Why does traditional marketing no longer work for every destination? And how can destinations encourage visitors, residents and businesses to move in the same direction?
In this episode of LeisureTalk, host Richard Otten speaks with Isabel Mosk about participation, niche marketing and building strong destination brands. Isabel discusses her work as a tourism strategist and travel trendwatcher and shares the story behind Terschelling’s successful Dark Sky campaign.
They also explore AI, changing travel behaviour and the future of tourism. According to Isabel, travellers increasingly make decisions based not only on the destination itself, but also on their identity, interests and personal needs.
Listen to the podcast: How trends and niche marketing are changing tourism – LeisureTalk
Publication date: 21 May 2026