Tourism Report Identifies Massive Marketing Investment Gap
A new industry report highlights that billions are missing from tourism marketing budgets to reach modern travelers.
Updated on Oct. 21, 2026 in Travel — General
Live Poll
Do you find current travel advertisements helpful when you are planning your next trip?
The IDEAS That Travel report from TOURISE and LIONS Advisory reveals an $11 billion marketing investment gap within the global tourism sector. Research indicates that many travelers struggle to recall or distinguish between competing tourism advertisements.
Why it matters
Tourism brands are struggling to maintain visibility in an increasingly fragmented, AI-mediated environment where consumers report that most travel ads look the same. To capture interest, the report suggests brands must overcome the loss of distinctiveness that currently plagues the market.
Global travel and transport advertising spend reached $32.4 billion in 2025, but experts estimate a necessary increase to $43.4 billion by 2027. Currently, 57% of travelers are unable to recall or are unsure about the last tourism ad they viewed.
The players
TOURISE
TOURISE is an international tourism organization headquartered in Riyadh, Saudi Arabia.
LIONS Advisory
LIONS Advisory is a firm that provides research and strategy insights for global industries.
The details
The report highlights that 60% of travelers find tourism advertisements similar, with 43% finding it difficult to distinguish between brands. Furthermore, 55% of travelers use AI for holiday planning, and 62% expect to increase their reliance on these tools over the coming year.
Timeline
Data collection via an international traveler survey took place in December 2025.
The inaugural TOURISE Summit occurred in Riyadh from November 11-13, 2025.
Global travel and transport advertising spend totaled $32.4 billion in 2025.
Travelers expect to increase their travel frequency over the next 12 months.
The target year for reaching $43.4 billion in travel advertising spend is 2027.
Travel Outlook
This report serves as a baseline against the IDEAS That Travel report marketing investment gap, illustrating how tourism brands are currently failing to secure their share of voice. The industry must adjust its spending to match the shifting behaviors of modern travelers who increasingly rely on AI for planning.
Travelers can expect to see an influx of more personalized or AI-driven advertising as brands attempt to close the marketing gap over the next two years. Travelers should be prepared for more sophisticated digital prompts when using AI platforms to research and book their future holiday itineraries.
The takeaway
Travelers should remain critical of AI-generated travel suggestions as brands push to increase their presence in the digital planning space. With many travelers currently finding ads indistinguishable, savvy consumers should look for independent reviews to ensure their travel choices meet their personal needs.
Further reading
For more analysis on global industry shifts, explore the Travel — General section.
Live Poll
Do you find current travel advertisements helpful when you are planning your next trip?
