New Report: The State of Destination Marketing 2024

Our latest report shares insight to help guide DMOs when planning for 2024.

November 28, 2023

In the ever-evolving digital landscape, one thing remains certain: change is constant. For Destination Marketing Organizations (DMOs), digital marketing demands continuous planning and adaptation to maintain a competitive edge. It's about more than just keeping up. It's about leading the way. Our latest report shares insights to help guide you to do just that.

In partnership with Digital Tourism Think Tank, The State of Destination Marketing Report 2024 analyzes valuable input from over 300 global DMOs, governments, and associated entities. The inspiration for the study comes from the global changes, emerging priorities, and dynamic market trends that are currently reshaping the tourism industry. These shifts have altered the tourism landscape—impacting demand, and revealing new avenues of opportunity.

With this report, we examine the state of destination marketing from four distinct angles:

Strategy and Performance: Unpacking the roles and tools that DMOs rely on to drive their digital marketing decisions and tactics.
Media Landscape: Exploring the current landscape of content and marketing investments. What does it look like, and where is it heading?
Data and Insights: Analyzing how strategies are evolving in response to the shifting landscape of consumer data.
Emerging Trends: Delving into the rise of artificial intelligence (AI) and its pivotal role in destination strategies, the significance of sustainability and environmental impact, and social diversity and equality.

Download our report today to learn how DMOs are harnessing data to make informed marketing decisions, fine-tune their tactics, and stay relevant in a digital landscape where everyone's vying for attention.

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“We look at technology as the enabler of guest experience. We are able to learn a lot about the guest and ensure that’s kept in what we call ‘The Golden Profile.’ When a guest arrives, we want to be able to cater to their individuality and their needs. Through time and through a lot of feedback, we continually evolve that to be more and more robust.”

Helen Smith & Eugenio Pirri

CEOs (on the Hospitality Daily Podcast)

“We're focused on having a lot of opportunities to collect information that the guests provide us. There's a lot of shopping behavior and historical activity that you can get from guests. Many have gotten good at collecting customer information. I think the real trick here in the landscape that we're in today and over the next few years will be how to activate that data.”

Ed Skapinok

Chief Commercial Officer (on the Hospitality Daily Podcast)

"Our digital ad experience with Sojern has been nothing short of top-notch... Sojern works very effectively with keeping our lines of communication open and being aware of our internal deadlines. When the digital ads are presented to us, the team at Valencia Hotel Group is consistently pleased with the designs delivered. They have been an amazing strategic partner."

Amy Trench

Corporate Director of Brand Marketing and PR

"My experience with Sojern design team was very smooth and efficient. The example/template provided was very helpful, to explain what we were looking for. Based on all brand elements (ie: fonts, colors, tagline…) and a selection of pictures I provided, they were able to put together a very nice and well-balanced ad selection."

Magali Simonot

Complex Marketing Manager

"It was an absolute pleasure working with the entire team at Sojern. We were looking for a simple way to reach potential guests on social media, and Sojern provided a simple solution. They answered all our questions quickly and put together well-designed ads that the entire staff was thrilled with and did it quickly."

Knute Gregory

Marketing Manager

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