The State of Destination Marketing in EMEA 2026

Destination marketing across EMEA has entered a new era.

In 2026, most destinations have moved well beyond post-pandemic recovery — but growth today is more complex, more fragile and more scrutinised than ever before. Shifting traveller behaviour, rising visitor pressures, accelerating digital change and geopolitical uncertainty are reshaping what success looks like for destination organisations across the region.

This whitepaper explores how leading destinations are responding — and why many are evolving from traditional marketing bodies into strategic stewards of growth. All key themes that will be explored at EMEA Summit 2026.

Inside the whitepaper you'll discover how leading DMOs across EMEA are:

• Embedding first‑party data and CRM as strategic foundations
• Using AI responsibly to scale insight and efficiency
• Rethinking content and discovery in a social‑first, AI‑influenced world
• Demonstrating value across leisure, events and business tourism
• Shifting from promotion to long‑term destination leadership

Download your copy now.