Last month, Destinations International (DI) hosted our first-ever Global Leaders Forum in Dublin, Ireland. Our first major event outside North America, the Global Forum marks a historic milestone for the organization.  

Moderated by Greg Clark, the event convened 100 DMO and CVB CEOs from around the world to engage in powerful discussions on the future of tourism, sustainability, and business events. Hosted by Failte Ireland, the forum was a remarkable success, with attendees sharing invaluable insights, strategies, and visions for the tourism industry in the coming years.

Key takeaways from the event include:  

The Tourism Industry Remains Resilient Amid Economic Uncertainty

Adrian Cooper, CEO of Oxford Economics, provided a comprehensive overview of the global economic landscape, offering a cautiously optimistic outlook for the tourism industry. He projected that global tourism would continue to grow, with Europe and the Middle East leading the charge. Key insights included strong consumer spending on leisure travel, the resurgence of business travel, and emerging destinations such as Malta and Albania. Research from Oxford Economics indicates that despite geopolitical challenges, the tourism sector remains resilient, with substantial opportunities for growth in the years ahead.

DMOs Play a Critical Role in Shaping Tourism’s Future

A session on global tourism strategies featured Marsha Walden (Destination Canada), Fred Dixon (Brand USA), and Miguel Sanz Castedo (Tourism Spain), focusing on how DMOs are adapting to current challenges. The emphasis was on sustainability, with Walden unveiling Canada’s Wealth and Well-Being Index, a tool to measure the broader impact of tourism. Dixon shared Brand USA’s efforts to promote tourism in alignment with bipartisan support and global events like the 2026 World Cup. Sanz Castedo highlighted Spain’s sustainability initiatives and regulatory efforts on platforms like Airbnb. This session emphasized how DMOs are critical in navigating global tourism’s complex landscape, particularly through collaborative efforts and sustainable tourism practices. 

Business Events Are Key Drivers of Economic Growth and Innovation

The role of business events in driving economic growth and fostering innovation was the focus of a session with Royce Chwin (Destination Vancouver), Petra Stušek (Ljubljana Tourism), Jane Cunningham (Destinations International), and Sherrif Karamat (PCMA). The panel explored how sustainability, face-to-face interactions, and technological advancements are transforming the events industry. Vancouver’s successes, such as the Invictus Games and the Web Summit, were highlighted by Chwin, while Stušek discussed Europe’s sustainability efforts. Karamat introduced cutting-edge AI tools like Spark which are revolutionizing event management. The session underscored that, despite technological advances, in-person connections remain essential to the events industry. 

"The Global Leader's Forum brought together a perfectly sized group of global Tourism CEOs with similar relevant topics. I highly value the open discussions on current industry as well as leadership topics. Valuable insights as well as future topics were discussed in our roundtable sessions and it was the perfect mix of format within those three days. It was truly one of the most valuable conference I have ever attended and I believe that in our current time, networking and especially sharing openly with each other is the most valuable contribution and will bring our destinations further ahead. Thank you, Destinations International for this opportunity and bringing us all together to share and learn!”

Christine Schönhuber
CEO
Tourism Marketing Baden-Württemberg 

The Olympic Games Leave a Lasting Legacy for Host Cities and Tourism

Panos Tzivanidis (International Olympic Committee) and Corinne Menegaux (Paris Convention and Visitors Bureau) discussed how the Olympic Games impact tourism, focusing on Paris 2024’s sustainability efforts. They emphasized the reuse of existing venues, improvements to accessibility, and the inclusion of the Paralympic Games in driving positive change. They also shared examples of successful Olympic legacies, such as East London’s post-2012 transformation and the repurposing of athletes’ villages into housing. The session highlighted the significant economic impact of sports tourism, which is expected to reach $1.8 trillion by 2027, and the broader cultural and social benefits of hosting large-scale events. 

Technology and Data Will Shape Travel Trends in 2025 and Beyond

Greg Schultz, Chief Commercial Officer of Expedia Group, shared key insights into travel trends for 2025, focusing on the role of data and technology in shaping the industry. Schultz highlighted the rising popularity of "detour destinations" and "set jetting," where travelers are increasingly drawn to destinations featured in popular media. The session also explored the growing importance of Artificial Intelligence in customer service and marketing, with Schultz showcasing Expedia’s use of AI tools like OpenAI and Zoom Revenue Accelerator. He also noted the shift in U.S.-Canada travel dynamics, with Canadians increasingly choosing destinations like Cancun over Miami. The session emphasized how destination marketing organizations can leverage data, create compelling content, and form strategic partnerships to stay competitive in an AI-driven world. 

Destinations International Continues to Be a Key Convenor for the Industry

Destinations International plays a crucial role as a convenor for the global tourism and business events sectors. By bringing together DMO CEOs and industry leaders worldwide, DI facilitates important conversations about the challenges and opportunities facing the industry.

With our inaugural global event in Europe, DI continues to drive positive change and chart a path for a sustainable, innovative, and connected global tourism industry. Ready to gain cutting-edge knowledge to tackle the challenges of tomorrow? Register to attend Annual Convention July 9-11 in Chicago, IL, USA.