Attracting travelers today requires more than great visuals and a compelling tagline. Destination marketing organizations (DMOs) are facing intense competition, not just from neighboring cities or states, but from every bucket-list destination around the world.
As part of our State of Destination Marketing 2025 report, we dove into the strategies, challenges, and goals of U.S.-based tourism leaders. Their participation gave us a front-row seat to the priorities shaping destination marketing in the U.S. right now.
So, how are U.S. DMOs making sure their destinations stand out? Here’s what they shared with us—and what it means for your DMO.
Remember when destination marketing revolved around a few big, seasonal pushes each year? Those days are quickly fading.
75% of U.S. DMOs are now running always-on campaigns—more than any other region in our study. That means they’re consistently reaching travelers year-round, not just during peak seasons.
Why the shift? Travelers don’t plan on a set schedule anymore. They browse, daydream, and book at all hours, often across multiple devices and touchpoints. Staying visible throughout that journey gives DMOs more chances to inspire—and convert.
And it’s working: 51% of U.S. respondents said always-on campaigns helped boost brand awareness—a critical first step in building a traveler’s connection with your destination.
U.S. DMOs are also ahead of the curve when it comes to full-funnel marketing. 71% say they’re implementing strategies that span the entire traveler journey—from the moment someone first hears about a destination to the moment they book (and beyond).
That’s a big deal. It shows that DMOs aren’t just focused on generating buzz—they’re focused on generating results.
Still, making full-funnel marketing work isn’t easy. 47% say tracking and attribution are their biggest pain points. And it’s no wonder. Travelers today can interact with your brand across a dozen different channels before they make a decision.
But many DMOs are finding ways to meet that challenge with smarter segmentation and personalization. 41% said they’re tailoring the traveler journey by targeting key audience segments with more relevant messaging. That kind of precision makes campaigns more effective—and it shows travelers you really understand what they’re looking for.
Collaboration has always been part of destination marketing, but it’s never been more essential.
92% of U.S. DMOs are actively participating in co-op marketing campaigns, the highest rate of any region we surveyed. Whether teaming up with hotels, tour operators, or regional attractions, DMOs are pooling resources to create bigger, bolder campaigns.
Cost is a big driver: 62% say the primary motivation for co-op is to share costs. But it’s not just about saving money. It’s about delivering a richer, more connected story that shows travelers the full experience your destination offers.
Not surprisingly, hotels and lodging (85%) and attractions/tours (69%) are the top co-op partners. These partnerships not only extend reach but also foster local relationships that help everyone win.
Digital continues to dominate DMO media strategies, but U.S. destination marketers are getting more creative about how and where they show up.
Here’s what we found:
But here’s where it gets interesting: 23% of U.S. DMOs are now using connected TV (CTV)—more than any other region. That’s a clear signal that video is an important part of the marketing mix, especially as streaming platforms continue to grow.
Video offers a chance to tell deeper, more emotional stories—perfect for showing off a scenic view, a unique local event, or a traveler testimonial that makes someone want to book now.
Still, it’s not without its hurdles. 55% of U.S. DMOs struggle with the sheer volume of content creation needed to fuel all these channels. Another 45% say proving ROI is a challenge.
That’s where AI is stepping in to help. 59% of respondents are already using AI to support content creation—streamlining workflows, saving time, and freeing up teams to focus on strategy and storytelling.
Behind every great campaign is great data. And U.S. DMOs are putting their data to work:
Their top strategic goals reflect a strong performance mindset:
Together, these data points show that U.S. DMOs are blending brand-building with performance marketing, measuring success not just by impressions but by action and engagement.
If you’re a DMO marketer in the U.S., chances are you’re juggling a lot more channels, more content, more pressure to show results. But you’re not alone.
This data tells a clear story: U.S. DMOs are making bold moves in digital, leaning into partnerships, and using data to fine-tune every part of the traveler journey. Yes, there are challenges, but there’s also momentum. They’re building smarter campaigns with sharper targeting, better content, and stronger collaboration.
And the best part? You don’t have to do it all yourself.
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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