IDEAS That Travel examines the state of marketing and creativity in the tourism industry. While travel demand is rising, tourism brands are competing for attention in a more fragmented, socially driven and AI-mediated environment, where visibility alone is no longer enough to secure preference and growth. The report sets out a practical framework built around five drivers of effectiveness – Investment, Distinctiveness, Engagement, Authenticity and Seamlessness – and illustrates them with case studies from Airbnb, Tourism Australia, Visit Sweden, Visit North Carolina and Southwest Airlines.