The future of tourism: interview with Jeremy Sampson on the need for systemic change in tourism

Purpose - As the Journal of Tourism Futures celebrates its 10th Anniversary, Dr Stefan Hartman (head of department at the European Tourism Futures Institute, NHL Stenden University of Applied Sciences) interviews Jeremy Sampson (CEO of The Travel Foundation) about his view on the evolution of the tourism industry and the need for systemic change. Design/methodology/approach - A personal interview held on July, 16, 2024. Findings - Jeremy Sampson highlights the importance of scenario planning and strategic foresight and its evolution. Sampson elaborates on his personal career journey, the approach of the Travel Foundation and how this informed a strong focus on the ground impact as well as systemic change. Originality/value - The interview provides unique insights into the motivation of Sampson and The Travel Foundation and their approaches, aiming to be the change makers in the tourism industry. A role that is very much needed, perhaps particularly from a third sector organization such as The Travel Foundation.