"In 2025, travel didn't just return to pre-pandemic levels, it surpassed them, highlighting the growing strain on the world's most visited destinations."
"The Tiny Tourist approach brings together audience perspectives and overlooked travel habits, emphasizing the gap between real travel experiences and their marketing."
"The report features a practical playbook for creative teams, offering prompts and notes to support new ways of thinking about travel storytelling."
"A curated selection of photographers, artists, illustrators, and filmmakers is included, showcasing more thoughtful and considered ways of capturing place."
In 2025, travel exceeded pre-pandemic levels, leading to increased strain on popular destinations. The travel marketing landscape has diverged from genuine travel desires, neglecting simple yet compelling experiences. The Tiny Tourist approach is introduced as a new perspective on travel storytelling, combining audience insights and expert opinions. It includes a practical playbook for creative teams to rethink their strategies, featuring contributions from photographers and artists who capture travel in a more thoughtful manner. The report is available for free to assist readers and creative teams facing travel-related uncertainties.
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