Work and the weekend: How DMOs can capitalize on blended travel and work vacations

New travel trend alert! You’ve probably heard the phrase “working for the weekend” ... but now it’s time to embrace, “working and the weekend.”

Workations blend work and leisure in an entirely new way. A workation is a combination of work and vacation, where remote workers head to a destination to both be productive and enjoy the pleasures of travel.

As the boundaries between work and leisure continue to blur, destination marketing organizations (DMOs) can position their towns and cities as ideal places for this growing segment of travelers.

The Rise of Remote and Hybrid Work

Remote and hybrid work arrangements have seen exponential growth since the pandemic. In 2024, 18.1 million American workers identified as “digital nomads,” a term that refers to someone who works online in various locations of their choosing. This represents a 4.7% increase from the previous year and a staggering 147% surge since 2019, according to MBO Partners.

This growth is not just a trend — it’s a cultural shift, signaling that more people are embracing the idea of working while traveling. The demand for flexible work options is also clear; according to Robert Half, job postings offering hybrid work arrangements grew from 9% in Q1 2023 to 23% by the end of 2024.

And it’s not just about American workers; a recent report by Ibis and Globetrender revealed that 12% of Gen Z tourists worldwide plan to take a workation in 2025.

All Work and Play

For DMOs, understanding the unique needs of workation travelers is key to attracting this new wave of visitors seeking environments that foster both productivity and relaxation. Some key elements include:

• Work-friendly spaces: Coworking spaces, cafés, and hotels with dedicated workspaces are essential. Destinations should market and promote these partners on their websites so that potential visitors can plan their visits.
• Wellness tourism activities: Whether it’s yoga studios, gym memberships, or walking paths and hiking trails — the ability to relax and recharge is crucial for remote workers. Destinations should emphasize the wellness tourism offerings available, helping travelers maintain a balanced lifestyle while on the go.
• Convenience: Workation travelers prefer destinations that are walkable or have reliable public transportation, as this allows them to navigate easily between their workspace and leisure activities.
• Local and cultural immersion: Just like leisure travelers, digital nomads want to engage in immersive experiences. Today’s travelers are drawn to destinations that offer deep, authentic experiences — like agritourism, multicultural events, and culinary tourism.

How DMOs Can Welcome Remote Workers

DMOs can capitalize on the rise of workations by embracing the shift toward remote work and offering tailored experiences. Here are some ways DMOs can engage this market:

• Interactive maps and local listings: DMOs can use custom, interactive maps to highlight coworking spaces, cafés, libraries, and other Wi-Fi-friendly hotspots.
• Remote work landing pages or microsites: Creating content that showcases the benefits of combining work and play in a destination will go a long way. Landing pages, microsites, and blogs can provide detailed itineraries that feature workspaces, local experiences, and wellness activities.
• Interactive itinerary planners: Offering online tools that allow visitors to build their perfect workation itinerary is a great way to cater to this market. This can include accommodations, recommended places to work, café or coffee crawls, suggested activities for evenings or weekends, and options for downtime.
• Workation accommodations: Remote workers often book longer stays than leisure travelers. DMOs can highlight accommodations that cater to extended stays, with amenities that support remote working such as high-speed internet, quiet rooms, and convenient office spaces.

Need some inspiration to kick-start your workation strategy? Here are some examples from your fellow DMOs around the world:
 

Tulsa, Oklahoma

Visit Tulsa proudly provides ample information about “Working in Tulsa” on its website. The DMO even takes it one step further with its “Tulsa Remote Program” that offers incentives to remote workers, encouraging them to become full-time residents.
 

Cape Town, South Africa

Cape Town Tourism collaborated with Airbnb to establish a "Work Anywhere" hub, positioning Cape Town as an attractive destination for remote workers. The initiative emphasized features like workspace availability, high-speed internet, and a variety of accommodations that cater to the needs of professionals seeking a balance between work and travel.
 

Scotland

Visit Scotland launched initiatives designed to attract remote workers looking for a change of scenery while working from a new location. The DMO promoted the concept of "working from Scotland," focusing on the stunning landscapes, historic towns, and tranquil countryside that could offer a perfect backdrop for a work-life balance.
 

Chattanooga, Tennessee

Chattanooga Area Convention & Visitors Bureau boasts its destination as a “Hub for Remote Work” with a little bit of everything: affordability, access to nature, walkability, and fast internet speeds. The Chattanooga Business/Casual Pass offers incentives to visitors who stayed and worked in at least three different locations and a chance to win prizes.

Great Britain

Visit Britain targets international visitors who could take advantage of the flexible working trends and work remotely from the UK, offering resources like destination guides tailored for digital nomads and remote workers. This campaign plays into the global trend of workations by aligning the UK’s offerings with what remote workers seek — comfort, relaxation, and inspiring surroundings.

By providing the right tools and technology, resources, and online content — DMOs can attract the growing market of workations and position their destinations as ideal getaways for remote workers. Now is the time to brainstorm ways your DMO can help travelers feel welcome, productive, and able to relax and explore during their watercooler breaks.