State of Destination Marketing 2024

Get a glimpse of the latest industry trends and challenges for destination marketers, and use these insights to equip you for 2024 planning and beyond.

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What’s in the Report

We partnered with Digital Tourism Think Tank with support from Brand USA, Destination Canada, and European Travel Commission to survey more than 300 DMOs globally about their digital marketing strategies for 2024.

  • Strategy & Performance: What are DMOs using to inform digital marketing decisions and tactics?
  • Media Landscape: What forms of content, digital channels, and other marketing investments dominate today’s targeting priorities?
  • Data & Insights: What role does data play in helping DMOs shape their targeting strategies in a changing climate of consumer data?
  • Emerging Trends: How do DMOs see hot topics like artificial intelligence, sustainability, diversity, and inclusion, and more impacting their marketing plans?
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of DMOs that invest in paid media take an always-on approach, investing year-round.
of DMOs say data provides the most value during marketing planning.
of DMOs are embracing full-funnel marketing campaigns.

Frequently Asked Questions

Is it really free?

Yes! We hope this information is useful for you, and you'll think of us when you're ready to take the next step with your digital marketing.

Who crafted this report?

This report was crafted by Sojern and the Digital Tourism Think Tank, with the support of Brand USA, Destination Canada, and European Travel Commission.

What regions of DMOs are represented in this report?

While this study spotlights North America and Europe, responses and analysis of Central and South America, Africa, the Middle East, Asia, and Oceania are also represented to provide critical insights from a global lens.