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Thought Leadership in Tourism: What It Is and Why It Matters More Than Ever

Over the last three years, we’ve seen the headlines and LinkedIn threads about “building tourism back better”. We’ve seen incredible entrepreneurs and companies make efforts towards this notion by thinking outside of the box when it comes to collaboration and innovation.


Spearheading paradigm shifts in sectors like travel tech, responsible travel and hospitality may seem like vastly different endeavours, but the thought leaders creating massive change are united by a number of common strategies and habits. So, what exactly is thought leadership, and why does it matter so much for where tourism is headed?


Understanding Thought Leadership in Tourism


Thought leadership isn't just about being an expert in your field; it's about actively contributing to the evolution of that field. In tourism, thought leaders are individuals or organizations that offer insightful perspectives, innovative ideas, and valuable knowledge and weave them into their products and services. They don't just follow trends – they set them, initiating conversations and driving change within the industry.


The Importance of Thought Leadership in Tourism

  • Inspiring Innovation: Thought leaders in tourism are trailblazers who dare to challenge the status quo. They inspire innovation by introducing fresh concepts, embracing technological advancements, and reimagining visitor experiences. Their forward-thinking approach leads to the creation of new and exciting offerings that captivate travelers and reshape the tourism landscape.

  • Building Trust and Credibility: In an era where travelers seek authentic and meaningful experiences, thought leadership creates trust. When individuals or organizations consistently share valuable insights, reliable information, and expert opinions, they establish themselves as trusted authorities. This credibility extends to their products and services, attracting customers who are confident in their choices.

  • Driving Sustainable Practices: Thought leaders have the influence to advocate for responsible and sustainable tourism practices. By championing ethical considerations, environmental responsibility, and community engagement, they guide the industry towards a more sustainable future. Their efforts not only protect natural and cultural resources but also resonate with conscious travelers who prioritize responsible choices.

  • Fostering Collaboration: Thought leaders often initiate dialogues that encourage collaboration among industry stakeholders. By bringing together diverse perspectives, they facilitate the exchange of ideas, best practices, and solutions to common challenges. This collaborative spirit propels the industry forward as a united force rather than isolated entities.

  • Shaping Industry Trends: Instead of following trends, thought leaders in tourism shape them. Through their influential content, discussions, and initiatives, they have the power to redirect the course of the industry. Whether it's embracing experiential travel, highlighting underexplored destinations, or promoting cultural exchange, thought leaders are at the forefront of these shifts.

Becoming a Thought Leader in Tourism


Becoming a thought leader in the tourism industry requires dedication, passion, and a commitment to excellence. It can feel overwhelming to know where to start, which is why I am so excited to be partnering with one of my very own clients and mentors who was named one of Travel Pulse’s “Most Influential Women in Travel in 2023”, Sahara Rose De Vore, in a six-week program called the Travel Thought Leaders Circle. The program brings you insights, education, mentorship and community to help you define thought leadership for yourself and determine the type of impact you want to have on the travel industry.


In the ever-evolving world of tourism, thought leadership is key to guiding the industry toward growth, innovation, and positive change. When you make the conscious decision to share your unique ideas and insights, you have the power to inspire, educate, and shape the future of travel for generations to come. Join us in the Travel Thought Leaders Circle so we can work together to help you refine your business in a way that reflects who you are and drives the type of change you want to see in the industry.


Sound good? Space is limited, so secure your spot in this one-time-only program here.


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