Insights

The international travel market is reaching its all-time high in 2025. The World Travel and Tourism Council estimates international visitor spending of $2.1 trillion this year, exceeding the previous peak of $1.9 trillion in 2019. Over the years, many airlines (if not all, outside of the low-cost segment) have played the card of cultural heritage to attract both domestic as well as international travellers, successfully and unsuccessfully at times.

In today's globalised world, where consumers crave authenticity and unique experiences, provenance brands have emerged as powerful...

In a world where culture moves at the speed of light and where supply chains are being pressured by various economic forces, consumer...

In the light of AI infiltrating all areas of business, and more particularly marketing, market research, audience analysis, there still...

Fireside Interview with Greg Schwartz on Sustainability Mapping Welcome to the Creative Culture video podcast series. Our fireside...

This article is part of a series of articles of the WARC Guide to creating cultural advantage. Read more . Earlier this year, lead singer...