Editorial Note

Abstract

It is with great pleasure that we introduce Volume 3, Issue 1 of the South Asian Journal of Tourism and Hospitality (SAJTH). As we navigate the ever-evolving landscape of the tourism and hospitality industry, we are excited to bring you a collection of insightful research and analysis that shines a light on the complexities and opportunities within the field. In a world profoundly shaped by the global COVID-19 pandemic, followed by its subsequent impact on the tourism industry in the region, South Asian nations have now largely reopened their borders, welcoming travelers from near and far. This is a welcome sight for a region that has felt the economic toll of closed borders, yet it's a shift that raises essential questions. The return of tourists is indeed a relief for many, but it comes with challenges and considerations, especially amidst the ongoing political and economic instability within the South Asian region and tourism’s impact on the natural environment. Moreover, technology continues to reshape the tourism and hospitality sector, offering new opportunities and challenges. With advancements in various sectors, we witness a transformation that will likely influence the future of tourism and hospitality in South Asia. In this volume, we explore these trends and innovations and their potential impact on the industry's future. As we delve into the contents of this issue, we invite you to join us in exploring the South Asian tourism and hospitality landscape. Our contributors have offered valuable insights and research on topics ranging from entrepreneurship motivations to the challenges faced by spa therapists, from destination image and travel intentions to the potential for Ayurvedic tourism, and even a review of a comprehensive book on marketing within the industry.