CHICAGO, ILLINOIS, USA (July 10, 2025) – 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.  

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. 

"We are proud to support research that helps destination organizations understand and prepare for the future," said Amir Eylon, chair of the Destinations International Foundation and president & CEO of Longwoods International. "By investing in studies like DestinationNEXT, the foundation continues to empower destinations by providing essential tools and insights to enhance their global competitiveness and community value." 

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.