Destination Management Organisation

DMO officially stands for destination management organisation — UN Tourism's definition, where the role is to lead and coordinate a destination, not merely to advertise it. The term is frequently rendered "destination marketing organisation", and several of the surveys cited here use that wording for their respondents. DMOs sit at the sharpest edge of the AI transition: 22% offer AI trip planning on their site while 54% of travellers already plan with AI, and 72% of their leaders say two more years of inaction risks irrelevance.