Emerging Tourism Marketing Trends for 2025 and 2026

Why 2025–26 Is a Tipping Point for DMOs

Tourism is entering an era defined by experience seeking and data‑driven personalisation. According to the World Travel & Tourism Council, travel levels are set to grow at an average of 5.8 percent annually through 2032 (Forbes). Meanwhile, sports tourism alone now accounts for 10 percent of global tourism spending and is projected to reach $1.3 trillion by 2032 (Global Travel Media). Small towns, mid‑size cities and rural destinations are uniquely positioned to capitalise on this momentum by delivering local stories and authentic experiences that resonate with today’s travellers.

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Event‑Driven Campaigns: FIFA 2026 & America 250

Mega‑events present HUGE opportunities. The 2026 FIFA World Cup will draw millions of fans to host cities, while America 250 commemorations in 2026 will spark national pride and travel across the United States. Schedule micro‑season content blocks around match days and regional celebrations. Offer themed itineraries such as match‑watching parties at local venues or guided tours of heritage sites tied to American milestones. For a deep dive, see our posts on How Destinations Can Win Big in America 250 and How to Prepare Your DMO Marketing Strategy for the 2026 FIFA World Cup.

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Data‑First Personalisation & Predictive Analytics

Move beyond vanity metrics by tapping into digitally acquired data to tailor on‑the‑fly recommendations. Predictive models can forecast spikes in interest based on weather patterns, social media buzz and booking windows. For example, after VisitLEX digitised its mural challenge, they saw a 4,566 percent increase in mural visits and gained granular insights into visitor behaviour. (Data they used to optimize social content and streamline prize fulfilment for their challenge.)

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Hyper‑Local Storytelling Meets Mobile Passes

Travellers seek neighbourhood‑level narratives that connect culture, history and local pride. Digital passes remove barriers to discovery by allowing on‑the‑spot check‑ins, instant rewards and friction‑free access to attractions. Spring and summer are peak seasons for spontaneous exploration. Families, couples and solo adventurers use mobile passes to turn ordinary days into memorable journeys. Look to internal guides like Ideas for Fall Tourism Campaigns That Can Help Boost Your Local Economy to keep momentum going into Fall.

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Next‑Gen Discovery: Voice, Visual & AI Overviews

Voice search now drives a significant share of travel queries. Optimise your content for natural language so queries like “Where can I find the best street art in Lexington?” lead users directly to your mobile pass landing pages. Visual‑search tools let travellers snap photos of landmarks and receive instant recommendations. And as Google’s AI Overviews reshape search, you should focus on crafting concise, answer‑focused snippets to appear in generative results (Partners Expedia Group).

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Community‑Powered Content

Micro‑influencers, business, and user‑generated content outperform celebrity endorsements. Local creators and businesses offer authenticity and higher engagement rates. Recruit five to ten nano‑creators: food bloggers, history buffs or outdoor enthusiasts, and launch a UGC sprint. Highlight their content in your social feeds and reward participation. Similarly, partnering with local businesses can help bring in visitors and drive revenue to your community. Case in point: when the Calistoga Chamber of Commerce partnered with Château Montelena for their Winter in the Wineries Pass, the venue’s own marketing efforts generated $40,000 in pass sales. This model amplifies community advocacy and extends your reach beyond traditional channels

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Sustainability as a Storytelling Anchor

Travellers increasingly demand measurable sustainability. Use impact reports and third‑party certifications to back your eco‑claims. Package carbon‑neutral stays, conservation‑focused excursions and locally sourced dining as premium experiences. Frame each offering within your brand narrative to appeal to responsible tourists and demonstrate real‑world benefits.

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Your 5‑Step Playbook to Get Started

1. Audit Your Storytelling Gaps
   Compare competitor topics like AI personalisation, media networks and set‑jetting against your content.
2. Mobilise Your Data
   Consider implementing digital passes with check‑in tracking to capture real‑time visitor data and inform predictive models.
3. Develop Content Around Key Events
   Build content sprints for FIFA 2026 and America 250, focusing on micro‑seasons and themed itineraries.
4. Optimise for Discovery
   Tweak your SEO strategy for voice, visual and AI Overviews to secure prime placement in emerging search formats (Forbes).
5. Partner Locally
   Onboard micro‑influencers and launch your first UGC campaign to generate authentic content and grassroots buzz.

By following this guide, DMOs and CVBs can stay ahead of the curve, convert emerging trends into actionable campaigns and drive measurable economic impact in 2025 and beyond.