100 Years of Advancing Destinations

Tourism bureaus turn to rigorous research to differentiate their brands

Thursday, August 4, 2016

Mature travel destinations are challenged with keeping their traditional visitors happy, while evolving at the same time to remain relevant for the next generation of leisure and business travelers. Toward that end, convention and visitor bureaus in places as diverse as Beverly Hills, California; Catalonia, Spain; and London, England have been publishing more rigorous research than typical around their signature visitor experiences in an attempt to expand their iconic brands into a shifting luxury marketplace.