More than 80% of travellers want “unexpected, local discoveries,” but tourism remains concentrated in established hotspots due to infrastructure and distribution constraints.

Willem Niemeijer, CEO & Founder of YAANA Ventures, said the imbalance is driven by access, not demand. Popular destinations benefit from a “self reinforcing loop,” where they “get the most airlifts… the most hotels and get to marketing,” concentrating visitor flows and limiting revenue growth in secondary markets.

This concentration carries financial implications. Operators focusing on established routes risk missing new revenue streams, whilst overcrowding reduces long-term destination appeal. Despite clear demand, many operators “stick with the tested destinations… don’t take risk,” Niemeijer said, slowing expansion into less-developed areas.

To unlock new markets, operators must lead rather than follow. Niemeijer said they need to become “trendsetters, not trend followers,” by actively promoting emerging destinations. Execution is critical. “Sell the experience narrative. Don’t lead with the names of these new destinations,” he said, suggesting operators highlight activities such as nature, culture, or local experiences instead of unfamiliar place names.

Blended itineraries are one way to reduce adoption risk. Combining well-known locations with lesser-known destinations can ease travellers into new markets whilst building demand gradually.

Expansion must remain controlled. Niemeijer warned operators “cannot… lead with volume” in new destinations and should “start by adding smaller” to avoid straining infrastructure and service capacity. Early-stage projects also set quality benchmarks, influencing future development.

Local workforce development is essential to sustain growth. Training guides and staff improves service standards and helps retain economic benefits within communities, supporting repeat visitation and long-term viability.

Government support can further accelerate development by improving infrastructure and preparing destinations for investment.

As demand shifts, operators that invest in experience-led marketing and phased expansion are better positioned to capture new revenue streams. Those that remain focused on established routes risk continued concentration of tourism spending and slower growth in an increasingly competitive market.