Travalyst Annual Convening 2026 | Executive Summary
The Travalyst Annual Convening 2026 brought together our coalition of industry partners, Board, Independent Advisory Group, and guest speakers ahead of ITB Berlin to explore the theme “Data as the new currency” and its role in unlocking a more sustainable future for travel and tourism.
Our CEO, Julie Cheetham, opened the day by noting that while geopolitical instability, economic pressures, regulatory acceleration, and technological disruption might suggest sustainability is receding, data shows commitment is actually increasing, framed primarily as risk mitigation rather than opportunity creation. She stressed that for the industry to build a sustainable future, data must be standardised, transparent, comparable, and trusted.
Panels and discussions throughout the day focused on market insights shaping the future of tourism, the impact of AI on sustainability efforts, navigating regulatory complexity, and the role of open-access data in guiding policy decisions. Travalyst’s high-level advocacy efforts were highlighted, underscoring the value of strategic partnerships and alignment with international standards.
The Convening concluded with remarks from our Founder Prince Harry, Duke of Sussex, who joined us virtually, and our Board Chair Gianni Marostica, who emphasised that data sharing must become a collective norm to drive impact at scale. Despite political and economic headwinds, corporate sustainability commitments remain strong, and looking ahead to 2026, Travalyst is focused on building the foundations, systems, and standards needed to accelerate progress as global momentum grows.
For insights into the discussions, read the summary below: