This textbook for undergraduate and postgraduate looks at the critical and interrelated issues impacting global tourism and hospitality today. Contemporary Issues in Tourism and Hospitality considers: - Tourist motivation and behaviour, and how travel brands, destinations and influencers use storytelling and marketing to appeal to consumers - The ethics and politics of tourism from sustainability and overtourism to globalization and dark heritage tourism - Emerging trends from wellness tourism and hospitality to 'set jetting' and the possibilities of virtual travel With in-text learning features such as learning outcomes, reflective questions and interviews with practitioners, this textbook prepares students to engage with these critical issues and trends in their future careers, including creating innovative solutions and products for the travel industry. Real-world examples are included from a variety of tourism and hospitality destinations and phenomena such as the influence of fandom as seen in Taylor Swift's Eras Tour and visiting filming locations used in Game of Thrones and the performative and preservative culture of tourism in Thailand's floating markets.