Aviation figure James Hogan has said the Gulf states can emerge from the current conflict as stronger tourism destinations, provided they focus on the fundamentals of destination branding rather than relying on price reductions to attract visitors.
“The Gulf offers a great product, great promotion and, critically, a welcome from great people. As they emerge from the conflict, which we hope happens promptly, these destinations can bounce back even stronger,” Hogan said speaking in a keynote address at the Travel Daily Media Global Summit in Bangkok.
“But this will require more than using price as a lever to drive traffic. They need to focus on the underlying strengths of the destination brands and show their doors are open again, the Knighthood Global Chairman added.
James Hogan: Gulf has everything it needs to succeed – but only if it acts together
Hogan, who played a central role in building Etihad Airways into a globally recognised aviation group, said the Gulf’s rise has been underpinned by visionary leadership, national ambition and sustained strategic investment directed towards a single goal – positioning the region as a leading global destination.
“Destination branding, at its core, is nation-building,” he said.
He noted that this model has enabled Gulf nations to respond to global disruptions, and that the current geopolitical environment presents both risk and opportunity. “Moments of great crisis are also moments of great opportunity, for those willing to invest, align and look beyond the immediate horizon,” he said.
Hogan acknowledged that geopolitical tensions are creating uncertainty across tourism and aviation. While infrastructure and operational resilience remain intact, shifting traveller sentiment is affecting demand, airline performance and overall market confidence.
“The consequences are real,” he said. “Confidence, one of the most valuable assets in global travel, has been dented. This is why clarity of leadership and unity of purpose are essential.”
He pointed out that the Gulf has historically responded to global shocks – from financial crises to the Covid-19 pandemic – not by retreating, but by accelerating investment, enhancing product quality and strengthening connectivity.
A theme running through Hogan’s address was the need for alignment across the tourism ecosystem. He stressed that airlines, airports, tourism authorities, hotels, attractions and governments must operate as an integrated system rather than as individual actors working in isolation.
“In aviation, tourism, and nations, as in companies, teams win,” he said. “When efforts are aligned, the result is far greater than the sum of individual parts.”
Hogan also called for the Gulf to be positioned as a cohesive regional offering rather than a collection of competing destinations. “The Gulf benefits when it is seen as a whole: welcoming, safe, connected, and world-class,” he said. “This is not a moment for zero-sum thinking, but for strengthening a unified regional narrative that can compete globally.”
Looking to the future, Hogan pointed to advances in aviation technology, including the arrival of ultra-long-haul aircraft, which he said would place greater emphasis on the appeal of destinations in their own right.
“In the future, travellers will not stop in the Gulf because they have to; they will stop because they want to,” he said. “That makes destination branding, experience and storytelling more important than ever.”
He concluded by expressing confidence in the region’s outlook, citing infrastructure, talent, ambition and investment capacity as factors in its favour. “The Gulf has everything it needs to succeed,” he said. “What matters now is how those strengths are brought together, with clarity, cooperation, and confidence.”
