Like most sectors, travel media works within a deeply flawed system driven by capitalistic forces, and change is needed.
Companies’ customers, clients, and employees are people first — and people expect brands to act with integrity and responsibility.
With a focus on “high-quality” travelers, the tourism industry may be reinforcing a homogenous, inaccessible ecosystem.
Many people believe action is needed to address climate and sustainability issues in tourism, but far fewer actually change their behavior.
Decolonizing the tourism industry requires using language and asking questions that actually center local communities.
Despite slow but significant changes to tourism, some places may benefit from no travel at all. Is the industry willing to go there?
Subjective travel content can be used effectively, but there are often better ways to entice people with written and oral communication.
Tour companies are touting ways for people to “give back” while traveling, but it’s not clear what that means or if it serves communities.
Travel influencers have traditionally shown quantifiable value. What role should they play in an industry increasingly focused on quality?
