New TOURISE and LIONS Advisory Study Reveals How Creativity Creates a Commercial Advantage for Destination Growth


“Creativity is a commercial advantage,” said Paul Coxhill, Chief Operating Officer & President, LIONS. “Numerous empirical studies evidence creativity’s role in business growth. The tourism sector is fertile ground for creative effectiveness. Few categories deal so directly in emotion, experience, and memory. Yet in recent years, the sector has seen massive shifts in how people discover, book, and engage with destinations. While demand is rising, so is competition and complexity.”



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