Influence of targeted digital advertising in enhancing the resilience of the tourism and travel sector during food security crises using a CGE model approach

This study aims to analyze the impact of the food security crisis on the travel and tourism sector, focusing on the role of targeted digital advertising, such as Google Ads, in enhancing the sector's resilience. The study explores how digital marketing can be used to steer tourist demand, increase traveler awareness of sustainable destinations, and boost bookings despite food security challenges. The study employs a (CGE) Model to quantitatively analyze the economic impacts of the food security crisis on tourism. Additionally, it analyzes data from digital advertising campaigns and links it to booking rates and tourist demand, with a focus on strategies such as retargeting, dynamic ads, and customer targeting optimization via Google Ads. The results indicate that the food security crisis has unevenly affected various economic sectors, but it does not pose an existential threat to the future of the tourism industry.