Travel Demand and Dispersal Trends Reshape Global Tourism
Travelers are increasingly looking beyond traditional destinations. Some are also choosing to travel during less popular periods of the year.
Industry leaders discussed this shift during an executive panel at Phocuswright Europe 2026. They highlighted destination strategies, local communities, data and technology as key factors.
Destinations Seek Longer Seasons
Croatia provides a strong example of efforts to spread tourism throughout the year. Ante Dagelić, VP of AI at Travelier, said Croatia wants to reduce overcrowding during July and August.
The strategy aims to extend the tourism season. However, not every destination wants more visitors during quieter periods.
Dagelić noted that local communities should first decide whether year-round tourism would benefit them. Destinations also need to develop the right tourism offer before travel platforms can help drive demand.
Heritage Tourism Creates New Opportunities
Spain’s Paradores de Turismo offers another approach to destination development. The state-owned hotel network operates properties in historic sites across the country.
President and CEO Raquel Sanchez said the organisation uses these properties to offer visitors a different way to discover Spain.
The company also invests in the country’s heritage. As a result, tourism can help connect visitors with local culture, gastronomy and art.
Information Can Change Travel Behaviour
Julie Cheetham, CEO of Travalyst, said information can influence how people make travel decisions.
Providing the right information at the right time can encourage travellers to choose different options. Furthermore, artificial intelligence can help communicate information about slower and multimodal travel.
This could encourage visitors to consider alternatives to traditional travel patterns. It may also help destinations manage demand more effectively.
Data Helps Balance Tourism Demand
Olivier Ponti, Director of Market Intelligence and Insights at Amadeus, highlighted the importance of data.
Travel companies, local authorities and residents need to share a common understanding of a destination’s future. According to Ponti, data can help these groups find a better balance.
Overall, travel demand and dispersal are becoming important issues for destinations worldwide. By combining better information, technology and local planning, destinations can spread visitor demand while protecting community interests.
