DESTINATION BRAND 26 - Destination Brand

DESTINATION BRAND

DESTINATION BRAND 26 – International Edition

From Market Perception to AI Discovery. Two perspectives. One clearer destination picture.

Discover what potential visitors associate with your destination – and how your destination appears in AI-driven travel inspiration.

How is your destination perceived – by travellers and by AI?

Destination choice is changing. Potential visitors are increasingly looking for destinations that match their personal interests, preferred activities and desired experiences. At the same time, generative AI is becoming a new source of travel inspiration, information and recommendations.

For destination management organisations, this creates two essential questions:

What does our destination stand for in the minds of potential visitors?
How is our destination presented when travellers use generative AI?

DESTINATION BRAND 26 – International Edition examines both perspectives. It combines representative demand-side market research with an innovative analysis of AI-driven destination visibility.

The result is a stronger evidence base for destination positioning, thematic marketing, content development and future-ready brand management.

Human Perception × AI Discovery. Two complementary perspectives on your destination brand

Perspective 1 "Theme Competence" (Module 1): What is your destination known for?

Every destination wants to be associated with certain experiences, themes and strengths. But does the market perceive your destination in the same way?

Module 1 “Theme Competence” examines which travel themes potential visitors associate with your destination and how credible your destination is perceived to be for selected experiences and activities.

It reveals whether your intended positioning is reflected in the minds of potential visitors – and where untapped potential may exist.

The analysis helps you understand:

which travel themes are strongly associated with your destination;
how credible your destination is perceived to be for strategically relevant themes;
where gaps exist between intended positioning and actual market perception;
which themes offer the greatest potential for your destination;
how your destination compares with selected competitors;
which audiences are particularly receptive to specific themes;
where opportunities exist for marketing, product and experience development.

Strategic value for your DMO

The results provide an evidence-based foundation for:

Key question: Are you known for the themes you want to own?

Perspective 2 "AI Visibility" (Module 2): How does generative AI present your destination?

Generative AI is changing the way travellers search for inspiration, compare destinations and plan their trips.

Instead of browsing only through search engines, websites and social media, travellers can now ask AI systems direct questions such as:

Which destinations are best for a cultural city break?
Where can I combine nature, food and outdoor activities?
Which lesser-known destinations should I visit?
What is a particular destination famous for?

Whether and how a destination appears in these answers can influence its future visibility and relevance.

Module 2 “AI Visibility” explores how your destination is represented in selected AI-driven travel scenarios.

The analysis can help you understand:

whether your destination appears in relevant AI-generated recommendations;
which themes, activities and experiences are connected with your destination;
how your destination is described and contextualised;
which strengths and distinctive characteristics are highlighted;
whether important strategic themes are missing or underrepresented;
which other destinations appear in comparable recommendation contexts;
where opportunities for stronger AI visibility may exist.

Strategic value for your DMO

The findings can support:

AI-ready destination positioning;
content and information strategies;
website and knowledge-base development;
thematic communication;
digital visibility management;
competitive analysis;
preparation for an increasingly AI-mediated visitor journey.

Key question

Is your destination visible when travellers ask AI where to go?

Express your interest by 30 September 2026

Destination management organisations can express their non-binding interest in AI Discovery & Visibility until 30 September 2026.

We will then contact the interested DMOs with a proposal for the potential scope and timeline. Based on this proposal, the next steps can be coordinated and, if required, a tailored offer can be prepared.

Expressing your interest does not constitute a binding booking or create any other obligation.

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Express your non-binding interest

Two perspectives. Two modules. One stronger strategic foundation.

Human perception and AI visibility do not exist independently. What travellers associate with a destination influences their interest and choice. At the same time, the information available about a destination shapes how AI systems describe and recommend it.

Used together, the two perspectives provide a more comprehensive picture:

Perception What do potential visitors believe your destination stands for?
Visibility How is your destination represented in AI-driven travel inspiration?
Action Where should you strengthen your positioning, communication and content?

The combined perspective helps identify where market perception and AI representation support your strategy – and where action may be required.

What does your destination gain?

Sharpen your positioning Identify which themes your destination already owns and where its profile needs to become clearer.
Align strategy and perception Compare your intended brand positioning with the actual perceptions of potential visitors.
Strengthen thematic marketing Focus campaigns and communication on themes that are credible, relevant and strategically promising.
Improve content relevance Understand which destination strengths should be communicated more consistently across websites, platforms and information sources.
Identify competitive advantages Compare your destination with relevant competitors and identify areas of differentiation.
Prepare for AI-driven travel planning Gain an initial evidence base for managing your destination’s visibility in generative AI environments.
Support internal decision-making Use independent data to inform management decisions and align internal teams, tourism partners and stakeholders.

Designed for destinations at every level

DESTINATION BRAND 26 – International Edition is designed for destination management and marketing organisations at national, regional and local level.

The approach is suitable for:

national tourism organisations;
federal, state and regional tourism boards;
cities and urban destinations;
rural tourism regions;
coastal and mountain destinations;
cross-border destinations;
destination partnerships and tourism networks.

The scope can be adapted to the destination level, strategic priorities, relevant travel themes and selected source markets.

Established destination research with an international perspective

DESTINATION BRAND has been providing representative insights into the demand-side perception of destination brands since 2009.

The study series enables destinations to evaluate their market position, compare themselves with competitors and connect travel themes with relevant audiences.

DESTINATION BRAND currently covers ten important European and international tourism source markets:

The international research experience and current scope of the study series are documented on the DESTINATION BRAND study-series page.

Find out how travellers – and AI – see your destination

Would you like to know which themes your destination is associated with, where positioning potential exists and how your destination appears in AI-driven travel inspiration?

Talk to us about:

the most relevant perspective for your destination;
suitable source markets;
strategically relevant travel themes;
potential competitors and benchmarks;
destination-specific evaluation options;
additional target-group analyses;
the potential scope and timing of AI Discovery & Visibility.

Module 1 “Theme Competence”

Request further information or arrange a non-binding consultation about the most relevant analysis for your destination.

Would you like to take part in Destination Brand 26? Then click here

Module 2 “AI Visibility”

Express your non-binding interest in AI Visibility by 30 September 2026. We will then contact the interested DMOs with a proposal for the potential scope and timeline. Expressing your interest does not constitute a binding booking or create any other obligation.