Friday, July 11, 2025
Destinations International has unveiled its highly anticipated 2025 DestinationNEXT Futures Study, offering destination organizations a comprehensive analysis of emerging trends and innovative strategies in destination management. This groundbreaking study sheds light on the evolving landscape of tourism, emphasizing the integration of technology, sustainability, and diverse funding approaches to adapt to the demands of modern travelers. The 2025 study not only offers a fresh perspective on the future of destination management but also provides actionable insights to help organizations navigate the challenges ahead and drive future growth.
Destinations International (DI), in collaboration with MMGY NextFactor, unveiled the 2025 DestinationNEXT Futures Study, a groundbreaking research project. Conducted biennially and supported by the Destinations International Foundation, this detailed study offers essential insights into the dynamic field of destination management. It also presents actionable strategies for destination organizations worldwide. The announcement was made in front of a record-breaking crowd at DI’s 2025 Annual Convention held in Chicago, Illinois, USA.
“This year’s study underscores the transformative period destination organizations are navigating, shaped by rapid technological advancements, geopolitical uncertainties, evolving traveler preferences and growing community expectations,” said Don Welsh, president & CEO of Destinations International. “These findings serve as essential guidance helping leaders to strategically adapt and thrive.”
“The 2025 DestinationNEXT Futures Study reflects a pivotal moment for destination organizations—one defined by complexity, but also by opportunity,” said Cassandra McAuley, Managing Director at MMGY NextFactor. “This year’s findings offer a clear call to action: destination leaders must embrace innovation, advocate boldly, and redefine success in broader, more inclusive terms. We’re proud to partner with Destinations International in delivering insights that will help chart a resilient and future-ready path for our industry.”
The study draws on extensive data gathered from a global survey of destination professionals, quantitative research, and focus group insights. This year’s report uncovers four critical findings essential for the success of destinations:
- Funding Challenges and Advocacy Needs
The study reveals that “42% of destination organizations anticipate funding challenges in the next three years,” underscoring the importance of proactive advocacy efforts and creative funding solutions, including initiatives like Tourism Destination Marketing Districts. - Expanding Roles for Destination Organizations
It highlights that “84% of destination organizations are now actively participating in destination development,” signaling a shift towards greater community involvement, strategic planning, and product development. - Generative AI’s Role in Destination Marketing
The research underscores how “Generative AI is revolutionizing destination marketing,” with notable examples like the Singapore Tourism Board’s “Made in Singapore” campaign, which utilizes AI to craft personalized storytelling experiences. - New Metrics for Success
The report observes that more organizations are incorporating multidimensional performance metrics that focus on factors such as resident sentiment, community well-being, environmental sustainability, and inclusivity. Canada’s Tourism Wealth & Wellbeing Index serves as a prime example of this trend.
In addition, the 2025 study introduces eight strategic themes crucial for future success:
- Advocating proactively to secure investment.
- Addressing economic and geopolitical uncertainties.
- Expanding organizational capacity and fostering community engagement.
- Creating inclusive, prosperous, and accessible destinations.
“We are proud to support research that helps destination organizations understand and prepare for the future,” said Amir Eylon, chair of the Destinations International Foundation and president & CEO of Longwoods International. “By investing in studies like DestinationNEXT, the foundation continues to empower destinations by providing essential tools and insights to enhance their global competitiveness and community value.”
The 2025 report highlights key changes in destination strategies compared to previous years. It shows a noticeable shift towards incorporating technological advancements and financial support initiatives. What was once focused primarily on resource preservation has evolved into a more proactive and diversified approach, emphasizing funding innovation and the use of artificial intelligence in marketing destinations.
Destinations International has launched the 2025 DestinationNEXT Futures Study, unveiling key trends and strategies for destination organizations. The study highlights emerging technologies, sustainable practices, and innovative funding approaches to help destinations thrive in a rapidly evolving tourism landscape.
The DestinationNEXT Futures Study was conducted with the guidance of a global advisory council composed of senior leaders from destination organizations and industry associations. The study also included insights from five specialized industry panels, which conducted interviews and small group discussions, and a comprehensive global survey that gathered responses from over 530 participants across 36 countries and territories.
