As DMOs navigate a rapidly changing digital landscape, embracing AI, data-driven strategies, and always-on marketing will be key to sustained success
Feb 6, 2025
The latest report from Sojern, in partnership with Benchmark Research Partners and key tourism organizations, provides an in-depth look at the evolving landscape of destination marketing. With insights from nearly 200 global DMOs, the report highlights how digital marketing remains resilient and increasingly sophisticated, despite rising challenges.
Key takeaways
- Digital budgets on the rise: 85% of DMOs are maintaining or increasing digital advertising budgets, emphasizing the need for measurable returns and data-driven decision-making;
- Programmatic advertising leads: 83% of DMOs rely on programmatic advertising for its precision and cost-effectiveness, with display ads (97%), social media (90%), and search marketing (80%) as key channels;
- AI’s untapped potential: While 63% use AI for content creation, only 28% leverage it for data analysis, highlighting a significant opportunity for deeper insights;
- Always-on campaigns gaining favor: 52% of DMOs now prioritize always-on marketing over seasonal campaigns, boosting brand awareness and long-term engagement;
- Brand building takes center stage: As the industry stabilizes post-pandemic, DMOs are shifting from short-term bookings to long-term brand awareness, with a 50/50 split between stage-specific and full-funnel strategies;
- Data utilization challenges: While 84% of DMOs use data for marketing insights, 51% struggle with analysis, and 45% find it difficult to translate data into actionable strategies;
- Co-op marketing growth: Particularly strong in Europe, co-op marketing partnerships with hotels, attractions, and airlines help DMOs scale efforts and maximize reach;
- Social media & video growth: Facebook and Instagram dominate, but connected TV (CTV) and short-form video are gaining traction for immersive storytelling.
Get the full story at Sojern
