The secret to bigger destination marketing budgets | The Insight Files |

Although funding remains a constant challenge for destination marketing organisations, several industry leaders are learning that the key to a bigger budget lies in measurement. These executives are using analytics to try and quantify the returns of the marketing campaigns, Instagrammer trips and TV ads. As part of Skift's ongoing interview series, they asked the leaders of destination marketing organisations around the globe why it's so difficult to get funding even as the economic significance of travel becomes better realised in addition to what changes they see abreast for the future. Click here to read the interviews.