Flight Centre Unveils ‘Trusted by Travellers’ Campaign, Setting the Stage for 2025 Tourism Trends

In a significant development for the travel and tourism sector, Flight Centre has unveiled its new global marketing campaign, ‘Trusted by Travellers’. The campaign is designed to emphasize the company’s deep commitment to trust as its core value. By showcasing real customers and their travel experiences, the campaign aims to reinforce Flight Centre’s position as a trusted leader in the global travel market. This initiative comes on the back of the company’s ongoing brand evolution and is set to resonate with travelers worldwide who value trust and authenticity in their travel providers.

The Focus on Trust in Travel

Trust has always been a fundamental element in the travel industry, and Flight Centre is now making it the central theme of its latest campaign. Megan Henderson, the Global Head of Marketing at Flight Centre, emphasized that trust is the most powerful currency in travel. This insight comes after the company amassed over 80,000 global Trustpilot reviews, maintaining an impressive 4.5-star rating. Flight Centre’s ‘Trusted by Travellers’ campaign is strategically built around this trust, aiming to position the company as the most reliable and customer-friendly travel partner.

The campaign uses the real experiences of five customers from Australia, New Zealand, the UK, Canada, and South Africa to highlight the trust that people place in Flight Centre when booking their holidays. These customers were invited to experience holidays organized by the company and share their joy and satisfaction. By spotlighting these real stories, the campaign aims to showcase the value of travel and the trust that people place in Flight Centre.

Flight Centre’s Brand Evolution and Recent Investments

The launch of the ‘Trusted by Travellers’ campaign marks a bold step in Flight Centre’s ongoing brand evolution. In the last year, the company has invested heavily in a range of initiatives to modernize and enhance its brand identity. These include securing the global rights to a new theme song, redesigning its stores and screens, updating its brand font, and introducing a new global tagline.

These changes reflect Flight Centre’s recognition of the evolving travel landscape and its commitment to adapting to customer expectations. The campaign’s rollout across digital, social, and retail channels globally signifies the company’s intent to reach a broader audience, reinforcing the idea that trust is at the heart of its business.

A Broader Trend in the Travel Industry

Flight Centre’s emphasis on trust aligns with a broader trend across the travel industry in 2025. Many organizations are recognizing the importance of authenticity and customer trust in their marketing efforts. This trend has been particularly evident in global campaigns launched by other major tourism boards and travel brands. Here’s a look at some key campaigns and initiatives that reflect this growing focus on trust and customer experiences.

Brand USA: ‘America the Beautiful’ Campaign

In June 2025, Brand USA launched its global tourism campaign, ‘America the Beautiful’, at the IPW 2025 travel trade fair in Chicago. The campaign aims to showcase the diversity and beauty of the United States, positioning the country as the world’s leading long-haul destination. Fred Dixon, President and CEO of Brand USA, highlighted the campaign’s emotional appeal, focusing on the richness, warmth, and diversity of the travel experiences available across the United States. By emphasizing the personal and cultural connections travelers can make, Brand USA is building on the power of trust and familiarity in attracting international visitors.

Kenya Tourism Board and Visa Partnership

On September 8, 2025, the Kenya Tourism Board announced a partnership with Visa to enhance tourism spending in the country. This collaboration aims to improve payment accessibility for travelers and promote both cross-border and domestic tourism. With Visa’s Government Insights Hub, the partnership will help the Kenya Tourism Board develop targeted marketing campaigns and utilize data to boost the tourism sector’s growth. This effort highlights how travel-related partnerships can foster trust, enhance customer convenience, and ultimately drive growth.

Thailand’s ‘Amazing Thailand Grand Tourism and Sports Year 2025’

Thailand’s Tourism Authority introduced the ‘Amazing Thailand Grand Tourism and Sports Year 2025’ campaign in February 2025, focusing on year-round tourism festivals, high-profile sporting tournaments, and exclusive travel privileges. This campaign aims to celebrate Thailand’s cultural heritage and diverse tourism experiences while reinforcing its status as a global tourism leader. By promoting these experiences and collaborating with trusted partners, Thailand’s tourism sector seeks to attract both global travelers and high-value visitors, a theme that echoes the message of trust and credibility seen in other global campaigns.

Thailand and Grab: ‘Tiew Tua Thai Suk Kan Yai Wai Jai Grab’ Campaign

In June 2025, the Tourism Authority of Thailand (TAT) and Grab Thailand launched the ‘Tiew Tua Thai Suk Kan Yai Wai Jai Grab’ campaign. This collaboration encourages both Thai and international tourists to explore the country’s landmarks and hidden gems, with Grab providing an easy, connected way for travelers to navigate the destinations. By integrating trust in technology and customer experience, this partnership highlights the growing trend of digital-first solutions to improve the tourist experience.

Sri Lanka: Efforts to Attract Visitors

Sri Lanka is also taking significant steps to boost its tourism industry. In 2025, the Sri Lanka Tourism Development Authority (SLTDA) launched a program aimed at unlocking 3,000 acres of state-owned land to attract global investments. This initiative is expected to provide more infrastructure development opportunities and help position Sri Lanka as an attractive destination. Additionally, SriLankan Airlines has partnered with Tourism Malaysia to enhance tourism ties between the two countries. These initiatives are part of Sri Lanka’s strategy to revitalize its tourism sector.

Building Trust in Tourism

As the global travel industry continues to recover and grow, it’s clear that trust is a key driver of success. Campaigns like Flight Centre’s ‘Trusted by Travellers’, Brand USA’s America the Beautiful, and Thailand’s Amazing Thailand Grand Tourism and Sports Year 2025 are not just about marketing—they are about fostering deeper connections with travelers. Whether through authentic customer experiences, strategic partnerships, or sustainable practices, these campaigns show that trust is the currency driving the future of tourism.

Conclusion

The ‘Trusted by Travellers’ campaign marks a significant milestone in Flight Centre’s brand evolution, as it emphasizes trust as the cornerstone of the company’s relationship with customers. It follows a global trend in the travel industry where authenticity, customer trust, and personal experiences are becoming central to marketing strategies. Sri Lanka, Thailand, and Kenya are also embracing similar strategies, focusing on partnerships, real customer stories, and destination marketing. These initiatives are all aimed at building trust and attracting more travelers in 2025 and beyond.

[Source: Mumbrella]

The post Flight Centre Unveils ‘Trusted by Travellers’ Campaign, Setting the Stage for 2025 Tourism Trends appeared first on Travel and Tour World