What if destinations could shape the future of tourism before pressures emerge?
Our latest case study explores how we worked with the Spanish Tourist Office in the UK to help the Spanish regions of Asturias and Galicia respond to growing international interest while there is still time to influence what comes next.
Rather than waiting for tourism pressures to develop, the project brought together destination leaders, tour operators and travel media to explore the early signals of change, identify emerging opportunities and risks, and discuss how tourism can support thriving communities, local businesses and the natural environment over the long term.
The discussions reinforced an important message: the future of tourism destinations cannot be shaped by destinations alone. Tour operators, transport providers, travel media and other partners all influence visitor demand and behaviour, making collaboration essential if tourism is to create lasting value.
The case study highlights how destinations can anticipate change rather than react to it, and how bringing the right people together can help build a more resilient visitor economy.
