A-4 The Big Shift - How Destinations Must Adapt to Compete for the Traveller of the Future


Tourism is one of the fastest growing industries in the world. It is also one of the most competitive. The strategies and tactics used to attract travelers in the past 10 years will vastly disrupt in the next 10. Channels, media, technology and traveller behaviour have all changed. Those destinations and operators that manage their businesses strategically will be rewarded with strong performance. Those that continue to focus on their rear-view mirrors will see decline.

Learn how destinations and operations will have to shift to compete for the future, what will the DMO’s role be in the future and what are the drivers of these shifts?

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