Whitepaper – The Traveller of Tomorrow: Shaping the Urban Tourism Landscape

In April, the CityDNA Trend Room Knowledge Group issued a comprehensive whitepaper in collaboration with ETFI (European Tourism Futures Institute) on the ‘The Traveller of Tomorrow,’ resulting from their insightful work on the topic. This document is based on findings from a scenario workshop that explored how future travellers will transform the travel landscape of urban tourism destinations by 2035.

In an era marked by rapid changes, “The Traveller of Tomorrow” whitepaper delves into the future of urban tourism, presenting a compelling vision for stakeholders. This report outlines emerging trends and their potential impacts on urban tourism destinations by 2035, urging city Destination Management Organisations (DMOs) to adapt strategically.

Key Trends Shaping Future Tourism
  1. Safety and Security: Emphasising the need for robust measures to ensure safe environments for both visitors and residents.
  2. Technological Advancements: Exploring AI-driven personalisation and virtual experiences that enhance travel while questioning authenticity and ethical implications.
  3. Demographic Shifts: Addressing changes in population structure and wealth distribution, necessitating innovative and inclusive travel experiences.
  4. Pursuit of Authenticity: Highlighting travellers’ desires for genuine cultural immersion and meaningful interactions.
Scenarios for 2035

The whitepaper presents four imaginative scenarios, each exploring different futures shaped by key uncertainties like climate consciousness and digital transformation:

  1. The Digital Gateway: Urban tourism becomes highly digitalised, offering virtual gateways and immersive experiences while grappling with socio-economic divides.
  2. The Virtual Voyage: A decline in physical travel leads to a focus on local and regional markets, extended stays, and authentic experiences, supported by rich travel data.
  3. The Tech Takeover: Tech giants dominate, transforming urban tourism with advanced products but raising concerns about the loss of city identities and increased inequality.
  4. The Tech Shift: Balancing technological innovations with cultural preservation, as cities navigate the challenges of maintaining attractiveness in a digital age.
Strategic Recommendations

To thrive amidst these uncertainties, the report advises DMOs to:

  • Leverage Digital Advancements: Embrace partnerships and innovations in virtual travel to enhance visitor experiences.
  • Address Socio-Economic Divides: Ensure inclusive access to digital travel experiences and engage local communities.
  • Strengthen Infrastructure and Compliance: Invest in training, regulatory compliance, and sustainable tourism practices.

By adopting a comprehensive approach and considering all scenarios, DMOs can develop robust strategies to navigate the future landscape of urban tourism, ensuring resilience and sustained attractiveness.

This whitepaper is essential reading for anyone involved in urban tourism, offering insights and strategies to stay ahead in a rapidly evolving industry. Become a member of our alliance and be part of shaping the future of urban tourism!

It is available for City Destinations Alliance’s members only.