Based on a series of six reports providing insights into the strategic vision and the operational actions tourism destinations worldwide are developing to attract visitors, this executive summary presents combined key results for each of the reports. The project focuses on six high potential markets, namely Brazil, Canada, China, Japan, Russia and the United States.
This fact-finding research offers a bird’s-eye view of the competitive environment in the global tourism marketplace, and a portrait of the tourism strategy and marketing activities of competing destinations in each market. This project has been carried out within the framework of the ETC-EC ‘Destination Europe 2020’ initiative.
