The Challenges of Tourism Market Segmentation in a Competitive Global Landscape

High-yield tourism focuses on optimising source markets and segments - but is this compatible with destination capacity building? To kickstart Season 2 of the High-Yield Tourism Podcast, Gary and Jens discuss the challenges of effectively segmenting tourism markets in Asia, Africa, the Middle East & Europe. As competition to attract tourists intensifies, modern travellers want both customized experiences while displaying fragmented preferences. This means that high-yield tourism strategies should start from a consumer demand perspective rather than a destination campaign theme, slogan or tagline. But market segmentation also requires a deep understanding of national or regional assets to target the right customers at the right times with the right products and services. Easier said than done!