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.

For decades, tourism demand moved like a broad, predictable tide. Destinations could market to a largely unified audience, confident that travelers shared similar motivations, booking behaviors, and expectations. That era is over.

There I was, climbing a cobblestone path up to St. Michael’s Mount, a castle shrouded in Cornwall’s coastal mist. On this soggy day, the castle looked even more ancient and mysterious, and I was eager to reach it, climbing the wet and slick footstones, one careful step after another, to reach the summit. 

In today's hyper-competitive tourism landscape, Destination Marketing Organizations (DMOs) face increasing pressure to remain relevant, responsive, and results-driven.

It seems that most countries want "respect" from other countries and people around the world. Why is inter-country respect important? What happens, especially regarding tourism, if a country is not respected?

In a post-pandemic world of climate disruption, community resistance, labor and housing shortages, environmental impacts, shifting traveler expectations, and tariffs, it's time to ask the provocative question: Is tourism past its peak? 

Episode 1 of the Researcher and the Strategist Podcast with Carl Ribaudo and Lauren Schlau.

The past several years have brought transformative shifts to the tourism industry, largely driven by two forces: the COVID-19 pandemic and the growing challenge of overtourism. Together, these dynamics disrupted longstanding practices, accelerated innovation, and prompted destinations and Destination Marketing/Management Organizations (DMOs) to rethink their purpose, priorities, and strategies.

Hearing many travel industry presentations, seeing countless tourism ads, and reading a myriad of destination descriptions, I’ve noticed the recurring, almost cliché use of the word “experience.”

This article discusses the many ways in which tourism can be a tool for peacebuilding and, with peace, can thrive.

DMOs have become incredibly data-centric over the last 25 years.

Arguably, and perhaps similarly, California’s most iconic, scenic, and famed travel route for visitors and residents is Highway 1.

Despite operating in an industry that thrives on unique experiences and the promise of discovery, DMOs frequently replicate strategies.

This article, the second in a two-part series, examines the anticipated impact of the Trump administration on domestic tourism over the next

At this writing, I am at my home/office near downtown Los Angeles, experiencing the most devastating wildfires ever in this area.