AFAR Live

Attracting High-Value Travelers with Values-Based Storytelling and Marketing

Through the Portrait of American Traveler study, AFAR has partnered with MMGY to understand affluent and conscientious global travelers, the trends they’re driving, and the critical impact they’re making on the travel industry's recovery and future. This research will help lay the groundwork for a discussion around how to attract the right visitors with compelling values-based storytelling and marketing. 

Through comprehensive, content-rich programs and sponsorships, AFAR has worked with many destination organizations and tour operators to help them tell and amplify values-based stories to effectively generate awareness, change perception, and ultimately drive consideration and visits. 

AFAR will shine a spotlight on Values-Based Storytelling and inspire and empower USTOA members to take action and capture the attention and dollars of this elusive audience.