Destinations International released the findings of its 2025 DestinationNEXT Futures Study.

The research, which is conducted every two years in partnership with MMGY NextFactor, focuses on top trends impacting the industry, as well as strategies for navigating current issues. The 2025 report includes insights from a global advisory council, five industry panels and a survey of 537 industry professionals from 36 countries.

"This year's study underscores the transformative period destination organizations are navigating, shaped by rapid technological advancements, geopolitical uncertainties, evolving traveler preferences and growing community expectations," said Don Welsh, president and CEO of DI. "These findings serve as essential guidance helping leaders to strategically adapt and thrive."

The findings reveal that 42 percent of convention and visitor bureaus say their funding is at risk of being reduced or eliminated in the next three years — up from 37 percent in 2023. In addition, 84 percent of destination organizations say they're actively involved in local development as their roles are expanding and their KPIs are shifting to focus on community benefits and sustainability rather than just visitation numbers and total spend.

The report also includes a roadmap identifying the top challenges shaping the future of CVBs. These include:

1. Securing investment through advocacy and impact;
2. Navigating economic and geopolitical uncertainty;
3. Scaling organizational capacity to meet growing expectations;
4. Shaping places for people and prosperity;
5. Reimagining destination marketing in the age of AI;
6. Driving impact through intentional event strategies;
7. Advancing regeneration and building long-term resilience; and
8. Creating a future-ready organization and industry workforce.

"The 2025 DestinationNEXT Futures Study reflects a pivotal moment for destination organizations — one defined by complexity, but also by opportunity," said Cassandra McAuley, managing director at MMGY NextFactor. "This year's findings offer a clear call to action: Destination leaders must embrace innovation, advocate boldly, and redefine success in broader, more inclusive terms. We're proud to partner with Destinations International in delivering insights that will help chart a resilient and future-ready path for our industry."