Suzanne Sangiovese, director of travel and technology at Riskline, says the travel sector must be willing to innovate to overcome the hurdles ahead
The travel industry is stepping into 2025 facing a world that’s constantly changing due to ongoing geopolitical conflicts.
The War in Ukraine has led to a decline in tourist arrivals in affected regions, while nearby countries, such as Poland and Romania, have experienced a surge in bookings from travellers seeking alternative destinations.
These challenges have also heightened the travel industry’s reliance on technology for risk management. Companies are increasingly leveraging tools, such as real-time alert notifications and geolocation-based safety updates, to provide precise information on emerging disruptions.
Geopolitics change how destinations are promoted, how trips are planned and how travellers stay safe. For travel managers and industry leaders, understanding these shifts is critical to navigating this uncertain landscape while ensuring traveller safety and business continuity.
Countries and regions most affected
Ongoing conflicts in 2025, particularly in regions such as Eastern Europe and parts of the Middle East are expected to continue influencing travel choices. The Ukraine conflict persists as Russia demands a neutral, demilitarised Ukraine, which Kyiv and its allies reject, fearing further aggression. With Nato membership unlikely and stalled negotiations, Russia is expected to continue its offensive.
Tensions remain heightened across the Middle East despite progress marked by the Gaza ceasefire deal, which came into effect on 19 January. The ceasefire implementation involves several stages and multiple details remain under negotiation. The situation is, therefore, far from resolved and hostilities could reignite in Gaza or neighbouring countries at any moment. Meanwhile, the recent fall of Bashar al-Assad in Syria has further weakened Iran’s regional influence, increasing the possibility of an Israeli-American military initiative targeting its nuclear and strategic assets.
In North America, the Trump administration risks strained relations with Canada and Mexico due to proposed tariffs, border closures and military interventions. Domestically, policies on immigration and deportations could provoke widespread protests and economic insecurity. In Greenland, growing geopolitical interest and climate-driven access to natural resources are bringing Arctic tensions to Europe’s doorstep.
Meanwhile, South Korea is experiencing a leadership vacuum after President Yoon has left it vulnerable to instability in 2025. Yoon became South Korea’s first sitting president to be arrested after investigators breached barricades to detain him. Though impeached and suspended, his removal depends on the Constitutional Court, in February. However, the decision won’t stop mass protests.
Europe faces a surge in far-right movements, threatening social cohesion, minority rights and democratic norms across nations like Italy, Hungary and Sweden. The escalating conflict in eastern DRC also underlines the fragility of global governance, with new threats emerging in Sudan, Cameroon and Myanmar.
In Africa, Cameroon grapples with Boko Haram insurgency and anglophone separatists ahead of contentious elections, while Sudan’s conflict intensifies with new armed groups. The civil war in Myanmar continues to disrupt border tourism in Bangladesh and Thailand, creating security risks.
The role of technology in managing risks
Technology has become indispensable in navigating the complexities of today’s geopolitical risks. Real-time risk intelligence platforms now empower travel managers to monitor unfolding events and adjust plans accordingly. For example, AI-driven analytics can identify potential conflict zones, enabling companies to proactively adjust itineraries to minimise disruptions.
Modern travel risk intelligence tools provide granular insights, from country-specific safety ratings to hyper-local advice on avoiding protests or unrest. According to a 2024 GBTA study, 78 percent of travel buyers point out traveller safety as one of the most important strategic priorities for their programme in 2025.
AI is reshaping the travel landscape by offering hyper-personalised itineraries and real-time insights, streamlining travel logistics. Meanwhile, technologies like virtual and augmented reality (VR/AR) allow travellers to virtually explore destinations before booking, enhancing decision-making. Mobile apps further simplify journeys with features like automated check-ins and digital identification.
Integrated communication tools are also transforming the travel experience, ensuring rapid responses during emergencies and fostering trust among travellers. By investing in these technologies, travel providers not only enhance safety but also position themselves as leaders in proactive risk management.
Building resilience in a volatile world
To manage the challenges of geopolitical uncertainty, the travel industry must prioritise resilience through adaptability and forward-thinking strategies. Embracing advanced risk intelligence platforms and real-time analytics will enable travel managers to anticipate disruptions, reroute itineraries and ensure the safety of travellers.
Educating clients and employees about emerging risks and best practices for travel in unstable regions will further strengthen confidence and preparedness. Destinations, meanwhile, must focus on cultivating a perception of safety and stability, not only to attract visitors but also to reinforce trust and long-term loyalty in an increasingly unpredictable world.
The key to the industry’s success lies in leveraging innovation and reimagining traditional approaches. By integrating technologies such as AI-driven analytics, virtual/augmented reality and mobile solutions, travel providers can enhance decision-making, streamline logistics and foster seamless, secure journeys.
Building partnerships with governments and international organisations will also be essential to navigating these challenges and reinforcing global connectivity.
As the world grows more interconnected, the ability to adapt, innovate and prioritise safety will define the industry’s resilience in 2025 and beyond, positioning it to thrive even in the face of uncertainty.