By Simon Quance

Changing business models and rapidly accelerating technology are making it increasingly difficult for Destination Marketing Organisations (DMOs) to reach their target audiences through traditional marketing tactics and positively influence perception of an area among prospective holidaymakers.

There’s no doubt that destination marketers have a big challenge ahead, with more funding than ever moving away from local authorities towards commercial models reliant on partnerships and stakeholder investment. With commercially minded investors, comes the need to show measurable value from every line of a DMO’s activity, with web traffic, awareness, data capture, conversion and bookings all required objectives of their work.

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Source: The Drum