It’s National Travel and Tourism Week (#NTTW25), and this year’s celebration feels more meaningful than ever. Sure, we can (and should) celebrate the $2.9 trillion that travel contributes to the U.S. economy and the 15 million American jobs it supports. But travel is about more than dollars and data.
Travel is about people.
As marketers, we have a powerful role in making destinations, attractions and experiences welcoming, accessible and enriching for everyone.
After attending the 2025 Oregon Governor’s Conference on Tourism (GovCon) last month, we’re more energized than ever about the future of travel marketing. From accessibility to authenticity, here’s what we’re thinking about at JayRay as we look ahead.
1. Travel is for everyone, but it doesn’t always feel that way
The travel industry has long celebrated “dream destinations” and “bucket list experiences,” but for too many people, systemic barriers still exist — physical, financial, informational and cultural.
The future of travel marketing must be rooted in accessibility. And not just ADA compliance. We’re talking about:
- Clear, upfront information about terrain, transportation, facilities and service options
- Visual storytelling that includes travelers with diverse abilities, ages, races and backgrounds
- Proactive partnerships with organizations that support accessible travel (like Mobility International USA)
We heard it loud and clear at the GovCon: accessibility is not a niche market. It’s part of being a welcoming, world-class destination.
Homework: Audit your websites, visitor guides and marketing materials with accessibility and inclusion in mind. Partner with a traveler with lived experience to review with you, and document at least three improvements.
2. “Belonging-first” destinations will win out
It’s not enough to say, “Everyone’s welcome here.” Visitors want to feel it. Today’s travelers are seeking destinations where:
- Their identities and experiences are recognized and celebrated
- Their safety and comfort are prioritized
- Their presence is not an afterthought, but part of the community’s story
This is where marketing and placemaking intersect. It’s about ensuring all travelers see themselves reflected, not just invited.
Homework: Move your next marketing campaign beyond representation to authentic, meaningful engagement. Consider collaborating with a local community group to co-create a piece of content that shows your destination through their lens. Bonus: Make it a recurring content series to build momentum.
3. Sustainability is expanding to “sustainable access”
We’re used to considering sustainability as preserving our natural and cultural resources. But there’s a new layer emerging: sustainable access. This includes:
- Managing tourism flow so all visitors can enjoy a high-quality experience
- Prioritizing investments in public transit, accessible trails and inclusive programming
- Supporting local economies and businesses that contribute to community vitality
Homework: Sustainable travel isn’t just about protecting the destination; it’s about preserving the traveler experience today, tomorrow and years from now. Pick one seasonal event and build a “Know Before You Go” content piece with tips on crowd-free times, accessible paths, alternative transportation options and respectful visitor behavior. Test it with a small audience, then roll it out more broadly and track how it impacts engagement or feedback.
Destination marketing isn’t just about promoting travel. It’s about shaping what travel means. Review your messaging to eliminate assumptions about who travels, how they travel and why they travel. At JayRay, we commit to design with intention, baking accessibility, belonging and sustainability into our creative process, not just as an add-on, but as a foundation. Because even if you’re not in the tourism biz, you’re still in the business of belonging — and that’s a trip worth taking.