The travel and tourism industry has rebounded strongly after pandemic-era lows, with global travel spending nearing pre-2020 levels . However, travel businesses face new external challenges: economic uncertainties (inflation and fuel costs) and heightened traveler expectations for safety and flexibility. Business models are shifting toward more experience-based offerings and sustainable tourism initiatives, as travelers increasingly seek unique local experiences over traditional mass tourism.
Technological innovation is at the forefront – from AI-driven personalized recommendations and chatbot concierges, to virtual reality tours that inspire trip planning. In digital marketing, competition is intense: destinations and travel brands leverage social media and content marketing to spark wanderlust, and focus on SEO to capture high-intent search traffic (for flights, hotels, etc.). The industry is also adapting to new channels like short-form video for travel inspiration, making a modern marketing approach critical for staying visible and relevant.