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.
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.
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.
The State of Destination Marketing 2024 report uncovers how DMOs are rewriting the rules of tourism by embracing bold strategies, innovative technologies, and a renewed focus on sustainability and inclusivity. From tackling global challenges to creating meaningful connections with travelers, this report dives into the trends and tools shaping the future of destination marketing. Here’s a glimpse at how DMOs are staying ahead:
By collecting and leveraging first-party data, DMOs are gaining unparalleled insights into traveler behavior, building personalized experiences, and driving targeted campaigns. The payoff is huge, but so are the challenges—integrating data systems and managing costs requires strategic investment. For DMOs, this shift is not just a necessity but an opportunity to redefine how they engage with their audience.
Destinations are no longer just places to visit—they’re platforms for change. Regenerative tourism is becoming the new gold standard, with DMOs prioritizing environmental care and cultural preservation. At the same time, inclusivity is front and center, with campaigns celebrating diverse travelers, from LGBTQ+ communities to indigenous cultures and people with disabilities. These efforts don’t just feel good—they’re reshaping how the world travels, ensuring tourism benefits everyone.
DMOs are harnessing AI to personalize content, streamline operations, and create campaigns that feel tailor-made for every traveler. Whether it’s AI-powered chatbots enhancing customer service or tools that dynamically adjust marketing strategies, AI is making the impossible possible. The challenge? Staying proactive. The reward? Transformative engagement and long-lasting connections.
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This report was crafted by Sojern and the Digital Tourism Think Tank, with the support of Brand USA, Destination Canada, and European Travel Commission.
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.
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