Rather than chasing diminishing returns through additional advertising, the agency advocated for an entertainment product: a film that could function as a vehicle for repositioning perception while operating as a single investment with long-tail value, capable of shaping how audiences feel about a place over time and across markets.
The off-season practically vanished in many parts of the world. Remote work, social media frenzy, and ruthless dynamic pricing have turned fall and spring into peak-season clones. Even winter is no refuge anymore. The idea of an off-season is 100% disappearing.
We're spoiled for choice when it comes to reasons to travel in 2026. Whether you plan to take a trip inspired by a favored period drama; want the best views of the solar eclipse on August 12; or hope to be the first to embark on a luxury train journey across Saudi Arabia, here are 26 things to be excited about as you plan this year's travels.