Editoria e Media
Sojern Unveils its 2025 State of Destination Marketing Report
With insights from nearly 200 global DMOs, government departments, and affiliated tourism entities, the report uncovers just how resilient digital advertising is.
DMOs face challenges such as managing limited resources while showing clear results, rising expectations, and technological change. The pressure is high to deliver results, and the resulting multichannel campaigns are more technical and complex. when managing full-funnel campaigns
Programmatic's trackability, precision, and cost effectiveness enables DMOs to make smarter, data-driven decisions.
remain the dominant channels in DMOs' paid media strategy.
Artificial intelligence (AI) is reshaping destination marketing, with highlighting a massive opportunity to use AI for deeper insights and more effective decision-making. Addressing resource limitations and training gaps will be critical to unlocking AI's full potential.
While DMOs have traditionally preferred to run seasonal campaigns, the report revealed that . Always-on campaigns drive results, with .
DMOs are getting better at crafting campaigns for specific audiences–for example, –but only This leaves a huge opportunity to create more tailored experiences for travelers at every stage of their journey.
For the past four years since the COVID-19 pandemic, DMOs needed to drive bookings and deliver short-term results to enable business to bounce back. Now that the industry has stabilized, DMOs are rebalancing, with campaigns taking a long-term strategic approach. As a result, brand awareness has become more important, and this shift is clear in how campaigns are being run—now split
, a big change from
Data is one of the most powerful tools DMOs have, but figuring out how to use it effectively is no easy task. , and . Still, these hurdles present an opportunity for DMOs to stand out by using data to create campaigns that hit the mark. The report shows that most DMOs are already leveraging data—
Co-op marketing continues to grow, By partnering with hotels, attractions, and airlines, DMOs can pool resources, extend campaign reach, and better scale efforts.
Social media remains central, and . However, connected TV (CTV) and short-form video are gaining traction as emerging formats, offering significant potential for DMOs to create immersive, visually rich campaigns that resonate deeply with travelers.
To see the full survey methodology, download the " State of Destination Marketing 2025 " report here .
Sojern is a leading travel marketing platform designed to boost growth and profitability for the travel industry. The Sojern Travel Marketing Platform is a set of easy-to-use software and services that delivers unrivaled traveler insight, intelligent audiences, multichannel activation and optimization, and a connected guest experience—all in one place. More than 10,000 travel marketers rely on our platform annually to find, attract, convert and engage travelers. Founded in 2007, Sojern is headquartered in San Francisco, California with teams in the Americas, Europe , Middle East and Africa , and Asia Pacific .
Benchmark Research Partners conducts studies to help industry participants understand market changes and opportunities through peer benchmarking data.
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