Most mature destinations in the world face the same problem: average length of stay is declining, which demands ever-increasing efforts to increase arrival numbers to maintain revenues. This research project focuses on a fundamentally new approach to revenue generation, i.e. the concept of tourism elasticities. Tourists are known to be flexible with regard to the timing of their holiday, spending, length of stay, as well at the geographical and thematic focus of their holiday. These will be explored to identify options to increase spending, also through improved marketing addressing specific target groups.