FROM THE PUBLISHER
About the Cover: Mark B. Hatter’s daughter, Jennika Watson, dives in Fiji with Volivoli Beach Resort, located on the northern coast of Viti Levu. A Nikon D850 camera in a SEACAM housing, with an 8–15mm fisheye lens set at 15mm behind a SEACAM 240mm dome port and a pair of INON Z-240 strobes, provided fill flash for the subject and diver.
WE ARE NEEDED NOW MORE THAN EVER
William Cline, Publisher Patty Cline, Associate Publisher Amber Wagenknecht, Executive Editor Betty Orr, Senior Editor Neal Watson, Sr., Editor-at-Large Britain Cline, Advertising Sales Manager June Cline, Social & Podcast Producer Reese Gunby, Staff Writer Contributors: Alex Brylske, Ph.D., FL Cathryn Castle Garcia, Azores, Portugal William Cline, TX Rachael Connors, MI Sage Dalton, FL Al Hornsby, Singapore Lily Mak, TX Suuz Martines, NC Jeff McNutt, BVI Dan Orr, ID SCUBA DIVING INDUSTRY® MAGAZINE DEMA 2026 VOL. 3, NO. 9
Human connection. In a world of evolving ar- tificial intelligence, everything is seemingly turning toward massive processing power to solve mundane problems. From baking a cake to calculating decompression stages, AI is every- where, and it will continue to become part of nearly every aspect of our daily lives. But what do people really seek? Human connection . Ask someone from Gen Z about AI, and you may get a very different answer than you would from an older generation. They have grown up with technology and are often considered our earliest adopters, yet many are cautious about trusting it. In a recent conversation with my youngest, a recent university graduate, I was told, “I don’t trust it blindly and am very cau- tious about using it for decision-making. I think of AI more as a complex spell-check than an intelligent entity to go to for advice.” That desire for human advice is showing up around the world, especially in travel. A recent Cayman Compass article reported that geopolitical uncertainty, changing entry requirements, airline schedule disruptions, and increasingly complex itineraries are driving travelers back to travel advisors. A 2026 Internova Travel Group survey of 4,000 travelers found that 62% expected to use a travel advisor to plan and book their trips this year, up from 47% last year . The more complicated the trip, the more likely travelers were to seek help. A separate Global Business Travel Review found that online booking declined across several major international routes during the
first half of 2026. An Expedia Group survey also found that travelers are increasingly com- fortable using AI to research destinations and build itineraries, but remain cautious about allowing it to complete their bookings . For dive retailers, this should sound familiar. About 90% of U.S. dive retailers sell group travel, and serve as trusted travel advisors by doing so. They know which destinations fit a diver’s experience, what equipment will be needed, and what details could turn a compli- cated journey into a successful one. More im- portantly, when something goes wrong, there is a real person to call. That same need for connection is why the DEMA Show matters now more than ever. The Show is not simply a place to see new products, attend seminars, or place orders. It is where our industry comes together face to face. It is where retailers can ask manufacturers difficult questions, destinations can build trust with the people who will bring them guests, and a conversation in an aisle can become a new partnership. Technology can help us research, organize and communicate. But it cannot replace the confidence that comes from shaking someone’s hand. As we gather in New Orleans for the 50th anniversary of the DEMA Show, remember that our greatest value has never been information alone. It is our experience, our judgment, our relationships, and our willingness to help one another. In an increasingly automated world, we are needed now more than ever.
Margo Peyton, SC David Prichard, TX Lee Rand, NM Michael Salvarezza, NY Brooke Speedy, IN Jenny Stock, UK Christopher P. Weaver, NY Kramer Wimberley, NY Gil Zeimer, CA
Scuba Diving Industry ® Magazine (Print: ISSN 2996-1416, Digital: ISSN 2996-1424, U.S. Trademark #99278901) Published monthly by Cline Group LLC, 1740 Airpark Lane, Plano, TX 75093. Printed copies are mailed within the USA to select dive retailers & advertisers. Subscriptions are free to dive pros & distributed digitally to 165 countries. POSTMASTER: Send address changes to Scuba Diving Industry Magazine, 1740 Airpark Ln., Plano, TX 75093. Any part of this publication may be reproduced, as long as the source is quoted “Scuba Diving Industry Magazine.” Editorial re- quests: editor@scubadivingindustry.com or 954- 358-9660. The views and opinions expressed in this magazine are those of the contributors and do not necessarily reflect the official policy or position of Cline Group LLC or any of its affiliates. AI may be used to generate graphics or edits as needed. © 2026 Cline Group LLC. All rights reserved.
email William
free sta ff subscription
William Cline, Publisher
SCUBA DIVING INDUSTRY | 5
Made with FlippingBook - Online Brochure Maker