Weathering the 2026-27 El Niño Cycle
El Niño is not a single storm or a single season; it is a recurring climate pattern that has reshuffled visitor demand across North America roughly once every two to seven years since long before modern tourism marketing existed. For destination organizations, El Niño has often coincided with uneven destination outcomes, creating more favorable conditions for some places and more difficult conditions for others, sometimes in ways that differ from the previous cycle’s pattern. This report examines how U.S. and Canadian destination organizations have experienced and responded to the major El Niño events since 1990 and draws thematic lessons for the unfolding 2026–27 El Niño cycle.