The Gulf States can come out of the current conflict as even stronger tourism destinations, said aviation leader James Hogan in a speech at the Travel Daily Media Global Summit in Bangkok. 

“The Gulf offers a great product, great promotion and, critically, a welcome from great people.  As they emerge from the conflict, which we hope happens promptly, these destinations can bounce back even stronger.

“But this will require more than using price as a lever to drive traffic.  They need to focus on the underlying strengths of the destination brands and show their doors are open again.”

James Hogan, Knighthood Global Chairman, outlined how the Arabian Gulf states have built some of the world’s most resilient destination brands, and why unity and decisive leadership are now more important than ever.

Drawing on decades of experience, including his role in building Etihad Airways into a globally recognised aviation group, Hogan said the Gulf’s rise has been underpinned by visionary leadership, clear national ambition and sustained strategic investment aligned behind a single goal: positioning the region as a leading global destination.

“Destination branding, at its core, is nation-building,” Hogan said.

He noted that this model has enabled Gulf nations to respond decisively to global disruptions, adding that the current geopolitical environment presents both risk and opportunity.

“Moments of great crisis are also moments of great opportunity, for those willing to invest, align and look beyond the immediate horizon,” he said.

Hogan acknowledged that geopolitical tensions are creating heightened uncertainty across tourism and aviation. While infrastructure and operational resilience remain strong, shifting traveller sentiment is impacting demand, airline performance and overall market confidence.

“The consequences are real,” he said. “Confidence, one of the most valuable assets in global travel, has been dented. This is why clarity of leadership and unity of purpose are essential.”

He emphasised that the Gulf has historically responded to global shocks, from financial crises to the COVID-19 pandemic, not by retreating, but by accelerating investment, enhancing product quality, and strengthening connectivity.

A central theme of Hogan’s address was the need for deeper alignment across the tourism ecosystem. He stressed that airlines, airports, tourism authorities, hotels, attractions, and governments must operate as an integrated system rather than as fragmented players.

“In aviation, tourism, and nations, as in companies, teams win,” he said. “When efforts are aligned, the result is far greater than the sum of individual parts.”

Hogan also highlighted the importance of positioning the Gulf as a cohesive regional proposition.

“The Gulf benefits when it is seen as a whole: welcoming, safe, connected, and world-class,” he said. “This is not a moment for zero-sum thinking, but for strengthening a unified regional narrative that can compete globally.”

Looking ahead, he pointed to advances in aviation technology, including ultra-long-haul aircraft, which will place greater emphasis on the intrinsic appeal of destinations.

“In the future, travellers will not stop in the Gulf because they have to; they will stop because they want to,” he said. “That makes destination branding, experience and storytelling more important than ever.”

Hogan concluded by reaffirming his confidence in the region’s long-term outlook, citing strong fundamentals including infrastructure, talent, ambition and investment capacity.

“The Gulf has everything it needs to succeed,” he said. “What matters now is how those strengths are brought together, with clarity, cooperation, and confidence.” -TradeArabia News Service