Plenary Session Highlights - Can Emerging Destinations Redraw The Tourism Map?

In a discussion about the aviation and tourism sectors, participants note the significant changes post-pandemic, with tourism's contribution to GDP increasing from 3% to 5.2% and aiming for 10%. The focus is on the growth of international experiences facilitated by greater connectivity and the importance of countries promoting their unique offerings without underselling themselves. Asia, particularly China, emerges as a major player in the tourism industry, with a shift in the center of tourism dynamics from the US and Europe to Asia. The demand for authentic experiences and human interaction is driving tourism growth, with countries encouraged to showcase their unique attributes. An example is given of a resort in Sicily that created a significant local economy and employment opportunities. Riyadh aims to become a global logistics center, with Riyadh Air connecting to 100 international cities within five years. Emerging markets are advised to have a clear, consistent multi-year plan to attract tourism and investment. The importance of having a strong brand and compelling storytelling to draw tourists is emphasized.