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Contemporary Issues in Travel & Tourism Plan and Justify an Integrated Promotional Campaign INTRODUCTION The travel and tourism industry is going through diversification in the current trends providing the marketplace for growth of the respective industry. Inthisparticularpostervarioustrendsinthe tourism industry like eco-tourism, grey tourism and dark tourism is discussed. Thiscanbeevidencedthatthepreferencesofthepeopleare continuously changing with the time and many people are involved inavailingthevariousservicesoftourismindustry,theyare constantlyengagedinspendingleisuretimeandcarryingout recreational activities to take rest from the dial routine life. People has developed various hobbies and choices with relation to the services of tourist sector along with differentiating their preferences on the basis of type of location or destination the operating tour businesses are providing. For a company targeting theeco-touristdestination for providing package to the customer can be profitable. This will help in attracting part of the tourist which are interested in development of green tourism and also love natural places to visit. This targets a particular groups of visitors. The different travel and tourism companies are focusing on their services and changing needs of visitors and their expectation with the tour operating firms. As working with a tourism company individual have to analyse thecurrenttrendsinmarketandreact accordingly in order to provide the quality servicesasperthenewerneedsin marketplace. Some of the new trends to the tourism industry growth which are prevailing inmindofvisitorsandtouristaregrey tourism, dark tourism and eco-tourism. These can be beneficial options for a firm in order to developaprofitablenichemarketforhe business. Current trends in Travel and tourism industry:Thedifferenttravelandtourism companies are focusing on their services and changingneedsofvisitorsandtheir expectation with the tour operating firms. As working with a tourism company individual have to analyse the current trends in market and react accordingly in order to provide the quality services as per the newer needs in marketplace. Some of the new trends to the tourism industry growth which are prevailing inmindofvisitorsandtouristaregrey tourism, dark tourism and eco-tourism. These can