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As travellers increasingly seek meaningful experiences throughout their journeys, airports are evolving from places people pass through into places that help shape the travel experience itself. The latest ASQ Global Traveller Survey highlights growing demand for more human-centred, personalised and memorable airport experiences, as passengers look beyond efficiency alone. Reflecting this shift, Iceland’s KEF Airport is reimagining the role of the airport with the launch of its Bless Programme, the world’s first on-site airport tour series, and creating meaningful engagement for visitors of all ages, with children and parents invited to help shape a more family-friendly airport experience.