Destinations International
Navigating the future of travel and events
INDUSTRY ASSOCIATION DESTINATIONS INTERNATIONAL PREDICTS SOME STRATEGIC SHIFTS FOR 2025 AND BEYOND
T he travel and events industry has experienced a remarkable recovery postpandemic , with projections indicating global travel will surpass 2019 levels by 2025 . While this rebound is promising , it ’ s crucial not to lose sight of transformative trends shaping the future of the industry . Destinations International has identified three trends that event organisers and destinations organisations need to understand and incorporate into their approach .
1 . Redefining objectives and KPIs Success metrics for events and destinations are evolving to align with shifting attendee and community expectations . Event organisers are moving beyond measuring outputs , such as attendance , to assessing outcomes that create shared value for stakeholders . These include fostering local economic growth , enhancing the quality of life
Feeding Tampa Bay charity initiative in host communities and delivering immersive , meaningful experiences for attendees .
Collaboration is essential . Meeting planners and destination organisations must work closely with residents and stakeholders to leverage local intellectual capital – cultural heritage , economic strengths and social networks . Using local vendors and highlighting regional culture fosters authentic connection for attendees while benefiting the host community . Inclusive practices like promoting diversity and accessibility also ensure events resonate with both visitors and residents , enhancing a destination ’ s appeal .
Some examples and guidance can be found in the Tampa Case Study and Toolkit to be found on the Destinations International website .
Sustainability remains a critical KPI . Research shows 60 % of travellers prioritise sustainable travel choices , and meeting organisers increasingly seek venues with green certifications , energy-efficient operations and wastereduction initiatives . Meaningful metrics and transparent communication of goals and accomplishments will drive success and elevate a destination ’ s standing . n Destinations International offers a range of helpful resources , including the Intellectual Capital Certificate Programme , Accessibility Playbook , Social Impact Assessment Tool and Community Shared Value Workbook .
2 . Leveraging advanced technologies Advanced technologies , including artificial intelligence ( AI ), continue to revolutionise event planning and travel . AI-powered tools streamline logistics , from virtual site inspections with augmented reality , to chatbots offering real-time attendee assistance . Predictive analytics help planners design customised programmes that boost attendee satisfaction .
Immersive technologies such as virtual reality offer engagement opportunities , allowing attendees to explore destinations and experiences before arrival . Data analytics help destinations predict visitor trends and optimise resource allocation . Studies show that 74 % of organisations using advanced analytics report improved decision-making and ROI .
Technology is not just about efficiency ; it can be a driver of sustainability . Smart systems track carbon footprints in real-time , and sustainable event tech simplifies waste management and energy optimisation . Staying updated on emerging technologies will be essential for maintaining a competitive edge .
3 . Workforce evolution Attracting and retaining talent is a growing challenge for the industry as generational shifts reshape the workforce . Younger professionals prioritise sustainability , wellness and purposedriven work , with seamless integration of technology into their roles .
Events must reflect these changes , offering wellness-focused and sustainable experiences such as plant-based menus and eco-friendly designs . Event planners and destination organisations must address skill gaps , particularly in digital fluency and strategic planning , and put in place a strategic approach to recruitment , development and succession planning that builds connections between emerging and seasoned professionals to ensure a future-ready workforce . Destinations International ’ s industry brief on workforce diversification and retention is another helpful resource . n
22 / CONFERENCE & MEETINGS WORLD / ISSUE 134