The traditional destination growth model, built on attracting first-time visitors might become unsustainable with rising acquisition costs, shifting traveler behavior, and growing competition. Destinations must work on strategies to be chosen again.
Japan is moving slowly but surely toward two-tier pricing, as the Himeji Castle model has shown that what was once a politically fraught idea can now be measured in revenue.
Travelers do not make their decisions in one step. The smartest travel companies have started focusing on the stage where they can actually make a difference.
As of March 2026, the global travel industry is no longer moving in a predictable direction. Global travel demand across regions is diverging, dictated by the realities of geopolitics.