Trading still in focus amid crisis response

The Iran war continued to pose immense logistical challenges as Travel Weekly went to press, with the impact of the conflict spreading well beyond the Gulf region.

Companies with clients travelling to or through the region continue to implement contingency plans, but the application of those plans has been hampered by ongoing uncertainty over the resumption of air services and a shortage of alternatives.

Alongside the immediate focus on repatriation and rebooking, firms are also weighing the impact on consumer sentiment and future trading in the key first quarter of the year.

Even before the escalation of military activity and retaliatory strikes in the Middle East, agents and operators alike were reporting sluggishness in a late-booking family market, and recent events will undoubtedly pose more challenges for this segment. 

In this annual Family Holidays themed edition of Travel Weekly, supported by Tui, we highlight a wealth of product and opportunities to persuade families to shift from enquiry to booking mode.But with some family destinations caught up in the conflict and reports of caution about others in the vicinity, the need to stimulate bookings through astute marketing and pricing will become ever greater. 

From both an industry and humanitarian perspective, we hope for a swift return of stability to a region which has done so much in recent years to court and support the trade. If that stability can be achieved, there is still hope that underlying demand for holidays will overcome an understandable caution over current events and their potential impact on disposable incomes.

Comment originally from Travel Weekly, March 12 2026 edition