At a recent Bangkok summit, 500 global tourism leaders examined how travel confidence can be rebuilt during geopolitical tension, with airlines, regional cooperation and service quality at the centre of the discussion.
At a recent tourism summit in Bangkok, 500 global leaders discussed how to rebuild travel confidence as geopolitical tensions continue to shape perceptions of many destinations. The debate was not about short-term messaging alone, but about how regions can recover together and keep visitors moving.
Regional cooperation over competition
Former Etihad Airways chief James Hogan said that political tensions affect how many places are viewed, even if the underlying foundations of tourism remain strong. His message was that countries should cooperate more closely instead of competing for every share of the market.
He pointed to the ASEAN model as an example of how integration can strengthen a broader regional brand. In his view, that approach helps create a stronger identity for the whole area, which matters most in difficult times. For destinations trying to regain trust, travel confidence becomes a shared regional asset rather than a single-country campaign.
Airlines as the first signal
The summit also highlighted the role of airlines. They are often the first and last point of contact for travellers arriving in, or leaving, a destination. Restoring flight routes is therefore more than an operational move; it is also a message to the world that a region is open and safe.
That makes air connectivity part of the recovery story. When routes return, they can help reset perceptions and bring travellers back into markets that may have been affected by uncertainty. In that sense, travel confidence is closely tied to what airlines are able to offer.
Turning transit into longer stays
Hogan also proposed a “stay and spend” idea: turning transit passengers into tourists who remain in the country longer. The aim is to move people beyond the airport and encourage them to experience the culture, rather than using the destination only as a transfer point.
The summit ended on a simple point. Service staff, from cabin crews to hotel teams, are the real ambassadors of a destination. Authentic hospitality and personal attention were described as the factors that most effectively build trust, and trust is what brings travellers back even when economic conditions are difficult.
