A historic moment for global tourism
Demand holds firm in turbulent skies “Once again, we meet in challenging and unpredictable times. No sooner did we put COVID behind us than we faced aerospace supply chain failures, war in Ukraine, geopolitical tensions, and tectonic shifts in trade policies. And, when war broke out in the Middle East in March, oil prices jumped, and jet fuel prices sky- rocketed. As a result, we expect average jet fuel prices to be 70% higher year-on-year. That will add $100 billion to our collective fuel bill this year. The positive however, is that demand is hold- ing up, even as airlines are raising fares and rates to cope. But growth will inevitably be slower, 2.1% for the passenger business and 0.7% for cargo. Considering all this we expect profitability to halve from 2025.” Willie Walsh, outgoing IATA Director General, addressing delegates at the 82nd IATA AGM in June 2026.
“This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more con- nected, and more compassionate world of tourism. Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.” Sheikha Al Nowais , speaking in her inaugural address as the first female leader of UN Tourism in November 2025.
Tourism as a force for good “Tourism is a powerful force for good in our divided world. It brings people together, builds bridges between cultures, and opens pathways to understanding – and even peace. New destinations are emerging – notably across the Middle East and Africa – bringing fresh energy and opportunity. But growth must go hand-in-hand with responsibility. Tourism must be inclusive, so that it bene- fits local communities and reduces inequality. And it must be sustainable, both safeguarding cultural heritage and minimising environmental impact.” António Guterres, UN Secretary-General, addressing the UN Tourism General Assembly in Riyadh.
America’s tourism shortfall bites
“When 11 million international visitors aren’t showing up, the result is billions of dollars in economic losses to the travel industry.” Erik Hansen , a senior vice-president at the U.S. Travel Association, speaking to The New York Times (February 2026) after the USA became the only major destination to record a fall in interna- tional visitor arrivals in 2025.
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