New Tourise And Lions Advisory Study Reveals How Creativity Creates A Commercial Advantage For Destination Growth

RIYADH, Saudi Arabia, Oct 23 (Bernama) -- TOURISE, the world’s premier platform for shaping the future of global tourism, today released IDEAS That Travel, a new report developed in collaboration with LIONS Advisory. The study finds that while travel demand is rising, tourism brands are competing for attention in a more fragmented, socially driven and AI-mediated environment, where visibility alone is no longer enough to secure preference and growth.

“Travelers are discovering destinations earlier and through more channels than ever, from social feeds and creators to communities and AI tools. That raises the bar for tourism brands. Creativity, distinctiveness and trust are becoming central to how destinations earn attention, build preference and remain relevant across the entire traveler journey,” said His Excellency Ahmed Al Khateeb, Minister of Tourism of Saudi Arabia and Chairman of TOURISE.