Barry Diller, a prominent media executive and Chairman of the Expedia Group, engaged in an enlightening discussion about the future of travel at Travel + Leisure’s annual World’s Best Summit. During his conversation with T+L Editor-in-Chief Jacqueline Gifford, Diller explored how pop culture events significantly influence tourism and the travel industry at large.
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One of the key topics Diller addressed was the relationship between pop culture and travel. He cited notable examples such as Taylor Swift’s much-acclaimed Eras Tour and the upcoming 2026 FIFA World Cup. These events drive interest and participation in travel, fostering a sense of community and excitement among fans and tourists alike. “People travel to cities hosting these events to feel connected to the experience, and that is a powerful catalyst for tourism,” he stated.
Diller’s insights came as he reflected on the aftermath of the recent season of HBO Max’s “The White Lotus,” which reportedly spurred a rise in tourism to Thailand. This phenomenon underscores the growing impact of media and entertainment on travel trends, as more people seek to visit locations connected to their favourite shows and cultural events.
The conversation also delved into the FIFA World Cup, set to take place in July 2026. Diller acknowledged initial skepticism surrounding the event, citing concerns about high prices and accessibility. However, he observed a notable shift in sentiment as the event drew closer. “Interest kept growing. By the final, everyone will be tuned in,” he remarked, highlighting the event’s appeal.
In addition to sporting events, the impact of Taylor Swift’s ongoing Eras Tour was a focal point of the discussion. Diller pointed out that the tour has generated an astonishing $10 billion in economic impact across the United States, according to a CNN report citing the U.S. Travel Association. “Every city she visited saw a significant influx of visitors, many of whom were travellers drawn solely by her performances,” he said. This reinforces the idea that influential artists can directly bolster local economies through tourism.
Diller’s reflections were not limited to current trends; he also drew upon personal experiences with crises that have historically affected the travel industry. In recalling the aftermath of the September 11 attacks, he recounted the acute uncertainty the travel sector faced. Three weeks after acquiring Expedia from Microsoft, the horrific events of 9/11 led to a dramatic reduction in global travel, prompting fears about the future of the industry.
“I remember the discussions at the time; many thought we couldn’t proceed with the acquisition,” Diller recounted. However, a pivotal moment in those deliberations arose when someone noted the enduring truth, “If there’s life, there’s travel.” This sparked his determination to go ahead with the purchase, a decision that ultimately proved to be fortuitous as the travel sector rebounded robustly after the crisis.
Diller’s perspective reveals a broader message regarding the resilience of the travel industry. Reflecting on subsequent challenges, such as the COVID-19 pandemic, he reiterated his conviction that travel will always find a way to recover. “Travel comes back, booming, and I believe it always will,” he concluded, leaving a sense of optimism about the industry’s future.
The third annual World’s Best Summit featured speeches and panels with notable guests, including actor Regina King, celebrity chef Antoni Porowski, and actor Richard E. Grant. The event, hosted over two days, served as a platform to explore various facets of travel and tourism, interspersed with discussions on pop culture and its ramifications.
As travel continues to evolve in a post-pandemic world, the interplay between culture, technology, and emotional experiences will likely shape the landscape for years to come. Diller’s insights serve as a reminder of the unique connection that tourism fosters among people and places, a sentiment that remains as relevant today as ever.