A critical review of consumer trends in tourism and destination marketing

Consumers collectively contribute to trends around the globe that shape the travel and tourism product, and in turn affect the individual’s process of considering their ever-growing travel options. Five macro trends are presented and discussed for tourism marketing broadly and as applications in destination marketing. Factors of globalization and demographic changes are creating an evolving profile of who is travelling and to where. The fast-paced progression of technology and media are creating new travel and marketing tools to assist consumers as well as commercial and government entities. The realization of the planet’s vast but threatened resources, both natural and social, are creating businesses and consumers who are enterprising, resourceful, and more environmentally conscientious.