The risk is that, yes, [operators] will have a full house potentially in the next few months – but then people will return to European seaside resorts. This is an opportunity to create that bond in their relationship with UK consumers... If the prices are going to go up it's not going to do any favours to the travel, tourism and hospitality industry locally.”
Professor Novelli is the university's academic lead for Responsible Futures Research and Enterprise Agenda, and has been advising on the recovery of tourism post-COVID in Africa. She also takes part in research collaborations with international development organisations including The World Bank, the European Union, The UN (UNESCO, UNIDO, UNWTO), the Commonwealth Secretariat, national ministries and tourism boards, Regional Development Agencies and NGOs.