Events

The Devotion Dividend: Passion-Tourism and the Shift from Volume to Value Most destinations still measure success by arrivals. This panel asks what happens when they measure something else. Passion-tourism is travel built around devoted communities such as birdwatchers, stargazers, pilgrims, food lovers and craft collectors. These travelers often plan years ahead and return again and again. The discussion draws on The Devotion Dividend, the first book in The Passion-Tourism Economy series by Dr. Jens Thraenhart, launched at the Green Destinations 2026 Global Conference in Slovenia. Four leaders from academia, destination management, hospitality and sustainability certification will discuss how destinations can find the communities that care about what they offer, build products and brands around them, and keep the benefits with local residents. The session offers practical lessons for tourism boards, hotels and policymakers.