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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

Food Tourism Strategies to Drive Destination Spending

Destination marketers face a new imperative to refine and align their culinary experience branding and marketing strategies to connect with today’s digitally savvy traveler. Even non-traditional tourist destinations must commit to smarter branding and marketing strategy, in order to capture sustained tourism in-flows. Here, stakeholders must work together to hone their content strategies and build local networks to bring out the best of what destinations can offer.
Greg Oates and Luke Bujarski | 9 years ago
Destinations

Future of Tours and Activities Tech and Marketing

Industry consolidation and innovation is ramping up as the tours and activities sector finally comes online. But a range of technical and logistical challenges still hold the sector back. How are tour operators adapting, and what strategies are helping them thrive in this dynamic environment?
Jeremy Kressmann | 9 years ago
Destinations

The Changing Business of Selling Luxury Travel

Driven by shifting consumer profiles and a demand for personalized discovery, luxury travel is evolving beyond its traditional parameters. Luxe travel brands are meeting these needs by developing more nuanced options for immersive destination experiences so consumers can customize their entire travel journey.
Greg Oates | 9 years ago
Business Travel

Health and Wellness in the Travel Industry

Staying fit and eating well on the road is important to a growing number of travelers, causing airports, hotels and spas to create better options for those seeking to integrate healthy habits into their journeys.
Lucy Maher | 10 years ago
Destinations

Building the Winter Resort of the Future

The winter travel market has been behind the curve compared to the broader travel market, but with recent investments in back-end technology and the embrace of a dynamic pricing marketplace, it is poised to leapfrog and nurture innovations that will enhance the quality of the experience.
Jerry Weinstein | 10 years ago
Business Travel

The Future of Conventions

The convention of the future is a co-created hybrid mechanism of live and virtual engagement, fluidly connecting more people through more channels over longer periods of time to leverage the collective knowledge of the community.
Greg Oates | 10 years ago
Destinations

Content Marketing Trends for Innovative Tourism Boards

Destinations have always been in the content marketing business, but they are now getting more creative in both how content is produced and distributed. Learn how top brands are making engaging, high-quality articles and videos, where they’re placing the content for maximum views, and how they’re measuring the impact of their efforts.
Samantha Shankman | 10 years ago
Destinations

The Big Business of LGBT Travel

Lesbian, gay, bisexual, and transgender travel has always existed, but recently mainstream companies have been tailoring campaigns to the demographic. As social and political views in the U.S. evolve and become more accepting of the LGBT community, we see businesses revamping their marketing models to become more inclusive as well.
Merryn Johns | 11 years ago
Destinations

The Changing Business of Summer Travel

It’s a very good time to be in the U.S. travel industry, with summer forecasts looking sunny -- by every measure. Here’s what you need to know about the summer travel season to make successful decisions for your business.
Stacey Higgins | 11 years ago
Destinations

The Rise of Location Data in Travel

Location data represents an entirely new layer of digital information that travel marketers can utilize to understand potential customers and engage travelers with compelling stories about destinations. The opportunity to use location data is particularly compelling for tourism organizations, which have traditionally served as an intermediary between travelers and local businesses.
Jeremy Kressmann | 11 years ago