Given that the rise in global tourism is set to be driven by young travellers, especially from countries in the Asia Pacific region, how will the world’s most popular destinations cope with the rising tide of tourists, and how can destinations still ensure they give travellers the high-quality experience they expect?
For the tourism sector, tourism congestion and how to manage it effectively, is a hot topic. Knowing that today’s young travellers (Millennials) will be shaping future demand, the Pacific Asia Travel Association, in partnership with Visa Worldwide decided to call on Toposophy to carry out some unique research. This research would help policymakers in destinations around the world understand the challenges associated with congestion, and how they could put in place measures to help attract travellers away from crowded city centres to discover authentic, local experiences.
Knowing Millennials, and how to make the best of what every place has to offer are our forté, so we were glad to assist.
We designed and built a study that brought together direct consumer research, insights and advice from leading destinations and travel brands as well as a solid theoretical base for understanding tourism congestion and dispersal.
Tourism congestion intensifies all the regular challenges that destination managers and marketers face, so it was a challenge to decide what would make the final cut, however, the final result is a 150-page report that is insightful, concise and highly readable.
Case studies on how destinations manage Millennials’ travel expectations are linked with first-hand insights on the travel behaviour of over 1,000 Asian Millennial travellers to draw a picture of how to build the right products and marketing messages that will resonate with this consumer group. The report ends with practical advice on how to put in place a dispersal strategy and give travellers the experiences that they’re truly looking for.