News and Insights
Is Travel Curating Culture or Consuming It? Reflections from the Global Lifestyle Voices Summit
December 3, 2025
On Monday 3rd November, we kicked off World Travel Market with the second edition of the FINN Partners Global Lifestyle Voices Summit, held in proud partnership with CNBC. It was a morning of bold questions, brilliant minds, and boundary-pushing conversations—all centered around one provocative theme: Are travel brands curating culture—or consuming it?
This year, we welcomed over 80 cultural leaders from across the media, travel, and lifestyle sectors. Editors, broadcasters, historians, strategists, and creatives came together in a rare format where media spoke directly to the industry—flipping the script on traditional travel summits. Instead of brands pitching stories, we asked the storytellers themselves: What makes culture resonate? What makes it reductive? And how can we do better?
From the moment we gathered at CNBC’s London headquarters, the energy was palpable. The morning began with a panel I had the pleasure of moderating: “Experience is Everything – Communicating Culture in an Experience-Driven World.” We explored how emotion is the new currency in travel and the tension between making an experience both luxurious and authentic. The conversation touched on immersive travel, emotional design, and the risks of turning rich traditions into surface-level entertainment.
Next, we turned to heritage with “Living Histories – The Role of Heritage in Modern Travel,” a fireside chat led by Amy Skelding, Managing Partner, UK and podcast presenter of History Hit, Dan Snow. Together, they unpacked how historical narratives shape modern travel and why inclusive storytelling matters more than ever.
After a short break, we reconvened for “Culture-Washed: Whose Story Is It Anyway?” moderated by Gregory Cole, Senior Partner, Luxury EMEA. This session tackled the fine line between genuine storytelling and superficial representation, with insights from National Geographic Traveller, Times Radio, and documentary filmmakers.
Finally, we closed with “Owning a Niche – Why Sub-Cultures Matter in Destination Marketing,” led by Sophie Morgan, Partner, UK. From food and fashion to nightlife and music, this panel celebrated the power of niche communities to shape destination identity and drive meaningful engagement.
What made this summit special wasn’t just the content—it was the format. This was a space where media led the dialogue, challenging brands to think critically about how culture is communicated, commodified, and co-created. It was a rare and refreshing reversal—one that sparked honest reflection and meaningful exchange.
We didn’t shy away from complexity. We asked hard questions. We celebrated nuance. And we left with a deeper understanding of how travel can be a force for cultural connection—not just consumption.
As we move forward, I hope the conversations from this summit continue to ripple outward. Let’s champion authenticity over aesthetics, collaboration over commodification, and storytelling that uplifts rather than appropriates.
Because the future of travel isn’t just immersive—it’s intentional, inclusive, and deeply human.
Thank you again to all our speakers, moderators, partners, and attendees. We look forward to continuing the conversation.
POSTED BY: Debbie Flynn
