Giving the floor to travel agencies | Destination Brands in times of uncertainty | Trip.com: Travel has changed

Giving a voice to travel agencies and bringing tourism distribution back to the heart of the conversation. This is the aim of Road to Bit, the roadshow that travels across Italy with 16 stops, highlighting the experiences, expertise and visions of travel agencies at a time when the market increasingly demands professionalism, strong consultative skills and reassurance for the end customer.

Geopolitics, economic crises, climate change and sudden shocks make the future increasingly difficult to predict. And yet, surprisingly, the image of countries and tourism destinations changes far more slowly than we might expect. Focusing on reputation versus visibility, this analysis by Simon Anholt, one of the world’s leading experts on nation branding, overturns common assumptions and delivers a clear message to the tourism sector: in times of instability, brand strength is measured by resilience, not agility.

Technology, artificial intelligence, new traveller behaviours and rapidly evolving business models: at BIT, Trip.com explained why change in travel is not a future scenario, but a reality already in motion. An analysis of how innovation is reshaping the travel experience and what it means today to compete in an increasingly digital, global and data driven market.

Tags: BIT