Every destination decision goes beyond logistics—it taps into identity, emotion and human needs. Explore the psychology behind destination marketing, seeing how deeper motivations can inspire more compelling campaigns and meaningful travel experiences. From post-pandemic shifts in traveler behavior to the emotional triggers driving incentive travel, unpack how belonging, esteem and self-actualization are shaping today’s attendee expectations.

Learning outcomes:

Identify the emotional and psychological drivers behind destination choice

Apply psychological principles to destination marketing communications

Design experiences and campaigns that intentionally fulfill deeper human needs

This session is approved for the following certifications.

* ICCA Skills Domain CICS/CICE: Module 3: Destination Promotion, 0.50 credits

* CMP/CEU Approved: Domain J: Marketing and Communication 0.5 credits

* CSEP Approved