The new way for tourism bureaus to measure their effectiveness | The Insight Files | Scoop.it

DMAI has collected data from 327 tourism bureaus in 36 countries in early 2014 to collate the most significant travel consumer trends and the top DMO strategies designed to exploit these trends. The trends and strategies were culled into three opportunities that DMOs could embrace to elevate their effectiveness:


  • A shift toward two-way digital communications and social media execution.
  • Better destination-specific branding strategy and product development for both leisure and meetings markets.
  • More strategic collaboration with economic development organisations to pool intelligence and resources.


These three transformational opportunities revolve around social selling, experiential marketing and a more sophisticated business model. Find out more.