The travel destination (and what is has to offer) no longer is the single driving force behind the choice where to travel. Travel experts are saying that travel is evolving from something that people 'want' to something that they really 'need'. And that is why more and more people are matching the destination of their choice with their interests and passion. This can be anything from cooking, to culture, yoga, wine-making or adventure.
This fact offers great opportunities to destination marketeers (DMO's and CVB's) to target these interest groups through social media communities.
Destination not only driving force in travel industry | Reuters