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Amidst the ever-changing landscape of the tourism and hospitality industry, Issue No. 2 of Volume 3 of the South Asian Journal of Tourism and Hospitality (SAJTH) arrives at a pivotal moment. As we embark on this journey, navigating the dynamic currents of the South Asian region's tourism sector, we must pause and reflect on the prevailing trends shaping its trajectory. South Asia stands at a crossroads, witnessing a resurgence in tourism following the disruptions caused by the economic recession in South Asia. With borders reopening and travel restrictions easing, the region welcomes travellers eager to immerse themselves in its rich cultural tapestry and awe-inspiring landscapes. However, this revival occurs against a backdrop of profound geopolitical shifts, economic uncertainties, and mounting environmental concerns, presenting stakeholders with a formidable challenge—to adapt and innovate in response to consumers' evolving preferences and the market's ever-shifting dynamics. |
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