Four tourism marketing trends for 2022 and what marketers can learn from Iceland’s post-disaster comeback

In the COVID-19 era, there has never been a more challenging time to be in the business and marketing of travel and tourism – which trends will define 2022, and what can marketers learn from Iceland’s post-disaster comeback several years ago?

“The pandemic has devastated global tourism, and many will say ‘good riddance’ to overcrowded cities and rubbish-strewn natural wonders. Is there any way to reinvent an industry that does so much damage?”  The Guardian

Global tourism is in danger of bearing huge and long-term scars from the past two years. The UN suggests that the devastated sector will lose more than $4 trillion because of Covid-19. Estimations are that tourism and destination brands will not recover for the next 5-7 years.

There has never been a more challenging time to be in the business and marketing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands