To kick off the new year, our Layover Live podcast hosts gathered a group of industry leaders, strategists, and subject matter experts from across Simpleview and Granicus to answer one big question: what will 2026 look like for travel, tourism, and destination marketing?
Tune in for big ideas
- Artificial intelligence (AI) will shape nearly everything (yes, really): If there was one topic that came up again and again, it was AI. But the conversation went far beyond buzzwords. In 2026, AI won’t just be a tool, it will be an audience.
- Paid media will get more competitive and creative: As organic visibility continues to shift, many brands are leaning harder into paid media. Standing out in 2026 won’t be about being louder, it’ll be about being more engaging.
- Micro-influencers over mega celebrities: With growing skepticism around AI-generated content and overly polished ads, trust is becoming a critical currency. Brand-affiliated micro-influencers feel more relatable, more authentic, and more aligned with how people actually discover places today.
- Destinations will focus more on identity, advocacy, and residents: 2026 is expected to be a turning point for destination management. Stronger alignment between destinations, local governments, and residents — as well as a move from defending tourism to actively embedding within civic systems — is on the horizon.
- Content will get a reset: Many experts agreed that 2026 is a content reset year. Some predicted that over the course of the year, destinations may touch or refresh up to 50% of their site content.
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