When did the word strategy lose its meaning in the tourism industry? The word strategy has been stretched, diluted, and repackaged so many times that it has almost lost its meaning.

For most of their history, Destination Marketing Organizations (DMOs)were built for one thing: marketing. Their job was to promote, to generate visibility, to put heads in beds. Their performance was measured by the size of their campaigns, their reach, and their ability to fill the visitor pipeline. That model worked in a simpler world, a world where tourism was viewed as a standalone industry, separate from housing, the workforce, the environment, and community life. But th

Unexpectedly – or maybe not so much these days – the world again shifted overnight. Now, with some fuzzy warning signs, an initially secretive invasion is now raging in Iran and spreading to other Middle Eastern countries. 

A cold wind has blown over the U.S. travel industry, bringing chilling messages of a trend we’re unused to – that is, a persistent downturn in visitation, notably among inbound international travelers. The reasons for this trend are many and wide-ranging, but ultimately have converged to result in fewer international visitors and lower spending here over the past few years, with far-reaching impacts.

New national research reveals travelers judge trips by emotional outcomes, not things to do — and introduces a new framework for closing the gap   Charlotte, N.C. (Feb. 5, 2026)  — For years, destinations have promoted experiences by listing what visitors can do. But new research shows that travelers don’t define great trips by the activities they complete. They define them in terms of emotional outcomes such as connection, meaning, and memory. Carl Ribaudo and Lauren Schlau,

Travel has entered a new phase. For decades, the industry measured success through volume: arrivals, nights stayed, and dollars spent. Those metrics still matter, but they no longer tell the whole story. Beneath them lies a deeper shift in how people think about travel, and about themselves. A new traveler has emerged: the experience-seeking traveler. This traveler is less interested in collecting places and more focused on how travel changes them. They are not merely look

New TAG research indicates that travelers are seeking meaning in their experiences. The results should fundamentally reshape how destinations think about experience, strategy, and leadership, as they reveal that travelers don’t seek activities, attractions, or itineraries. It points to a deeper shift in traveler intent.

The next era of tourism leadership belongs to destinations that create connection, not just promote visibility.

How do political values continue to impact travel decisions? Carl and Lauren discuss the importance and relevance of political values, both among visitors and for destinations, with data insights and useful strategies for DMOs to effectively position their destinations.