Now is the prefect time to reimagine our train journeys not just as ‘the more sustainable option’, but as a highlight of our holidays in their own right

The age of unfettered long haul travel is – though its proponents will deny it for some years yet – coming to an end. It is time to learn to appreciate closer, smaller things. Build a world that celebrates difference, not distance.

To imagine what tourism should do next, I go dancing

Stripped away of all the commercialising, the pointless plastic souvenirs, the tick box FOMO, the binge flying, tourism is at heart something very, very special, and increasingly needed.

How can our industry continue to profit from enjoying what is left, if we aren’t driving the urgent efforts to protect it?

ourism gives us the chance to step away from our daily realities. It gives us the chance to experiment and experience alternative, sustainable, hopefully better, ways of living.

The world needs an alternative to consumerism if it is to survive. Tourism sells the experiences that offer those alternatives. And on Black Friday it sells them at a discount.