Redesigning Destinations for the Decade Ahead at Skift Global Forum – Full Video

Key Points

• Tourism leaders from Canada and Spain addressed shifting travel patterns and a decline in U.S. market visits at the Skift Global Forum.
• Both countries are leveraging digital tools and data models to better manage visitors and target marketing efforts.
• Spain is preparing for major 2026 events, including the Sagrada Família completion and a solar eclipse, aiming to promote less-visited regions.

Summary

At the Skift Global Forum, tourism officials from Canada and Spain discussed declining U.S. travel to their countries and the need for innovative destination management. Both highlighted the use of advanced digital tools to better understand and target travelers, with Canada developing a 'traveler twin' and Catalonia testing similar models to spread out visitor flows. Spain is also preparing for significant 2026 events to attract visitors and encourage exploration of less-frequented areas.