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In recent weeks, the economic landscape has undergone a transformation, shifting from pessimism to optimism. The indicators paint a promising picture: inflation is on the decline, jobs are being added to the market, and wages are rising at a pace that outpaces price increases. Yet, this newfound economic stability is a delicate balance that the New York Times calls—good, but not too good. So, what implications does this nuanced economic status hold for the tourism industry and destination marketing organizations?

Economic Optimism

The recent economic data suggests a more optimistic outlook. Inflation, which had been a cause for concern, now appears to be receding. The United States continues to create jobs, albeit at a pace that avoids concerns of an overheating labor market. Wages are increasing, a positive sign for workers, without igniting fears of spiraling inflation. In essence, the economy is in a good place, but it’s not reaching the heights that could potentially lead to complications down the road.

The Impact on Tourism

For the tourism industry, this economic climate brings a mix of opportunities and challenges. Let’s delve into how this delicate equilibrium can affect tourism numbers:

  1. Consumer Confidence: A stable economy often translates into higher consumer confidence. When people feel financially secure, they are more inclined to spend on leisure activities like travel. Destination Marketing Organizations (DMOs) can leverage this by promoting their destinations as attractive and accessible options for those looking to explore.
  2. Budget-Friendly Travel: With inflation in check and wages rising, travelers may have more disposable income. DMOs can tailor their marketing strategies to highlight budget-friendly aspects of their destinations, appealing to a wider range of potential visitors.
  3. Domestic vs. International Travel: Economic stability can influence the choice between domestic and international travel. If the economy remains in this ‘good, but not too good’ state, people might opt for domestic vacations over more expensive international trips. DMOs should recognize and adapt to this potential shift in preferences.
  4. Business Travel: The corporate sector closely follows economic trends. A stable economy can lead to increased business activities, including conferences and meetings. DMOs can collaborate with local businesses to attract corporate events, contributing to tourism numbers.
  5. Sustainability and Responsible Tourism: As economic concerns ease, travelers may become more environmentally conscious. DMOs can emphasize sustainable and responsible tourism practices, attracting visitors who are mindful of their ecological footprint.
  6. Planning for Potential Changes: While the current economic status appears positive, it’s essential for DMOs to remain adaptable. Economic conditions can change rapidly. DMOs should have contingency plans in place to address shifts in tourism demand and visitor expectations.


The ‘good, but not too good’ status of the economy presents a unique opportunity for destination marketing. DMOs can harness the positive economic sentiment to attract tourists seeking memorable experiences. However, they must also remain vigilant and prepared for any potential changes in economic conditions. By striking a balance and staying attuned to traveler preferences, DMOs can navigate this nuanced economic landscape and continue to drive tourism growth in their regions.

Rebecca Barnes

Rebecca aka DMO's Best Friend is the CEO of Imagine. With more than three decades of experience launching and operating award-winning companies, she gained invaluable insights into the intricate challenges that businesses encounter. Harnessing this expertise, she has build successful tourism marketing programs, initiatives, and campaigns for counties, cities, towns, venues, hotels, and captivating destinations. In her free time, she enjoys spending time with her Grands, reading, traveling, and sleeping.

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