At WiT Phocuswright Middle East 2025, our COO Samir Mehta joined Martina Pavan from Get Your Guide, Ola Strand Andersen from Be My Guest and View Hoon Yeoh, founder of WiT, for a thought-provoking panel discussion on the next decade of tours and travel activities.
Samir shared insights on the region’s potential, likening Saudi Arabia’s opening to “North Korea meets Petra” – a raw, untouched window before the crowds arrive. He also spoke about the critical role DMCs play in bringing fragmented destinations to life through seamless end-to-end experiences, safety, and storytelling. Be it the rising demand for multi-day trips and experience-led travel (hello, Skydive Dubai and AlUla concerts) or the growing influence of Gen Z travellers who chase memories over magnets, it’s clear that how people travel is changing fast. And tech is moving just as quickly. With AI, automation, and discovery platforms gaining ground, the panel agreed: the industry isn’t just evolving, it’s accelerating.