Over the past 30 years, many destinations have created special holiday-themed events in order to generate demand in a typically soft time of the year. By hanging over a million lights, decorating boats, conducting parades, and providing carolers and hot chocolate, they were able to draw tour groups to see all the spectacular creations. In today’s competitive and economically fragile environment, however, this might not be enough.

In order for groups to keep coming back, destinations and tour operators must allow groups to “feel” or experience the event. Not only do tour operators and destinations have to create a holiday event, but they must create an event that touches the guests psychologically, evokes passion and triggers emotional connections.
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