This year is already proving to last year’s global election marathon, we’re now witnessing geopolitical transformations that are reshaping our world.

Right now, US trading tariffs are sending shockwaves through global markets – a situation we’re monitoring closely. Their impact will ripple across industries, including travel.

For both businesses and consumers, rising costs will influence decision-making, requiring careful management in the months ahead.

In the corporate market, there’s a mix of caution and growing confidence. Companies are taking a more strategic approach to managing previously unmanaged travel, with duty of care, cost control and traveller experience all top priorities.

Insights from our global partners across 92 countries reflect this mood. Encouragingly, the UK remains a key source market, even with the roll-out of the UK’s Electronic Travel Authorisation to EU travellers. However, there is a risk we make ourselves uncompetitive with the rest of the world.

This evolving landscape will shape discussions at this week’s Advantage conference in Malta, where our “Journey Reimagined” theme will be more relevant than ever. With topics like sustainability and the transformative role of AI on the agenda, our industry’s agility is vital.

Mass-market travel sales have seen fluctuations this year, but all the signs point to a strong lates market. We’re launching lates support for members earlier than usual to help them capture this opportunity. With household budgets under pressure, value is paramount.

Demand for summer sun destinations remains strong, but the real growth is coming from Turkey, Egypt and Tunisia. These favourites offer excellent value and lead the way in all-inclusive experiences.

’Uniquely positioned’

Long-haul is stable, with consistent US demand. However, we’re seeing significant eastward growth, particularly for Thailand and Japan, as travellers seek authentic cultural experiences paired with good value.

Reflecting on the fifth anniversary of the Covid pandemic, our industry’s recovery is also testament to its resilience. This was reinforced during the recent Heathrow fire, when the sector responded swiftly and professionally.

This incident also reminded us of the vital work our members do for operators and airline partners, handling thousands of enquiries during crises, often without compensation.

Yet perhaps our biggest challenge remains the lack of understanding and representation of the UK outbound travel sector in Westminster. Despite our economic contribution, our sector is often overlooked in policymaking due to its complexity and fragmented voice.

I’ve been invited to contribute to the Covid-19 public inquiry to share the travel industry’s experience and the disproportionate impact of the restrictions it faced. It’s a vital opportunity to ensure our voice is heard and to highlight the operational realities that were too often misunderstood.

Our formation of the UK Outbound Travel Group is also a significant step forward, and we’ve made real progress recruiting members to support our lobbying efforts. However, further funding and support are essential if we’re to future-proof our sector effectively.

Given the breadth of the Advantage global membership, spanning both the business and leisure sectors, we’re uniquely positioned to see these shifts through a wider lens and to reimagine the journey ahead.