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Nadine Gehrisch | November 2025
Identifying emerging developments at an early stage creates a significant advantage for destinations.
In the fast-paced world of tourism marketing, it is crucial to identify trends early on. Destinations that are able to identify and respond to emerging developments in a timely manner can gain a significant competitive advantage. In this article, we will explore the methods and strategies that can help you identify trends in tourism early on.
Identifying trends is more than just a means of adapting to the market – it is an opportunity to drive innovation and realise your destination's full potential. Trends can affect various areas of tourism, including travel patterns, technological innovations, cultural preferences and environmental factors. By addressing these trends early on, you can not only respond to change, but also actively shape it.
A key advantage of early trend observation is the opportunity to take initial steps before the market becomes saturated. Destinations that are able to anticipate new trends and develop appropriate offerings can position themselves as pioneers. This not only leads to increased competitiveness, but also to greater appeal for travellers who are always looking for unique and innovative experiences.
Analysis of data and statistics: Data analysis is a fundamental part of trend observation. Valuable insights can be gained by examining statistics on travel patterns, booking figures and demographic changes. Tools such as Google Trends and Statista provide access to extensive databases that enable changes in user behaviour to be observed. The use of big data and AI technologies can also help to identify patterns and make predictions.
Monitoring social media and online platforms: Social media is a valuable source for identifying trends, as it provides real-time insights into travellers' preferences and interests. Platforms such as Instagram and Facebook are rich in content that provides information about emerging destinations and popular activities. By monitoring hashtags and discussions in online communities, you can discover new trends and better understand the mood of travellers.
Exchange with industry experts and networks: Dialogue with industry experts and participation in specialist conferences are further important methods for observing trends. The exchange of knowledge and experience within the industry enables you to gain valuable insights into future developments. Networks such as the German Tourism Association (DTV) offer platforms for information exchange and cooperation.
Customer feedback and market research: Feedback from travellers is a direct source for understanding their needs and expectations. Regular surveys and feedback forms can help you identify trends that emerge from customer experiences and preferences. Working with market research companies can also provide deeper insights into the changing requirements of travellers.
Once you have identified trends, it is important to effectively integrate these insights into your marketing strategy and offering.
Adaptation of the offer and communication: Develop offers that are tailored to the identified trends and adapt your communication strategy accordingly. This may include developing new tours, introducing innovative technologies or adapting marketing messages. Use your online and offline channels to promote your new offers and target your specific audiences.
Identifying trends in tourism early on is a complex but rewarding task. By combining data analysis, social monitoring, expert exchange and customer feedback, destinations can gain valuable insights and prepare for future developments. With a well-thought-out strategy and a willingness to continuously adapt, you can increase your competitiveness and meet the changing needs of travellers. Take advantage of the opportunities available to you and position your destination as a pioneer in tourism.