Relevant Trends: #1 Tourism needs increased advocacy and recognition from government to grow economic impact.
#2 Industry leaders need multi-dimensional KPIs that go beyond traditional economic metrics to effectively measure and communicate the industry’s full economic, social and environmental value. #3 Greater industry, community and government alignment is driving destination competitiveness and brand. #5 Resident sentiment and community engagement is critical to maintaining destination alignment. #9 Geopolitical tensions and nationalism are rapidly altering global travel flows, as travelers seek destinations perceived as safe and welcoming. #10 Destinations are prioritizing visitors who deliver greater economic, cultural and environmental value, rather than simply pursuing volume growth. #11 Industry must address skilled labor shortages, labor pipelines and generational workplace shifts. #12 Communities expect to be more engaged in destination, product and experience development for locals and visitors. #13 Destination Organizations are increasingly developing strategic alliances across multiple economic sectors to leverage resources. #15 Public scrutiny of destination funding is rising, with government allocations and/or industry-generated taxes and levies increasingly at risk of diversion. #19 Destinations are focusing on improving accessibility for travelers of all abilities. #22 The housing crisis is straining workforce availability in the tourism industry. #24 Destinations are looking at sustainability/regeneration more broadly, encompassing economic, social and environmental impacts . #25 Rising social challenges and visible urban issues are harming visitor perceptions and weakening both destination brand integrity and economic growth.
2025 DESTINATIONS INTERNATIONAL DESTINATIONNEXT FUTURES STUDY • 11 DEEP DIVE: THE ADVOCACY LEADERSHIP IMPERATIVE
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