Earlier this year, we released the State of Destination Marketing 2025 report, featuring insights from nearly 200 destination marketing organizations (DMOs) around the world. The report explores how DMOs are evolving their strategies to meet the needs of today’s traveler—and tomorrow’s.
To ensure a deep regional perspective, we partnered with leading tourism agencies, including the European Travel Commission (ETC). As a not-for-profit organization representing national tourism organizations across Europe, ETC works closely with stakeholders to shape the future of tourism across the continent.
“This year’s study shows not just where destination marketing is today but where it is heading,” said Miguel Gallego, Head of Marketing & Communication, European Travel Commission. “It reflects the transformative power of innovation and collaboration, providing us with insights to redefine the possibilities of travel while staying attuned to the needs of both travelers and local communities. Together, we are shaping a future for tourism that is both sustainable and inspiring.”
While the global report uncovers broad trends, this blog zooms in on what’s happening specifically with European DMOs part of ETC—what’s working, what’s shifting, and where the biggest opportunities lie.
While global adoption of full-funnel marketing dipped to 50%, Europe is tracking slightly behind at 42%. Why the retreat? For many, it’s a matter of visibility and control.
90% of respondents said they’re primarily focused on top-of-funnel efforts—things like brand awareness and audience growth. It makes sense, especially as destinations work to rebuild international travel interest and draw in new visitors.
But there’s another layer to the story: 39% of European DMOs pointed to tracking and attribution as a major barrier to executing full-funnel campaigns. Without clear insights into what’s driving bookings and what’s not, it becomes difficult to justify broader funnel strategies.
This signals a growing need for better tools and clearer measurement frameworks—something we’re helping DMOs tackle with our platform’s robust attribution capabilities and actionable reporting.
Not every destination takes the same path when it comes to digital strategy, and that’s especially true in Europe.
Just 58% of European DMOs rank SEM among their top five digital channels, compared to 81% of non-European marketers. What’s behind the difference? It likely comes down to a more balanced media mix. European DMOs are putting greater focus on social, video, and native—channels that are better suited for storytelling and brand-building.
It also reflects how many of these DMOs operate. Most are national or country-level organizations, focused more on inspiring travelers and shaping perception than driving direct bookings. And while SEM is great for capturing demand at the bottom of the funnel, it may not be the best fit when the goal is awareness or inspiration.
As European DMOs continue to evolve their strategies, it’s clear they’re thinking carefully about how to match media choices with traveler behavior—and the unique goals of their destinations.
European DMOs are no strangers to collaboration, and co-op marketing continues to be one of their most powerful tools.
An impressive 84% of European respondents leverage co-op campaigns (this region saw the greatest increase in usage year-over-year)—teaming up with airlines, hotels, tour operators, and other stakeholders to maximize their marketing impact. For 71%, the main benefit is crystal clear: greater reach.
But co-op campaigns don’t just expand budgets—they unlock new creative potential. By sharing resources, DMOs can build more dynamic campaigns that reflect the full visitor experience, from booking a flight to checking into a boutique hotel or discovering a hidden gem tour.
That said, co-op marketing isn’t without its challenges. For the 16% not currently using it, 50% cite coordination difficulties as the biggest roadblock. And we get it—aligning multiple partners, goals, and timelines takes effort. But with the right structure and partners, co-op campaigns can be one of the most effective and efficient strategies in a DMO’s toolbox.
Let’s face it: Producing fresh, engaging content across multiple channels is no easy task, especially for smaller DMO teams. In fact, 53% of European respondents say that content creation volume is one of their top challenges.
To bridge the gap, many are turning to AI tools to help lighten the load. From drafting email copy and social captions to generating dynamic ads and creative assets, 53% of European DMOs now use AI to support their content marketing.
And while AI isn’t a silver bullet, it’s quickly becoming a smart, cost-effective way to scale content without sacrificing quality. Used well, it allows marketers to maintain a steady drumbeat of personalized messaging—getting the right story in front of the right traveler, at just the right moment.
For DMOs who’ve felt stretched thin, it’s proving to be a valuable assistant that’s always on and always learning.
The path forward for European DMOs is both exciting and complex. From shifting toward year-round campaigns to exploring new tools like AI and co-op models, there’s a clear movement toward more strategic, sustainable digital marketing.
But the common thread? A deep commitment to connecting with travelers in more meaningful ways.
DMOs aren’t just selling destinations—they’re inviting people to experience something unforgettable. And with the right data, tools, and partnerships in place, they’re better equipped than ever to deliver on that promise.
Download the full State of Destination Marketing 2025 report to explore global and regional insights, benchmarks, and strategies from nearly 200 DMOs worldwide.
And if you’re ready to put these insights into action, we’re here to help.
Please note: Our blog posts use a slightly different methodology to highlight regional insights, which may lead to occasional variations from our global report. These differences reflect market-specific trends while remaining aligned with the overall findings.
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