facilitate smoother international travel and capital flow. Innovation in virtual and hybrid experiences can complement physical travel, opening up new revenue streams and markets while reducing dependence on traditional travel models. The pandemic also highlighted the sector’s vulnerability to global health crises by significantly reducing the number of travellers and emphasizing the need for better preparedness. This challenge offers an opportunity to reimagine protocols in travel. Developing flexible business models that can quickly adapt to changing health requirements, and implementing advanced safety measures across the travel journey can enhance traveller confidence. Investing in contactless technologies and collaborating with health authorities to establish standards for crisis response is the way forward. International tourist arrivals (in million, 2016-2023) FIGURE 5 In 2023, there were 1.3 billion international travellers worldwide; France was the most popular destination 1,300 COVID-19 05001,0001,500 2016 2017 2018 2019 2020 2021 2022 2023 Source: UN Tourism43 By addressing these challenges proactively, the T&T sector can not only mitigate risks but also create opportunities for growth and innovation. The key lies in fostering collaboration, embracing technological advancements, and maintaining a commitment to sustainability and resilience. As the sector navigates these challenges, it has the potential to emerge as a more adaptable, responsible and forward- thinking sector, ready to meet the evolving needs of travellers and communities. Future of Travel and Tourism: Embracing Sustainable and Inclusive Growth 12

Future of Travel and Tourism 2025