From here to the future: Destination marketing in 2026 and beyond

As we prepare to take a step forward into the future, now is the time to look back at the concepts that are set to define the next generation of European destination marketing organisations (DMOs), themes set forth in our Destination Marketing in EMEA in 2026 whitepaper. As we wrap this series, we stand at the precipice of a new era, a place where destination stewardship becomes the default operational model for organisations around the continent.

But in this world, a place defined by the impact — rather than the volume — of visitors, AI and automation will play a key role, allowing teams to focus on strategy, insight, and collaboration. Here, resident sentiment — alongside visitor and economic KPIs — becomes a core performance metric while business tourism and events play a role in delivering balanced, year-round value. In this not-too-distant world, DMOs become not just owners of all of a destination’s activity, but convenors of ecosystems, a place where leadership capability is as critical as marketing excellence. While all of these themes will be explored in-depth at our EMEA Summit 2026, let’s take a moment to examine what the future holds for destinations, convention and visitors' bureaus (CVBs), and the marketing teams that support them.
 

Recommendations for destinations

From now on, success will be defined by the ability to combine data-led decision making, responsible innovation, and strong leadership. In this landscape, here are the practical actions that destinations can take in order to remain competitive, resilient, and relevant.

• Invest in CRM and data literacy: Treat CRM as a strategic backbone, not just a marketing tool. Destinations should strengthen internal data literacy so teams can confidently interpret insights, track performance, and support decision-making across their organisations.
• Adopt AI responsibly: Implement AI to support teams, improve efficiency, and enhance the visitor experience, always supporting this implementation with human oversight and clear governance. DMOs should prioritise transparency, accuracy, and brand safety when using generative tools. 
• Build more inclusive destination content: Ensure destination storytelling reflects diverse audiences, abilities, and perspectives. Design content and digital experiences that are accessible, representative, and welcoming to all. 
• Prioritise sustainability measurement: Move beyond ambition statements to measurement, reporting, and evidence-based impact tracking. Align destination sustainability metrics with broader destination, policy, and community outcomes. 
• Strengthen video storytelling: Invest in short-form, vertical, and social-native video to reflect how audiences now discover destinations. Build in video that balances authenticity with brand consistency.
   

Recommendations for CVBs

In 2026, we are witnessing the resurgence of business travel. There are several ways those in this corner of the sector can make the most of this moment.

• Improve bid intelligence: Use data and insight to target the right events at the right time, rather than pursuing volume alone. Strengthen understanding of sector trends, delegate profiles, and legacy potential. 
• Build hybrid-ready event support packages: Support organisers with solutions that balance in-person impact with digital reach. Position destinations as flexible, future-ready partners for global events. 
• Use data to align with local outcomes: Demonstrate how business events contribute to local economic development, skills, innovation, and sustainability goals. Take care to align your CVB’s activity more closely with city and regional priorities. 
   

Recommendations for marketing teams

No longer responsible for destination promotion alone, marketing teams within DMOs should turn their attention to expanding their outlooks, their skillsets, and their strategies to meet anything — and everything — the future brings.

• Shift to audience value and personalisation: Move from campaign-led thinking to audience-led strategy. Use data to deliver more relevant, timely, and meaningful content across the user journey.   
• Improve conversion paths: Optimise websites and platforms to convert inspiration into action, not just awareness. Reduce friction across booking, enquiry, and engagement pathways.
• Focus on brand consistency across channels: Ensure destination identity is clear and consistent across social, web, AI-driven search, and partner platforms. Balance flexibility for platforms with strong narrative control. 
   

Guidance for the future: Looking ahead to EMEA Summit 2026

While no one knows exactly what the future holds, the destinations that succeed in the coming years will be those that lead with clarity, collaborate with confidence, and steward the places they represent with thoughtful, long-term intent.

If you’re looking for greater guidance, our EMEA Summit 2026 will bring destination leaders, CVBs, marketers, and industry partners together in a single space to explore these themes in much greater detail. Join us for all the tools and strategies you’ll need to support this new era of destination leadership.