2026年旅游胜地营销报告_全球旅游胜地数字营销变革解析_73页_5mb

Summary of the State of Destination Marketing 2026 Report

Core Content

The State of Destination Marketing 2026 report by Sojern and Dynata™ provides an in-depth look at how digital marketing is evolving for Destination Marketing Organizations (DMOs) globally. It highlights the challenges and opportunities faced by DMOs in 2026, emphasizing the need for agility, innovation, and performance-driven strategies in the face of economic and technological changes.

Main Viewpoints

• Strategic Pressure and Change: DMOs are under increasing pressure to demonstrate economic impact and adapt to evolving consumer behaviors and technologies, especially AI. In North America, local and regional DMOs are more directly tied to local economic conditions and are expected to deliver measurable results, whereas European DMOs focus more on long-term brand building and sustainability.

• Marketing Budgets: While budgets are not vanishing, they are under greater scrutiny. In 2026, 41% of DMOs increased their digital ad budgets, 41% kept them stable, and 13% decreased. North America shows a slight pullback, while Europe sees growth, reflecting differences in funding models and political stability.

• Economic Impact as a Priority: Stakeholders now prioritize economic impact over traditional metrics like reach and impressions. Conversion and ROI metrics are the top priorities, with 72% of DMOs globally focusing on these. DMOs are investing in tools, partnerships, and data-driven strategies to prove their value.

• Media Strategy Shifts: DMOs are moving from broad awareness campaigns to performance-driven, audience-first strategies. Paid social media remains the top channel, with 88% of DMOs using it, followed by search engine marketing (68%), video (34%), and display advertising (45%). Programmatic advertising is still a core component, with 79% of DMOs investing in it. Emerging channels like Connected TV (CTV) and influencer content are being tested, even if not yet dominant.

• Data Utilization: DMOs are increasingly relying on data for targeting and optimization. Demographic data (74%), past campaign performance (70%), and destination market insights (64%) are the most commonly used data sources. In regions like the Middle East, Asia, and Africa, behavioral and psychographic data are also being leveraged for personalization and performance.

• AI and Technology Disruption: AI is significantly influencing how travelers discover and plan trips. DMOs must adapt to these changes, using AI to enhance personalization, improve targeting, and optimize campaigns in real time.

• Co-Op Marketing: Collaborative marketing strategies are gaining traction, especially in regions where DMOs are working with local businesses and partners. These co-op programs are designed to support various budget sizes and market needs, ensuring a broader reach and impact.

• Team Structure and Capabilities: DMOs are generally small, with over one-third operating with 10 or fewer full-time employees. Despite limited headcount, many are maintaining internal capabilities and investing in digital tools. North American DMOs have more operational flexibility due to funding tied to tourism activity, while European DMOs face more political and economic uncertainty.

• Personalization Challenges: While personalization is a key goal, many DMOs are struggling to implement it effectively. The report suggests that DMOs need to rethink traditional measurement approaches and focus on meaningful, data-driven storytelling.

Key Information

DMO Funding and Stability

• North America: 75% of DMOs report very or somewhat stable marketing budgets.
• Europe: Only 56% feel the same, with 31% expecting funding cuts.
• Rest of the World: 60% report stable budgets, with varying degrees of uncertainty.

Digital Budget Allocation

• Global: 50% or more of total marketing budgets are allocated to digital channels.
• North America: 55% of DMOs allocate 50% or more to digital.
• Europe: 47% allocate 50% or more to digital.
• Rest of the World: 44% allocate 50% or more to digital.

Digital Marketing Channels

• Paid Social: 88% of DMOs globally invest in it.
• Search Engine Marketing: 68% globally, with 77% in North America.
• Display Advertising: 45% globally, down from 75% in 2025.
• Video Advertising: 34% globally, with 55% using YouTube.
• TikTok: 28% globally, down from 49% in 2025.
• LinkedIn: 19% globally, down from 43%.
• Pinterest: 7% globally, down from 33%.
• X (formerly Twitter): 3% globally, down from 20%.

Performance Metrics

• Conversion and ROI Metrics: 72% of DMOs globally prioritize these.
• Economic Impact Data: Also ranked highly at 72%.
• Customer Engagement Data: 41%.
• Brand Health Metrics: 37%.
• Behavioral and Demographic Insights: 36%.
• Sustainability Metrics: 14%.

Regional Insights

• North America: DMOs are more localized and operate at the municipal or regional level, with a strong focus on economic outcomes.
• Europe: DMOs often operate at the national level, with longer planning cycles and a focus on brand equity and sustainability.
• Asia, Middle East, Africa: DMOs are more centralized and have a stronger emphasis on performance metrics like conversion, reflecting a shift away from vanity metrics.

Success Stories

• Travel Manitoba: Cody Chomiak emphasizes the importance of unique experiences and rethinking traditional metrics. They focus on storytelling, strategic partnerships, and redefining what success means in the AI-driven landscape.

• VISIT FLORIDA: Brett Laiken highlights the value of digital integration and flexible budgeting. They use digital insights to guide non-digital strategies and support co-op programs for all partner sizes.

• Richmond Region Tourism: Tom Loftus discusses the shift toward always-on digital marketing, real-time optimization, and inclusive campaigns that reflect the region's diversity and drive economic participation in underrepresented communities.

Conclusion

The report underscores the need for DMOs to be agile, data-driven, and focused on measurable outcomes. With AI and changing consumer behaviors reshaping the travel landscape, DMOs must adapt their strategies to remain relevant and effective in 2026 and beyond.