Between crisis and optimism

I arrived in Berlin this past Sunday, and it is already clear what will dominate the conversations. Trump and Ukraine.

The sad part? Ukraine was in the same situation during the last ITB Travel Trade Show. And the one before that. And the one before that. We talked about travel and tourism then, not Ukraine.

So, what has changed? Not much on the battlefield. Not much in the expectations of Ukraine or Russia.

But something has shifted on a personal level for many. The vast majority knew this would be difficult to resolve. They also knew that when a resolution finally came closer, it would shake them. Now, the truth is unavoidable. Everyone knows that everyone knows. No more pretending. No more comfortable illusions.

Trump did not cause this. He simply ripped off the veil that many were using to shield their eyes. Now it is uncomfortable. Now you want to talk it out. You want to assert your moral high ground. I get it.

But here is my suggestion. Focus on what you are naturally inclined to improve: your work, your team, and the experience you create for others. If your business struggles this summer, moral posturing will not be a satisfying explanation for why you did not act within your role.

And do not tell me not to talk about work because of what is happening in the world. I heard that in the spring of 2020, and I did not like it then, either.

At the same time, I feel a moral obligation to be optimistic about the future because optimism drives action, and action drives change. Why would you want to improve something you hate? And yet, so many people today seem to hate the world they live in.

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Digging Deeper into Optimism and Our Industry

The above thoughts have driven me to reflect more on the role of optimism, especially in an industry that thrives on shared experiences and meaningful connections. Working in travel, tourism, or hospitality means we are in a line of work that celebrates discovery. We bring people together across cultures and provide them with opportunities to learn about places and perspectives different from their own. That sense of possibility and celebration sets us apart, but it can also feel dissonant when global headlines are dominated by conflict and pessimism.

Acknowledging a crisis is not the same as giving in to it. There is a temptation to focus exclusively on the world’s problems to the point where speaking of hotels, tours, or leisure activities appears frivolous. However, when people stop traveling, entire communities suffer. In many destinations, local economies depend on tourism revenues to support families, preserve cultural heritage, and sustain businesses. If we allow despair to consume us, we lose the energy and creativity needed to adapt, innovate, and keep those communities flourishing.

Optimism does not mean ignorance. It means remaining open to the possibility of better outcomes. When people are hopeful, they are more willing to collaborate, to experiment with new solutions, and to see challenges as temporary hurdles rather than permanent roadblocks. This mindset underpins any positive change we wish to see in the world.

Yes, it can be uncomfortable to promote or even defend our industry when people around us seem to have lost faith in humanity. Yes, it might draw criticism from those who believe that discussing leisure is trivial in the face of global upheaval. But the truth is, offering people a chance to explore, learn, and connect can be a powerful counterweight to cynicism. Travel broadens horizons and fosters empathy, and empathy is often a critical ingredient in addressing conflict at any scale.

Our drive to remain optimistic and deliver meaningful experiences can coexist with a realistic view of the world’s problems. In fact, it is precisely when optimism meets realism that genuine progress happens. You cannot improve something you hate, and you certainly cannot build a better future without believing that future is worth building.

So I will continue to speak about my work and encourage others in this industry to do the same. Caring about the world does not mean sidelining our professional commitments. When done conscientiously, travel and tourism can help mend some of the rifts that make headlines so bleak. It can create jobs, sustain livelihoods, and remind people that not everything is broken.

That is why I hold fast to optimism. Not because I refuse to see the hardships around us, but because I believe in the importance of what we do. If we abandon hope, we leave no room for growth. By staying committed to our roles, focusing on improvement, and believing that our actions can make a positive difference, we keep the spark of possibility alive.