LIONS Report Reveals Tourism’s Advertising Recall Gap as Travel Demand Grows

The global tourism industry faces a growing disconnect between consumers’ appetite for travel and the impact of its advertising. Nearly 40% of people expect to travel more this year, a figure that rises to more than half among Gen Z. Yet half of all travelers cannot recall the last tourism advertisement they saw.

The report from IDEAS that travel: How tourism brands win the race for tomorrow’s customers, developed by LIONS in collaboration with TOURISE, examines this gap and outlines how brands can adapt their marketing to reach tomorrow’s travelers. Its findings draw on analysis of more than 8,000 consumers across 13 markets, alongside insights from industry leaders.

According to the research, global tourism advertising spending reached $32.4 billion in 2025, but the category’s share of voice remained below pre-pandemic levels. Restoring that share to 3% would require spending to reach $43.4 billion by 2027.

However, the report argues that increasing budgets alone will not close the visibility gap. It calls for smarter investment in social media, creator content, video and entertainment environments, where consumers increasingly begin finding inspiration and forming travel intentions.

To guide that shift, the research introduces the IDEAS framework, built around five drivers of marketing effectiveness: Investment, Distinctiveness, Engagement, Authenticity and Seamlessness. The framework presents these elements as an integrated system to help tourism brands strengthen their presence and connect with consumers throughout the travel journey.

The report includes perspectives from Tony Fernandes of AirAsia, David Droga of Accenture, Gonzalo Brujó of Interbrand and Joanne Chehab of ByteDance/TikTok. Their contributions complement the consumer research, exploring how tourism marketing can respond to changing expectations and media habits.

As demand grows, the findings point to an opportunity for brands that move early: combining effective investment with distinctive, authentic content and seamless experiences that turn travel inspiration into action.