A recent survey conducted by the Digital Tourism Think Tank and commissioned by travel marketing platform Sojern has shed light on the priorities of tourism boards across different regions. The survey, which gathered responses from over 300 destination marketers, revealed some interesting findings regarding the focus areas of these boards.
One striking revelation is that only 8% of U.S. tourism boards strongly prioritize addressing climate change and reducing greenhouse gas emissions to zero. This stark contrast is evident when compared to their European counterparts, with a substantial 62% of European tourism boards making sustainability a top priority. Meanwhile, in Canada, 29% of tourism boards have also recognized the urgent need to address climate change.
While regenerative tourism, which aims to have a positive impact on the environment and local communities, has gained momentum globally, it is not a prevailing focus for U.S. tourism boards. Only 28% have made it a strategic priority, while over 40% of both Canadian and European tourism boards have recognized its importance.
Diversity and inclusion are also areas where tourism boards differ across regions. In the U.S. and Canada, more than half of tourism boards prioritize celebrating racial and ethnic diversity in their marketing efforts. However, in Europe, this figure drops to 23%, indicating that there is still room for improvement in terms of inclusive messaging.
Additionally, the report highlights the commendable efforts of Canadian tourism boards in representing Indigenous Peoples, with 71% prioritizing their inclusion. This demonstrates a commitment to acknowledging and promoting the rich cultural heritage of Indigenous communities within the Canadian tourism industry.
When it comes to accessibility, around 40% of American and European tourism boards prioritize reaching travelers with disabilities in their marketing strategies. Conversely, only 12% of Canadian tourism boards place the same level of importance on this aspect.
These findings emphasize the need for tourism boards worldwide to evaluate their priorities and align with global sustainability goals, diversify their messaging, and enhance accessibility for all travelers. By doing so, they can play a crucial role in shaping a more inclusive and environmentally conscious future for the tourism industry.
Frequently Asked Questions (FAQ)
Q: What is regenerative tourism?
A: Regenerative tourism involves practices and initiatives that focus on restoring and enhancing the natural and cultural environment of a destination, while also contributing positively to the well-being of local communities.
Q: How was the survey conducted?
A: The survey was conducted by the Digital Tourism Think Tank and involved gathering responses from over 300 destination marketers. It was commissioned by travel marketing platform Sojern and endorsed by Brand USA, Destination Canada, and the European Travel Commission.
Q: What are the key differences in priorities between the U.S., Europe, and Canada?
A: The survey revealed that European tourism boards prioritize addressing climate change and reducing greenhouse gas emissions to a much greater extent compared to their U.S. counterparts. Canadian tourism boards stood out for their strong representation of Indigenous Peoples. Furthermore, diversity and inclusion were higher priorities for U.S. and Canadian tourism boards, as opposed to European boards.
Q: Why is it important for tourism boards to prioritize sustainability?
A: Prioritizing sustainability is essential for tourism boards to contribute to global efforts in addressing climate change and promoting responsible travel. It also helps attract conscientious travelers who are increasingly seeking destinations that align with their values and support sustainable practices.