People often make irrational decisions about spending money. They are however more careful when deciding on their major holiday.
This can be the most expensive purchase made in the year, so prospects decide on the type of holiday, draw up a list, and choose a destination that is highly desirable within their price range and distance. Provided it is accessible and safe.
The destination that offers unique qualities such as stunning landscapes and wildlife, will be preferred to countries that are ubiquitous. France or Italy rather than Greece if you are interested in fine dining and culture.
However there is a third dimension in this decision taking.
You’ve cut the orange, first on the basis of desirability and then again on uniqueness. The quarter you are left with includes destinations that meet your criteria.
The third factor is deferability.
Canada and New Zealand are wonderful countries for British tourists. However their political stability and friendliness of locals is not going to change in the short term. This makes it less of an urgent decision, unlike the possibility of a holiday in Cuba. Will it retain its old world faded charm after Castro, particularly if the USA decides to re-engage?
What can you do if you wish to generate an artificial sense of urgency?
Create events and festivals as Germany does. The Oktoberfest in Munich is just one of the many incentives to visit.