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Should destinations focus on yield rather than arrivals?

Should destinations focus on yield rather than arrivals?
By Prof Harold Goodwin*
From a consumer or traveller perspective there are many answers, but it is not difficult for a traveller or holidaymaker to say why they are travelling. It could relate to business, leisure, adventure, pilgrimage, to visit family and friends, to play golf or to watch their team.

“Increasing numbers of destinations are addressing whether we’re going to use tourism, or if it’s going to use us.”

It’s much more difficult from a destination perspective. The industry often simply wants more, accommodation providers in particular. They look to city and national governments to attract more tourists, more overnight visitors. The industry looks to government, the public purse, for its marketing and to attract and stage events which bring them their clients.

This raises the question, why?

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