The report identifies the ability to measure economic impact as the top strategic priority for DMOs in 2026, ranking above traditional metrics such as visitation and engagement. The findings reflect increased scrutiny from stakeholders and a broader shift toward performance-led marketing, where return on investment and measurable outcomes are central to destination strategy.
Mark Rabe, CEO of Sojern, said: “Destination marketers are under more pressure than ever to show measurable impact. This year’s report shows how DMOs are rising to that challenge – rethinking success metrics, investing more intentionally, and adapting their strategies to stay visible as AI reshapes discovery. At Sojern, we’re proud to support destinations globally as they navigate this moment of change with confidence and clarity.”
Globally, conversion and ROI metrics (72%) and economic impact data (72%) are now considered the most important proof points, followed by customer engagement data (41%). In North America, 79% of DMOs prioritise hotel room nights and direct revenue over brand awareness. In Europe, 31% report funding at risk, with performance metrics increasingly taking precedence, although 51% still value long-term brand building. In the Middle East, Asia and Africa (AMEA), 88% of DMOs identify conversion as the most important metric.
The survey shows an even split between stage-specific (47%) and full-funnel (47%) campaign strategies. In North America, 51% focus primarily on mid- and lower-funnel activity, with 31% citing conversions as the main objective, up from 15% in 2025. Globally, emphasis on awareness declined from 59% in 2025 to 25% in 2026.
Artificial Intelligence is increasingly influencing destination marketing strategies. More than half of DMOs (51%) report concerns or preparations related to AI-driven search disruption, while 31% expect their websites to serve as a primary source for AI-generated responses. AI adoption is expanding, with 66% using it for content creation and 51% applying it for data analysis and insights, up from 28% the previous year. However, 16% of DMOs report no AI usage.
Personalisation remains limited, with only 9% of DMOs describing their advertising capabilities as advanced. The proportion reporting only basic personalisation increased from 14% to 22% year on year. While data is widely trusted, its use during live campaign execution remains low, with only 7% identifying it as most valuable at that stage. Demographic data (74%) remains the dominant targeting input globally, while AMEA markets report higher adoption of behavioural (78%) and psychographic (56%) data.
Paid social remains the most widely used digital channel, with 88% of DMOs investing globally. Instagram and Facebook show adoption rates of 97% and 90%, respectively, while YouTube usage has increased to 55%. Display advertising usage declined from 75% in 2025 to 45% in 2026, and TikTok adoption fell from 49% to 28%. Connected TV remains relevant, with 58% of DMOs considering it somewhat to critically important within their media mix.
Co-operative marketing continues to play a significant role, with 80% of DMOs running co-op campaigns. Primary objectives include reaching wider audiences (70%), increasing total investment (64%) and sharing costs (63%). However, 27% cite partner management complexity as a challenge for resource-constrained teams.
Tags: Mark Rabe, Sojern RateGain, Destination Management Organisations (DMOs)
