How to Combat the Return of the Trump Slump with Destination Stewardship
With Trump winning another term, U.S. tourism will likely face renewed challenges similar to those seen during his previous presidency. International visitor numbers dropped significantly then, driven by policies such as travel bans and an “America First” rhetoric, which created a perception of the U.S. as unwelcoming to some international travelers. This led to what some dubbed the “Trump slump,” with international arrivals dropping by 6.8% in 2017 alone, resulting in billions in lost revenue for the U.S. tourism industry.
In his new term, potential policy shifts may again focus more on domestic tourism. While beneficial for local economies, domestic tourism often lacks the high-spending impact of international visitors. Funding for critical initiatives, such as Brand USA—which promotes U.S. destinations abroad and faced major defunding during Trump’s last term—could also be at risk, affecting the U.S.'s global tourism competitiveness.
For Destination Marketing/Management Organizations (DMOs), this environment underscores the importance of adopting strategies centered around destination stewardship and sustainable tourism to build resilience and maintain competitiveness. Here’s how DMOs can prepare:
Differentiate Through Destination Stewardship
International traveler numbers will likely decline again during Trump’s presidency due to policies perceived as unwelcoming. However, a focus on sustainable tourism could give U.S. destinations a competitive edge in attracting the international visitors who still choose to come. Today’s travelers are increasingly drawn to eco-friendly destinations; in fact, 78% of global travelers plan to stay in sustainable accommodations, and 76% seek immersive experiences that connect them to nature and local culture. Responsible tourism practices that emphasize cultural respect, visitor education, and environmental stewardship can enhance a destination’s reputation. This approach helps DMOs position their locations as progressive, community-centered, and future-focused, creating a competitive edge even in a challenging international tourism market.Build a Welcoming Brand Image
Given potential policy-driven perceptions, sustainable tourism and stewardship efforts can help project an inclusive, welcoming image. By prioritizing inclusive tourism that values both visitors and locals, DMOs can counter any negative perceptions created by political factors. This helps destinations communicate a commitment to equity, appealing to a diverse range of travelers.Counterbalance Policy by Prioritizing the Environment
Shifts away from federal environmental protections under a renewed Trump administration may challenge U.S. destinations aiming to sustain their natural appeal. The previous administration favored deregulation, focusing on expanding resource extraction and reducing funding for conservation programs, which could lead to increased pollution and strain on natural resources. To counteract these impacts, destination organizations can play a vital role by reinforcing local sustainability initiatives. For instance, investing in resource conservation, promoting low-impact tourism, and supporting eco-friendly infrastructure can help destinations maintain their environmental integrity and attractiveness.Strengthen Community Engagement and Economic Resilience
Destination stewardship goes beyond attracting visitors; it’s about enhancing the community’s well-being and resilience. By supporting local businesses, engaging residents in tourism planning, and reinvesting in community-based initiatives, DMOs can build strong community support and economic stability. This approach reduces reliance on any one segment, making destinations more adaptable to shifts in visitor demographics and global market trends.
In times of uncertainty, sustainable tourism and destination stewardship are essential strategies for DMOs. Proactive stewardship allows destinations to adapt to changing tourism patterns, foster positive perceptions, and remain competitive globally. With these practices, DMOs can protect local environments, support communities, and position themselves as leaders in responsible tourism—ensuring their destinations thrive in any market condition.
Sources:
https://passport-photo.online/blog/sustainable-travel-statistics/