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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The State of Destination Marketing 2024 Report encompasses a globally distributed survey, expert viewpoints, and focused case studies allowing us to gain a deeper understanding of the evolving landscape of destination marketing.

The study draws its inspiration from extensive transformations happening globally, evolving priorities, and dynamic market trends. These changes have fundamentally reshaped the tourism landscape, influencing demand and uncovering fresh avenues of opportunity.

58%

of DMOs that invest in paid media take an always-on approach, investing year-round.

54%

of DMOs say data provides the most value during marketing planning.

70%

of DMOs are embracing full-funnel marketing campaigns.

“As we delve into the findings of this study, we are reminded of the power of collective insights. This study is not just a reflection of where we stand today; it’s a roadmap to where we are destined to go, guided by innovation, data, and a shared commitment to redefining the possibilities of travel.”

Miguel Gallego

Head of Marketing and Communication

“The ripple effect of a more regenerative approach to tourism is evident in the trends and challenges highlighted in this report. It’s very helpful to see what opportunities, or perhaps challenges, so many DMOs are focused on as well as the types of solutions they are considering.

Gloria Loree

Sr. Vice President Marketing Strategy & CMO

“The State of Destination Marketing report is a valuable resource for destinations looking to make informed and strategic decisions. The insights in this report highlight the marketing trends and challenges that DMOs currently face.”

Staci Mellman

Sr. Vice President of Integrated Marketing

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.