The Allure of Winter Travel or Why Cold Is the New Hot ...Middle East

Destinations in the North such as Iceland, Finland, Norway have become more popular in the recent years. Instead of picking tropical each getaways, some tourists prefer to travel to cold places in the winter months. What is there to it to the “cold is the new hot” travel tendency of some tourists?Digital communication and Marketing expert Dr. Alessandro Inversini and Lionel Saul, research assistant at EHL, and Urs Binggeli, Senior travel expert at McKinsey, weigh in on the motivations and reasons behind this phenomenon.

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