XR Immerive Experiences

Most destinations measure success by visitor numbers, not lasting impact. Real value means leaving local economies, communities and environments better off year-round. More places are now asking if tourism truly earns its keep.

Traditional DMO remits prioritise marketing growth over managing visitor flows and seasonality. Effective local frameworks must bridge this gap, aligning both roles and defining clear accountability when pressure mounts.

Consecutive record summers threaten Europe's key holiday spots and peak seasons. DMOs face an urgent challenge: assessing how rising temperatures affect marketed tourist experiences and local supporting infrastructure.