64%
DMOs producing AI-formatted content
Are destinations restructuring content for AI?
64% of destination organisations now create AI-formatted content — lists, FAQs and structured answers — to match how AI engines retrieve information.
DMOs producing AI-formatted content
359 destination marketers worldwide, fielded with Dynata. Quoted from the publisher's summary; the full report is behind a download form
The clearest evidence that generative engine optimisation has moved from theory to budget line. Two-thirds of destination marketers have changed how they write, not just where they publish.
Source
- Reference period
- Geography
- Global
- Evidence type
- Survey
- Sample
- 359 destination marketers worldwide, fielded with Dynata. Quoted from the publisher's summary; the full report is behind a download form
- Last checked
We have not opened the primary instrument for this figure. It comes either from the publisher's own summary or from a document that cites it, so treat the level as indicative.
Method
Sojern State of Destination Marketing 2026, 359 destination marketers worldwide, fielded in partnership with Dynata.
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