FOREWARD In an increasingly complex global environment, destinations face a range of challenges that shape their reputation and influence visitor and event demand. From geopolitical shifts and social issues to natural disasters and public safety concerns, various factors play a critical role in how destinations are perceived. More importantly, they impact how meeting and event planners make decisions, ultimately affecting economic opportunities for destinations worldwide. To better understand these dynamics, Destinations International partnered with Future Partners to conduct a comprehensive research study exploring the influence of reputation, public sentiment and societal issues on destination selection. The study, funded by the Destinations International Foundation, offers important insight into the impact of societal issues on destination reputation and equips destination leaders with actionable insights to proactively manage perceptions, address emerging challenges and enhance their positioning in a rapidly evolving marketplace. A multi-method approach was employed to provide a comprehensive and holistic perspective on these issues. The study includes: • An online survey of 400 meeting planners conducted between September 18 and October 1, 2024, through a partner panel provider, Sago. • In-depth interviews with 12 meeting planners conducted between September 23 and October 7, 2024, to provide qualitative insights and deeper context into the factors shaping their decisions. • An analysis of American meeting traveler sentiment drawn from a nationally representative survey of 967 adult American travelers conducted between August 16 and 25, 2024. This data provides a broader view of how those who attend meetings perceive destinations. These findings present a roadmap for destination organizations, offering data-driven strategies to anticipate reputational risks, build resilience and enhance destination appeal. By leveraging these insights, destinations can take a proactive role in shaping perception, supporting event selection and ensuring continued success in the competitive global tourism and meetings industry.
As you engage with the insights summarized in this report, we encourage you to reflect on how they apply to your destination and how they can inform your strategy moving forward.
The full report and other resources are available online here or by clicking below: https://destinationsinternational.org/destination-reputation > > ACCESS FULL REPORT
2 | DESTINATION REPUTATION & SENTIMENT STUDY
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