Here are three signals we're watching and what they could mean for destination marketers.

Before someone checks into a hotel, orders their first meal, or takes their first photo, they've already started experiencing your destination.

This week’s signals point to a bigger shift: travel demand is still strong, but the way people discover, evaluate, and act on that demand is getting more fragmented. Major events are driving movement. AI and prediction platforms are reshaping how people make decisions. And cultural moments are becoming travel infrastructure in disguise.