Destinations International Releases 2019 DestinationNEXT Futures Study

August 27, 2019

Destinations International’s latest in-depth report, the 2019 DestinationNEXT Futures Study, identifies major opportunities and trends forecasted to shape the future of the global industry for destination organization leaders. 

The study is funded by the Destinations International Foundation, a nonprofit organization dedicated to empowering destinations throughout the world by providing education, research, advocacy and leadership development. Built on the 2014 and 2017 Futures Studies, the 2019 report determines the updated trends and strategies needed to keep destination organizations around the world both thriving and relevant, said Don Welsh, president and CEO of Destinations International.

“Destination organizations around the world are facing emerging economic, political, social and economic challenges that are forcing them to adapt,” Welsh said. “The DestinationNEXT Futures Study provides destination leaders with a roadmap for the future.”

Destinations can use the study as the cornerstone for strategic development moving forward, whether it be in the form of a strategic plan, board retreat or tourism master plan, he added. 

The 2019 Futures Study focuses on three transformational opportunities that, when leveraged collectively, can help destination leaders formulate strategic decisions for the future. These include:

·     Destination stewardship: Destination Organizations are collaborating more closely with their local communities to define a shared vision for the future that provides long-term benefits for both key stakeholders and residents.

·     Community alignment: Increased emphasis on community-driven destination development aligns with the three integrated pillars of economic, social and environmental sustainability to drive competitive advantage in today’s global visitor economy.

·     Digital conversion: The increasingly sophisticated digitization across the industry is connecting destination partners and individual consumers more directly than ever.

More than 520 industry and community leaders in 55 countries participated in the 2019 DestinationNEXT global survey to help identify the industry’s top trends and strategies.

The DestinationNEXT Futures Studies are produced by MMGY NextFactor, a consulting company for the tourism and transportation industries. MMGY also partners with Destinations International to implement the DestinationNEXT Scenario Model & Assessment Tool that helps destination organizations and stakeholders identify challenges and opportunities in their region. To date, more than 200 destinations worldwide have gone through the assessment process.

“We are very proud to once again produce the DestinationNEXT Futures Study in cooperation with the Destinations International Foundation,” said Paul Ouimet, partner and president of MMGY NextFactor. “The results this year really show how our global community is focusing on destination stewardship more intentionally.”

Destinations International is the world’s largest resource for official destination organizations, CVBs and tourism boards, with a membership of almost 6,000 destination professionals from around the globe from nearly 600 destinations in 13 countries. 

To download the 2019 DestinationNEXT Futures Study for free, go here

  

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.