The New Drivers of Global Travel
In a world where travel inspiration is just a swipe away, one question remains: is authenticity still at the heart of the travel experience?
Travel marketing is now inherently digital. Whether through online platforms like TikTok, Instagram, and YouTube, or via digital publications and online forums, these channels work hand in hand to shape how and where we travel. Yet, travellers are increasingly seeking something that can’t be captured in a 30-second clip or an online article. Beyond the perfect photo, they care deeply about the impact each trip leaves and the communities at the heart of each destination.
This shift is transforming how travel is experienced — and how it is marketed. Today’s storytelling is moving away from surface-level promotion toward narratives that emphasize empowerment, purpose, and regeneration, connecting travel to wellbeing, culture, and sustainability.
A Shift in Mindset: From Posts to Purpose
Across the globe, travellers are choosing experiences that leave a positive imprint rather than just a post. Whether it’s dining with local families, joining community-led tours, or embracing wellness retreats that prioritize inner balance, travel has become a tool for transformation — both personal and collective.
This redefinition of luxury and experience reflects a deeper yearning for meaning. As the industry evolves, brands are being challenged to look beyond algorithms and influencer trends, focusing instead on purpose, partnership, and people.
Quiet Luxury and the Age of Mindful Travel
The rise of “quiet luxury” — understated quality rooted in authenticity — is reshaping the travel landscape. Travelers now seek depth over display, sustainability over status, and cultural respect over consumption. For destinations and brands, this means creating experiences that honour local heritage while meeting the modern traveller’s expectations for comfort and consciousness.
As global transitions — from climate change to digital transformation — continue to influence travel, the call for meaningful, regenerative, and inclusive tourism has never been louder.
The Future of Travel Marketing
The future of travel marketing isn’t about keeping up with trends; it’s about staying true to the stories that make travel meaningful — stories grounded in authenticity, community, and care. Brands that embrace this approach will not only remain relevant but will lead a new era of travel defined by connection and conscience.
Panel Voices at WTM 2025
As part of World Travel Market London’s thought-leadership programming, this discussion will bring together innovators and storytellers shaping the next chapter of travel:
- Vivienne Tang, Founder & CEO, Destination Deluxe
- Reema Almokhtur (She/Her), Tourism Director, Red Sea Global
- Amy Hulley, Founder, Voyage Content
- Tina Charisma, Advisor & Global Culture Consultant
Tina O’Dwyer, Founder & CEO, The Tourism Space
Tina Charisma is an award-winning global consultant, strategist, and cultural leader shaping the future of travel, culture, and innovation. With over a decade of experience driving communications and business transformation across continents, she has advised multinational institutions and global platforms—including serving as an Advisor to World Travel Market. At the intersection of travel, storytelling, and culture, Tina works with global brands and destinations to anticipate change, craft bold strategies, and strengthen connections with international audiences. Her thought leadership and reporting have appeared in CNN, Business Insider, The Indpendent, Essence, Euronews, and Harper’s Bazaar. A Vital Voices Fellow, she champions diverse voicees and perspectives that are redefining the future of travel worldwide.
Find out more: https://www.wtm.com/london/en-gb/conference-programme/speakers/speaker-details.4630.148294.tina-charisma.html