In a world where headlines increasingly dictate holiday itineraries, the travel and hospitality industry finds itself at the crossroads of politics, perception, and profit. From the echoes of the Ukraine-Russia war to the simmering India-Pakistan tensions, destination marketing is no longer just about sandy beaches and city lights - it’s about reading the geopolitical room.

As public sentiment shifts and national pride becomes a powerful undercurrent in consumer choices, travel brands and marketers are being compelled to rethink and rewrite their playbooks — one that balances brand integrity, business continuity, and the fragile psychology of travel in uncertain times.

“Travellers are more cautious about choosing destinations now,” Tavleen Bhatia, CMO, told Manifest. “We are seeing a rise in sentiment-driven travel decisions aligning with the national conflict.”  

While several Indian travel companies have taken ‘appropriate’ steps to move away from countries or travel destinations that have been perceived as pro-Pakistan, others are steering travellers toward ‘safer’ options like Greece and Southeast Asia.

Following the terrorist attack in Pahalgam, Cleartrip saw flight cancellations surge nearly 7x, and forward bookings drop by around 40% to Kashmir, while travel to countries like Turkey and Azerbaijan, with a perceived pro-Pakistan stance, saw a 260% cancellation spike on the platform.

Sensitive times also call for sensitive messaging from brands, with the risk of being perceived as tone-deaf or controversial.  

Highlighting the importance of striking the right tone, N. Chandramouli, CEO, TRA Research said, “Brands must respond not only with timely information but with an acute sensitivity to the emotional and national sentiments of their audiences.”

Neil Patil, co-founder, chief operating officer and chief technology officer, Veena World, believes that when it comes to marketing during such times, 'tone' matters more than ever.

“But at the same time, we also avoid just trying to hop on a bandwagon and do reactive ad campaigns,” he noted, further adding, “At a sensitive time like this, it is also critical to keep in mind whether doing ad campaigns is prudent or not. During the sensitive period of 22 April and 20 May, we just decided to pause a large number of ad campaigns because we felt like it was the right thing to do.”

With the annual holiday season in full swing, travel companies across the board have seen cancellations or booking shifts due to the recent political climate this year.

“Yes, we’ve seen notable shifts,” confirmed Patil.

“Cancellations for regions like Kashmir and Leh Ladakh rose significantly, especially in the immediate aftermath of televised conflict or political statements. But this also meant people transferring to other destinations within India itself: Kerala, Central India, Nainital, and North East. Internationally destinations like Europe, Japan, Australia, and New Zealand were preferred,” he added.

Disclosing the impact of the recent Indo-Pakistan conflict on its business, Abhishek Daga, co-founder, Thrillophilia, an experiential travel company, shared:

• Kashmir tourism crashed 97%
• Ladakh hotel occupancy dropped from 92% to under 20%
• Searches for popular summer spots in Himachal and Uttaranchal fell by 74%
• Overall domestic tourism searches declined by 38%
• Even International bookings to Bali, Singapore, Vietnam, and others dipped by 50%

"It felt like the entire travel ecosystem had paused," said Daga.

Sharing her thoughts on the subject, Amruda Nair, founder and CEO, Araiya Hotels and Resorts, Araiya Hospitality, said," In light of the recent geopolitical tensions, we are reassessing our marketing strategy to ensure both sensitivity and relevance. We are emphasising safety, stability, and the unique cultural experiences that our destinations in Gir, Himachal, and Uttarakhand offer, while avoiding any messaging that could be perceived as politically charged.”

Balancing national sentiment with business continuity, Alok K Singh, chairperson and CEO, Travomint, took a strong stance, like many other travel agencies. 

The company decided to discontinue promoting destinations such as Turkey and Azerbaijan with immediate effect from 8 May 2025, looking at the recent geopolitical events. The agency announced the suspension of all flight tickets for Turkish Airlines, Corendon Airlines, and Azerbaijan Airlines, stating that the decision includes concluding partnerships with businesses and operations based in those regions.

“We have withdrawn all the promotional content associated with political sensitivity or controversy. We are not supporting any commute to such regions and have proactively aligned our campaigns to focus on destinations that are related to recent travel sentiments, stressing cultural richness, neutrality, and, most importantly, safety,” he stated.  

(Read the full story in our June issue. Get your copy here!)