Tourism Brands Face Advertising Recall Gaps
A new industry report finds that many travelers struggle to recall recent tourism advertisements despite rising travel demand.
Updated on Oct. 26, 2026 in Travel — General
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Do you feel that travel advertisements influence your personal travel decisions?
Half of all travelers are unable to recall the last tourism advertisement they encountered. This trend persists even as nearly 40% of consumers, including more than half of Gen Z, indicate plans to travel more this year.
Why it matters
Tourism brands are struggling to capture consumer attention as their advertising share of voice remains below pre-pandemic levels. The report offers the IDEAS framework to help brands improve marketing effectiveness by focusing on investment, distinctiveness, engagement, authenticity, and seamlessness.
Global tourism advertising spending reached $32.4 billion in 2025. Projections suggest that reaching a 3% share of voice will require annual spending to increase to $43.4 billion by 2027.
The players
LIONS
This organization is a global leader in creative marketing and communications intelligence.
TOURISE
This entity focuses on strategic research and data insights within the global tourism industry.
Tony Fernandes
He is a prominent business leader known for his extensive work in the airline and travel sectors.
David Droga
He is a globally recognized advertising executive and the CEO of Accenture Song.
Gonzalo Brujó
He is an influential expert in global brand strategy and market positioning.
The details
The report by LIONS and TOURISE analyzed more than 8,000 consumers across 13 global markets to identify these marketing challenges. It features insights from industry leaders including Tony Fernandes, David Droga, Gonzalo Brujó, and Joanne Chehab.
Timeline
Global tourism advertising spending totaled $32.4 billion in 2025.
Consumers report increased travel expectations in 2026.
Spending is projected to reach $43.4 billion by 2027 to restore share of voice.
Travel Outlook
The current state of tourism advertising shows a clear departure from the pre-pandemic levels of advertising share of voice. This gap suggests that travel brands must significantly boost investment to reconnect with a growing base of prospective travelers.
Travelers may notice more aggressive and frequent marketing campaigns as brands attempt to close the current recall gap. This push for engagement could lead to more personalized offers or digital promotions as companies look to increase their visibility among potential tourists.
The takeaway
Travel brands need to prioritize authenticity and distinctiveness to cut through the noise of a crowded digital marketplace. Consumers can expect more targeted campaigns as companies adjust their strategies to meet the rising demand for travel.
Further reading
For more on industry shifts, see Travel — General.
Live Poll
Do you feel that travel advertisements influence your personal travel decisions?
