It is with profound sadness and shock that we share the passing of our dear friend and esteemed colleague, Professor Alastair Morrison. Alastair was a Research Professor at the University of Greenwich, UK, and a Distinguished Professor Emeritus at Purdue University, USA. His loss is immeasurable, not only to those who knew and loved him but to the entire global tourism research community. A visionary scholar, a dedicated mentor, and a kind-hearted friend, Alastair touched the lives of thousands, leaving behind a legacy of innovation, wisdom, and generosity.

As his professor at the Scottish Hotel School, University of Strathclyde, Kit Jenkins knew Alastair during his undergraduate years when he tried to stimulate his thinking and involvement in tourism. He was born into a crofting (small farmer) family on the Isle of Skye, Scotland. He was already aware of the potential of tourism to improve living standards in remote rural locations, and his stated career ambition, prior to graduation, was to return to Skye and eventually manage a small hotel. This was no surprise as he was a true Scot, a 'highlander' and the product of a rural lifestyle. Perhaps his main are for concern would be needing to support his beloved Glasgow Rangers football team from a distance! As an undergraduate even when Glasgow Rangers lost a match, he was undeterred by such temporary setbacks, usually being able to find unexplained refereeing decisions for the result. At that early stage of his life, he was gregarious, sympathetic, humble and well regarded amongst his peers. However, it soon became obvious that he was potentially a gifted academic and Kit persuaded him to apply for the scholarship which was to take him for postgraduate studies to the University of Michigan where his tourism career blossomed.

Alastair was also a true citizen of the world, and his ability to inspire, teach, and lead was unbounded. He was fiercely proud of his Scottish upbringing and heritage. A graduate of the Scottish Hotel School at the University of Strathclyde in Glasgow, Alastair always carried his Scottish roots with him. He remained a passionate supporter of Scottish culture, and no conversation was ever too serious for him to mention his beloved Glasgow Rangers football club, a passion he shared with his sons and anyone who would listen. E In the US served for 21 years as a Distinguished Professor of Hospitality and Tourism Management at Purdue University, West Lafayette, Indiana, USA (1985 – 2006) where he received several teaching awards and honours. In 1998, the International Society of Travel & Tourism Educators (ISTTE) selected Professor Morrison as the recipient of the Lifetime Achievement Award for his contributions to tourism education and was elected as a Fellow of the International Academy for the Study of Tourism (IAST). From 2006 he developed Belle Tourism International Consulting and moved to Shanghai City, China. He was involved in  planning, designing and consulting on tourism and hospitality marketing and development across Greater China, the Asia-Pacific region, and beyond. He developed fluency in Mandarin Chinese, a remarkable achievement that allowed him to connect with Chinese speaking tourism professionals and academics. Following his relocation from the USA to China, Alastair not only survived but prospered in a very different though rewarding global cultural environment, earning the admiration of colleagues and industry leaders alike.

In 2015 he became Research Professor at the University of Greenwich, London, UK and Co-Editor-in-Chief, the International Journal of Tourism Cities, a publication which has opened up a new sphere of tourism scholarship. Ranked among the world’s most prolific contributors to tourism and hospitality scholarship, Alastair authored over 300 academic articles and conference papers and more than 50 research monographs on marketing and tourism. His books, including Marketing and Managing Tourism Destinations and The Tourism System, have been translated into multiple languages, extending his influence across continents. He was a respected leader in numerous organizations. Alastair was a dedicated leader, serving as President of the International Tourism Studies Association (ITSA), Chairman of the Travel & Tourism Research Association (TTRA) - Canada Chapter, and Vice-Chair of the Expert Committee of the World Tourism Cities Federation (WTCF). His consulting and training efforts spanned over 40 countries, influencing tourism development worldwide.

Alastair was an innovator, a big-picture thinker, and a fine scholar who advanced our discipline and profession in ways that will be felt for generations. He had a rare ability to connect ideas, industries, and people, bridging gaps between academia and the tourism sector. He was also an exceptional mentor, tirelessly supporting young academics and encouraging them to pursue their dreams. Alastair was a remarkable force of nature, embodying a seemingly boundless energy and enthusiasm. While many would expect years of experience to slow one down, he defied such assumptions —curious, dynamic, and eager to explore new ideas. He approached every task with unwavering passion and dedication. His ability to embrace change, adapt to new trends, and inspire those around him was truly extraordinary. Despite his long battle with cancer—of which he never spoke—he worked harder than anyone to complete the bulk of the projects in a timely and helpful manner.

In addition to his academic achievements, we should not forget his personal qualities. He was always excellent company, modest about his achievements, and always prepared to offer advice and help when needed. He never lived in the infamous 'ivory tower' and is a role model for the strengthening of cooperation between academia and industry. He was generous —he was always willing to offer guidance, share his insights, and lift others up. Alastair’s passing is a profound loss. His scholarly contributions, mentorship, and friendship will continue to inspire us. He was an extraordinary academic, a cherished colleague, and a wonderful human being. We remember him not only as an outstanding scholar in our field but as a warm personal friend, always prepared to help those asked of him. He will be dearly missed but never forgotten.

May he rest in peace.

R.I.P our dear friend

Dimitrios Buhalis, Kit Jenkins, Brian King