{
  "@context": "https://schema.org",
  "@type": "Observation",
  "id": "dmo-documented-ai-strategy",
  "label": "DMOs with a documented AI strategy",
  "question": "Do destination organisations have an AI strategy?",
  "answer": "26% of destination organisations have a documented AI strategy.",
  "value": 26,
  "display": "26%",
  "unit": "percent",
  "evidence_type": "survey",
  "period": "April 2026",
  "period_iso": "2026-04",
  "year_on_year_pct": null,
  "comparison": null,
  "geography": "Global",
  "topics": [
    "destinations-dmo"
  ],
  "sample": "103 DMO leaders",
  "methodology": "Sojern survey of 103 DMO leaders, April 2026. 'Documented' is self-assessed. The 64% content figure comes from Sojern's State of Destination Marketing 2026 and its 359-marketer panel, which is why the two are not expressed as shares of one another.",
  "confidence": "high",
  "verified_against_primary": true,
  "source": {
    "id": "sojern",
    "name": "Sojern",
    "type": "vendor-research",
    "url": "https://www.sojern.com/press-release/new-research-reveals-travellers-are-two-years-ahead-of-the-travel-industry-on-ai",
    "homepage": "https://www.sojern.com/reports/"
  },
  "located_via": null,
  "last_checked": "2026-10-02",
  "page_url": "https://travel.rankwit.ai/data/dmo-documented-ai-strategy"
}