The global travel industry and the economies that have come to depend on it have been devastated by the coronavirus pandemic. However, not all tourism authorities are in a rush to go back to how things were.

New Zealand, in particular, sees the pandemic shutdown as an opportunity to appeal to a “better class” of visitor, and it has created the Premium Partnerships Programme to provide sponsorship to tour operators who target individuals worth more than US$1 million. Spain’s tourism minister, Reyes Maroto, echoed the ambitions of other destinations when he told the Financial Times newspaper in May: “We are moving from a model of ‘the more tourists, the better’ to one of higher expenditures, more nights and premium tourists.”

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