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Published by Marketing Greece, the national tourism organisation for Greece, this annual research report synthesises global tourism trends and best practice case studies into actionable insight for destination managers. The Outlook 2026 builds on seven volumes of the Destination Insight newsletter and presents deeper analysis of a curated selection of destination cases, framed within a values-driven research methodology.
The report is structured around three main sections. The Traveller Pulse section examines traveller decision-making through three interconnected lenses: purpose and identity (why-first travel driven by values, wellbeing and cultural alignment), trust and validation (how travellers triangulate across multiple sources to assess authenticity), and pragmatism and constraints (how cost, congestion, climate and disruption are reshaping behaviour and destination selection).
The Destination Cases section explores real-world examples through four thematic lenses: identity (what a destination stands for), rhythm (managing pace and seasonality), belonging (who tourism is for) and responsibility (what a destination-first approach requires in practice). Cases are drawn from across Europe and beyond.
An In Focus section examines the growing role of AI in travel, covering adoption realities for both travellers and destination organisations, with first-hand accounts including an interview on AI chatbot strategy. Reflection prompts throughout encourage practitioners to apply insights directly to their own planning.
For European DMOs in particular, this report offers a rare synthesis of global best practice filtered through a destination management and marketing lens.
Published by Marketing Greece, the national tourism organisation for Greece, this annual research report synthesises global tourism trends and best practice case studies into actionable insight for destination managers. The Outlook 2026 builds on seven volumes of the Destination Insight newsletter and presents deeper analysis of a curated selection of destination cases, framed within a values-driven research methodology.
The report is structured around three main sections. The Traveller Pulse section examines traveller decision-making through three interconnected lenses: purpose and identity (why-first travel driven by values, wellbeing and cultural alignment), trust and validation (how travellers triangulate across multiple sources to assess authenticity), and pragmatism and constraints (how cost, congestion, climate and disruption are reshaping behaviour and destination selection).
The Destination Cases section explores real-world examples through four thematic lenses: identity (what a destination stands for), rhythm (managing pace and seasonality), belonging (who tourism is for) and responsibility (what a destination-first approach requires in practice). Cases are drawn from across Europe and beyond.
An In Focus section examines the growing role of AI in travel, covering adoption realities for both travellers and destination organisations, with first-hand accounts including an interview on AI chatbot strategy. Reflection prompts throughout encourage practitioners to apply insights directly to their own planning.
For European DMOs in particular, this report offers a rare synthesis of global best practice filtered through a destination management and marketing lens.
