The call comes in a new ‘megatrends’ report issued by the World Travel & Tourism Council, which predicts eight billion air travellers by 2037.

In the face of unprecedented change across all industries, the future of travel and tourism will be shaped by firms and destinations which provide “unique and meaningful experiences, harness the power of networks, provide a personal service to sustainability-minded consumers, and are led by trustworthy and responsible leadership,” according to the WTTC.

Report: World, Transformed: Megatrends and their implications for Travel & Tourism