it's time - A Global Report on Destination Marketing and Communications - Report - Page 13
The title of this report is ‘it’s time’, which is very fitting when we look at the data captured
in the survey. Its obvious that many destinations are now actively looking to the future after
a period of forced hibernation, and therefore feel that it is indeed now time to emerge and
to positively engage with their various audiences.
While we should all be realistic, and recognise that any post pandemic recovery, at least on
a global level, will be gradual and staggered, there is no doubt that there is a need for
destinations of all kinds, to take a lead in promoting business events as a way to drive the
wider economic and social recovery.
There is also little doubt that as destinations do begin to fully resume their proactive
communications activities, it will be within a highly competitive environment, far greater
than what we experienced previously, and one in which the structure and subtleties of
business events will surely change.
If there is one thing we can be sure of, is that we find ourselves in a very fast moving and
dynamic environment. One that will require destinations to be far more agile and open to a
change in direction and strategy to ensure they stay relevant to their audiences.
This is also true in terms of the outcomes of this report, as we will almost certainly need to
repeat the survey later in the year to ensure our own results continue to be helpful and
We look forward to doing so, when it’s time.