Travel in the Times of War

Travel and leisure have traditionally been seen as peacetime activities, yet today countries facing geopolitical tensions are actively competing for tourists. The UAE, one of India’s largest tourism markets, is offering incentives such as complimentary visas and hotel-linked benefits to attract Indian travellers.

Russia is positioning itself as a MICE destination and an alternative to Europe, even as Moscow and surrounding regions continue to face drone attacks, including major incidents in August. Israel, meanwhile, continues to promote tourism and deepen marketing efforts in friendly markets, including India.

This raises an important question: when destinations offer free visas, discounted hotels and aggressive promotions, are travellers willing to overlook the risks of war and instability?

The answer may depend on whether tourists perceive the conflict as distant from their actual holiday experience. For travellers, however, incentives can reduce cost—but they cannot eliminate uncertainty, disruption or personal risk. The modern tourist may therefore be increasingly willing to travel through geopolitical turbulence, but only when safety remains a convincing part of the destination’s proposition.