What is required for a destination to rejuvenate during the life-cycle?

The process of rejuvenation in a destination’s life-cycle is essential for its sustainable growth and involves introducing new uses and targeting new customers. As a destination matures, it may face challenges such as declining visitor interest or increased competition. To counteract these issues and breathe new life into the destination, stakeholders must innovate by offering fresh attractions, experiences, or services that appeal to a different or broader audience. This might include diversifying activities, updating infrastructure, or enhancing the marketing approach to attract emerging travel segments.

Focusing on new customers allows destinations to address changing market trends and preferences, ensuring they remain relevant and appealing. This proactive strategy can lead to increased visitor numbers and revenues, effectively revitalizing the destination.

In contrast, repeating the same marketing strategies does not take into account the evolving nature of consumer preferences and market conditions. Restrictions on access to older demographics may alienate long-time visitors without necessarily bringing in new ones. Simply expanding facilities might cater to larger groups, but it doesn’t guarantee increased interest or engagement with the destination. Therefore, introducing new uses and targeting new customers is the most effective approach for rejuvenation.