Shorter Distance, Longer Stays: Climate Researchers Call for New Approach to Destination Marketing
Skift Take
As climate policies raise the cost of air travel, particularly in Europe, some destination marketers may find it's riskier to bet on tourism growth from long-haul markets.
Should Europe's tourism agencies stop trying to get travelers to fly long distances for quick visits? The issue is climate change and these long-haul trips are a big contributor.
A recent study published in Tourism Geographies suggests that some tourism authorities may want to target their marketing at more nearby markets.
The research was presented to the European Travel Commission and Skift reached out to the report's lead author to learn more.
"The umbrella tourism organization seems to want its member nations to embrace this approach of reducing marketing efforts in long-haul and some medium-haul markets," Stefan Gössling of Norways' Linnaeus University told us.
The Study's Key ClaimsThe study looked at a dozen countries and how their national destination m
