Abc 2021

n the late 1980s a group of industry Chairs and CEOs, led by James Robinson III - then Chairman and CEO of American Express - came to the realisation that, although Travel & Tourism was the largest industry in the world and the biggest provider of jobs, few in the industry, let alone within governments, were aware of this. There was no consolidated data, nor industry voice, through which to convey this message to elected officials and policy-makers. Indeed, Travel & Tourism was considered by many as frivolous or, at least, a 'non-essential' activity.
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Keywords: marketing & advertising