Travel advisors in Canada and the United States continue to drive disproportionate value for destinations that invest in structured engagement. This analysis examines the data and the strategic implications for destination marketing organisations seeking to grow their North American market share.
The evidence is consistent: destinations with structured advisor engagement programmes — including certification, regular briefings, and dedicated trade support — generate significantly higher booking volumes and higher average spend per visitor than those relying on direct consumer marketing alone.
Read Full ArticleTravel advisors in Canada and the United States continue to drive disproportionate value for destinations that invest in structured engagement. This analysis examines the data and the strategic implications for destination marketing organisations.
Destinations that invest heavily in North American marketing without first addressing operator readiness consistently underperform. This piece examines the structural causes of this gap and the interventions that close it.
Certified destination specialists book more, sell more confidently, and advocate more actively than non-certified advisors. We examine the evidence and the implications for destination certification programme design.
East African destinations have significant untapped potential in the North American market. This briefing assesses current market position, identifies the key barriers to growth, and outlines the strategic priorities for destination boards.
Sustainable trade relationships are built on consistency, value exchange, and long-term commitment — not on one-off events and promotional campaigns. This piece draws on three decades of experience to identify the principles that work.
The UK travel market has distinct characteristics that require a different strategic approach from North America. This analysis compares the two markets and identifies the key differences that destination boards must account for.