The Trust Gap: Why Policymakers Don’t Believe Marketing — and How to Win Them Back

Many policymakers view tourism marketing claims with skepticism, shaped by inconsistent metrics and inflated success stories. This trust gap makes it harder for destinations to secure funding and long-term support. This session explores why the gap exists and how destinations can close it through transparency, independent data, and economic grounding—equipping attendees to communicate results in policy-relevant language and rebuild credibility with decision-makers.