Although the U.S. tourism slide has stopped for now, the latest figures are hardly cause for celebration — the industry still has significant work ahead to meet 2026 expectations.
Wars end. Memory lingers. The question that will define the region's next tourism decade is in what shape demand returns, from where, at what yield, and with what brand equity still intact. Here are the decision frameworks for managing through uncertainty over the next two to four years.
Travellers from Europe and the U.S. are instead eyeing European Mediterranean locations, Morocco, and South America. But can airlines scramble to add capacity at such short notice? If else fails, staycations are on the up, too.
China has long been a powerhouse in outbound tourism. Now it’s trying to flip the script and do the same on the inbound side. But can it turn event-driven travel into something bigger than marquee sporting weekends?
The travel industry thought its infrastructure and crisis response were ready for the next big disruption. The war on Iran and its ripple effects have shown us that this optimism was misplaced.