26%
DMOs with a documented AI strategy
Do destination organisations have an AI strategy?
26% of destination organisations have a documented AI strategy.
DMOs with a documented AI strategy
103 DMO leaders
Three-quarters are operating without one. A separate and larger Sojern study — 359 destination marketers, not these 103 leaders — finds 64% already producing AI-formatted content. Two samples rather than one, so this is not '64% of them', but the direction holds either way: activity is running ahead of strategy, which is usually how budget gets spent twice.
Source
- Reference period
- Geography
- Global
- Evidence type
- Survey
- Sample
- 103 DMO leaders
- Last checked
Method
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.
Related questions
Related indicators
64%
DMOs producing AI-formatted content
63%
Travellers who would use an AI trip planner on a destination website
25%
Travellers less likely to visit a destination site without AI features
~40%
European NTOs with dedicated AI teams or AI monitoring
22%
DMOs offering AI trip planning on their website
72%