David and Catherine speak to Nicolas Mayer, Managing Partner of PwC’s Global Centre of Excellence for Tourism.

Building on his wide-ranging experience advising governments, destinations and tourism organisations, Nic believes that the industry is now waking up to the reality that recovery will likely take 12, 24 or even 36 months.

But those market participants who use the time they have now wisely—on planning, scenario analysis, reflection and innovation—will be well placed to shape the new normal to their advantage.

In a post COVID-19 world, he believes the new consumer will turn their back on mass tourism and crowded destinations, coming out of this collective trauma far more conscious of hygiene, distance and isolation.

In fact, he argues, this may finally be an opportunity for sustainable tourism to flourish, with tomorrow’s visitors seeking a much stronger interaction with local communities and ecosystems.

Listen to the conversation here