When discussing luxury tourism, certain hotels come to mind; these hotels not only offer first-class hospitality but have also become emblematic destinations in their respective cities. Luxury tourism is booming, with an estimated 40% of high-income travelers engaging in this type of tourism, seeking experiences that go beyond the ordinary. These luxury accommodations provide unique experiences, attracting travelers from all over the world who are looking for something truly unforgettable and exclusive. One success story is the Burj Al Arab Jumeirah in Dubai, which redefines the concept of exclusivity with its iconic sail-shaped structure and private island location. With its two-story suites, 24/7 butler service, and transport options via helicopter or Rolls-Royce, this hotel offers an unparalleled level of service that transforms each stay into an experience of extreme luxury. On the other hand, in New York, The Plaza Hotel continues to be a symbol of American glamour and history, drawing guests in search of a classic experience in the heart of Manhattan. These destinations not only exemplify exclusivity but also integrate a business strategy that transforms hospitality into a high-value product. The key to success in the luxury tourism sector lies in developing unique experiences that align with the expectations of

As we begin the second half of the year, it is essential to stop and review on the emerging market trends. This pause will allow us to make informed decisions and, if necessary, adjust our objectives to ensure optimal results in our businesses. It is the right time to evaluate which aspects of the sector remain relevant and which require modifications to adapt to the new market realities. If, like me, you are passionate about the tourism sector, I invite you to join me in this analysis of the evolution of tourism for the remainder of the year. Unique Experiences A few weeks ago, we discussed wellness tourism and how this category has gained relevance as current travelers seek to improve their quality of life. This trend is closely linked to luxury tourism. According to Hosteltur, this type of tourism continues to resonate as travelers prioritize a lifestyle that promotes both external and internal well-being. This implies that destinations will be valued for the activities they offer, such as spiritual, gastronomic, and physical experiences. The demand for exclusive and transformative experiences continues to grow, and it is an opportunity we should not miss. Sustainable Tourism Environmental awareness is increasingly present in society, and travelers are