DestinationNEXT Futures Study

The 2025 Destinations International DestinationNEXT arrives at a moment of profound transition for the global visitor economy. After a decade of disruption, reinvention, and recovery, destination organizations are entering a new era; one defined not only by shifting travel patterns and technologies, but by rising expectations from governments, communities, and travelers alike.

This year’s study draws on input from a global advisory council, five targeted industry panels, and a worldwide survey of destination professionals. It identifies the top 25 strategies and eight critical forces shaping the future of destination organizations—from geopolitical instability and workforce shortages to new measures of success and the accelerating impact of AI.

A central focus of the 2025 study is clarity of purpose, roles, and language. The report advances a shared definition of destination development, outlines emerging success metrics, and highlights the expanding mandate of destination organizations. It emphasizes the transition from traditional marketing roles to multidimensional leadership: in community engagement, destination stewardship, product development, advocacy, and policy.

Download the 2025 Futures Study