Breaking barriers: do we speak the language travellers want to hear?

The travel industry is worth over $1.2bn per year, but DMOs are yet to adapt to the changing needs of the experiential traveller.
Consumers were once defined by their possessions, but there’s been a fundamental shift towards being defined by our experiences.
We no longer crave holiday souvenirs, but instead want stories to remember and to share. Seeing something different isn’t enough. We want distinct and memorable experiences. This is more than just being where the locals are, but