KUALA LUMPUR, Oct 23 — Six in 10 international travellers say travel advertisements look similar and half cannot remember the last tourism ad they saw, according to a report by global tourism platform TOURISE and LIONS Advisory.
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.
