We’re excited to welcome Paula Vann to Advance Travel & Tourism as a Senior Account Executive. With more than a decade of experience across destination leadership and visitor intelligence, Paula brings a strong understanding of how tourism supports both travelers and the communities they visit.

Google recently pulled back the curtain on its Universal Commerce Protocol (UCP) — a new open framework designed to help AI agents discover, compare, and complete purchases seamlessly. While the announcement focused largely on retail, the implications for travel and tourism are worth paying attention to.

Tired of chasing immediate bookings? Sustainable success in travel marketing starts at the Upper Funnel, where you build long-term brand awareness and affinity. This means focusing on SEO, compelling content, and visibility on major search platforms.

The most critical question for every travel marketer is often the hardest: How should you split your budget between awareness and conversion? There's no magic number—the answer must be driven by your destination's unique strengths and goals.

Today’s travelers don’t just want to be inspired—they expect every interaction to feel personal. In 2025, hyper-personalization is redefining how destinations attract, engage, and convert visitors.

You want travelers to book your destination, but first, you have to get them to dream about it! The secret to filling your pipeline lies in the Upper Funnel. This phase is all about Discovery and Dreaming—catching people before they've even chosen a destination. Your goal here is simple: ignite their curiosity and imagination.

In the fast-moving world of travel and tourism, getting visual campaigns out quickly, staying on-brand, and adapting designs across platforms is more important than ever. That’s why the newly unveiled Canva Creative Operating System is such a game-changer for marketers in our industry.

As a travel marketer, you're constantly asked to do more with less—especially when travelers are watching their wallets. The secret to maximizing your impact isn't spending more; it's understanding The Marketing Funnel. The core challenge? Keeping a steady flow of potential visitors. But with limited dollars, how do you decide where to place your budget for the best results? It comes down to knowing where your visitor is on their journey.

Stop Guessing. Start Growing. Get the Blueprint for Full-Funnel Fluency in Travel Marketing. Is your marketing budget giving you maximum impact? In today's digital landscape, driving clicks isn't enough. You need a strategy that moves travelers from daydreaming to booking—and you need the data to prove it. Our new whitepaper, "Full-Funnel Fluency for Travel: Budgets, Channels and Measurement that Actually Moves [...]