This report delves into the contemporary issues affecting the travel and tourism sector, with a specific focus on Sri Lanka. It begins by outlining the significant role of the travel and tourism sector in the global economy and introduces Sri Lanka as a key tourist destination, highlighting its diverse landscapes and attractions. The report then examines the current issues driving changes in the sector, including environmental impacts, safety and security concerns, technological advancements, economic factors like disposable income and fuel costs, and lifestyle changes. Furthermore, it analyzes these issues in the context of Sri Lanka, considering environmental effects like climate change and biodiversity loss, as well as the impact of lifestyle changes. The report also identifies emerging trends in Sri Lanka, such as outbound and inbound tourism, sports and leisure tourism, the influence of social media, mobile tourism, green-friendly travel, and the impact of deals and discounts. It then explores how the travel and tourism sector responds to these changes, using Thomas Cook as a case study, analyzing its strengths, weaknesses, opportunities, and threats (SWOT) and employing a PESTLE analysis to assess political, economic, social, technological, environmental, and legal factors. Finally, the report discusses various marketing and promotional strategies Thomas Cook and the government can adopt to attract tourists and enhance the destination's appeal.