4 travel hotspots that could define your marketing in 2020

Wednesday October 16, 2019 - Posted by:

Businesses in the travel industry need to keep their finger on the pulse of consumer trends, to ensure their marketing content and audience engagement efforts have the best possible chance of success.

One of the most valuable insights you can learn from tracking habits and opinions in the sector, is where people want to visit next.

Various factors are likely to influence travel choices in 2020, from major sporting events to a growing consumer interest in avoiding locations affected by ‘over-tourism’. Here are four destinations that could prove particularly appealing to global adventurers next year:

1.    Tokyo

There is one very big reason why Tokyo – and any travel business connected to the Japanese capital – will see a major increase in global profile and traveller activity next year: the 2020 Summer Olympics.

Due to run from July 24th to August 9th, the event will build on the international attention Japan has gained this year by hosting the 2019 Rugby World Cup. It has been reported that municipalities all over Japan are expecting an increase in foreign visitors during the Olympics and Paralympics, with travellers likely set to take the opportunity to venture beyond Tokyo during their time in the country.

The worldwide focus on Japan next summer will provide an ideal opportunity for all sorts of travel businesses – from car hire firms, hotels, tour operators and online travel agents – to refresh their marketing efforts and benefit from a greater public interest in this unique nation.

2.    Beirut

For many people, Beirut and Lebanon are inextricably linked to the various conflicts and troubles that have plagued the Middle East in recent decades. This region may have had its fair share of difficulties, but it has great potential for growth and success in many industries.

With over-tourism an issue more travellers are looking to avoid, travellers seeking out new experiences in distinctly non-mainstream destinations might consider it an advantage that many people wouldn’t initially consider visiting Beirut.

Helen Fanthorpe, who oversees the compilation of the annual Rough Guide to the 100 Best Places on Earth, told CNN Travel that Beirut has taken on a unique appeal in a world where “over-tourism is becoming more of a problem and where adventurous travellers are seeking out the most interesting places to eat, shop and gallery hop”.

Lebanon as a whole boasts Mediterranean coastlines, scenic mountain ranges and rich cuisine – features that could help it attract a record number of tourists in 2020.


3.    Bilbao

The sun-soaked southern coasts or the bustling cultural hubs of Madrid and Barcelona might be the first destinations many people think of when planning a trip to Spain, but according to Airbnb, the port city of Bilbao on the north coast is currently enjoying the biggest growth in interest.

Bilbao was second in the company’s 20 for 2020 list of destinations to visit next year, based on annual growth in bookings.

The city is home to famous sights like the Guggenheim Museum, which was designed by Canadian-American architect Frank Gehry, and offers all sorts of cultural and culinary experiences.

It could also benefit from the recent growth in interest in ‘second-city travel’ – visiting less-established destinations to combat over-tourism and protect the environment. Research by Booking.com has shown that 54 per cent of global travellers want to help reduce over-tourism, while 51 per cent would swap their original destination for a similar, but lesser-known alternative to minimise their environmental impact.

These are examples of the changing consumer preferences your brand could benefit from if you are up to date with trends and able to communicate in a way that connects with your audience.


4.    Montevideo

Booking.com also identified a trend of people wanting to visit places that allow them to combine a range of sights and experiences on a single trip. More than six out of ten survey respondents (62 per cent) said they would choose a destination that offers all of their favourite activities close to each other to save time.

Montevideo in Uruguay was identified as one location that offers this advantage, along with Ilhabela in Brazil and Naha in Japan. Montevideo is home to attractions like the Plaza Independencia in the Old Town and the Botanical Museum and Gardens in the Prado neighbourhood.

If you expect the Uruguayan capital to feature prominently in your marketing plans for next year, it’s important to have a solid understanding of local nuances such as the quirks and distinctions of Latin American Spanish.

Moreover, there is a lot to gain from doing in-depth research and getting local input on every destination where you operate. This can help you understand your target markets and ensure your messaging is properly designed, translated and localised to have maximum impact.

Find out more:

For more information about how Locaria can help your business make the most of emerging travel trends in 2020, browse through our services or call us on +44 (0)20 3948 6800.

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