State of destination marketing 2024

Sojern's new report sheds light on the latest industry trends and challenges, drawing insights from nearly 300 DMOs

Nov 22, 2023

Digital marketing platform Sojern has launched the State of Destination Marketing 2024 report for destination marketing organizations (DMOs) through a partnership with Digital Tourism Think Tank (DTTT), and supported by Brand USA, Destination Canada, and the European Travel Commission.

Key takeaways

  • Destination Marketing Organizations (DMOs) expect the most notable influence of AI to be in content creation, with almost half (49%) anticipating a substantial impact. An increasing array of AI tools is revolutionizing creative processes, spanning from long-form content to social media posts;
  • Furthermore, 40% of Destination Marketing Organizations (DMOs) recognize substantial potential in AI for predictive analysis and forecasting, 38% for data analysis and interpretation, and 37% for personalizing marketing content;
  • However, 71% currently lack confidence and perceive minimal potential impact in AI's capacity to influence the creation of their teams' web, app, and platform, with 63% expressing skepticism in its impact on conversational marketing.

Download the report at Sojern

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