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It’s a little unfair to reference the bestselling business book Who Moved My Cheese? when talking about travel & tourism. No amount of change management could have staved off Covid-19.

It’s less a resurrection of the sector than its reincarnation. And wherever travel moves and begins to settle down, sustainable solutions will matter as much for addressing societal issues as for creating compelling incentives to travel.

Travel & tourism has moved on and isn’t coming back in the same way. Recovery will hinge on the answers to two basic questions:

  • Where is travel & tourism headed? 

  • How do we get there?

An answer to the first question requires a clearer understanding of how traditional lines between business or pleasure and domestic or international are being redrawn. An answer to the second comes from applying that understanding to digital-first partnerships and to insights from data-driven traveler segmentation.

Download the report for thoughts on how governments can bring public and private sector initiatives together to rebuild tourism and promote sustainable and inclusive growth worldwide.

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