The DestinationNEXT Futures Study identifies the trends and opportunities that will shape the future of destination marketing and management.
This Futures Study update, conducted in 2017, is intended to build on the learnings from the 2014 Futures Study, and to determine updated trends and strategies that will keep the thousands of destination organizations around the world thriving and relevant. The purpose of this phase is to research, analyze and present findings which help guide destination marketing leaders as they re-engineer their organizations for future success.
The research identified five key roles for destination organizations to focus on in the future. These roles are: Curators; Adopters; Catalysts; Activists; and Collaborators. Organizations need to develop plans for not only what they intend to do (strategy) but how they will do it (structure). These roles, in some cases, will be a significant departure from the current reality and will require identifying and nurturing core competencies.