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Perspective on travel, tourism and the visitor economy

Articles and observations on leadership, destinations, visitor experience, travel technology and the forces shaping the future of tourism.

Traveller overlooking Rome with digital navigation and translation overlays representing digitally augmented travel

How Travel Quietly Moved from the Metaverse to Digitally Augmented Travel

The metaverse promised virtual travel. What emerged instead is something more practical: digitally augmented travel, where AI, translation, mobility and intelligent systems enhance the real-world journey rather than replace it.
John Boulding

 – 12 minutes

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Inbound tourism UK, John Boulding travel industry advisor.
  • Destinations & Visitor Economy

Inbound Tourism UK: We Must Stop Treating It Like a Problem

Inbound tourism UK delivers export income, regional jobs, and global visibility. Yet UK policy treats visitors as a burden rather than a strategic opportunity.
3 minutes
Tourism technology and visitor experience, John Boulding travel industry advisor
  • Travel Technology & AI

Tourism Technology: Why Better Judgement Matters More Than More Tools

Tourism technology is not the problem. The issue is how and why it is applied. John Boulding argues the industry needs better judgement about where tourism technology genuinely improves the experience.
2 minutes
Boomer travel, John Boulding travel industry advisor
  • Leadership & Industry Commentary

The Boomers Are Not Done Travelling. Yet the Industry Is Not Ready for Them

The travel industry spends a lot of time talking about the future traveller. In doing so, it risks overlooking the most valuable travel market it will see for the next decade and beyond.
4 minutes
  • Travel Technology & AI

AI in Travel: We Need Bridges, Not Walls

Artificial intelligence is rapidly reshaping how travel is planned and delivered. The real question is whether it is being used to build bridges between people and experiences, or quietly creating new walls.
4 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Tourism has always lived with crisis. Here is what experienced operators do next.

Having worked through nearly fifty years of geopolitical shocks, financial crises and global disruptions, John Boulding shares a practical perspective on how experienced travel operators manage uncertainty and prepare for the inevitable return of demand.
9 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Crises don’t remove tourism demand. They move it. Here’s where to look.

As disruption continues to affect long-haul air routes, global travel demand is not disappearing, it is shifting. Drawing on decades of experience, this article explores where demand is moving, how operators can adapt quickly and win market share in uncertain times.
8 minutes
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Inbound tourism UK, John Boulding travel industry advisor.
  • Destinations & Visitor Economy

Inbound Tourism UK: We Must Stop Treating It Like a Problem

Inbound tourism UK delivers export income, regional jobs, and global visibility. Yet UK policy treats visitors as a burden rather than a strategic opportunity.
3 minutes
Tourism technology and visitor experience, John Boulding travel industry advisor
  • Travel Technology & AI

Tourism Technology: Why Better Judgement Matters More Than More Tools

Tourism technology is not the problem. The issue is how and why it is applied. John Boulding argues the industry needs better judgement about where tourism technology genuinely improves the experience.
2 minutes
Boomer travel, John Boulding travel industry advisor
  • Leadership & Industry Commentary

The Boomers Are Not Done Travelling. Yet the Industry Is Not Ready for Them

The travel industry spends a lot of time talking about the future traveller. In doing so, it risks overlooking the most valuable travel market it will see for the next decade and beyond.
4 minutes
  • Travel Technology & AI

AI in Travel: We Need Bridges, Not Walls

Artificial intelligence is rapidly reshaping how travel is planned and delivered. The real question is whether it is being used to build bridges between people and experiences, or quietly creating new walls.
4 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Tourism has always lived with crisis. Here is what experienced operators do next.

Having worked through nearly fifty years of geopolitical shocks, financial crises and global disruptions, John Boulding shares a practical perspective on how experienced travel operators manage uncertainty and prepare for the inevitable return of demand.
9 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Crises don’t remove tourism demand. They move it. Here’s where to look.

As disruption continues to affect long-haul air routes, global travel demand is not disappearing, it is shifting. Drawing on decades of experience, this article explores where demand is moving, how operators can adapt quickly and win market share in uncertain times.
8 minutes
Load More
Inbound tourism UK, John Boulding travel industry advisor.
  • Destinations & Visitor Economy

Inbound Tourism UK: We Must Stop Treating It Like a Problem

Inbound tourism UK delivers export income, regional jobs, and global visibility. Yet UK policy treats visitors as a burden rather than a strategic opportunity.
3 minutes
Tourism technology and visitor experience, John Boulding travel industry advisor
  • Travel Technology & AI

Tourism Technology: Why Better Judgement Matters More Than More Tools

Tourism technology is not the problem. The issue is how and why it is applied. John Boulding argues the industry needs better judgement about where tourism technology genuinely improves the experience.
2 minutes
Boomer travel, John Boulding travel industry advisor
  • Leadership & Industry Commentary

The Boomers Are Not Done Travelling. Yet the Industry Is Not Ready for Them

The travel industry spends a lot of time talking about the future traveller. In doing so, it risks overlooking the most valuable travel market it will see for the next decade and beyond.
4 minutes
  • Travel Technology & AI

AI in Travel: We Need Bridges, Not Walls

Artificial intelligence is rapidly reshaping how travel is planned and delivered. The real question is whether it is being used to build bridges between people and experiences, or quietly creating new walls.
4 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Tourism has always lived with crisis. Here is what experienced operators do next.

Having worked through nearly fifty years of geopolitical shocks, financial crises and global disruptions, John Boulding shares a practical perspective on how experienced travel operators manage uncertainty and prepare for the inevitable return of demand.
9 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Crises don’t remove tourism demand. They move it. Here’s where to look.

As disruption continues to affect long-haul air routes, global travel demand is not disappearing, it is shifting. Drawing on decades of experience, this article explores where demand is moving, how operators can adapt quickly and win market share in uncertain times.
8 minutes
Load More
Inbound tourism UK, John Boulding travel industry advisor.
  • Destinations & Visitor Economy

Inbound Tourism UK: We Must Stop Treating It Like a Problem

Inbound tourism UK delivers export income, regional jobs, and global visibility. Yet UK policy treats visitors as a burden rather than a strategic opportunity.
3 minutes
Tourism technology and visitor experience, John Boulding travel industry advisor
  • Travel Technology & AI

Tourism Technology: Why Better Judgement Matters More Than More Tools

Tourism technology is not the problem. The issue is how and why it is applied. John Boulding argues the industry needs better judgement about where tourism technology genuinely improves the experience.
2 minutes
Boomer travel, John Boulding travel industry advisor
  • Leadership & Industry Commentary

The Boomers Are Not Done Travelling. Yet the Industry Is Not Ready for Them

The travel industry spends a lot of time talking about the future traveller. In doing so, it risks overlooking the most valuable travel market it will see for the next decade and beyond.
4 minutes
  • Travel Technology & AI

AI in Travel: We Need Bridges, Not Walls

Artificial intelligence is rapidly reshaping how travel is planned and delivered. The real question is whether it is being used to build bridges between people and experiences, or quietly creating new walls.
4 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Tourism has always lived with crisis. Here is what experienced operators do next.

Having worked through nearly fifty years of geopolitical shocks, financial crises and global disruptions, John Boulding shares a practical perspective on how experienced travel operators manage uncertainty and prepare for the inevitable return of demand.
9 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Crises don’t remove tourism demand. They move it. Here’s where to look.

As disruption continues to affect long-haul air routes, global travel demand is not disappearing, it is shifting. Drawing on decades of experience, this article explores where demand is moving, how operators can adapt quickly and win market share in uncertain times.
8 minutes
Load More
Inbound tourism UK, John Boulding travel industry advisor.
  • Destinations & Visitor Economy

Inbound Tourism UK: We Must Stop Treating It Like a Problem

Inbound tourism UK delivers export income, regional jobs, and global visibility. Yet UK policy treats visitors as a burden rather than a strategic opportunity.
3 minutes
Tourism technology and visitor experience, John Boulding travel industry advisor
  • Travel Technology & AI

Tourism Technology: Why Better Judgement Matters More Than More Tools

Tourism technology is not the problem. The issue is how and why it is applied. John Boulding argues the industry needs better judgement about where tourism technology genuinely improves the experience.
2 minutes
Boomer travel, John Boulding travel industry advisor
  • Leadership & Industry Commentary

The Boomers Are Not Done Travelling. Yet the Industry Is Not Ready for Them

The travel industry spends a lot of time talking about the future traveller. In doing so, it risks overlooking the most valuable travel market it will see for the next decade and beyond.
4 minutes
  • Travel Technology & AI

AI in Travel: We Need Bridges, Not Walls

Artificial intelligence is rapidly reshaping how travel is planned and delivered. The real question is whether it is being used to build bridges between people and experiences, or quietly creating new walls.
4 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Tourism has always lived with crisis. Here is what experienced operators do next.

Having worked through nearly fifty years of geopolitical shocks, financial crises and global disruptions, John Boulding shares a practical perspective on how experienced travel operators manage uncertainty and prepare for the inevitable return of demand.
9 minutes
John Boulding - blog article
  • Leadership & Industry Commentary

Crises don’t remove tourism demand. They move it. Here’s where to look.

As disruption continues to affect long-haul air routes, global travel demand is not disappearing, it is shifting. Drawing on decades of experience, this article explores where demand is moving, how operators can adapt quickly and win market share in uncertain times.
8 minutes
Load More
Traveller overlooking Rome with digital navigation and translation overlays representing digitally augmented travel
  • Destinations & Visitor Economy, Leadership & Industry Commentary, Travel Technology & AI

How Travel Quietly Moved from the Metaverse to Digitally Augmented Travel

The metaverse promised virtual travel. What emerged instead is something more practical: digitally augmented travel, where AI, translation, mobility and intelligent systems enhance the real-world journey rather than replace it.
12 minutes
Visitors approaching a busy exhibition stand at an international trade show
  • Destinations & Visitor Economy, Leadership & Industry Commentary

Your Exhibition Stand Is a Live Business. Who Is Running It?

Exhibition stands absorb considerable investment in design, travel, people and time. But once the doors open, success depends on something much more fundamental: how the stand is actually run. This article looks at the stand as a live customer-facing business, from team briefing and visitor flow to lead intelligence, unexpected opportunities and the crucial role of the Stand Manager.
14 minutes
Travellers and tourism professionals overlooking aircraft at a major European airport
  • Leadership & Industry Commentary

Tourism is attracting record investment. But are we investing in what really matters?

Global tourism investment has passed US$1 trillion. John Boulding asks whether capital is strengthening the people, culture and capability that create long-term value.
13 minutes
Guests boarding a coach beside a European river cruise vessel during a low-water itinerary adjustment
  • Destinations & Visitor Economy, Leadership & Industry Commentary, Touring & Guiding

Europe’s Summer of Operational Resilience

What fifty years of disruption have taught John Boulding about tourism operational resilience, leadership, supplier relationships and guest trust.
16 minutes
International colleagues discussing ideas across different cultural backgrounds
  • Leadership & Industry Commentary

Working Across Cultures: Familiarity Is Not the Same as Understanding

What decades of international tourism taught me about cultural context, shared human aspirations and working more effectively with local teams.
17 minutes
Escorted Touring in 2027
  • Leadership & Industry Commentary, Touring & Guiding

Escorted Touring in 2027: What the 2026 Season Is Telling Us

Europe remains one of the world’s most desirable travel regions, but changes may be needed for escorted touring in 2027.
15 minutes
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If you’d like to talk, challenge an idea, or explore working together, I’m always open to a good conversation.

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