The Future of Tourism
By 2031 our world will welcome close to 2 billion visitors, all looking for a life less ordinary through travel.



Collaborating for Purpose
Tourism is a vital industry, crucial to global economic prosperity. It builds local community empowerment, creates opportunities, and ignites collaboration beyond borders, while playing an extremely important socio-economic role.
Over the next decade, international tourism will face unprecedented changes. Competition for the right visitors will sharpen, as will attention to aviation negotiations and investment prioritisation. Thanks to Artificial Intelligence, disruption of distribution, marketing and transactions will magnify. Technology and data will exacerbate performance disparity. Trends are shifting, and so are the skills that are needed. There will be winners and losers.
It's recognised that tourism advances international trade and investment and is a catalyst for infrastructure development. However this important sector has a substantial purpose beyond economic value, as the lifeblood of many communities, employing 1 in 10 people, capable of promoting regeneration, and responsibly guarding our important cultural and natural assets on which the tourism economy depends.
Destination Management Organisations will play a leading role in the transformation of tourism, with collaboration being the new currency of accelerated success. Around the world, leaders have been making an inspiring and ambitious promise, committed to COP26 outcomes and the United Nations Sustainable Development Goals (SDGs).
As we look to future-proof travel and tourism, there are clear challenges and trade-offs ahead as we navigate varying strategies, policies, regulations and consumer behaviour. In times of rapid and radical change on every front (environment, technology, economic, political, and cultural), tourism has proven to be way more vulnerable (and purposeful) than expected. Since COVID-19, economies around the world have suffered enormously, with the tourism sector being hit particularly hard. The industry is in a constant state of change, and with change comes both challenges and opportunities, fuelled by rising optimism.
Tourism Should Make The World a Better Place...
Tourism contributes to, and is affected by, climate change - it's therefore our responsibility to drive sustainable change.
Tourism should strategically protect our many wonderful, rich natural assets that are the catalyst for visitation.
Tax generated from tourism should be reinvested into local community services, creating legacy value for citizens.
Tourism provides significant local income to people, families and communities through job creation.
Tourism ignites collaboration beyond borders, reducing discrimination, and uniting diverse cultures; it's the antithesis to war.
Inbound and outbound tourism matters, as a services trade, it's one of the top four export earners globally.
Tourism is well recognised for stimulating subsequent international trade and investment.
Tourism is a platform to promote and develop regenerative thinking and practices.
Tourism motivates for, and relies upon, good public and private infrastructure, improving the lifestyle for locals.
Tourism is a powerful catalyst for urban and rural development, bringing local stakeholders together for the greater good.
“Jan is one of the most astute and strategic leaders I have had the pleasure of working with. Her ability to identify the business challenge and formulate a strategy to drive growth is one I am endlessly envious of.”
~ Ed Steiner, Managing Partner at Hall & Partners
“As shown by her visionary work with Tourism South Africa, Ms Hutton has rare insight and relationships in the international tourism sector. Her collaborative work with Tourism Events Queensland and Tourism Australia has established a new paradigm for cooperation and innovation which will deliver success long into the future.”
~ Hon Kate Jones MP, Minister for Tourism and the Commonwealth Games
“With an EQ to match her IQ, Jan delivers business success, as a persuasive and influential leader. She’s an immense asset to any ambitious client or organisation.”
~ Mike Wilson, CEO of Havas Media Group, Australia and New Zealand
“Jan’s understanding of international tourism contributed decisively to impressive growth in traditional and new markets. She displayed an ability to bring together the different spheres of government agencies (national and provincial) into one comprehensive national strategy.”
~ Marthinus van Schalkwyk, High Commissioner for South Africa in Australia
“Jan is a true thought leader and driver of change. Her pragmatic and considered approach make her truly respected across the Tourism industry.”
~ John Mackenney - Practice Lead - Digital Strategy APAC at Adobe
“Jan's unquestioned leadership capabilities and second-to-none strategic skills. The exhaustive international search undertaken to fill this critical role has delivered an employee of outstanding capabilities, benefiting the organisation, the city and the national tourism industry. I believe Jan Hutton to be vital to our future success.”
~ Martin Winter, CEO, Destination Gold Coast
“I witnessed first-hand Jan’s ability to meaningfully shift thinking, showcased during the organisation’s quest to embark on next generation tourism development through strategically impactful application of industry trends, consumer insights, and new technology. For any tourism organisation looking to achieve inspired, inspiring growth, I would not hesitate to recommend Jan as an asset.”
~ Anita Mendiratta – Special Advisor to the Secretary General, UNWTO
"Jan was a visionary in a formative stage of the Ogilvy business offering, showing great aplomb in leading the business forward, and growing it, into a new space."
Jamie Peers - VP of Business Development and Partnerships at Synatic
"While I expect much will be written about Jan and her impact in various disciplines, what stands out for me from her time as CMO, was observing the enthusiasm, belief and genuine buy-in that she was able to build, to advance Tourism."
~Mqondisi Gumede, CEO at OMG (PTY) Ltd
"She is one of those rare individuals that truly get the Digital space, and always takes time to explore how an organisation can create greater competitive value - an incredible professional and true visionary."
~ Jerome Touze, COO at Ozow I Advisor I Former Chairman of YPO
"Jan is a dynamic businessperson with her eyes set on the horizon, and feet planted firmly on the ground. She is an exciting and challenging thinker who was never short of energy, or a perspective, that moved things forward."
~ Jason Knight - Co-founder + Chief Strategy Officer Lucky Beard - UK
"Jan has massive drive that she applies to all that she pours herself into, disrupting mediocrity to deliver growth with innovative thinking. She really “gets it” as far Tourism development is concerned."
~ William Price, Founder Digital of Marketing Maverick
"Jan thinks strategically, seeing the broader impact. Her involvement was professional and left our organisation with higher standards."
~ Craig Henry, Head of Sales Development at Woolworths
"Jan is Innovative and dynamic Leader with excellent stakeholder alignment skills. She understands business at both a regional and global level, and was successful working at both levels."
~ Seabelo Pilane, Human Resources Director at GroupM
“Jan’s local and international experience in tourism provides her with a unique and deep understanding of the industry. This gives Jan the skills to quickly build rapport, respect, and influence with all stakeholders.”