This study was initiated and launched by Destinations International in collaboration with Future Partners. We are especially grateful to the Destinations International Foundation, whose support made this research possible.
DESTINATION REPUTATION: IMPACT ON THE TRAVELING CONSUMER’S CONSIDERATIONS KEY FINDINGS
Directional Findings and Implications for Destination Organizations
FOREWARD
Purpose and Research Approach This research explores how travelers talk about and process destination reputation issues during the consideration phase of leisure travel planning. Rather than measuring precise levels of impact or predicting behavior at scale, the study is designed to surface how travelers describe their concerns, reactions and decision making when encountering common reputation related issues. Through structured conversations with travelers in the United States and Canada, along with targeted advertising testing, the research identifies recurring themes in how travelers interpret issues such as safety, severe weather, politics, social issues and related narratives. Given the qualitative nature, the findings should be understood as directional, offering insight into how travelers tend to think about these issues rather than definitive conclusions. This summary highlights the most consistent patterns that emerged across traveler conversations. It is intended to help destination professionals better understand how reputation issues may enter the consideration process and how messaging and information can either reinforce or help contextualize traveler concerns.
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This research was made possible through the support of the Destinations International Foundation, whose mission is to drive innovation and provide critical resources that strengthen the future of destination organizations. The foundation champions forward- thinking initiatives that enable destination leaders to navigate change with insight, strategy and resilience. We acknowledge their commitment to industry research and extend sincere thanks to all foundation supporters who make initiatives like this possible.
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KEY DIRECTIONAL FINDINGS
What consistently surfaced in traveler conversations
1. Reputation issues often introduce hesitation, though the degree varies In conversations, many travelers described becoming less inclined to consider a destination when they were aware of one or more reputation related issues. This tendency appeared more pronounced among American travelers than Canadian travelers, though both groups acknowledged weighing issues differently depending on context and personal comfort levels. 2. Severe weather and crime and safety were most frequently cited as influential Across issue areas, severe weather and crime and safety most often surfaced as factors travelers said could meaningfully affect their willingness to consider a destination. Travelers described assessing these issues based on perceived severity, timing and whether they believed the situation would disrupt their experience. 3. Travelers want to understand the destination experience first Even when travelers acknowledged reputational concerns, conversations repeatedly returned to a desire to understand what there is to do in a destination. Messaging that highlighted unique, enjoyable or iconic experiences tended to resonate more than content focused primarily on explaining or addressing issues. 4. Acknowledgment paired with accountability increased credibility When travelers encountered messaging that openly acknowledged a destination issue, responses were more favorable when that acknowledgment was paired with evidence of awareness, action or progress. Travelers expressed appreciation for honesty, while also noting that they did not expect advertising to dwell on negative aspects. 5. Advertising appeared to support appeal more than issue resolution Traveler responses suggest that advertising can help maintain or increase overall destination appeal. However, advertising alone appeared to have more limited influence on how travelers interpreted underlying reputation issues, with stronger reactions occurring when messaging addressed issues directly in a measured and credible way.
The insights presented reflect qualitative input and observed patterns from traveler conversations and ad response testing. The findings are not statistically projectable and should be interpreted as directional guidance. Their value lies in the consistency of themes, language and reactions expressed across travelers, destinations and issue areas.
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ISSUE SPECIFIC DIRECTIONAL INSIGHTS Themes to support traveler testimonial clips
Social Issues In traveler conversations, social issues tended to elicit more thoughtful responses when messaging acknowledged the issue while also demonstrating accountability and forward momentum. Travelers reacted less favorably to content that felt defensive or overly abstract.
How do social issues impact your travel planning and perceptions of a destination? What information might improve these perceptions?
Politics Political considerations surfaced as a background factor influencing comfort with travel rather than something travelers expected destinations to resolve. While welcoming or empathetic messaging was often appreciated, many travelers expressed skepticism that advertising could meaningfully change political realities.
How do politics impact your travel planning and perceptions of a destination? What information might improve these perceptions?
Severe Weather Severe weather consistently emerged as one of the most salient concerns in traveler discussions. Travelers described differentiating between seasonal or manageable risk and events that suggested major disruption or uncertainty, with timing playing a key role in reconsideration.
How does severe weather impact your travel planning and perceptions of a destination? What information might improve these perceptions?
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Negative Media Negative media coverage was often referenced as a signal that prompted travelers to seek additional context. Travelers described looking for current, practical information to help interpret what they were seeing or hearing rather than relying solely on headlines.
How does negative media impact your travel planning and perceptions of a destination? What information might improve these perceptions?
Homelessness Homelessness
Geopolitical Conflict Geopolitical conflict tended to be discussed as an issue that required resolution before reconsideration. Travelers often framed their willingness to visit as dependent on broader conditions improving rather than destination specific messaging. surfaced in discussions about urban destinations. Many travelers described it as an issue they expect cities to manage and did not always view it as a deterrent, particularly when the destination brand felt strong and familiar. primarily How does homelessness impact your travel planning and perceptions of a destination? What information might improve these perceptions?
How does geopolitical conflict impact your travel planning and perceptions of a destination? What information might improve these perceptions?
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Drug Activity Drug activity appeared in conversations as both a concern and an assumed urban reality. Travelers described evaluating this issue based on perceived visibility and impact on their personal experience rather than its mere existence.
How does drug activity impact your travel planning and perceptions of a destination? What information might improve these perceptions?
Crime and Safety Crime and safety featured prominently in traveler reasoning, particularly when combined with external signals such as government travel advisories. Travelers described using these signals as cues for assessing risk and comfort.
How do crime and safety impact your travel planning and perception of a destination? What information might improve these perceptions?
Canada Specific Insight Canadian travelers described a distinct dynamic when discussing travel to the United States. Many expressed hesitation tied to national pride, political tensions or discomfort with the broader climate, even when they did not feel personally unsafe. Conversations suggested that value, incentives and clear practical information could play a role in encouraging reconsideration, though political concerns were often described as outside the influence of tourism messaging. What are your reactions to Canada-focused advertising?
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DIRECTIONAL IMPLICATIONS FOR DESTINATION ORGANIZATIONS Practical actions and ideas to consider The traveler conversations suggest that destination organizations can strengthen confidence during the consideration phase by pairing inspiration with clear, easy to locate reassurance. The ideas below are intended as practical starting points that can be adapted to local context, destination type, seasonality and the specific issue landscape a destination is navigating. 1. Lead with the destination experience, then layer reassurance in a supporting role What travelers tended to want first was a clear sense of what the destination offers and why it is worth visiting. When messaging is focused only on concerns, travelers often described it as missing what they need to make a leisure decision. Examples and ideas to consider: • Show recognizable places and activities rather than generic scenes so travelers can picture themselves there. • Develop short itineraries that answer what to do over a few days and reflect different traveler types such as families, older travelers and first time visitors. • Use seasonal storytelling that helps travelers understand when to visit and what to expect at different times of year. • If reassurance is needed, position it after experience led content, such as a supporting section on a landing page rather than the headline message. 2. Provide a clear reassurance pathway outside advertising Travelers did not generally expect advertising to explain destination issues in depth. Instead, they described seeking current information through websites, advisories and trusted third party sources. Examples and ideas to consider: • Create a centralized travel planning or visitor information page that addresses common questions and links to current updates. • Use a simple question and answer format focused on practical planning rather than persuasion. • Link to sources travelers already trust, such as transportation agencies, weather services and public safety information. • Ensure that reassurance content is easy to find from campaign landing pages for travelers who want more context.
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3. When addressing issues, use self awareness plus action and keep the tone measured When issues were acknowledged, travelers responded more positively when messaging demonstrated awareness and highlighted actions or efforts underway. Overly defensive or alarmist language tended to undermine credibility. Examples and ideas to consider: • Use a consistent structure that explains what travelers may be hearing, what is true today and what visitors can expect. • For severe weather, focus on preparedness and planning information, including how advisories work and how visitors receive updates. • For negative media moments, offer context and point travelers to current information rather than attempting to counter headlines directly. • Where appropriate, elevate local partners such as venues, hospitality providers, or transportation agencies to demonstrate coordinated effort. 4. Communicate safety through visual cues and practical context rather than claims Travelers often described wanting to feel that a destination is safe but expressed skepticism when safety was stated without supporting context. Visual cues and practical information tended to feel more credible. Examples and ideas to consider: • Use imagery that shows cleanliness, infrastructure, active public spaces and people enjoying the destination in everyday settings. • Include content that helps travelers navigate confidently, such as neighborhood guides, transportation tips, accessibility information and visitor support contacts. • When crime and safety concerns are present, focus on helping travelers understand how to plan rather than attempting to reassure through broad claims. 5. Maintain message clarity and represent a wide range of travelers Clear messaging and inclusive representation mattered to travelers. Content that felt narrow, unclear or missing basic information was more likely to receive negative feedback. Examples and ideas to consider: • Ensure each piece of creative clearly communicates where the destination is, what can be done there and who the experience is for. • Audit imagery to reflect a mix of ages, backgrounds and activity interests. • Balance outdoor, urban, cultural, culinary and relaxation experiences so more travelers can see themselves in the story. • Use captions or on screen text to clarify locations and activities, especially in video content.
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6. Use advertising to support appeal, not to solve reputation concerns on its own Traveler responses suggest advertising can help lift interest and appeal, but it is less effective as a standalone tool for resolving deeper reputation concerns. Examples and ideas to consider: • Pair paid campaigns with landing pages that provide both inspiration and planning support. • Segment messaging so travelers seeking reassurance can find it without overwhelming those primarily seeking inspiration. • Reserve more detailed issue specific explanations for owned channels where travelers expect that information. 7. Canada focused considerations for U.S. destinations Canadian travelers described a distinct context when considering travel to the United States. Many expressed hesitation tied to political tensions or national sentiment, even when they did not feel personally unsafe. Examples and ideas to consider: • Pair welcome messaging with concrete reasons to visit, such as experiences, itineraries and ease of travel. • Provide straightforward planning information related to border processes, privacy and safety where relevant. • Use value and incentive messaging carefully, recognizing that it may encourage reconsideration for some travelers but will not override broader concerns for all.
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ACKNOWLEDGEMENT
This study was initiated and launched by Destinations International in collaboration with Future Partners. We are especially grateful to the Destinations International Foundation, whose support made this research possible.
About Destinations International Destinations International is the world’s largest and most respected resource for destination organizations, convention and visitors bureaus (CVBs) and tourism boards. With more than 8,000 members and partners from over 750 destinations, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit destinationsinternational.org . About Future Partners Future Partners was founded by Dave Bratton and Erin Francis- Cummings in San Francisco, California, in 2003. It is a team of market researchers that work with over 250 organizations and travel brands around the U.S. and the world to provide insights and strategies that capture hearts, minds and market share. Future Partners connects human behavior and understanding to bring the future of travel within reach. For more information visit futurepartners.com . About the Destinations International Foundation The Destinations International Foundation is a nonprofit organization dedicated to empowering destination organizations globally by providing education, research, advocacy and leadership development. The Foundation is classified as a charitable organization under Section 501(c)(3) of the Internal Revenue Service Code and all donations are tax-deductible. For more information visit destinationsinternational.org/ about-foundation .
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