European Cities Redefine Tourism Goals for Post-Pandemic Boom
Photo Credit: The Park Centraal in Amsterdam. amsterdam&partners
Skift Take
Simply waiting for Europe to "get its shot together" isn't an option, say tourism leaders. Destinations have to plan today to win back their fair share of demand tomorrow while juggling sustainability mandates. Tricky.
An indefinite tourism reduction or freeze has put pressure on destination marketing organizations during the pandemic. Tourism leaders must simultaneously prepare for a rebound in travel volumes, plan to disperse visitors to less trafficked areas, and figure out how to meet sustainability and diversity goals.
"For many years, destinations have been struggling with the complexity of the problem and translating that into actions that are meaningful," said Signe Jungersted of Group NAO in a panel discussion with Wouter Geerts, Senior Research Analyst at Skift Research.
"The pandemic has taught us that
