Explore destination industry trends and insights from 350+ destination marketers worldwide, including how DMOs are adapting to tighter budgets, evolving traveler behavior, and the rise of AI.
Explore destination industry trends and insights from 350+ destination marketers worldwide, including how DMOs are adapting to tighter budgets, evolving traveler behavior, and the rise of AI.
Explore destination industry trends and insights from 350+ destination marketers worldwide, including how DMOs are adapting to tighter budgets, evolving traveler behavior, and the rise of AI.
Explore destination industry trends and insights from 350+ destination marketers worldwide, including how DMOs are adapting to tighter budgets, evolving traveler behavior, and the rise of AI.
In partnership with Dynata, we worked with Brand USA, U.S. Travel Association, Destinations International, Destination Canada, the European Travel Commission, City DNA, the Caribbean Tourism Organization, and PATA, to capture the pulse of the tourism industry, revealing:
The report highlights the growing divide between brand-building and performance marketing, with many organizations struggling to connect top-of-funnel awareness to bottom-line results. Meanwhile, forward-looking DMOs are embracing flexible media strategies, collaborative co-op campaigns, and AI-assisted content to stay visible and relevant.
Reach, sentiment, and impressions are no longer enough. Stakeholders now want clear evidence that marketing efforts are driving bookings, visitor spend, and overall economic contribution.
While 41% of DMOs globally increased their digital spend, another 41% held flat, and 13% cut back—reflecting economic volatility, inflation, and rising media costs.
Sixty-four percent of DMOs are now writing content specifically formatted for AI engines—answering specific questions, publishing lists, updating listings, and producing articles that align with real traveler queries.
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This is not a tactical guide. It’s a research-driven landscape report. It’s meant to help you understand the broader trends shaping destination marketing in 2026, so you can benchmark your organization and make more informed decisions.
Survey data was gathered from 359 travel and tourism professionals in partnership with Dynata. Respondents include both Sojern customers and a broader panel of marketers working in destination marketing roles worldwide.
With AI disrupting traveler discovery, budget scrutiny rising, and performance pressure intensifying, understanding where the industry stands, and where it’s heading, is more critical than ever. This report captures that moment.
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