Must-Know Destination Marketing Trends for 2024

The hospitality landscape is constantly evolving, and the last few years have ushered in significant changes. Travel demand, increased desire for in-person events, rising costs, innovative technologies, and other industry trends have influenced how destinations reach their customers. To learn more about how shifting preferences will impact 2024 and gain more substantial insight into what destinations can expect, we surveyed 500 event professionals across North America. As we review some of the survey’s most exciting data, you’ll discover which destination marketing trends are driving business in 2024.  

Whether you manage your destination's social media, work for the Convention and Visitors Bureau (CVB), or oversee tourism for the region, harnessing this year’s most prominent destination marketing trends can help you attract more business. From the increasing presence of artificial intelligence to the resurgence of more in-person events, there's something for every team to get excited about.

Uncover the 2024 destination marketing trends you need to know about 

In a primarily post-pandemic world, event professionals are more optimistic than they’ve been in years. In addition to the increased desire to travel and host more in-person events, companies, organizations, groups, planners, and individual consumers want to make choices that matter—even if they cost more.  

So, what does that mean for destinations? What should you expect? 

1. More planner optimism, higher expectations  

In an inspiring display of optimism, Planner Sourcing Survey respondents showed an overwhelmingly positive view of the state of meetings and events. 91% stated they feel optimistic about where the industry is headed despite the anticipation that costs will continue to rise. 82% of planners expect their costs to continue increasing, with 81% expanding their budget to accommodate the new, more expensive reality.  

Just under half of planners (48%) said cost-mitigating measures will significantly shape their 2024 priorities. However, that doesn’t mean planners or solo travelers will book less or demand lower prices, as our research indicates the opposite trend. Overall, 72% of planners expect to host more live events year over year, with 49% of those decision-makers willing to pay more (up to 20% more) to secure a premier venue or hotel.  

How will this trend impact destinations? 

Planners’ budgets have grown to accommodate increasing costs, and while many are willing to spend more, they also expect more. They want destinations that go above and beyond, with better amenities, experiences, and event personalization. To get more bang for their buck, 76% of surveyed planners indicated their intention to work with destination managers and CVBs in 2024, up almost 10% year-over-year.  

• Know who’s looking at your market. Expert knowledge of your destination, what’s in it, and shifting planner preferences will be critical in 2024 and beyond. By comparing markets side by side, destination marketers can identify penetration opportunities and readjust their advertising efforts to garner the best results. Cvent’s Business Intelligence tools help DMOs, CVBs, and other travel managers identify which regions planners are sourcing from.  

• Advertise where the planners are. Connect with actively sourcing planners and drive more business to your destination by advertising through the right channels. Identify where consumers interact with your content and focus more attention there.   

• Find flexible hotel partners. Identify hotel, venue, dining, and entertainment partners who will collaborate with you to create diverse meeting and event packages at a range of price points.  

2. Rising demand for accessible destinations  

Decision-makers are more interested in accessibility, diversity, equity, and inclusion (DEI) than ever, so destinations can expect to see an increased demand for accessibility, both in-person and online. We’ve seen a shift in sourcing habits, with more planners seeking travel partners that facilitate their desire for flexible meeting space and accessible virtual events. They want to book in destinations that value DEI, host accessible events, and accommodate special requests (e.g., dietary restrictions). This could mean finding venues with more accessible parking, ramps, wider doorways, ASL interpreters, closed captioning, or assisted lighting.  

Digital accessibility is also a driving force for event planners in 2024, with 63% of planners using technology to source “more or much more” than in the past. To make the most of tighter budgets and busier schedules, planners want travel partners that make booking easy. Moreover, a growing sect of planners desire the ability to secure group offers and book simple meetings instantly without needing interaction or intervention.  

How will this trend impact destinations? 

22% of Planner Sourcing Survey respondents ranked DEI practices as one of the top three factors they weigh when considering a hotel or venue. A significant percentage of planners (37%) also stated that DEI would be a predominant 2024 event planning priority. Creating a more inclusive travel destination and increasing online accessibility will help destination marketers target a growing market segment.   

• Highlight destination accessibility. Promote accessible services, attractions, and venues to attract a broader audience of travelers and organizations. Advertise venues that can accommodate neurodivergent event attendees to attract companies hosting inclusive gatherings. For example, inclusive event planners may seek hosts with quiet, dimly lit spaces that help mitigate distractions.   

• Form an accessible hospitality network. Collaborate with local companies to form a network of event, travel, and transportation partners that value accessibility and inclusivity.