In a time of global chaos, we outline the steps businesses can take to imagine new scenarios and build future-fit strategies to turn uncertainty into action.
Travel has become meaningless. Now, the Covid-19 pandemic has granted travel brands an opportunity to contemplate – and moralise – their existence.
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For some of the world’s biggest and emerging tourism destinations, this was the year that big-budget recovery strategies were retired in favour of slower, more tactical approaches to maintaining visitor numbers – as well as the natural landscapes that attract them.