2025 Future Destination Trends: Exploring the Values Vortex
Across the world, as society becomes ever more polarised, values are becoming the elephant in the room. With diversity and inclusion under threat, should destinations use their brand voice to take a stance?
Across the world, as society becomes ever more polarised, values are becoming the elephant in the room. While neutrality is perceived as a tacit endorsement of the status quo, being outspoken risks alienating certain audiences. Facing what seems like a binary choice, the championing of progressive values through creative storytelling and brand narratives is becoming a powerful point of differentiation for destinations, affecting long-term brand reputation and driving meaningful connections. With diversity and inclusion under threat, should destinations use their brand voice to take a stance? This question divided our panel of destination experts, with a slight majority believing this will remain a dilemma for the foreseeable future.
Emotional Marketing
Emotional marketing is becoming crucial in a world shaped by technology and artificial intelligence. Using storytelling to showcase the genuine character of a destination and its inhabitants attracts individuals who connect with these core values. The emphasis on authentic storytelling, meaningful experiences and investing in the true identity of a place allows DMOs to connect with audiences on a deeper level, moving beyond superficial messaging.
Creating a positive and inclusive environment for all visitors remains paramount to destination promotion. Marketers often feel compelled to act by promoting themselves as inclusive destinations. In the face of societal divisions, leveraging the universal appeal of a warm welcome to foster connection is an inherent part of DMO branding strategies. By focusing on what unites people – locals and visitors alike – through the unique promise of the destination, DMOs can subtly promote understanding and connection across societal divides.
Inclusive Advertising
The decision to consistently promote welcoming and inclusive travel is itself a value-driven choice. In navigating societal divisions, DMOs can focus on the unifying aspects of travel – the opportunity for different people from diverse backgrounds to meet. For some destinations, often cities, which are by nature very multicultural and open, inclusivity is seen as a core part of the fabric and identity of what makes the place unique - and therefore part of its appeal. So, whilst such destinations can perhaps be perceived to be more outspoken on matters of diversity, this is because their very brand identity is being brought into question amidst recent polarising narratives. In doing so, they have taken different approaches to communicate their message of inclusion:
Actively Championing Societal Change: In recognition of the city's legacy as the birthplace of the USA, Visit Philadelphia's "In Pursuit of a More Perfect Union" campaign and a three-year series of TED Democracy talks — culminating in 2026 for the 250th anniversary of American independence — are core pillars of the city's brand. In doing so, Visit Philadelphia clearly states that the Founding Fathers’ vision of America as the "Land of the Free" does not reflect many of the societal values held today and explicitly communicates that everyone is welcome in the city.
Being Fun And Quirky: Destination Toronto's "Toronto 100%" rebranding is a bold example of showing how a diverse community with hundreds of cultures, languages and perspectives coexists to shape a city that remains unmistakably homegrown despite its global reach, becoming a core element of highlighting fulfilling tourism experiences that are "distinctly Canadian, unapologetically Toronto".
Communicating Personal Stories: Many DMOs prioritise this emotional approach to subtly champion inclusivity and the welcoming nature of their destination for everyone. For example, ONLYLYON's "5 Lives" campaign highlights inspiring people who are taking action to change lives for the better. Likewise, through its "Bring Yourself, We'll Do The Same" campaign, NBTC spotlights innovative Dutch pioneers and the country's multicultural society.
Audience-Specific Content Hubs: With diversity at the heart of the city's messaging, Visit Philadelphia's media assets are supported by the "Philly Your Way" content hub, providing in-depth spotlights on Black, Latino, Asian American and LGBTQ+ cultures in the city and encouraging travellers to support businesses with diverse owners. Similarly, Visit California's "Visit Native California" provides a platform for Native Americans from the state’s 109 recognised tribes to share their stories with visitors on their terms. Combining a video series with a content hub familiarises visitors with California’s Indian past and the modern lives of Native Americans.
Leveraging Events And Anniversaries: NBTC's powerful editorial feature, "80 Years of Freedom", emphasises the importance of respecting differences. Celebrating 80 years since the end of World War Two, this hero content piece demonstrates why freedom and open speech are important, the diversity of Dutch society and how the Netherlands is a leader in championing progressive ideas.
Social-First Spotlights: Helsinki Partners' "MyHelsinki Story" actively champions the friendliness of Finns and how this contributes to a strong welcome for visitors and international talent, leveraging Finland's position as the happiest country in the world and showcasing the diverse identities of those who have chosen to make the city their home.
Always-On Activations: With the "We Love You, L.A." campaign, a response to the devastating wildfires that affected Southern California in January 2025, Visit California highlights how community and respect for one another are crucial to the vibrant atmosphere and spirit of resilience in the City of Angels, where hope, creativity and love unite everyone.
By consistently demonstrating inclusivity as a core principle, destinations signal their commitment to ensuring a positive experience for everyone and the shared enjoyment of travel. Research by the University of Oxford demonstrates how inclusive advertising improves brand equity, driving a 16% increase in long-term sales. With the travel purchasing funnel often lasting several months, leading with purpose can be an effective technique to take a proactive stance with destination messaging and create lasting emotional connections with travellers.
It is equally important to understand the varying levels of appreciation for purposeful content by different demographics. As the most diverse generation, Gen Z consumers are more attuned to values-driven marketing, with 30% of American Gen Z outlining the importance of DEI — 7% above the national average. At the same time, 61% of 18-34-year-olds see inclusive brands as more trustworthy. Interestingly, it can be seen that there is fairly equal support for more visibility for older age groups in advertising, but generational divisions become more extreme elsewhere, particularly when concerning race, neurodiversity and LGBTQI+.
Unlike the marketing of consumer goods, which is focused on localised markets, tourism's global audience requires a more muted approach. DMOs must recognise the cultural differences that influence international perceptions of their destination, and judgments about these differences are subjective. Forcing specific opinions on potential travellers is unlikely to encourage them to become more open-minded. Coinciding with the increased representation in marketing, there has been an 18% increase in inclusive advertising being seen as tokenistic and virtue signalling.
On the other hand, a substantial proportion of the global population has become frustrated with the 'woke culture' of modern society. As such, making statements about what is right or wrong will lead to a backlash and will likely be counterproductive. While progressive values may capture the attention of younger demographics, the risks of misrepresentation and perpetuating stereotypes is a major consideration, with 96% of British and American Gen Z having viewed adverts that are perceived to be culturally inappropriate. Trends always ignite countertrends and brands need to be conscious about their messaging to ensure that it goes beyond the surface level.
Taking explicit stances on divisive issues and engaging in political debates requires a cautious approach, particularly considering the sensitivity of DMOs being ambassadors for a city, region or country and their lack of legitimacy to intervene in political matters. At the same time, diversity inherently includes tolerance for differing viewpoints meaning that bold stances on social and environmental issues need to be balanced with promotional strategies, as we outlined in a previous article. Despite the caution against overt political involvement, DMOs must still make strategic decisions in how they promote their destinations in a changing social landscape. It is essential to develop agile plans based on data and analysis, rather than solely on subjective feelings and remember that no decision is the enemy of opportunity.
At the Digital Tourism Think Tank, we see certifications such as B Corp, Rainbow Registered and Autism Certified playing a quiet yet powerful role in destination marketing by offering a subtle, values-driven signal to visitors. With these certifications becoming more recognisable, with B Corp, for example, seeing a 13% annual increase in awareness among European 25-34-year-olds in 2024, this approach will help to support the diversification of brand associations. Rather than relying on overt campaigns, certifications serve as a trusted shorthand that communicates a destination's commitment to inclusivity, sustainability and social responsibility. For values-conscious travellers, who actively seek out destinations aligned with their ethical beliefs, this provides a sense of welcome and belonging without the need for bold or performative messaging. In this way, certification will become a nuanced tool for affirming values — reaching specific audiences while blending into the fabric of a destination’s overall identity.
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Across the world, as society becomes ever more polarised, values are becoming the elephant in the room. While neutrality is perceived as a tacit endorsement of the status quo, being outspoken risks alienating certain audiences. Facing what seems like a binary choice, the championing of progressive values through creative storytelling and brand narratives is becoming a powerful point of differentiation for destinations, affecting long-term brand reputation and driving meaningful connections. With diversity and inclusion under threat, should destinations use their brand voice to take a stance? This question divided our panel of destination experts, with a slight majority believing this will remain a dilemma for the foreseeable future.
Emotional Marketing
Emotional marketing is becoming crucial in a world shaped by technology and artificial intelligence. Using storytelling to showcase the genuine character of a destination and its inhabitants attracts individuals who connect with these core values. The emphasis on authentic storytelling, meaningful experiences and investing in the true identity of a place allows DMOs to connect with audiences on a deeper level, moving beyond superficial messaging.
Creating a positive and inclusive environment for all visitors remains paramount to destination promotion. Marketers often feel compelled to act by promoting themselves as inclusive destinations. In the face of societal divisions, leveraging the universal appeal of a warm welcome to foster connection is an inherent part of DMO branding strategies. By focusing on what unites people – locals and visitors alike – through the unique promise of the destination, DMOs can subtly promote understanding and connection across societal divides.
Inclusive Advertising
The decision to consistently promote welcoming and inclusive travel is itself a value-driven choice. In navigating societal divisions, DMOs can focus on the unifying aspects of travel – the opportunity for different people from diverse backgrounds to meet. For some destinations, often cities, which are by nature very multicultural and open, inclusivity is seen as a core part of the fabric and identity of what makes the place unique - and therefore part of its appeal. So, whilst such destinations can perhaps be perceived to be more outspoken on matters of diversity, this is because their very brand identity is being brought into question amidst recent polarising narratives. In doing so, they have taken different approaches to communicate their message of inclusion:
Actively Championing Societal Change: In recognition of the city's legacy as the birthplace of the USA, Visit Philadelphia's "In Pursuit of a More Perfect Union" campaign and a three-year series of TED Democracy talks — culminating in 2026 for the 250th anniversary of American independence — are core pillars of the city's brand. In doing so, Visit Philadelphia clearly states that the Founding Fathers’ vision of America as the "Land of the Free" does not reflect many of the societal values held today and explicitly communicates that everyone is welcome in the city.
Being Fun And Quirky: Destination Toronto's "Toronto 100%" rebranding is a bold example of showing how a diverse community with hundreds of cultures, languages and perspectives coexists to shape a city that remains unmistakably homegrown despite its global reach, becoming a core element of highlighting fulfilling tourism experiences that are "distinctly Canadian, unapologetically Toronto".
Communicating Personal Stories: Many DMOs prioritise this emotional approach to subtly champion inclusivity and the welcoming nature of their destination for everyone. For example, ONLYLYON's "5 Lives" campaign highlights inspiring people who are taking action to change lives for the better. Likewise, through its "Bring Yourself, We'll Do The Same" campaign, NBTC spotlights innovative Dutch pioneers and the country's multicultural society.
Audience-Specific Content Hubs: With diversity at the heart of the city's messaging, Visit Philadelphia's media assets are supported by the "Philly Your Way" content hub, providing in-depth spotlights on Black, Latino, Asian American and LGBTQ+ cultures in the city and encouraging travellers to support businesses with diverse owners. Similarly, Visit California's "Visit Native California" provides a platform for Native Americans from the state’s 109 recognised tribes to share their stories with visitors on their terms. Combining a video series with a content hub familiarises visitors with California’s Indian past and the modern lives of Native Americans.
Leveraging Events And Anniversaries: NBTC's powerful editorial feature, "80 Years of Freedom", emphasises the importance of respecting differences. Celebrating 80 years since the end of World War Two, this hero content piece demonstrates why freedom and open speech are important, the diversity of Dutch society and how the Netherlands is a leader in championing progressive ideas.
Social-First Spotlights: Helsinki Partners' "MyHelsinki Story" actively champions the friendliness of Finns and how this contributes to a strong welcome for visitors and international talent, leveraging Finland's position as the happiest country in the world and showcasing the diverse identities of those who have chosen to make the city their home.
Always-On Activations: With the "We Love You, L.A." campaign, a response to the devastating wildfires that affected Southern California in January 2025, Visit California highlights how community and respect for one another are crucial to the vibrant atmosphere and spirit of resilience in the City of Angels, where hope, creativity and love unite everyone.
By consistently demonstrating inclusivity as a core principle, destinations signal their commitment to ensuring a positive experience for everyone and the shared enjoyment of travel. Research by the University of Oxford demonstrates how inclusive advertising improves brand equity, driving a 16% increase in long-term sales. With the travel purchasing funnel often lasting several months, leading with purpose can be an effective technique to take a proactive stance with destination messaging and create lasting emotional connections with travellers.
It is equally important to understand the varying levels of appreciation for purposeful content by different demographics. As the most diverse generation, Gen Z consumers are more attuned to values-driven marketing, with 30% of American Gen Z outlining the importance of DEI — 7% above the national average. At the same time, 61% of 18-34-year-olds see inclusive brands as more trustworthy. Interestingly, it can be seen that there is fairly equal support for more visibility for older age groups in advertising, but generational divisions become more extreme elsewhere, particularly when concerning race, neurodiversity and LGBTQI+.
Unlike the marketing of consumer goods, which is focused on localised markets, tourism's global audience requires a more muted approach. DMOs must recognise the cultural differences that influence international perceptions of their destination, and judgments about these differences are subjective. Forcing specific opinions on potential travellers is unlikely to encourage them to become more open-minded. Coinciding with the increased representation in marketing, there has been an 18% increase in inclusive advertising being seen as tokenistic and virtue signalling.
On the other hand, a substantial proportion of the global population has become frustrated with the 'woke culture' of modern society. As such, making statements about what is right or wrong will lead to a backlash and will likely be counterproductive. While progressive values may capture the attention of younger demographics, the risks of misrepresentation and perpetuating stereotypes is a major consideration, with 96% of British and American Gen Z having viewed adverts that are perceived to be culturally inappropriate. Trends always ignite countertrends and brands need to be conscious about their messaging to ensure that it goes beyond the surface level.
Taking explicit stances on divisive issues and engaging in political debates requires a cautious approach, particularly considering the sensitivity of DMOs being ambassadors for a city, region or country and their lack of legitimacy to intervene in political matters. At the same time, diversity inherently includes tolerance for differing viewpoints meaning that bold stances on social and environmental issues need to be balanced with promotional strategies, as we outlined in a previous article. Despite the caution against overt political involvement, DMOs must still make strategic decisions in how they promote their destinations in a changing social landscape. It is essential to develop agile plans based on data and analysis, rather than solely on subjective feelings and remember that no decision is the enemy of opportunity.
At the Digital Tourism Think Tank, we see certifications such as B Corp, Rainbow Registered and Autism Certified playing a quiet yet powerful role in destination marketing by offering a subtle, values-driven signal to visitors. With these certifications becoming more recognisable, with B Corp, for example, seeing a 13% annual increase in awareness among European 25-34-year-olds in 2024, this approach will help to support the diversification of brand associations. Rather than relying on overt campaigns, certifications serve as a trusted shorthand that communicates a destination's commitment to inclusivity, sustainability and social responsibility. For values-conscious travellers, who actively seek out destinations aligned with their ethical beliefs, this provides a sense of welcome and belonging without the need for bold or performative messaging. In this way, certification will become a nuanced tool for affirming values — reaching specific audiences while blending into the fabric of a destination’s overall identity.
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