SPAG

In today’s travel economy, perception shapes decisions long before a traveler opens a booking engine.

Crisis fatigue, geopolitical uncertainty, overtourism, and rapidly shifting public sentiment are forcing tourism brands to rethink how they communicate with audiences.

In her latest article, our VP, Zoya Surana, discusses why narrative agility and geopolitical awareness are becoming critical capabilities for destinations and travel brands worldwide.

What does this mean for the industry?
- Diversifying source markets is no longer optional
- Paid visibility without narrative credibility is increasingly fragile
- Localized storytelling matters more than broad global messaging
- Speed and cultural relevance are emerging as competitive advantages

Her perspective echoes that the future of tourism communication will belong to brands that understand not just where travelers want to go, but what shapes their decisions in the first place.

Read more from Zoya on how geopolitics is reshaping travel flows and tourism strategy: https://www.spag.asia/news-insights/how-geopolitics-is-reshaping-travel-flows-and-tourism-strategy/

, our Managing Partner, has been appointed Co-Chair of the Ethics Board.

The ICCO Ethics Board plays a critical role in shaping global standards for responsible communications, advancing principles of integrity, transparency and accountability across markets.

As the industry navigates increasing complexity, from misinformation to evolving stakeholder expectations, strong and diverse leadership is essential to guide ethical frameworks at a global level.

In partnership with Martina Quinn, Shivani will help lead this effort, contributing to conversations that will define the future of ethical communications across the profession.