Travel is at full throttle with growth rates through the roof as the industry powers ahead with its recovery from the COVID-19 pandemic, yet now faces significant headwinds from the cost-of-living crisis. To weather the latest storm, travel brands and destinations are tapping into values-based tourism products and services that resonate more with consumers that seek out transformational travel experiences.
At the same time, tourism as a sector is facing up to the existential crisis at its heart. Highly carbon intensive and dependent on fragile destinations, there is a growing collective effort to minimise negative impacts on the environment and local communities through joined-up thinking.
