2021 Whitepaper: An Industry Renewed

Whitepapers January 07, 2021
2021 Whitepaper: An Industry Renewed


Welcome to our whitepaper.

Has there ever been a more tumultuous time for our industry? There’s light at the end of the tunnel, for sure, but there are also future potential challenges such as new variants lining up to set back our recovery.

The agile, adaptable, digital and resilient mindsets we all adopted last year may be here to stay and rather than an exploration of the ‘new normal’ maybe we need to accept that there is no ‘normal’ anymore

Do we really envisage a future where our industry returns to pre-pandemic levels and then chills out for the next 5 years? Where are our typical annual campaign planning and budget setting activities can resume without adaptation or reforecasting? Do we really believe that from 2024 (the initially proposed ‘return to normal’ date by some), we’re going to be able to produce 1,3 and 5-year business plans with confidence and certainty?

Our new normal is change and our new allies are agility, innovation and digitisation. 

With this in mind, we’ve written this white paper with the sole purpose of equipping you and your travel and tourism business with the insights and ideas we believe you will need to be successful this year and beyond.

This whitepaper is a bit different from most for one main reason: we’ve decided not to sit on the fence. We’ve been bold about what we think will happen, where there will be challenges, and where there will be opportunities.

And where we’ve identified issues and shortcomings in our industry, we’ve called them out in the hope that being honest will prepare us all for a more challenging and faster-paced future. 

Most importantly, we’ve highlighted specific actions you can take to address the most pressing changes we think will affect your business over the next 12 months.

We sincerely hope you find this useful, and if it helps you make a few changes to better arm your business for the future, then our job is done and we applaud you.  What we do in 2021 will define the success of our organisations and our industry for years to come and we wish you all the very best.

Download ‘An Industry Renewed’


Anthony Rawlins is the Founder and CEO of Digital Visitor with over 15 years experience in crafting successful marketing strategies for the travel and tourism businesses. He has worked with leading organisations in every part of the industry including airlines, cruiselines, global hotel chains, destinations and attractions. Regarded as a visionary by many industry leaders, through his scientific background, data interpretation expertise and proclivity for creativity, he has a proven track record in accurately predicting future trends. Combined with expansive industry knowledge and pragmatic and commercial mindset he’s has been able to effectively translate these trends into actional strategies and tactics for Digital Visitor’s clients.