National Tourism Association’s Contact conference has wrapped for the year! 2025’s event was truly one for the books, featuring a dynamic slate of speakers with strategic focus on how to improve outcomes in destination and experience marketing. Read on for a recap of what stood out as key takeaways from the Red Sage team in attendance.
Destination and Experience Marketing Takeaways: Optimism Exists in Tourism, Despite Economic Challenges
Research shows the U.S. tourism industry could face a major drop in international visitors. That includes a potential $12.5 billion loss in travel spending. Summer travel is expected to be particularly tough, according to the World Travel & Tourism Council (WTTC) and the New York Times. The shift is partly attributed to economic uncertainty and concerns about tariffs.
On the domestic front, Forbes reports major U.S. airlines have dialed back forecasts, citing “softer demand for domestic air travel and lower consumer confidence” amid shaky economic conditions. A number of other indicators in March and April suggest Americans will be lowering discretionary spending.
So, where does the optimism come in? Even if forecasts are less rosy than anticipated originally, people will still be traveling this summer. AAA reports 45.1 million Americans are expected to travel domestically for Memorial Day. Road trips are expected to set a new record, with air travel projected to increase by nearly 2%.
According to AAA, there are concerns over rising prices. But many Americans are “taking advantage of the long holiday weekend to spend time with loved ones, even if the trips are closer to home.” In other words, while travel may be reduced in some sectors and for many international-draw destinations inside the United States, interstate travel will be significant.
There will also be a major focus on “staycations” and less-expensive drive-distance getaways. Which brings us to…
Wellness Travel & Tourism Continues to Thrive
Wellness travel and tourism continues to be a hot driver of revenue in 2025! It makes sense if you think about the stress people feel when economic conditions are unfavorable. They’re looking for a quick escape that won’t break the bank!
Spas, nature-driven destinations and tours, beaches and other relaxation-focused experiences are all big draws. DMOs, CVBs, and on-the ground tour providers should lean into promotion of these categories to offset economic headwinds.
This year’s Contact conference was held in Mackinac Island, Michigan – named USA Today 10Best Readers’ Choice Best Summer Travel Destination for the third year in a row. Known for its horse-drawn carriages and romantic atmosphere, with stunning views of the Mackinac Bridge, the island is also a relaxation haven.
The Red Sage team was absolutely wow’d by the diversity and deliciousness of the food at the Grand Hotel. We also found great eats throughout the island. And we loved the many, many places for taking a break to just… take it all in. From the Grand Hotel’s magnificent front porch, to sandy shorelines, to the ferry docks, Mackinac Island is a place where it’s easy to forget about the daily stresses of life!
Sustainability + Authenticity = Destination & Experience Marketing Success
Two important things combined as a major theme of this year’s conference – sustainability and authenticity. A number of excellent speakers, including Tourism Cares’ CEO Greg Takekara, emphasized the continuing relevance of these two priorities.
Generational shifts continue to drive destination, attraction, and tour visitors seeking sustainability-driven experiences. Research indicates people are increasingly seeking sustainability-led tourism experiences in 2025. Growing awareness of climate change and tourism’s impact is driving this shift. Travelers are actively prioritizing responsible choices. This includes choosing low-impact transportation, supporting local communities, and seeking eco-friendly accommodations.
Booking.com’s research shows that “for the first time, more than half of travelers (53%) are now conscious of travel’s impact on communities as well as the environment.” Booking.com additionally notes that “two thirds (69%) now want to leave places better than when they arrived.”
In a strategy article appearing in Contact’s conference program, I also touched on the importance of authenticity – which connects directly with sustainability in many cases. People are redefining how they think of a “bucket list” and seeking out real, personal experiences from destination marketing organizations and on-the-ground tour providers. The days of perfectly curated, picture-ready travel as a motivator are waning.
Keeping this in mind, destination and experience marketing strategies for 2025 should focus on giving visitors ways to easily connect with “real” people and places. Targeted promotion through advertising, rich digital content including social media assets, and a clear, UX-friendly website that encourages bookings seamlessly have never been more important!
To learn more about Red Sage and how our agency can support your DMO, tourism group, or attraction, connect with me for a virtual coffee and a free consultation at mstark@redsageonline.com.
