Embracing the Unexpected:
How Destination Brands Must Evolve for Tomorrow’s Travelers
—Stephanie Perri and Victoria Kearns
The modern traveler doesn’t want a checklist—they want a story. They’re not seeking destinations; they’re searching for discoveries. And for those of us crafting the narratives that bring places to life, this shift demands a fundamental rethinking of how we approach destination marketing.
Read on for four key insights shaping our 2025 approach with tourism partners as destinations navigate the changing landscape of traveler expectations:
The Power of Being Unclassifiable
Destinations that defy simple categorization have a unique advantage in today’s travel marketplace. At the recent Visit NC tourism conference in Hickory, this theme emerged powerfully during a compelling keynote by Atlas Obscura co-founder Dylan Thuras. His address on “North Carolina’s Unclassifiable Spirit” reinforced what forward-thinking marketers already know: cookie-cutter travel narratives no longer resonate with modern explorers.
From the misty peaks of the Appalachians to the wind-swept coastal plains, North Carolina’s refusal to fit neatly into any one box is precisely its greatest asset. This insight extends beyond state lines—it’s the future of destination marketing everywhere.
What Travelers Want in 2025 (and Beyond)
The tourism landscape is undergoing a profound transformation, with several key trends emerging:
- The Slow Travel Movement is gaining momentum. Travelers—especially younger ones—are choosing to stay longer in fewer places, prioritizing connection over checklists.
- Nature-based tourism continues to thrive, with niche experiences like backcountry camping and guided nature photography tours carving out significant space in destination marketing strategies.
- Family travel is evolving, with a notable rise in grandparent-grandchild getaways and luxury all-inclusives designed for multiple generations.
- Luxury is being redefined, with travelers increasingly willing to pay premium prices for sustainable, immersive experiences that offer exclusivity and access—from luxe rail journeys to eco-conscious accommodations.
For marketers, these shifts create rich storytelling opportunities—whether positioning a lesser-known town as a “destination dupe,” showcasing local guides and artisans, or building campaigns around “set-jetting” for locations featured in popular media.
Finding Your “Weird Wins”
One of the most compelling insights from our recent industry gathering was how destinations can stand out by embracing their quirks. Instead of trying to appeal to everyone, the most successful destinations are leaning into what makes them unique.
This philosophy has guided our work with Visit Ocracoke, where we’ve helped position this remote Outer Banks island not as just another beach destination, but as North Carolina’s most distinctive coastal experience. What makes Ocracoke truly special is precisely what it lacks—there are no chain hotels, no shopping malls, no mini-golf courses or flashy boardwalks that typify commercial beach tourism. This absence of cookie-cutter attractions is the island’s superpower.
Our campaign celebrated Ocracoke as “Deliberately Different,” emphasizing that visitors won’t find fast-food restaurants or big box stores—instead, they’ll discover locally-owned inns, family-run restaurants serving fresh-caught seafood, and pristine beaches without high-rise condos blocking the view. By highlighting Ocracoke’s rich pirate history, the iconic lighthouse, the beloved wild Banker ponies, and the island’s distinctive brogue dialect, we’ve crafted a narrative that celebrates its authentic character rather than trying to compete with more commercially developed destinations.
This concept mirrors what we’re seeing across consumer behavior: people crave experiences that feel tailored specifically for them. The winning formula? Find your “onlyness,” speak to a specific traveler, and craft narratives that center people, not just places. For Ocracoke, this meant showcasing the generational fishing families, skilled artisans, and local storytellers who give the island its soul—the very elements that can’t be replicated in more commercialized settings.
Harnessing Data and AI for Better Tourism Storytelling
When research and AI combine, the results can transform how we approach destination marketing. Tools like Julius, NotebookLM, and PerplexityAI—alongside ChatGPT—are helping tourism marketers work smarter, uncovering insights faster and making more strategic decisions.
What’s clear is that AI isn’t replacing creative work—it’s enhancing it. By pairing data with strategy, we can track visitation as it relates to economic impact and craft more targeted, effective campaigns.
Crafting Tomorrow's Destination Stories
As tourism evolves, one truth remains: destinations that embrace their authentic identity and tell resonant stories will thrive.
At Avenir Bold, this approach isn’t something we learned at a conference—it’s in our DNA. We’ve built our reputation on helping destinations celebrate what makes them distinctive, whether highlighting Ocracoke’s deliberate lack of commercialization or helping other partners embrace their unique characteristics.
Our process blends storytelling art with data science, creating campaigns that connect emotionally while delivering measurable results. We craft narratives that honor a place’s soul and the people who bring it to life, attracting visitors who will truly appreciate what makes each destination special.
We remain committed to helping destinations not just be seen, but truly understood. Because memorable travel experiences aren’t about checking boxes—they’re about discovering stories worth telling.
We’re ready to help write yours.