State of Destination Marketing 2024

The State of Destination Marketing 2024 study has gathered critical insights into the strategic decision-making of destination marketing teams. The study outlines the implications of global disruptions, such as the cost of living crisis, political instability, and technological advancements.

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It also highlights new priorities and uncovers shifting market trends that appear to be reshaping the tourism landscape, demand, and opportunity today.

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Key findings were obtained from April to September 2023, through a globally distributed survey, as well as expert view, and case studies for each of the focal areas to give better insights into how destination marketing is evolving.

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The report delves into destination marketing from four different perspectives:

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Strategy & Performance: What are Destination Marketing Organizations (DMOs) using to inform digital marketing decisions and tactics?

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Data & Insights: How are marketers adapting strategies in a changing climate of consumer data?

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Media Landscape: What are the preferred formats of marketing content? What does marketing investment look like today?

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Emerging Trends: How is the increasing focus on sustainability impacting decisions? What is the role of horizon technologies in facilitating innovation in destination strategies?