Our hiking clients come mainly from the US and Canada, and we're feeling a significant drop in bookings this summer compared to previous years. Curious whether other operators running European tours with a North American client base are seeing the same thing? And what you're doing about it. Sitting tight, pivoting to European markets, changing your marketing? Would love to hear what your experience and how you're handling it.

Something I’ve been thinking about lately. Recently, a traveller sent me an Instagram reel and asked if we could include that exact experience in the itinerary. The same café, the same road, the same visuals they had already seen online. Around the same time, another traveller told me, “I don’t even want to read the itinerary properly. I just want to go with the flow". Both experiences stayed with me. One arrived with expectations shaped by content. The other arrived with curiosity. It made me wonder ...