News and Insights

Four Takeaways from the Destinations International 2025 Annual Convention

July 22, 2025

Summer is arguably the most important season for the travel industry. Full stop.

But here’s a hot take: it’s not because of school breaks, longer days, market seasonality, or a consumer expectation of higher spend.

For tourism industry professionals, summer is the season of trendcasting, budgeting, data analysis, and most importantly, of idea sharing. 

More than 2,000 – including an international delegation from FINN – gathered this year at the Destinations International Annual Convention to: dig into the current challenges facing destination marketers; celebrate the most strategic, innovative forward-looking solutions; and explore the complex interplay between tourism organizations, private sector partners, and consumers’ travel booking behaviors.

Four themes permeated the conversation:

1. Advocacy drives investment.

This topic is one of the core themes in the Destinations International landmark research DestinationNEXT Futures Study, an initiative funded by the Destination Foundation which aims to serve as essential guidance for leaders to strategically adapt and thrive.  

It comes as no surprise that during times of uncertainty and unrest, investment sources are a hot topic, and according to the Futures Study, 42% of destination organizations foresee funding risks within three years. 

The most consistent discussion across sessions reiterated the importance of destination organizations diversifying their funding sources to ensure if one source disappears, there are still others available. The Convention saw many themes within this overarching theme:

• Bolster community engagement. The input of the local community is critical, and worth the time and resources to recruit and compile. Community voices –
  spanning private sector businesses to residents – can be powerful advocates when it comes to policy-making.
  
• Curate relationships with local officials. They’re the ones making the policy decisions.
• Develop sustainably (in all senses of the word). Protect your land, and the culture of the people who live there. Level out visitation peaks and valleys with robust offerings in what is typically considered off-season to avoid overcrowding. Engage the community around decisions around environmental impact, keeping in mind that the majority of travelers are thinking about their environmental footprint. Build and market for a sustainable visitor economy that delivers long-term positive impact on the community.
• Paint a complete picture. Champion the tourism industry by showcasing economic impact and growth potential, along with community support.

2. Events matter, and Sports Tourism is here to stay.

In-market activations and events engage local communities (see #1!), and also drive overnight bookings in a big way.

According to Sports Events Tourism Association, spectator sports generated $47.1 billion in direct spending last year. This number does not include spending around amateur or youth sports, which in 2023 generated another $52.2 billion in direct spending. Meanwhile, according to the American Express 2025 Global Travel Trends Report, 60% of respondents planned to travel for events or sporting events this year.

The economic impact of sports tourism is significant. In September, the NFL will play its first-ever game in Dublin. Ireland anticipates the arrival of approximately 30,000 international visitors, generating over €60 million for the Irish economy, and an additional €20 million for the treasury.

Similarly, Expedia shared data around YoY search trends for the cities that hosted Club World Cup matches this summer. For the group play round which ran in June, host cities saw a 3.3x increase in QoQ search. There was similar lift around the quarter and semi final rounds, and a 4.3x increase for the final rounds in the NY area.

3. There is growing awareness around the importance of elevating Indigenous tourism, equitably.

An increasing number of destinations are cultivating relationships with inclusive engagement at the forefront. Meet Minneapolis’ Native American Tourism Strategy and Explore Edmonton’s mâmawokamâtowin (Walking Forward Together) initiative were exceptional case studies. There was conversation around storytelling, land-based programs, land acknowledgments with true meaning, and Indigenous art. Most significantly, multiple sessions addressed the importance of authentic partnerships rooted in learning, amplifying (not editing), and collaborative product development rooted in Indigenous values.

4. Generative AI meets authenticity.

Travel is driven by curiosity and emotional connection – to places and people. Tourism is at the crossroads here, with the potential to leverage data to create customized digital experiences that bring people closer to the places they’re passionate about. For development, management or marketing organizations without their own direct booking mechanism, it is increasingly important to deliver sophisticated interactive digital experiences that celebrate travelers’ reliance on AI in the planning process while opening the door for authentic local connections.

So, what is the red thread?

This industry brings people together all over the world, through exploration, education, and emotion, and this connection is precious. 

We’ve got our work cut out for us.