This strategy was written at a time of crisis – in just a short time, the pandemic has turned the experience economy’s market structures, flows and trends upside down, both in Denmark and internationally. The pandemic has been an effective demonstration that agility and adaptability are crucial when there are unpredictable and turbulent external conditions.
Now it is about finding our way in the changed reality, where we see four overall trends and perspectives in the development of our shared destination.
THE FOUR TRENDS ARE:
1 STAYCATION - HERE TO STAY
2 URBAN ESCAPISM
3 DIGITALLY FREE
4 SUSTAINABILITY CAN’T WAIT
1
STAYCATION - HERE TO STAY
It is thought-provoking that it took a global crisis to get the Danes to discover their own backyard. The summer of 2020 was characterised by the staycation and based on geographical constraints, but the staycation is here to stay, and it holds great potential for South Zealand and Møn. The Tourism Co-operative must utilise this potential by better understanding the needs and preferences that will drive staycation demand in the run up to 2024.
2
URBAN ESCAPISM
The COVID-19 crisis has led many to seek out nature and avoid experiences and places where the probability of encountering many people is high. South Zealand and Møn has a great deal of potential thanks to its suburban geography and its range of nature-related, non-overcrowded experiences. This must be translated into longer stays as well as return visits based on authenticity, quality and escapism.
3
DIGITALLY FREE
After the staycation comes the workcation. Video conferencing and remote working have become the norm. With warp speed, we have acquired digital tools that make us independent of the physical framework of our workplaces. This means completely new work and travel patterns, with the potential for longer weekends and holidays that combine work with leisure. Digital freedom brings new forms of travel and accommodation, which is interesting for South Zealand and Møn because it introduces new attractive target groups and because the season can be extended, for example with combined work and holiday stays outside of the holiday seasons.
4
SUSTAINABILITY CAN’T WAIT
In many countries around us, the pandemic has given rise to a discussion of the ‘next normal’ – whether governments and destinations should focus on rapid reconstruction or completely change goals and resources in favour of long-term sustainable development. Yet even now, data shows that consumers – and destination competitors – are not prepared to wait. South Zealand and Møn will incorporate sustainability in a broad sense across all efforts and development initiatives from the start – as well as in reconstruction. This applies to nature as part of the experience product, but also in relation to value creation and commitment to the local community. In future, we will actively work with the triple bottom line for tourism development:
Likewise, we will bear in mind the relevant UN Global Goals (Sustainable Development Goals - SDGs) in our projects.