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1、State of Destination Marketing 2026A look at how digital marketing is changing for destinations across the globe in 2026R ES EA RC H BYThe State of Destination Marketing 20262Table of ContentsA Message From The CEO.3A Note on the Data.4Personalization Stalls.44A New Marketing Reality.5The AI Disrupt

2、ion.51The Push and Pull of Marketing Budgets.11Co-Op Marketing.60Economic Impact.19Appendix.68The Media Reset.23The Funnel Divide.31Unlock the Full Value of Your Data.37A B O U T T H E S T U D YC H A P T E R S E V E NC H A P T E R O N EC H A P T E R E I G H TC H A P T E R T W OC H A P T E R N I N EC

3、 H A P T E R T H R E EC H A P T E R F O U RC H A P T E R F I V EC H A P T E R S I XThe State of Destination Marketing 20263After a year of significant change,from economic shifts to evolving traveler behaviors,Im proud to share the third edition of Sojerns State of Destination Marketing 2026 Report.

4、Built in collaboration with our research partner,Dynata,this years edition is our most insightful yet.It brings together the voices of over 350 destination marketers around the world,with fresh data and practical takeaways to help you navigate whats next.We know the pressure DMOs are under.Budgets a

5、re tightening,funding stability is uncertain,and theres more urgency than ever to show measurable economic impact.At the same time,fast-moving technologies,especially AI,are changing how people plan and book travel.Its a dynamic moment for the industry,and one that calls for innovation,agility,and a

6、ccountability.A Message from the CEOTo ensure this report reflects a truly global perspective,we collaborated with some of the industrys most respected voices:Brand USA,U.S.Travel Association,Destinations International,Destination Canada,the European Travel Commission,City DNA,the Caribbean Tourism