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The purpose of this paper is to identify and describe the most recent (or emerging) trends likely to have a major impact in shaping the future of tourism in Europe.

The methodology of this paper involved in-depth literature review of European Union policies, initiatives and programs. Also, semi-structured interviews were conducted with key individuals/organisations, mainly at a European level, but also including pertinent global and national tourism organisations. Moreover, an online survey was also conducted and circulated to a wide range of organisations from all 28 EU Member States. Nvivo was used to analyse the documents as well as to conduct a content and thematic analysis of the interviews.

This paper identifies five trends associated with the future of tourism in Europe. Those main trends are: evolving visitor demand; marketing; stakeholders and tourism governance; new technologies; and sustainable and responsible tourism.

This trends paper provides five useful recommendations for the future of tourism in Europe, including: sustainable tourism development, investment in technology, effective tourism governance, enhance Europe's overall destination brand and marketing strategy, and the need for new skills and training.

The purpose of this paper is to investigate the impact of two micro trends on the future marketing functions of national tourism organisations (NTOs): the increasing power of individuals and the irreverence of NTO’s current marketing functions.

Through a discussion of the literature driving the two identified micro-trends, a number of supportive sub-micro trends were also identified and explored.

The paper concludes that NTO’s have failed to recognise the growing distrust of monolithic organisations. NTO’s seem to be more concerned about their own survival, rather than providing a service to both their citizens and tourists. Also NTO’s have failed to acknowledge that tourists are much more confident in making their own decisions, based on marketing information from their own trusted “closed friendship groups”, rather than relying on NTO’s.

The paper is based on a discussion of issues from only two micro-trends, but tourist decision-making processes may be more complex than suggested.

The paper concludes that in the near future there will be an increasing rejection of NTO’s marketing information, and in the longer term this may result in the demise of NTO’s. However, if NTO’s are to survive, it suggests two actions they could take to ensure their future relevance to both its citizens and tourists.

Questioning whether national/state organisations always act in the best interests of its citizens, challenges the trust in NTO’s. The paper suggests that NTO’s recognise that their power relationships are more strongly linked to ideals of nationhood and endorsement by their international peers, rather than providing services to tourists.

This paper questions the implicate assumption that NTO’s should be a trusted source of marketing information. It suggests that NTO’s have failed to recognise the changing methods tourist use to help in their decision making.

During the 2014 independence referendum in Scotland, there was much debate about the future broader political direction of the country but little discussion about its impact on Scottish tourism. The purpose of this paper is to explore and discuss the impact of the different future political options from a tourism perspective.

From the literature, four main political drivers were identified, and using Scotland as a reference, they were used in discussions with six experts to explore how tourism could develop under different political options. The outcomes from these discussions were combined by the researcher to develop in conjunction with the experts an agreed discussion note. This discussion note formed the basis for the exploration of the impact on tourism under four different future political options.

Of the four political options (devolution limited, devolution plus, devolution max/fiscal autonomy/federation and full independence), it is clear that all options had different positive and negative impacts for tourism. The devolution max option, however, was perceived as most damaging to tourism, because tourism would not be considered a priority, relative to other policy issues. The study concludes with six key lessons that destination management organisations (DMOs) should contemplate when considering the impacts of different political futures.

Being focussed on one country with a strong political party whose raison d'être is independence makes it difficult to extrapolate the results. Nevertheless, given the strong commonality of agreement of the impacts within the experts consulted, this study suggests that DMOs can and should engage in political debates about the future of tourism in their destination.

The 2014 independence referendum in Scotland failed to achieve its primary aim of independence for Scotland, but it did provide space for other political options to be explored. This paper provides a perspective on how tourism could develop under different political options, and so help raise its profile in any future debates, both in Scotland and other destinations.

The purpose of this paper is to better understand the tourism experience of millennials by connecting their value orientations to the meaning that they give to travel. In doing so, it also aims at discovering profiles of young tourists that can be targeted both now and in the future by tourism organisations.

A survey based on validated scales reached 423 Dutch millennials. An integrated multidimensional research strategy has been applied where models that reduce the gathered data to fewer components (principal component analyses) were followed by a cluster analysis.

Ten value orientations (Schwartz, 1994) and four travel meanings have been identified. By combining these ten value orientations and four meanings, nine clusters have been identified representing groups of millennial tourists with different needs. For example, while two clusters fit into the popular description of young travellers seeking only unpretentious enjoyment, millennials represented in two other clusters are strongly motivated by self-transcending values, distance themselves from the travel meaning escapism and relaxation and will therefore not positively respond to a merely hedonic travel offer.

Replication of this research is recommended in other national contexts, possibly using a longitudinal approach.

The nine clusters should be approached with a dedicated travel offer. In particular, at least two clusters of millennials may be successfully approached with a sustainable tourism offer.

The combination of value orientations and travel meanings portrays a detailed and realistic picture of the tourism experience looked for by millennials.

The purpose of this paper is to identify the link between political ideology and the management of tourism in countries. The authors stipulate that the predominant political ideology in the country influences the nature and logic of state interventions in the tourism industry.

The paper elaborates several case studies from various countries – Bulgaria, Cyprus, Scandinavia, Russia, USA, China, Japan, Indonesia, and North Korea.

Countries with predominant (neo)liberal ideology do not typically interfere in tourism regulation, while nationalism leads governments to stimulate inbound and domestic tourism. Communist ideological approaches tend to be burdensome, inhibiting growth while stressing the promotion of the socialist achievements of a country. Countries that are traditionally thought of as social democratic have been evolving in recent years to regulate tourism in ways that are more liberal in nature than social democratic.

Political ideologies shape the acceptability of government support for private tourist companies, legislation in field of tourism, limitation/stimulation of inbound/outbound tourist flows. For the future the authors expect greater politicisation of tourism, active tourism “wars” between countries, greater control of governments on populations, thriving nationalism, “aggressive” environmentalism.

This is one of the first papers to discuss the impact of the political ideology on the management of tourism at the national level.

The purpose of the present paper was to explore the best practices of destination management in promoting tourist destinations through the Mozambique government website (INATUR) and identify strategies that enhance its visibility and online presence. This was only possible by (1) exploring if people are aware of the government website’s existence; (2) examining the existence of indicators of the engagement behaviors for the web-users (visitors) in their searching process on the government website; (3) exploring if the engagement behavior and website features have influence on the government website visitors’ satisfaction and (4) providing measures to enhance the popularity of the government website at INATUR.

The study combined a qualitative and quantitative methodological approach from the primary data collected via an online questionnaire survey of 269 random respondents, and the selected data was analyzed and processed using Stata 13 with the descriptive statistic and ANOVA [Analysis of Variance (an econometric model)] technique. The data was collected from secondary sources and from the interview, a strengths, weaknesses, opportunities, and threats (SWOT) analysis was applied with an interpretive approach.

The government website presents the minimum of relevant information to respond to the users’ needs and expectations. There is little knowledge regarding the existence of the government website for tourism destination marketing. Few respondents were surprised about this website’s existence. The optimistic side of responses came from those peple who used the website and it helped their expectation. The correlation analysis showed a significant positive relationship between the government website features and the visitors’ searching satisfaction; the interview outputs noted that the shortage of staff at INATUR with knowledge of digital marketing engagement plays a role in solving the problem of the visibility and online presence of the website.

One of the apparent limitations of this research was the world pandemic situation (Covid-19), which influenced to make abrupt arrangements in conducting the questionnaire survey and interview compared to the planned schedule. The interview was supposed to be a field research to have direct contact with her respondents and collect nonverbal information through the respondents’ body language, but unfortunately, it was not possible. Improvising was one of the solutions and had to design an online questionnaire survey for national and international tourist respondents and an emailed interview with INATUR director. Because of that, the results showed a very significant gap between African nationals and international respondents in number of 264 and 5, respectively (about in 98,14%) caused by the lockdown and traveling limitation.

The adoption of the contents in “Recommendations for policy and decision-making” can help in synergizing an integrative marketing communication strategy that enables all actors to maximize local economic benefits without spending many financial resources, and support sustainability, different tourist destination suppliers, authorities and local communities’ development. Ensuring effective and efficient communication, and above all, enhancing the provision of reliable information. Reinforce the importance of the practical teaching and learning of digital platforms in tourism schools and universities; offer a thematic tool to serve as an analytical basis in future studies, encouraging continuous scientific research on the subject under study.

Raising the awareness of the government website among tourist consumers; promoting Mozambique as a reference destination and its tourist diversity through the use of the government website; capitalizing tourists’ enterprises for communities’ development; improving the competitiveness of destinations through greater exposure of tourism products and services on the government website boosts the economic gains for the development of the tourism sector in the country. Accessibility to the information channel of Mozambican tourist destinations via the government website, and stimulating the desire to visit; improve and enrich the visitor’s experience quality on the government website in the tourist information consultation.

It is the first research in the country about tourism destination marketing using indicators like customers’ behavioral engagement levels based on social interactions such as likes, shares and comments on the government website, as well as its awareness and performance aspects, to analyze if the INATUR government website is being successful on its tourism destination marketer role. The research was also done to bring solutions to the current trends of the Covid-19 pandemic that has affected and disrupted the tourism industry.