Right now, we’re at a crossroads. Technology is rapidly changing how people discover and choose travel experiences. It’s also giving organizations and operators exciting opportunities to engage new audiences – in ways never imagined.
But all this change can feel… overwhelming. How can you tap into this “technological acceleration” in a way that’s purposeful? And within your budget? What should you focus on first? Explore our destination marketing strategies for practical guidance on adapting to this shift.
Read on for what I think are the three must-understand trends for success in 2026.
ADA Digital Accessibility Has a Deadline—and It’s Approaching Fast
In April 2024, the U.S. Department of Justice issued a final rule under Title II of the Americans with Disabilities Act. It explicitly required that websites, mobile apps, and digital content operated by public entities be “accessible” to the standard of WCAG 2.1 Level AA.
The rule applies to:
• State and local governments
• Public entities and community organizations that receive or administer federal funds
• Destination marketing organizations and tourism entities operating under a governmental or quasi-governmental structure
And the timeline is equally clear:
• April 24, 2026 – Compliance deadline for public entities serving 50,000 or more residents
• April 24, 2027 – Compliance deadline for public entities serving fewer than 50,000 residents
If you’re wondering what this requirement includes, it’s all the following:
• Primary and secondary websites
• Event and campaign microsites
• PDFs, forms, and downloadable resources
• Embedded third-party tools
• Video and audio content
Bottom line – accessibility is no longer a design preference or a legal gray area. It is a regulated requirement with an enforcement clock already running.
If you’re reading this and concerned about your ability to meet these deadlines, Red Sage can help. Our agency offers specialized support for implementing initial compliance, and for ensuring ongoing compliance.
Authority Is Replacing Reach as the Measure of Effective Marketing
It was bound to happen. As “AI slop” proliferates across digital medium, we’re seeing a backlash. And brand authority is again becoming the MVP of effective marketing. That shift is why brand awareness matters more than ever in the modern travel economy.
The data is clear. People want REAL. For community and destination organizations, as well as tour operators, that means authority building through:
• Clear, consistent points of view
• Fact-based storytelling grounded in local reality (and real images!)
• Alignment between brand promise and lived experience
• Accessibility and transparency as signals of genuine care for customer experience
From a strategist’s perspective, this means your marketing should prioritize quality. One user-aligned trail map, one intentionally off-road visitor’s guide, or one accessible planning resource can outperform dozens of generic content items!
AI is Shifting from Experimentation to Accountability Phase
We’re several years into the AI evolution (or revolution, depending on how you see it.)
Organizations pulling ahead aren’t those activating the most tools, but those with the clearest guardrails for use. Yep. In 2026, AI success is defined by governance—how decisions are made, reviewed, and owned. AI is also changing discovery itself, including how search results appear through summaries—see how AI summaries are reshaping search advertising.
If you have not yet defined how AI is used within your organization or company, now is the time to put pen to paper! In consulting with our partners and clients, we recommend considering the following questions:
• Where AI is appropriate and where human judgment is non-negotiable?
• How are accuracy, bias, and source validation handled?
• How does AI-assisted content align with accessibility standards?
• Who is accountable for public-facing outputs?
• Do your partners (e.g. agencies, vendors) have AI guidelines in place?
Yes, drafting an AI use policy takes effort. But I’ve found it forces a level of clarity in a rapidly evolving, still largely unaccountable technology ecosystem.
If you’re serious about your advertising, marketing, and content campaigns retaining efficacy, having clear standards for AI use is now a must have. Not only for the benefit of your internal team, but for all those who engage with your brand! It’s the best path for ensuring you can tell the authentic story you want to tell – and one that drives visitors and revenue.
Note: A version of this article appeared originally in the National Tour Association’s Contact ’26 program. For more strategic insights from Michelle Stark, Red Sage’s V.P. of Sales & Marketing, sign up for our newsletter or connect with Michelle on LinkedIn & Facebook.