Let’s face it, one of the stiffest challenges faced by our tourism sector ever since it was born has been the so-called shoulder months. Although we get around 300 days of sunshine annually, the volume of incoming tourists has traditionally been uneven, rollercoasting between the seasons. Clearly, seasonality does the sector no good. Prospective employees do not see tourism as a steady career path, operators struggle to plan, and the appetite for investment remains cautious. Needless to add, with the devasting effect of the pandemic on the sector these challenges have become more daunting than ever. In this context, as the post-pandemic era unfolds, we have been training an even keener eye on the numbers and trends. As the tourism sector around the European continent and the world reboots, where do we stand today? More specifically, how do we fare during the cold, gray winter shoulder months? January is perhaps as shoulder as it gets. It is a marker for what the future holds for the sector. So now that we have the smorgasbord of figures for this month in hand we can piece the scenario together - factually, dispassionately and with an eye to our positioning in the...
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