Skift Take

As travelers’ desires change and concerns about the impacts of tourism grow, the role of destination marketing organizations is also evolving. Today, DMOs have more to think about than just marketing.

Destination marketing is constantly in a state of flux, creating unique challenges for destination marketing organizations (DMOs). Travelers are demanding new experiences from the destinations they visit, and destinations themselves are grappling with maintaining healthy and sustainable tourism. DMOs need to balance these concerns, while also keeping up with the ever-changing marketing landscape.

Skift Research offers analysis on all of this in its latest report out today, Destination Marketing Trends 2018.

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This report examines how the role of DMOs is changing, becoming more of a brand manager. It discusses the sometimes-conflicting priorities of collaborating with and listening to the local communities that live in destinations, and making the destination a welcoming place for first-time and repeat visitors alike. The report will also cover some key updates in destination marketing since Skift Research published The State of Destination Marketing 2017 last year.

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What You’ll Learn from this Report:

    • An examination of how DMOs are evolving, from marketers to destination brand managers
    • How overtourism (or the possibility thereof) impacts DMOs
    • The importance of repeat visitors, and how DMOs can get people to keep coming back
    • A look at trends in content marketing, particularly video and interactive campaigns
    • How data can help DMOs ramp up their marketing and attribution efforts at every step of the customer journey

Subscribe to Skift Research Reports

This is the latest in a series of monthly reports aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision-maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

After you subscribe, you will gain access to our entire vault of reports conducted on topics ranging from technology to marketing strategy to deep dives on key travel brands. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.


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Tags: Destination, destination marketing, Digital Marketing, overtourism

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