We travel to FITUR - International Tourism Trade Fair.
Taking place in Madrid, this year's event was the biggest ever.
As the sector is still recovering from the impact of the Covid-19 pandemic, we speak to representatives from countries around the world who are aiming to attract visitors.
Plus we focus on responsible tourism, and look at how much emphasis is being placed on sustainability by the travel industry.
Produced and presented by Ashish Sharma
(Image: Tourists at a beach club in Seminyak, Bali, Indonesia, in May 2022, just after the region opened more broadly to fully vaccinated visitors from overseas. Credit: Getty Images).