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SojernSurvey

41%

13%cut spend

DMOs increasing digital marketing spend

Are destinations spending more on digital marketing?

41% of DMOs increased digital spend, 41% held it flat and 13% cut it.

For comparison2026 · Global
DMOs increasing digital marketing spend · Global41%
cut spend13%

28 points apart

Sojern

A flat aggregate hiding a reallocation. With 64% producing AI-formatted content on budgets that mostly did not grow, the money is moving inside the line rather than being added to it.

Source

SojernVendor research
Open the original documentopens the original document on the publisher's site
Reference period
Geography
Global
Evidence type
Survey
Sample
359 destination marketers worldwide
For comparison
cut spend: 13%
Last checked

Method

Sojern State of Destination Marketing 2026, 359 destination marketers worldwide, fielded with Dynata. Remaining share did not report.

Method →

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