Can a Tiny Tourist mindset rethink big travel? A new report from Insights

In 2025, travel didn’t just return to pre-pandemic levels, it surpassed them. However, as appetites swell, many of the world’s most visited destinations – both long-chosen by travellers and newly amplified by social media – are feeling the strain. At the same time, travel marketing itself seems to pull further away from real travel desires and routines, with the simplest but most compelling moments seemingly missing from the story altogether.

Against this backdrop, our latest downloadable Insights report introduces a new way of thinking about travel and travel storytelling: the Tiny Tourist approach. It brings together audience perspectives, overlooked travel habits and expert insight from leading voices at platforms such as Trippin and Lonely Planet, highlighting the gap between how travel is experienced and how it’s currently presented.

It also features a practical playbook for creative teams looking to adopt this approach, with prompts and notes to support new ways of thinking, alongside a curated selection of photographers, artists, illustrators and filmmakers who are already capturing place in more thoughtful, considered ways.

The report is for any readers who have ever felt unsure about where to go or what to do, and for creative teams who might find themselves facing similar challenges.

And it’s entirely free.