Four trends that will shape travel and tourism marketing in 2023

With the travel industry still recovering from a long pandemic, the last thing the category needed was a challenging recession to hit prospective travellers. Which trends will shape the decisions of travel marketers in 2023?

Global tourism was one of the business sectors worst affected by COVID-19. Then, when things looked like they couldn’t get worse, came war in the Ukraine; soaring energy costs; and the cost-of-living crisis. Now, tourism is back – though not quite as we once knew it. And this is driving the emergence of four trends we can expect to see more of in 2023.

What’s been happening

After almost uninterrupted growth for decades, between 2019 and 2020 – the first year of the pandemic – leisure spending on travel and tourism across the globe slumped from 4.96 trillion US...

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