plans

Did you know?

Why this should be on your list

The locals' secret

A traveler's diary

Related topics