HBX集团2026年旅游趋势报告 TRAVEL TRENDS

GROUP

TRAVEL

TRENDS

2026

WHAT’SINSTOREFORTHETRAVELINDUSTRYIN2026?

Thetravelindustryisatthedawnofanewera.

‘Me-mooning’.Wellnessbreaks.Thedigitaldetox.If2025’sprevalenttravelpreferencescouldbedistilledintooneword,‘mindful’mightfitthebill–perhapseven‘minimalistic’.

Butfor2026,maximalismisbackwithabang.

Fromspendingsplurgestopopculturequests,theyearaheadwillseetravellersseizethedayacrossallmanneroftrips:thinkluxurystays,cross-continentalcollectablechases,andcreativeescapeswherepassiontakescentrestage.

Formany,subtletyissoyesterday…butthetravelleroftodayisnotamonolith.Forsome,respitewillremaintopofmind;forothers,authenticityisthehallmarkofatrulygreatadventure.

Meetingtheexpectationsofanincreasinglydivergentcustomerbaseisachallengethattoday’stravelplayersmustface.Withthisreport,

weaimtoequipyouwiththeinsightsyouneedtocraftunforgettableexperiences–nomatterwhichpartofthetravelindustryyou’rein.

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CHAPTERS

01

What,sShapingTravelChoicesin2026?06

02

EnduringTrends18

03

ThePowerofPlay22

04

FandomTourism28

05

TheCreativityBoom32

06

LiveLikeaLocal36

07

‘Someday,asEveryday42

08

HotelsastheDestination46

09

TheJourneyastheExperience50

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5

CHAPTERONE

WHAT’SSHAPINGTRAVELCHOICESIN2026?

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SOCIALMEDIA

‘Ifitisn’tonline,diditeverreallyhappen?’ThosewerethewordsHBX

Group,sChiefStrategyandTransformationOfficer,JavierCabrerizo,saidonstageattheGroup,sflagshipevent,theMarketHub.It,sasentimentreflectiveofthe76%oftravellerswhopublicisetheirexperiencesonsocialmedia:whethersnappingphotosforInstagram,‘checking-in’viaFacebook,orvloggingtheirexperience,today’stravellerscertainlytreattourismasacommunalexperience–andassocialcurrency.

Sosignificantisthemotivationtobragaboutone,sexperiences,that

in2018,theword‘Instagrammable’madeitswayintoboththe

CambridgeandMerriam-Websterdictionaries.Thetermisclosely

associatedwithtourism,andaccordingtooneStatistastudy,almost50%oftravellersadmittochoosingadestinationbasedonthisintentionalone.

Nevertheless,oneperson’sgloatingmomentmaywellinspirethechoicesofseveralothers,with72%attributingtheirbookingdecisionstocontentcreatedbyinfluencersorbloggers.

READMOREFROMTHEMARKETHUB

BYVISITINGOURWEBSITE.

“

IfollowmanytravelbloggeraccountsonInstagram,TiktokandYouTubebecausetheyprovidealotof

inspiration.Atthesametime,theysharetheirrealopinionsandexperiences.Forme,it’slikethosepeopleare

myfriends–everytimethatIpreparemyowntrip,Igoonline,watchthosevideos,andthisway,IknowthatI

canmakeinformeddecisions.

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–QuotefromaGenZtravellerattheMarketHub2025

KEEPUPWITHCHANGINGTRENDS,DISCOVERMARKETING

OPPORTUNITIES,ANDUNLOCKTHEPOWEROFGLOBAL

PARTNERSHIPS.REGISTERWITHHBXGROUP—THEB2B

TRAVELMARKETPLACEOFCHOICE.

From‘Looking,to‘Booking,

KnowingthatsociaImediaiswheremanyusers,‘dreamingphase,begins,transforming‘Iooking,into‘booking,oughttobetopofmindforsavvybrands.Onewayistoleanintothepowerofmarketing:trend-Iedfeedscapturetheattentionofaudiences,whiIsttargetedadvertisementscapitaliseoninterest.Whiledrivingtrafficfromoneapplicationtothenextisthenorm(in-feedcall-to-actionbuttonsIike‘Booknow,or‘Contact,arehighIyprevaIent),digitalnativesvalueimmediacy-enterTikTok.

60,000+

traveIdistributors

300,000+hoteIs,experiencesandmobiIityservices

AdvancedtechnoIogy,

integrationsand

insights

Driving7.8billionsearchesand

100,000bookingsperday

AnnouncedinAugust2025,TikTokGoenablescontentcreatorstoearnfromtheiruploads:ultimatelyanaffiliateprogramme,thoseinvitedtoparticipateareprovidedwithaIistofhoteIswhichhaveagreedtopaycommissionsinreturnforpromotion.Usersarethengiventherelevantlocationtagsandinformationtodrivebookingsdirectfromtheirpost(markedwitha‘Creatorearnscommission’discIaimerfortransparency).

TheprogrammeisbothseamIessandingenious,enabIinghoteIierstoappeaItoadedicatedaudienceforareIativeIyIowprice.Therearequestionsaroundqualityandreturn–howmanyhigh-calibreinfluencerswillsettleforthecommissionsoffered(availableasaflatrateorasanagreedpercentage)?Howmanyhotelierscanaffordtopartwithyetmorefees,andhowmanyarewillingtorescindcontrolovervaluableguestdata?-butonthepartofthetraveIIerthemseIves,thebookingjourneyiscertainIymoreimmediate.

Rates,reviewsandphotosareavaiIabIein-app;coupIedwiththehighIeveIsoftrusttypicaIIyfeItbetweensociaImediausersandtheirfavouritecreators,theappeaIispotent.

REGISTERNOW

TikTokGoisonIyinavaiIabIeinIimitedregionsasofearIy2026,andtimewiIIteIIhowsuccessfuItheprogrammemaybe.StiII,itIeavesplentyoffoodforthoughtfortravelplayers-incIudingthosewhocouIdmakeamovetomirrortheapproach,orsimpIytoshapetheirmarketingstrategiesaroundevoIvingcustomerappetites.

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9

ARTIFICIALINTELLIGENCE

Ifyouhaven’theardsomeonementionAIinthepastweek,you’reprobablylivingoffgrid.

Thetechnologyhasdominatedheadlines,boardroomsandbreakoutsessionsacrosseveryindustryimaginable–andtravelisnoexception.By2026,theconversationhasshifted:we’renolongerdebatingif

artificialintelligencebelongsintourism,butratherhowtodeployitresponsibly,andwherehumansfitintotheequation.

Theanswer,accordingtothoseleadingthecharge,issurprisinglystraightforward:everywhere.

AdoptionAccelerates

Approximately40%oftravellersworldwidenowuseAI-basedtoolsfortripplanning,withover60%expressingopennesstotryingthem.Amongyoungerdemographics,adoptionratesclimbhigher:62%

ofmillennialsandGenZtravellersinkeymarketsactivelyuse

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generativeAIfortraveldiscoveryandplanning.Evenmorestriking,48%ofconsumersaged55andolderusedAIfortravelforthefirsttimeinthepastyear,provingthatenthusiasmextendswellbeyonddigitalnatives.

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Onthebusinessside,momentumisbuilding.Whilstonly4%ofmajor

publiclytradedtravelcompaniesmentionedAIintheir2022annualreports,thatfigurejumpedto35%by2024.Investmentfollowsinterest:AI-enabledtravelstart-upscaptured45%oftravel-industryventurecapitalfundinginthefirsthalfof2025,upfromjust10%in2023.

Yetdespitegrowingenthusiasm,deploymentremainscautious.Only35%

ofhotelandairlinebrandscurrentlyuseAItoenhanceguestinteractions,withjust12.5%readytoscalethoseeffortsacrosstheirorganisations.

Theindustry’sfragmentedinfrastructure–cobbledtogetherfromcountlesssmalltomedium-sizedbusinesses,disparatesystemsandsiloeddata–

makesdeeperintegrationchallenging.

WhatWorksinPractice

HBXGroup’sChiefSourcing&OperationsOfficer,XabierZabala,offereda

usefulanalogyattheGroup’sflagshipMarketHubeventsin2025:‘AIislikeaniceberg–everyoneseestheshinytop,butmostoftheweightisbelowthesurface.IfyouwanttowinintheAIeconomy,focusondataandprocessfirst.’

‘We’renotlookingtoreplacehumans,buttomakeouramazingteamsevenmoreproductiveandefficientwithAI,liberating

themfromrepetitiveactivitiestofocusonwhatreallyaddsvaluetothecustomer.’–XabierZabala,HBXGroupChiefSourcing&OperationsOfficer

XabierZabala-HBXGroup’sChiefSourcing&OperationsOfficer

ThemostsuccessfuIimpIementationssoIvereaIprobIems:sIuggishcustomerservice,andtime-consumingmanuaItasks.AtHBXGroup,AInowhandIesmiIIionsofcustomerinteractions-predictingquerytypes,recognisingintent

acrossIanguages,transIatinginreaI-timeandautomatingresponseswhereappropriate.‘WeimpIementeda

muItichanneIqueryprocessingsoIution,incIudingintentrecognition,Ianguagerecognition,reaI-timetransIationandresponseautomation,’explainedZabala.‘Ithasbuilt-inIogicfordeterminingthenextbestaction,enabIing

ustoacceIeratecaseresoIutionandimprovecustomersatisfaction.,

Beyondcustomerservice,AIenabIesnoveItraining

approaches.HBXGroup,s‘voicetwins,-simuIated

conversationsmodeIIedonreaIinteractions-aIIownewempIoyeestopractisehundredsofscenariosacross13languages,eachcallunique,buildingconfidencebeforehandIingIivecustomers.

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TheHumanAdvantage

AIcannotrepIicateempathy,negotiatenuance,orreadbetweentheIineswhenafrustratedcustomerneedsreassuranceratherthan

ascriptedresponse.AsXavierGodoyMoya,HBXGroup,sCustomerExperience&AutomationDirector,expIainedattheWorIdTraveIMarketinLondon:‘WhenAItakesrepetitivework,peopIecanfocusonempathy,negotiation,strategy,creativeprobIem-soIvingandcriticaIthinking.,

TheprincipIeof‘humanontheIoop,remainsnon-negotiabIe.

HumansvaIidate,contextuaIiseandowndecisions,whiIe

technoIogyshouIdsupportteams,notsideIinethem.InaII,71%oftourismexpertsfeeIthatAIwiIIboostproductivityandexperiences

acrosstheindustry,IeavingtheprofessionaIstocontinue

doingwhattheydobest:connectingwithcIientsandcreatingunforgettabIetraveIexperiences.

ProceedWithCaution

Forallofthebenefitsthatartificialintelligencemaybring,the

risksarereaI.AIwithoutoversightcanampIifybiasormisinterpretcontext;itmayevenprioritisespeedoveraccuracy.AtHBXGroup,safeguardsincIudetransparentimpIementations,rigoroustesting,humansupervisionateverystage,andongoingbiasaudits.

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Lookingtothewiderindustry,44%ofUKtravellerscitelackofpersonalisationastheirbiggestfrustrationwithtraditionalbookingmethods,withthatfigurerisingto52%among25-34yearolds.MeetingtheseexpectationsrequiresunifieddataandseamIesssystems-infrastructuremanytraveIbusinessesstiIIIack.

Thepathforward?StartwithusecasesthatdrivepracticaIvaIue-oftenaroundrepetitiveactivities.Managerisksaround

inaccuraciesandbias.UpskiIIteamstooperateinanAI-augmentedenvironment.AboveaII,ensuretechnoIogyenhanceshumanconnectionratherthandiminishesit.

DISCOVERB2BTRAVELTECHOPPORTUNITIESBYREGISTERINGWITHHBXGROUP.

BRANDPARTNERSHIPS

WhatdoesBrunoMarshaveincommonwithagiant,bIuepenguininaSantahat?

ThesoIeanswermaybe‘marketabiIity,-butforJapanesediscountchainDonQuijote,that,smorethanenough.

AttheendofAugust2024,theglobalpopstar(Mars)tooktosocialmediatodropa135-secondvideoofhimselfdancingdownaisIesstockedwithsnacks,sodasandpIushies.ByhissidewasoneofJapan,smosticonicmascots:thebeIoved‘DonPen,.

Titled‘DonkiIkuyo’(‘Let’sgotoDonki’),thevideohard-launchedalimited-timecollaborationbetweenMarsandtheDonQuijotechain.SoabsurdwasthispartnershipthatitfeItirresistibIe:thecuddIyDonPenadoptinganewsenseofswagger,whiIethe

typicaIIyexuberantMarsexchangeddesignerbrandsfordiscountattire,incIudingaDonQuijote-excIusivet-shirtbIendinghisIikenesswithDonPen,s.

THECAMPAIGNWASASMASHHIT,WITHTHEVIDEORACKINGUPMILLIONSOF

VIEWSANDMERCHANDISESELLINGOUTALMOSTIMMEDIATELY.MORETHANTHIS,

ITPUTDONQUIJOTEONTHEMAP.

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WhiIeJapanophiIeswereIikeIyaIreadyfamiIiarwiththebrand,thosewithoutavestedinterestinthecountry(oritspenchantforgarishmarketing)mayweIIhavemadetheiracquaintancebecauseofthevideo,sviraIity.

Fastforwardtotoday,andDonQuijote(alongsideotherseeminglyaverage

stores,Iike7-EIevenandFamiIyMart)arenotonlybonafideattractions

fortouristsvisitingJapan,butareconsideredmarketingdarlingsin

theirownright:7-EIeven,ontheonehand,havebecomeknownfortheir

aesthetics-thinkHeIIoKittybrandedstores,orIocationsatthebaseof

viraIphotospots,IikeMtFuji.AsforFamiIyMart?They,vepioneeredtheterm‘KonbiniFashion,,transformingJapan’s50,000conveniencelocations

intoretailtourismhotspots.InpartnershipwithdesignerHiromichiOchiai,thebrandhasunveiIedarangeofwearabIes,incIudingunisexsocks-seIIing1.4miIIionpairswithinoneyearofIaunch.Theonlywaytogetthesefabledfashionitems?BytravellingtoJapan.

ThePowerofUnIikeIyPairings

Creativepartnershipsknownobounds-it,ssimpIyamatterofbeingboIdenoughtothink,andact,outsideofthebox.FromTourismNewZealand’spartnershipwithYouTuberTheHardestGeezer(inwhichherana73-

daymarathonacrosssomeofthecountry,smostdramaticIandscapes)toAirbnb’sexperiencecampaignwithrapperand‘OtakuHotGirl’MeganTheeStallion,brandpartnershipscomeinaIIshapesandsizes,withthemostsuccessfuIoftenbeingtheIeastobvious.

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Certainly,ahighbudgethelps–notonlyareMarsandTheeStallionmegastars,buttheirmammothfanbasesenablebothartiststo

nametheirfee.This,however,wasnotthecauseforeithercampaign’ssuccess:theartistsaregenuinelyfondofJapan,andthissincerityshowsintheiroutput,servingashands-oncreativesintheirrespectivecampaigns.

Bignamesaren’talwaystheanswer:affinity-ledpartnershipscanbeincrediblypowerful,ascanthosewhichexchangemundanityforabsurdity.Acrossthespectrum,there,splentyofroom(andbudget)fortravelplayerstogetinventive–allthat,srequiredisa

willingnesstocutthroughthenoise.

UNLOCKYOURCOMMERCIALPOTENTIALWITHHBXGROUP’SMARKETINGSOLUTIONS.

DISCOVER:

Exclusiveadplacements

andhigh-impactdigital

marketingcampaigns

Globalreach,with

localsalesteams

acrosssourcemarkets

Data-drivenstrategicinsights,

helpingyoutoidentifythe

bestopportunities

READYTOINTRODUCEYOURBUSINESSTOTHEWORLD?REGISTERNOW.

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CHAPTERTWO

Sustainability

ENDURINGTRENDS

Futureforward?Notalltrendsfade-someevolvetoshapethefoundationsofmoderntravel.

Hassustainabilityeverreallybeena‘trend’?Reducing

environmentalconsciousnesstoafleetingmovement

isnotonlymisguided,butawildunderestimationofthesignificanceofthisglobalissue:accordingtoa2025

Statistareport,84%oftravellersworldwidebelievethatsustainabletravelisimportant,upfrom80%inthe

previousyear.Similarly,youngertravellers–aged18–34–placegreateremphasisonsustainabletourismpracticesversusolderdemographics.

So,whatdoesthismeanforthetravelindustry?As

ecotourismcontinuesrisingatarateof14%CAGR

(estimatedtoreach$760billionby2032),thetimeto

createexperiencesrootedinenvironmentalethicsisnow.

Travellersareactivelyseekingpropertiesthatdemonstrateauthenticsustainabilityratherthansurface-levelclaims,sohotelsshouldprioritiseeasywins:towelreuse

programmes,LEDlighting,filteredwaterstationsandzero-plasticamenities.Meanwhile,traveldistributorsand

experienceprovidersshouldoffereco-ledexperiences

likeguidedcyclingtoursandreforestationactivities.Finally,mobilityprovidersshouldaddenvironmentallyfriendlyvehiclestotheirfleet,suchasfullyelectricorhybrid

models.

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NatureTourism

Somewhatrelated,naturetourismremainsontherise–attimes,withanewface.Whilstsafarisandtraditionalwildlifewatching

remainpopular,nichecategoriesareemerging.Butterflywatchingseesgrowinginterest,withwinterwildlifeexperiencesontheriseastouristsobservemigratoryspecieslikethemonarchbutterflymigrationinMexico.Stargazingandastrotourismhavesurged

too:the2024NorthAmericansolareclipsesawsearchesriseby1,000%inthepathoftotality,drawingmillionstosmallertownsthatwouldotherwiseseelittletourismtraffic.

Thenaturetourismmarket,estimatedat$1.2trillionin2026,isexpectedtoreach$2.3trillionby2033,growingat8.6%CAGR.Travelplayersshouldconsidercuratednature-basedexperienceswhichtapintotravellers’appetiteforwonder,frombirdwatchingtourstoeclipse-chasingpackages.

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TransformationaITraveI

TraveIisnoIongerabouttickingoffdestinations-it,sabout

transformation.TheweIInesstourismmarketaIoneisprojectedtoreach$2100billionby2030,growingataCAGRof12.42%from2023to2030,withtraveIIersseekingexperiences

promisingIastingchange.OneformofweIInesscanbefoundinsoIotrips:drivenbyseIf-discoveryandmentaIweIIness,62%ofglobaltravellersintendedtogoitaIoneacross2-5tripsin2025,cIimbingfrom58%in2024.

WeIInessencompassesmorethanspatreatments:thinksiIentmeditationretreats,yogateachertraininginscenicIocaIes,

purpose-drivenvoIunteertraveIand‘sIeeptourism,,where

guestsseekdestinationsdesignedforquaIityrest.TraveI

pIayersshouldofferholisticexperiencessuchasforestwaIks,soundheaIingandbreathworksessions.Leveraginglocation-whethermountains,beachesorcities-canfurtherdeliveronmeaningfulwellnessjourneys.

EntertainmentTourism

Sportstourismisprojectedtoreach$2.1trillionby2030,atanannualgrowthrateof17.5%.Musicisn,tfarbehind:thegIobaIIivemusicmarketisprojectedtosweIIbymorethan$35billionbetween2023and2028,growingby

17%peryear.‘Setjetting,isboomingtoo:78%oftravellersexpressedinterestinvisitingadestinationafterseeingitinafilmorTVshow.

DestinationsarenoIongerchosenforsceneryaIone,butfortheexperiencestheyoffer.Travelplayersshouldalignwithmajorevents,createcuratedpackagesaround

toursandsportingfixtures,andcapitaliseonpopculturemoments.Fordeeperinsightsonthistrend’sevolution,seeourdedicatedchapter,‘ThePowerofPlay’.

GroupTourism

In2025,47%oftravellersweresaidtooptformultigenerationalorfamilytrips,surpassingaIIothergrouptypesandup17%

over2024.ExtendedfamiIiesarepooIingresourcesforshared

experiences,with74%ofparentsembracinggetaways

involvinggrandparentsandchildren.AdditionaIIy,it,ssaid

that55%ofgrandparentsaretheonestoplanandorganisemultigenerationaltrips,withhaIfpayingforthemoutrightand48%sharingcosts.TheappeaI?Strengtheningbondsacross

generationswhiIstcreatingIastingmemories.

Travelplayersshouldofferflexibleaccommodations,suchasinterconnectedroomsandfamiIysuites.Multi-ageactivities

matter,too-thinknaturewaIksandcraftworkshops,aIongsidekids,cIubsandchiId-friendIydining.FinaIIy,providersacrosstheecosystemshouIdpromotecost-sharingopportunitiesand

inclusivepackages,wherepossibIe.

CooIcationing

InawarmingworId,traveIIersarechasingthechiII.Rising

temperaturesareaIteringtraveIpatterns,with22%of

Europeantravellersin2025saidtoskippeakseasonstoavoidheatwaves.TheMediterraneanandCaribbean-oncesynonymouswithsummerescapes-areIosingIustre,as

extremeheat,wildfiresandwatershortagesmaketraditionalhotspotsuncomfortabIeorevenunsafe.

EntercooIcationing:traveIIersareincreasingIyseekingmiIdercIimatesinScandinavia,theAIps,Canada,ScotIandandtheBaItics.EasternEuropeisemergingasahotspot,withthe

regionexpectedtosee7.5%annualtourismgrowthover

thenextfiveyears.Mountaintourismisbenefitingtoo,as

higheraItitudesofferreIiefaIongsideoutdooractivities.Theshiftisbothreactiveandadaptive-asymptomofcIimate

changethattraveIpIayersmustacknowIedge.Promotecoolerdestinations,deveIopcIimate-resiIientinfrastructure,and

investinshoulder-seasonofferings.

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CHAPTERTHREE

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THEPOWER

OFPLAY>>>>

In2019,somethingextraordinarybeganto

emergefromSaudiArabia’sTuwaiqmountains:metallimbsstretchedskyward,whilearidveinssnakedacrosstheexpansebelow.AnewcreaturenamedQiddiyawasborn.

Hailedas‘theworld’sfirstcityforplay’,QiddiyaCityrepresentsaboldgamble.UnveiledaspartofSaudiVision2030,theprojectformsawidereconomicoffensivetodiversifyrevenueaway

fromoil(currently43%ofrealGDP).By2030,

organisersproject17millionannualvisitorsand$36billioninannualearnings,alongside325,000newjobs–asignificantadditiontothetourismsector’sexisting966,000positions.

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Butwhy‘play’?

EntertainmentasanEconomicEngine

Thedataiscompelling.AccordingtoSkiftresearch,86%

ofglobaltravellersconsiderentertainment,sportsandculturalexperiencescrucialtohappinessandwellbeing–afigurethatrisesto90%amongMillennialsandGenZ.Moretellingly,92%oftravelexecutivesagreeplay-focuseddestinationswillprovecrucialtotourism,with84%excitedaboutinvestinginthesector.

SPORTSALONEFUEL10%OFALLGLOBAL

TOURISMREVENUE,WITHEVENTSLIKE

THEOLYMPICS,F1ANDTHEWORLD

CUPATTRACTINGHIGHFOOTFALLAND

OCCUPANCYTOHOSTCITIES

Theevidenceextendsbeyondtravel.Videogaming–valued

at$522.46billionannually–dwarfsthemusic($33.32

billion)andfilm($34.1billion)industriescombined.Giventhetourismindustry’sembraceof‘set-jetting’and‘Swiftonomics’,shouldn’tprofessionalsturnattentiontowardsthis

entertainmenttitan?

eSports:anEntertainmentBehemoth

Gamingisagloballeisureforce,inspiringcross-industry

partnerships.TheeSportsindustryaloneisanticipatedtoreach$12.4billionby2030,exemplifyingthemassivepotential

ofplay.Despitedigitalorigins,eSportshaveevolvedinto

significantin-personeventshostedinBeijing,Rio,Tokyo,NewYorkandLondon.QiddiyaCity,too,willfeatureitsowneSportsdistrict,with73,000seatsacrossmultiplevenues,positioningitselfasapremierdestinationforcompetitivegaming.

Thescaleisstaggering.Majortournamentsattractaudiences

comparabletotraditionalsportingevents,withprizepools

reachingtensofmillionsofdollars.The2024Leagueof

LegendsWorldChampionship,forinstance,drewover6.9

millionpeakconcurrentviewers,rivallingSuperBowlaudiences.

Accommodationprovidersarecapitalising.In2025,Hilton

becametheofficialhotelpartnerfortheeSportsWorld

Cup,providingaccommodationandon-sitegamingzones

forattendees.Meanwhile,RadissonHotelGroup’s‘eSports

Ready’programmeofferedhigh-speedinternet,privategamingroomsandteam-focusedspacestailoredtoprofessional

gamers’needs,evenincludingblackoutcurtainsforirregularsleepschedulesandergonomicgamingchairs.

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>>>

BeyondPhysicaIEvents:DigitaI-CuIturaIExchange

OpportunitiesextendbeyondIRL(inreallife)intovirtual

worIds,enabIingadigitaIcuIturaIexchange,where

destinationsandbrandscanteamuptoreachgIobaI

audiencesthroughgamingpIatforms.Takein-game

tourism,forexampIe:pIayerswhoexpIoredigitaIrecreationsofdestinationsoftenexpressinterestinvisitingthereaI-

worIdcounterparts-aphenomenondestinationmarketersareIearningtoharness.

TourismNewZealandandMinecraft:InpartnershipwithWarnerBrosandwithactiveinvoIvementfromeIevenmanawhenuagroups,theDMOandgamecreatorsIaunchedanexplorablevirtualrecreationofNewZealand’slandscapes,aIIowingpIayersworIdwidetodiscoverdestinations

digitaIIy.ThecampaigngeneratedmiIIionsofimpressionsandintroducedthecountrytodemographicstraditionaIIydifficulttoreachthroughconventionalmarketing.

DMOsinRobloxandFortnite:Destinationmarketing

organisationsarecreatingimmersivevirtuaIexperiences.DubaiTourism,sRobIoxactivationaIIoweduserstoexpIoreiconiclandmarks,whilstVisitCaliforniapartneredwith

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gaminginfluencerstoshowcasethestate’sdiversitythroughgamepIay.

Pop-upcollaborations:Limited-timegamingeventstiedto

OPPORTUNITIESACROSSTHEECOSYSTEM

reaI-worIddestinationscreateurgencyandcross-pIatform

engagement.JapanesecitieshavepartneredwithPokémonGOforlocation-basedevents,drivingsignificantfootfalltoparticipatingbusinesses.

Hotels:Capturemarketsharethroughgaming-focusedamenities:high-speedinternet,privategamingrooms,

ergonomicfurniture,orevendockingstations(foraNintendoSwitch/SteamDeck)inguestrooms.Sponsorships

areaIsoripeforthetaking:aseSportssurgeinpopuIarity,brokeringdeaIswithhostdestinations,stadiumsorvideogamebrandscanputyourpropertyonthemap.

Traveldistributors:Keepabreastofemergingtrends,suchasThePowerofPIay,andcreatereIatedcampaigns

accordingly.Similarly,it’sworthwhiletoestablishrelationshipsacrosstheindustry:thinkstadiums(tostartsellingsportingtickets)ornicheexperienceprovidersfocusedonthegamingspace.FinaIIy,considerkeepinga‘keyevents,caIendar,

likethosesharedonHBXGroup’sResourcepage

-thisway,you,IIbekeptintheIoop.

Experienceproviders:DeveIopthemedexperiencesandeventscentredaroundpopuIarvideogamesorsports,suchastournaments,cosplaygatherings,orinteractiveVRadventures.Establishrelationshipswiththoseinthe‘play’

space-bethatComicConforvideogamefans,orstadiumsformoretraditionaIsportsexperiences.

DestinationMarketingOrganisations:ConsiderdigitaImarketingcampaigns,notjust‘IRL,opportunities-justassociaImediaprovestobeastrongpIatformforreachingengagedaudiences,videogamesofferexpIorationfromafar.SimiIarIy,reaIdestinationsinspirein-gameworIds:Assassin’sCreedtakespIaceinEgypt,ItaIyandFrance,whiIe

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GhostofTsushimabroughtmassappealtoanotherwiselesser-knownisland.Finally,thefictionalrealmofMidgardinGodofWarisheaviIyinspiredbyScandinavia,IeavingpIentyofroomfortourismadvertising.

CHAPTERFOUR

FANDOMTOURISM

Tomany,fandomtourismmayappeartrivial-buttheconceptisdriving

travellerstofar-flungdestinationsin

droves,desperatetoengagewiththeirfavouriteformsofmedia.Andwiththis,comessignificantmonetaryreward.

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In2018,TokyoArtMuseumhosted‘Munch:ARetrospective,,markingthefirsttimeEdvardMunch’sworkswereexhibitedinJapan.Thethree-monthshowcaseoficonicpiecesIike

‘TheScream,spawnedanunIikeIypromotionaIpartnership:

itwastheonIypIacefansofJapan,smostfamousexport,Pokemon,couIdobtainIimited-editionpIayingcards.

Astheworld’smostlucrativemediafranchise(valued

at$115billion),ThePokémonCom