Finding the Optimum Tourism Mix


Part of growing tourism sustainably is ensuring the right mix of different types of tourists – those who will bring the greatest value to your destination and have the least negative impacts.

For instance

  • Tourists staying in an all-inclusive hotel typically have a lower daily spend that those staying in other types of accommodation
  • Cruise tourists have a lower daily spend than land-based tourists
  • Backpackers (or independent travellers) may have a lower overall spend than ‘package’ tourists, but proportionally contribute more to the local economy

Read more about what tourism researchers and practitioners say in this article from Sustainability Leaders.


Project Aims

This innovative research project will begin in Tenerife. Our aim is to understand the ‘true’ value of different tourist markets, to broaden research parameters beyond discretionary spend and look at a range of factors:

  • Economic
  • Environmental
  • Social
  • Cultural

We will evaluate the costs and benefits of different tourism market segments, enabling an understanding of the relative values of each, and the optimal market mix required to ensure that tourism planning and development achieves the outcomes desired by the destination authority.

Tenerife provides a perfect context for the research, as it attracts a diverse range of tourists looking to enjoy very different holiday experiences. Therefore, it will provide opportunities to measure and compare the different impacts of different segments.



We believe that this research could have far-reaching impacts and could form the basis for a new approach to sustainable destination management.

It will align markets with destination priorities and strategies, maximising value and laying the groundwork for sustainable growth.


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