Destination Marketing Outlook 2022
SKIFT REPORT 2022
THE PRE-COVID SETUP In ordinary times, the role of a DMO is to generate demand for tourism from key source markets by building their destinations’ brands and raising traveler awareness about their respective destination offerings. With the travel industry enjoying nearly a decade of unfettered growth, DMOs had been increasingly taking on additional roles. Skift Megatrends 2019 discussed how progressive DMOs were already developing new partnerships with local organizations to improve the destination experience, based on trends reshaping consumer expectations in the global visitor economy. So much so, that many destination leaders started calling themselves DMMOs Destination Marketing and Management Organizations. Our survey data confirmed these expanded responsibilities. According to our data, 75% of respondents said their organizations were responsible for stakeholder engagement in 2019 while 80% of them said that their organizations were focusing on tourism research and data in 2019, along with concentrating on their core job of destination branding and marketing. EXHIBIT 4: DESTINATION TOURISM MARKETING AND BRANDING REMAINED THE CORE DMO FUNCTIONS PRE-COVID
As regards to funding, DMOs usually raised funds via public channels but they could also be funded privately. Among public channels, the most common way for DMOs to secure funding is via hotel occupancy tax and therefore local governments. In addition, DMOs could accrue government grants, membership dues, advertising revenue, marketplace revenue and other forms of public & private funding.
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