Destinations International (DI), in partnership with MMGY NextFactor, has released the 2025 DestinationNEXT Futures Study, providing critical insights into the rapidly evolving landscape of destination management.
The comprehensive study‘s release—which is conducted every two years and funded by the Destinations International Foundation—was announced yesterday at DI’s 2025 Annual Convention in Chicago.
“This year’s study underscores the transformative period destination organizations are navigating [due to] rapid technological advancements, geopolitical uncertainties, evolving traveler preferences and growing community expectations,” said Don Welsh, president & CEO of Destinations International. “Roles in destination organization leadership and shifting and they’re accelerating.”
The study draws on a survey of hundreds of destination professionals worldwide, quantitative research and focus groups. This year’s study identifies four core results and key findings critical to destination success:
- Funding Vulnerability and Advocacy: 42% of destination organizations foresee funding risks within three years, emphasizing the need for proactive advocacy and innovative funding strategies such as Tourism Destination Marketing Districts.
- Expanded Organizational Roles: The research indicates that 84% of destination organizations are actively involved in destination development, showcasing a shift towards broader community engagement, comprehensive strategic planning, and product development).
- Generative AI’s Impact on Destination Marketing: The report highlights how “Generative AI is transforming destination marketing,” exemplified by Singapore Tourism Board’s “Made in Singapore” campaign, which leverages AI for personalized storytelling.
- Redefinition of Success Metrics: Increasingly, organizations are adopting multidimensional performance indicators focused on resident sentiment, community well-being, environmental sustainability, and inclusivity, exemplified by Canada’s Tourism Wealth & Wellbeing Index.
The 2025 study also outlines eight strategic themes essential for navigating the future, including:
- Securing investment through proactive advocacy.
- Navigating economic and geopolitical uncertainties.
- Scaling organizational capacity and community engagement.
- Shaping inclusive, prosperous, and accessible destinations.
The report’s actionable strategies for global destination organizations present an opportunity, said Cassandra McAuley, Managing Director at MMGY NextFactor, consultants for travel and tourism brands.
“The report outlines the different strategies that are changing the role of destinations. Visitors are looking for accountability,” she said, adding, “We’ll be doing quarterly deep dives into features of the study.”
Among the more surprising findings from the results, McAuley said, are the ways in which destinations are shaping their brands and identities.
“Destinations are accelerating their competitive identities,” she said. “From marketing, we’ve had a generative AI jump”
Indeed, the 2025 report illustrates significant thematic shifts from previous years. Notably, it reveals an increased integration into destination strategies of technological innovation and funding advocacy, evolving from a primary focus on maintaining resources to proactive, diversified funding approaches and innovative uses of artificial intelligence in destination marketing.
The DestinationNEXT Futures Study involved the work of a global advisory council of senior leaders from destination organizations and industry associations, five dedicated industry panels that conducted one-on-one interviews and small group discussions to gather qualitative insights, and a global survey of more than 530 respondents from 36 countries and territories.
The full 2025 DestinationNEXT Futures Study and additional resources are available at destinationsinternational.org.
You May Also Be Interested In…
How a DMO Can Help Planners in These Challenging Times
