Promoters of travel destinations call sustainability a super-trend

In a new study, Destination Marketing Association International identifies environmental sustainability as a critical marketing tool that will shape the $733 billion travel industry for years to come. The paper, entitled "The Future of Destination Marketing: Tradition, Transition, and Transformation," recommends that destination marketers put promotion of eco-friendliness at the forefront of their organizational missions.

"Environmental responsibility and 'going green' was one of the key concerns identified in the study we just released about the future of destination marketing," said Michael D. Gehrisch, DMAI president and CEO. "DMOs can provide strong leadership in their community's green conversation, promoting synergistic solutions that combine a rewarding travel experience with sustainable economic development."

The consulting firm of Karl Albrecht International carried out the futures study for DMAI, assisted by a volunteer task force of a dozen experts, including destination marketers, consultants and industry partners. Results were released late last week at DMAI's 94th Annual Convention in Las Vegas. The event drew a record-setting 1,300 attendees and more than 315 exhibitors and sponsors representing 100 companies.

According to the DMAI report, "As public consciousness and political activism make the issue of ecological sustainability ever more real, business entities of all kinds – including DMOs and the stakeholders they serve – will experience increasing pressure to be 'seen as green.' They will find it necessary to develop realistic strategies and plans for sustainable development and management of their travel products."

"Going green" was said to be one of eight forces that would shape the future of destination marketing. DMAI's 84-page report said other "super-trends" affecting destinations include the growing range of choices in the travel products; a more crowded and complex marketplace; vulnerability to economic shocks; the need for a smart web presence; booming online social networks; more competition for tax revenues; and the need to cope with mixed messages from government agencies.


| Other Headlines for August 11, 2008

Scottsdale, Ariz., CVB taking applications for eco-awards (Arizona Republic)

Aloft Minneapolis opens its doors (news release)

Houston Home Show goes green (video)