MDSG – Marketing that moves people
MDSG is a global destination marketing agency with a 20‑year track record of helping places become known, understood and in demand. From our offices in the UK, Europe, the Middle East and Australia, we partner with tourism boards, airlines, hotels and lifestyle brands to build visibility, shift perception and drive measurable growth across international markets.
What sets us apart is the way we combine deep travel‑sector expertise with brand‑level creativity. We understand how destinations are sold, how travellers make decisions and how to turn local strengths into global stories. Our work spans representation, trade marketing, PR, creative campaigns, brand partnerships, digital media and experiential activations,  all delivered under one roof, with one strategic vision.
Our campaigns are consistently recognised across the industry, with 51+ nominations across eight international awards bodies, including the Travel Marketing Awards, International Travel & Tourism Awards, PPA Connect, FMBE and the MMA Smarties. In 2026 alone, we were shortlisted for 14 awards, reflecting the impact, originality and craft behind our work.
We’re proud to partner with more than 50 destinations worldwide, many of whom have worked with us for years, a testament to the results we deliver and the relationships we build. From Texas to Tenerife, Louisville to Costa Rica, Hong Kong to Palm Springs, we help destinations grow their presence, strengthen their narrative and connect with the audiences that matter.
At MDSG, we believe in creativity with purpose, strategy with clarity and partnerships built on trust. Whether we’re elevating an emerging destination or refreshing a global brand, our goal is simple: we deliver marketing that moves people.
Image: Jurica Koletic
Market Overview
The United Kingdom remains one of the world’s most valuable and resilient outbound travel markets, driven by a deeply embedded travel culture and a consumer base that prioritises holidays even during periods of economic pressure. British travellers are high-frequency international travellers with strong per‑trip spending, making the UK a critical source market for destinations across Europe, North America, the Caribbean, the Middle East and Asia.
UK buyer behaviour continues to evolve rapidly. Travellers increasingly blend digital research, social inspiration and online booking with the reassurance of established tour operators – creating a hybrid decision-making journey that spans B2B, B2B2C and direct B2C channels. Digital adoption is now universal, with mobile-first planning, influencer-led discovery, dynamic packaging and AI-powered search shaping how travellers choose and book their trips. At the same time, the UK’s mature travel trade ecosystem remains highly influential, particularly for long-haul, family, multi‑generational and premium travel, where expert advice and curated itineraries still drive conversion.
Demand is strong across beach holidays, city breaks, multi‑destination touring, adventure and nature-based travel, and premium long-haul experiences. British travellers increasingly seek authenticity, sustainability, cultural depth and meaningful experiences – trends that continue to grow across all age groups. Package holidays remain a cornerstone of the market, but flexible, independent and experiential travel is expanding quickly, creating opportunities for destinations to engage consumers at multiple touchpoints.
Looking ahead, the UK is expected to maintain its position as one of the world’s most valuable outbound markets, supported by strong air connectivity, a digitally engaged consumer base and a highly active travel trade. Destinations that combine trade engagement, digital visibility, compelling storytelling and seamless consumer pathways will be best placed to capture demand and convert interest into long-term, sustainable growth.
Team Members
Kevin Harris
Founder & CEOKevin Harris is a senior destination strategist with more than 25 years’ experience helping tourism boards and experience‑led brands grow their international presence. As the founder of MDSG, he has shaped the agency’s integrated approach across trade strategy, brand partnerships and creative marketing, an approach designed to help destinations strengthen relevance, shift perception and build long‑term demand. Kevin’s work is known for its clarity, creativity and commercial grounding, bringing together insight‑driven strategy and compelling storytelling that resonates with both trade and consumer audiences.
Over his career, Kevin has supported destinations across Europe, the Middle East, Africa, the Americas and Asia, developing market‑development strategies, training programmes and partner ecosystems that unlock growth. He is recognised for his calm leadership, collaborative and creative style with his ability to bring structure to complex challenges, helping destinations articulate what makes them distinctive and translate that into measurable results. Kevin’s belief that great destination marketing connects people to places in meaningful, memorable ways continues to guide his work and the agency he leads.