Tourism has been a bridge between cultures, offering economic exchange and emotional connections across borders. Industry experts – Samina Munshi, Nittin Dubey, Prateek Wadhwa and Meha Vashi share their take on the tourism scenario in the times of war.
Tripti Jain
In today’s volatile geopolitical climate, the travel industry finds itself navigating a perilous path. Destinations once on the top of everyone’s bucketlist are now surrounded with caution and the question for the global tourism trade is no longer just where people want to go, but whether they should go at all.
To explore the impact of conflict on travel, we spoke with four seasoned voices in the industry: Samina Munshi, Director, N Chirag; Nittin Dubey, Founder, Seven Wonders Vacations; Prateek Wadhwa, Founder, Dream Trip 4U; and Meha Vashi, Founder & Director, Nivalink. Together, they paint a picture of an industry refocusing in real time and balancing sensitivity with survival.
Fear in the forecast
From Gaza to Ukraine, and even the shadow conflicts rippling through neighbouring countries, war is reshaping where and how people travel. Speaking on the same lines Samina shares, “Safety is a foundational pillar of travel, and any threat to it whether, real or perceived can significantly reduce interest in a destination. Even surrounding regions may suffer a spillover in perception.”
Adding to this Nittin shares, “As soon as news spreads, people stop planning trips to that destination. Demand drops, cancellations rise, and even nearby countries get affected due to fear or confusion.”
Prateek also points at the ripple effects and says, “During the Ukraine-Russia war, not just Eastern Europe but parts of Central Europe also saw a slowdown in bookings. Traveller confidence strikes quickly, even for destinations only indirectly impacted.”
For Meha, the nuance lies in understanding the geography of crisis as she explains, “Not all regions in a country are affected equally. This is where the travel trade plays a crucial role, to offer clarity, not just cancellations.”
Turning tides
With global instability becoming the norm rather than the exception, the travel industry is learning to adapt swiftly by being armed with empathy, honesty, and alternatives. Talking more about this Samina explains, “We must pivot quickly, shifting focus to alternative destinations, updating marketing narratives, and offering conflict-inclusive travel insurance. Flexibility and transparency are not just good ethics; they are business essentials today.”
For Nittin, having a Plan B is a must. He shares, “Keep alternative destinations ready that are safe and trending. Work closely with local partners and stay updated on the ground situation. This way, you’re not caught off guard when plans unravel.”
Prateek believes in proactivity over panic. “Travel consultants need to become solution providers. That means offering well-researched alternatives and ensuring flexible cancellation policies. We must acknowledge uncertainty, not sugar-coat it,” he adds.
Meanwhile, Meha emphasises communication as the core tool. “Be transparent and honest. Provide facts over fear and work closely with on-ground DMCs for real-time updates. That builds long-term trust with clients.”
Calm in chaos
When the world is burning, tourism leaders must offer more than deals, they must offer direction. Responsible tourism begins with responsible messaging. Highlighting more about this Samina shares, “Industry leaders must use their platform not just to sell but to set examples. Promote informed travel over fear-driven avoidance and support affected communities through tourism-related humanitarian efforts.”
Nittin adds, “It’s not just about continuing business. Share the right information, avoid panic, and support local businesses. Encourage travel where it’s safe and don’t generalise the entire region.”
“There’s a human side to tourism we must not forget. Guides, hotel staff, local vendors, all depend on tourist income. As leaders, it’s our duty to help maintain a lifeline by promoting future travel or recovery support,” says Prateek.
Meha talks the misinformation trap and adds, “The moment a conflict hits headlines, panic spreads. But not all the news is accurate. As industry leaders, we have to cut through the noise with clarity, compassion and timely solutions.”
Restoring confidence
War reshapes not just itineraries but emotional maps. Reassurance becomes currency, and the travel trade must work doubly hard to restore confidence and continuity. Explaining the power of confidence Samina says, “We must invest in data-driven insights to monitor traveller sentiment and adjust offerings accordingly. In these times, safety sells more than scenery.”
For Nittin, rebuilding client confidence means over-communicating. “Be proactive and transparent, it is important to keep the client’s value in loop even if the update is uncertain. That builds loyalty in the long run.”
Prateek shares a pragmatic outlook, “Sometimes the right move is advising someone not to travel. That honesty earns trust. It’s a long-term investment in your brand.”
Meha agrees and adds, “Every traveller has limited time. When something gets cancelled, being ready with safe alternatives can be the best option. Help them shift plans, not abandon them.”
Tourism as a tool for peace
While war divides, tourism has the potential to mend. Rebuilding tourism in post-conflict zones can aid economic recovery and foster cultural healing. Throwing light on the power of tourism Samina explains, “Encouraging travel to post-conflict destinations can be a powerful tool for healing and global understanding.”
Nittin suggests we should not shy away from using tourism as a soft power. “Use tourism as a tool for peace. Promote understanding between cultures. Travel is not just leisure; it’s diplomacy.”
Prateek adds, “Support your partners in crisis-hit regions, keep communication open and help promote recovery. These small acts create resilience and solidarity.”
“It’s about acting as a balancing mechanic. We can’t let fear paralyse travel entirely. There’s always a way forward, if not through travel today, then through planning for tomorrow,” says Meha.
A world worth exploring
War may halt planes, but it should not halt perspective. The tourism industry stands at a critical stage, where empathy, honesty, and flexibility are as valuable as any travel package. Concluding on the topic, Samina shares, “While halting travel during active conflict is often necessary, we must view tourism as a long-term pathway to rebuilding.” To this Nittin adds, “We’re not just in the business of bookings. We’re in the business of reassurance, trust, and ultimately hope.” Prateek believes the industry is only as strong as its ethics. “How we respond in tough times defines our future. Responsible tourism is the foundation.” Furthermore Meha suggests, “Travel may pause, but the spirit of exploration doesn’t. We owe it to travellers and to the world to guide with both clarity and compassion.”
