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Destinations International Releases Pivotal 2025 DestinationNEXT Futures Study
7/10/2025
CHICAGO, ILLINOIS, USA – Destinations International (DI), in partnership with MMGY NextFactor, released the 2025 DestinationNEXT Futures Study, a landmark research initiative. The comprehensive study, which is conducted every two years and funded by the Destinations International Foundation, provides critical insights into the rapidly evolving landscape of destination management and offers actionable strategies for global destination organizations. The announcement was made before a record attendance during DI’s 2025 Annual Convention in Chicago, Illinois, USA.
"This year’s study underscores the transformative period destination organizations are navigating, shaped by rapid technological advancements, geopolitical uncertainties, evolving traveler preferences and growing community expectations," said Don Welsh, president & CEO of Destinations International. "These findings serve as essential guidance helping leaders to strategically adapt and thrive."
“The 2025 DestinationNEXT Futures Study reflects a pivotal moment for destination organizations—one defined by complexity, but also by opportunity,” said Cassandra McAuley, Managing Director at MMGY NextFactor. “This year’s findings offer a clear call to action: destination leaders must embrace innovation, advocate boldly, and redefine success in broader, more inclusive terms. We’re proud to partner with Destinations International in delivering insights that will help chart a resilient and future-ready path for our industry.”
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:
Comparatively, 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.
About Destinations International
Destinations International is the world’s largest and most trusted resource for destination organizations, convention and visitors bureaus (CVBs) and tourism boards. With more than 8,000 members and partners from over 750 destinations, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.
About Destinations International Foundation
The Destinations International Foundation is a nonprofit organization dedicated to empowering destinations globally to excel through innovation and resource incubation. The foundation innovates new ideas and ways of doing things and incubates new tools and resources to improve the efforts of DI members. It launches and manages future-facing programs and initiatives, develops next-generation professional development and tools, and fosters short- and long-term cooperative relationships around the globe on behalf of the association.
About MMGY NextFactor
Founded in 2015, MMGY NextFactor consults with travel and tourism brands to build sustainable visitor economies and stronger communities. As part of the MMGY Global family, our team delivers strategies and insights to help destinations around the world prepare for the next era of travel. We build specialized strategic, destination and recovery plans using our proprietary DestinationNEXT Scenario Model and Assessment Tool to drive success for destination economies, residents and travelers. For more information, visit nextfactorinc.com.
Contact:
[email protected]
CHICAGO, ILLINOIS, USA – Destinations International (DI), in partnership with MMGY NextFactor, released the 2025 DestinationNEXT Futures Study, a landmark research initiative. The comprehensive study, which is conducted every two years and funded by the Destinations International Foundation, provides critical insights into the rapidly evolving landscape of destination management and offers actionable strategies for global destination organizations. The announcement was made before a record attendance during DI’s 2025 Annual Convention in Chicago, Illinois, USA.
"This year’s study underscores the transformative period destination organizations are navigating, shaped by rapid technological advancements, geopolitical uncertainties, evolving traveler preferences and growing community expectations," said Don Welsh, president & CEO of Destinations International. "These findings serve as essential guidance helping leaders to strategically adapt and thrive."
“The 2025 DestinationNEXT Futures Study reflects a pivotal moment for destination organizations—one defined by complexity, but also by opportunity,” said Cassandra McAuley, Managing Director at MMGY NextFactor. “This year’s findings offer a clear call to action: destination leaders must embrace innovation, advocate boldly, and redefine success in broader, more inclusive terms. We’re proud to partner with Destinations International in delivering insights that will help chart a resilient and future-ready path for our industry.”
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:
- 1. 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.
- 2. 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).
- 3. 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.
- 4. 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.
- Securing investment through proactive advocacy.
- Navigating economic and geopolitical uncertainties.
- Scaling organizational capacity and community engagement.
- Shaping inclusive, prosperous, and accessible destinations.
Comparatively, 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.
About Destinations International
Destinations International is the world’s largest and most trusted resource for destination organizations, convention and visitors bureaus (CVBs) and tourism boards. With more than 8,000 members and partners from over 750 destinations, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.
About Destinations International Foundation
The Destinations International Foundation is a nonprofit organization dedicated to empowering destinations globally to excel through innovation and resource incubation. The foundation innovates new ideas and ways of doing things and incubates new tools and resources to improve the efforts of DI members. It launches and manages future-facing programs and initiatives, develops next-generation professional development and tools, and fosters short- and long-term cooperative relationships around the globe on behalf of the association.
About MMGY NextFactor
Founded in 2015, MMGY NextFactor consults with travel and tourism brands to build sustainable visitor economies and stronger communities. As part of the MMGY Global family, our team delivers strategies and insights to help destinations around the world prepare for the next era of travel. We build specialized strategic, destination and recovery plans using our proprietary DestinationNEXT Scenario Model and Assessment Tool to drive success for destination economies, residents and travelers. For more information, visit nextfactorinc.com.
Contact:
[email protected]
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