The Hart team recently attended the Pure Michigan Governor’s Conference on Tourism, where big challenges – and even bigger opportunities – were front and center.
Uncertainty, transformation and bold ideas are shaping the future of travel and tourism. Here are five themes that stood out, and how Hart is helping destination brands take action.
- Uncertainty is the new normal.
Between funding challenges, political shifts and global tensions, there’s plenty outside your control. But what’s within it? Your mission. Your message. Your uniqueness. Hart helps brands stay focused, clear and connected, even when the path ahead feels unpredictable.
- Destination marketing is evolving into destination stewardship.
It’s no longer just about drawing visitors in – it’s about protecting what makes your place special while aligning with resident and community priorities. We help destinations reframe the role they play and build strategies that create universal benefits and long-term value.
- Slow travel is speeding up.
Today’s travelers – especially those 50+ – want depth over checklists. They’re seeking restorative, meaningful experiences. According to AARP, 95% say travel is good for their mental health. That’s not just a stat – it’s a North Star. We help destinations design and promote immersive experiences that deliver on that promise.
- Visitors are investors.
A visit isn’t just a weekend away – it’s often the first step in something bigger. More people are choosing to live where they travel. That creates a powerful overlap between tourism, economic development and talent attraction. Hart brings those threads together in one actionable strategy.
- Funding models need a rework.
Everyone’s feeling the pinch. But we’ve seen how a bold vision, clear messaging and the right partners can unlock new funding pathways. Whether it’s public-private collaboration, grants or community investment, we help destinations think beyond room tax.
Whether you're navigating change, rethinking strategy or just want a smarter way to connect with travelers, Hart is here to help.
Let’s turn insight into impact. Contact us.