Why Being Unconventional Is The Best Way to Travel

From Morocco to South Korea, the IQOS Electric Dreams campaign curates a series of unique experiences for spontaneous travellers and adventurists alike

What is it like to travel in 2026? In China, daka tourism has content creators racing against the clock to capture a week-long vacation in just one day, while the resurgence of period dramas in the United Kingdom has made set-jetting a part of a screen junkie’s itinerary. It’s no surprise that social media became its own catalogue of tourist attractions, but where does that leave the thrill seekers looking for something more unconventional?

Throughout 2025, IQOS marked its fifth year in the Philippines by celebrating the microcosms of art, cuisine, and music through creative collaborations and shared experiences alongside Manila’s creative scene. This year, however, IQOS now aims to reinvigorate a different spirit of curiosity by taking its consumers beyond Philippine shores.

“The idea wasn’t to showcase familiar destinations, but to uncover experiences people wouldn’t normally expect to find there,” shares brand manager Henry Yap.

“Electric Dreams was designed around the belief that curiosity is most rewarding when it leads you beyond the obvious.”

Held at the Gallio Events Hall in Parañaque, the launch of the Electric Dreams campaign was defined by vibrant shade of purple that took over the main venue, a detail that, like IQOS’ past collaborations, was intentional as the country-themed spaces mazed about the event. “Electric Purple represented a more curious way of seeing the world, encouraging our consumers to step beyond routine, explore something different, and unlock experiences they never expected,” Yap adds.

Done through a randomly selected raffle draw, participants that purchase the the new Electric Purple ILUMA i device will be given the opportunity to travel between five countries around the world. Beginning with a trip to Zürich, Switzerland’s annual Street Parade festival, each destination highlights other, more unconventional experiences across Europe and Southeast Asia.

From cargo-karing between the city and oceanscapes of Portugal to live desert performances under the stars of Marrakech, selected winners will also have the opportunity to attend unique concert experiences such as traditional cave singing in Slovenia, or a neon-lit orchestra in South Korea.

For Yap, this campaign serves more than just to reflect IQOS’ ongoing pursuit to explore one’s curiosities. “It shows that IQOS innovation is evolving beyond technology alone. With Electric Dreams, it extended that same thinking into consumer experiences. Together, they signal IQOS’ ambition to keep combining technology, design, and meaningful experiences in ways that continue to surprise and engage our consumers.”

Visit the IQOS website to learn more about the Electric Dreams campaign. Visit IQOS on Facebook and Instagram to learn more.