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How building Bishoftu Airport positions Ethiopia as African travel epicentre

Zaha Hadid Architects, Bishoftu International Airport, Ethiopia

Ethopia – Ethiopia has broken ground at Bishoftu International Airport, a new mega-hub designed by Zaha Hadid Architects that aims to become the largest aviation gateway in Africa.

Located some 40km south of the capital Addis Ababa, Bishoftu International Airport’s first phase is scheduled to open in 2030, operated by Ethiopian Airlines as part of the carrier’s Vision 2035 strategy. This initial phase will serve 60m  passengers annually, with two runways and a 660,000-square-metre terminal, while the full airport is planned to eventually handle up to 110 m passengers a year, more than four times the capacity of the existing Bole International Airport.

The hub is being designed not just as infrastructure but as a global travel magnet, enhancing Ethiopia’s role as a key air transit point between Africa, Europe, the Middle East and Asia. With features like mixed-use airport city developments and a focus on efficient long-haul connectivity, it signals bold ambition in the continent’s travel landscape.

This level of investment highlights a broader shift in premium travel demand, where emerging destinations are gaining cachet as travellers increasingly look beyond overcrowded hotspots for authentic cultural experiences and depth of discovery. We are tracking this shift under our Optimised Odysseys macrotrend, with Africa emerging as a standout new epicentre for premium travel experiences.

Strategic opportunity

Africa’s travel potential was long untapped due to limited infrastructure, but growing investment in airports, hotels and transport is now attracting traveller interest. This creates opportunities for brands and destinations to support meaningful journeys that connect visitors with local culture and communities

Miffy Mood Lab uses blind-box mechanics to turn emotion into retail engagement

UK – Miffy Mood Lab has opened at the official Miffy store in London, celebrating the release of Mr Maria’s Miffy Colourful range while experimenting with mood-led retail design. Located within the dedicated Miffy store honouring Dick Bruna’s iconic character, the activation focuses on surprise as a driver of engagement.

The collection features seven collectable Miffy Bundle of Light silicone lamps, sold in blind boxes under the tagline ‘let the colour choose you’. Each colour represents a different emotional state, using chance-based discovery to spark moments of optimism and anticipation. This approach echoes themes from our Mood-matching Fashion report, which shows how feelings-led discovery is reshaping how consumers engage with products.

Exclusive merchandise includes limited-edition apparel, keyrings, pin badges and art prints. As explored in our Kidult Craze report, playful collectibles and nostalgic characters are increasingly valued as emotional comfort objects in high-pressure cultural moments.

Miffy x Mulberry capsule collection, Global

Strategic opportunity

Apply blind-box mechanics to mood-led products to transform emotion into a discovery tool, driving anticipation, shareable moments and repeat engagement

Stat: Menopause symptoms improve with community-led fitness programme

So Joan ft. Joan MacDonald for Lululemon, US

US – Peloton and Respin Health have released new findings from a targeted study examining women’s health during perimenopause and menopause, revealing that 84% of participants reported overall symptom improvement after completing a 60-day programme centred on cardiovascular and strength training.

The PRESS study followed 267 Peloton members aged 40–65 who took part in a multi-component programme combining Peloton’s cardio and strength workouts with Respin’s online community, educational resources and live group coaching led by menopause experts. Participants were encouraged to complete two to three high-intensity cardio sessions and two to three strength training sessions per week, alongside daily recovery practices, adjusting intensity based on energy levels. Content was accessed flexibly and integrated into participants’ normal routines.

Results showed statistically significant improvement across all 35 menopause-related symptoms measured using the MENQOL (Menopause Quality of Life) score plus six additional indicators. Among the most commonly reported symptoms, fatigue improved by an average of 26% for the 85% of participants who experienced it, while brain fog improved by 34% among 80% of participants. Low energy, reported by 78%, improved by 33%, while weight gain and poor memory, each experienced by 77% of participants, improved by 41% and 39%, respectively.

Beyond symptom relief, daily sitting time decreased by an average of 30 minutes and sleep quality also improved, with both outcomes reaching statistical significance.

As longevity lifestyles evolve, consumers are increasingly focused on building and preserving muscle health well into later life. Explore our Redefining Mid-life and Muscle Longevity reports for deeper insights into how strength, wellness and ageing are reshaping consumers’ expectations.

Strategic opportuntiy

Treat menopause and mid-life health as mainstream, high-value markets, positioning strength training as an essential longevity protocol and designing programmes for sustained improvement