Destinations

The competition for travelers' attention has never been more intense. Tourism boards and destination marketers are evolving their strategies to engage visitors, shape experiences, and drive demand in a rapidly shifting landscape.

Skift Research delivers deep analysis on tourism trends, competitive positioning, and traveler intent, helping destinations stay ahead. We explore how marketing campaigns, digital engagement, and economic factors influence visitation patterns and traveler decision-making.

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From brand storytelling and sustainability efforts to emerging source markets and seasonality trends, our research equips industry leaders with the data and insights needed to attract the next generation of travelers.

Stay ahead of the curve with in-depth research on tourism demand, evolving consumer behavior, and the strategies shaping top destinations worldwide.

Destinations

Visits or Value: Which Is Your North Star?

Most destinations only report how many visitors came and how much they spent. Very few report on where the money goes or what is lost when those visitors don’t come back. With destinations being asked harder questions about tourism’s benefit to local communities, per-trip yield and arrival volumes may not be enough on their own.
Saniya Zanpure |
Consumer Habits

How Authentic Experiences Shape the New Tourism Economy

The tours and experiences space is rapidly evolving in an altered post-COVID-19 market, driven by desires for authenticity, immersion, and “experiencing like a local”. Not only is this a major opportunity for tour operators and travel agents, but experiences also drive extension of trips, presenting opportunities for the accommodation and other travel sub-sectors as well.
Robin Gilbert-Jones |