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The year of balance
Managing a tourist destination has always been tough, but right now it feels more complicated than ever before. In the past, a destination manager’s main goal was to boost their location’s reputation and maintain its competitiveness. Today, however, the needs of a destination are much more nuanced and complex.
And it’s a delicate balance to strike.
On one hand, there’s the need to attract a steady flow of visitors year-round to drive economic growth and prosperity. On the other, there’s the desire to safeguard quality of life, preserve local traditions and craftsmanship, and maintain the culture and rhythms that define the destination’s identity.
There’s also a growing demand for human connection—the foundation of hospitality and visitor experiences. Yet, at the same time, the rise of generative AI is transforming the way destinations engage with travellers. In fact, PwC predicts the global AI market in tourism and hospitality will reach $3.5 billion by 2032, growing at an annual rate of 18.94%. Striking the right balance between tradition and innovation—just as between tourism growth and environmental and cultural sustainability—is the greatest challenge destination managers and all tourism stakeholders will face in the coming years.
What solutions does the current landscape offer to maintain this balance?
In this first eBook on best practices for destination management, we’ll focus on key themes that have emerged over the past year and explore practical solutions:
The year of balance
Managing a tourist destination has always been tough, but right now it feels more complicated than ever before. In the past, a destination manager’s main goal was to boost their location’s reputation and maintain its competitiveness. Today, however, the needs of a destination are much more nuanced and complex.
And it’s a delicate balance to strike.
On one hand, there’s the need to attract a steady flow of visitors year-round to drive economic growth and prosperity. On the other, there’s the desire to safeguard quality of life, preserve local traditions and craftsmanship, and maintain the culture and rhythms that define the destination’s identity.
There’s also a growing demand for human connection—the foundation of hospitality and visitor experiences. Yet, at the same time, the rise of generative AI is transforming the way destinations engage with travellers. In fact, PwC predicts the global AI market in tourism and hospitality will reach $3.5 billion by 2032, growing at an annual rate of 18.94%. Striking the right balance between tradition and innovation—just as between tourism growth and environmental and cultural sustainability—is the greatest challenge destination managers and all tourism stakeholders will face in the coming years.
What solutions does the current landscape offer to maintain this balance?
In this first eBook on best practices for destination management, we’ll focus on key themes that have emerged over the past year and explore practical solutions:
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