Several exciting new trends are emerging in tourism. Iceland has repositioned itself as a premier tourist destination thanks to recovering from both the economic crisis as well as the major volcano. They are leading in sustainable tourism innovations. Another new concept that has emerged is norm-trekker. This kind of traveler remains part of tour packages which are instead customized to suit individual needs. So while a trend had emerged on rubbishing vacation packages, those have reemerged in new avatar. Europe remains the top tourist destination, yet its share is plummeting with Asia being the biggest gainer. This has fuelled substantial number oftourism jobs across the continent. The Chinese meanwhile have displaced Germans from the top of outbound tourists but many of them return home from Europe disappointed as they seek more personalized packages.