Six in 10 travellers say tourism ads look similar, half can’t recall last one, report says

The report, IDEAS That Travel, found that tourism brands are competing for attention in a more fragmented environment shaped by social media and artificial intelligence (AI), even as travel demand rises, TOURISE said in a statement.

It is based on an online survey of 8,374 consumers in 13 markets who had travelled internationally in the previous 12 months, conducted in December 2025, and interviews with industry leaders, including Capital A chief executive officer and AirAsia co-founder, Tony Fernandes.

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