Lebawit Lily Girma

Two years in, the pandemic continues to show just how split most European Union member governments are on pandemic leadership. Destinations that persist with multiple entry rules will continue to negatively impact their tourism economies.

Whether China manages to keep Omicron out of the Beijing Winter Olympic Games will likely help determine its future reopening timeline, more so than its new five-year tourism plan, which makes fewer references to outbound travel.

Consumer tastes are continuing to shift towards sustainability, authenticity and wellness, according to Expedia Group's latest global survey. The opportunity is ripe this year for tourism to tap into this steady transformation and drive change alongside economic recovery.

Some tempered optimism and a reality check from the UNWTO, on the impact of Omicron and vaccine inequity on travel's rebound.

The data now confirms it: vaccine hoarding by rich nations is having dire consequences on the global economy, and on society everywhere. But it's not too late for the travel industry to speak up and demand the resolution of the primary stumbling block to its sustained recovery.

This is what action looks like, if Caribbean tourism is to build back better. Investment in technology, a solid private-public relationship, and homegrown talent driving the framework and the narrative.

Two years of talking. Now's the time for bold action.

Hosting a spectator-free Olympic Games in a pandemic and taking a hit of over $30 billion is about as historic as it gets. But Japan tourism's handling of it shone a light on the ways destinations are adapting, as well as the factors that will impact global tourism's future.

Great storytelling always wins, in that it reminds us what travel should be about — the place and its host communities. It's a skill that more tourism campaign creators need to harness as part of "building back better."

Pandemic ups and downs aside, a destination must stay top of mind with travelers. For Milan, repositioning the city's image means finding creative ways to hit the right note of cheer until a recovery is here to stay.