Purpose

This paper aims to provide a selective review of sectoral and academic developments that have led to the flow-based view of destination management and marketing and inspires future work.

Design/methodology/approach

A review of the relevant literature serves as a foundation for the discussion of the flow-based view of destination management and marketing. From the results of this review, future prospects for practice and research are derived.

Findings

Destination management and marketing has undergone many changes in the past and is subject for some major overhauls in the future.

Originality/value

The paper inspires in terms of rather asking questions for the future than finding answers from the past.