2024年旅游胜地营销报告（英）

State of Destination Marketing 2024A global overview of the state of digital marketing for destinations in 2024.Research bySOJERN X DIGITAL TOURISM THINK TANKINTRODUCTION2Table of ContentsSnapshot View . . . . . . . . . 3C H A P T E R 3Data & Insights . . . . . . . . . 30C H A P T E R 4Emerging Trends . . . . . . . . 39Strategy & Performance . . . . 8C H A P T E R 1Media Landscape . . . . . . . . 19C H A P T E R 2SOJERN X DIGITAL TOURISM THINK TANK3SNAPSHOT VIEWThe State of Destination Marketing 2024 study has gathered critical insights into the strategic decision-making of destination marketing teams. The study outlines the implications of global disruptions, such as the cost of living crisis, political instability, and technological advancements.It also highlights new priorities and uncovers shifting market trends that appear to be reshaping the tourism landscape, demand, and opportunity today. Key findings were obtained from April to September 2023, through a globally distributed survey, as well as expert view, and case studies for each of the focal areas to give better insights into how destination marketing is evolving. About the StudyThe report delves into destination marketing from four different perspectives:Strategy & PerformanceWhat are Destination Marketing Organizations (DMOs) using to inform digital marketing decisions and tactics?1How are marketers adapting strategies in a changing climate of consumer data?Data & Insights3What are the preferred formats of marketing content? What does marketing investment look like today?Media Landscape2How is the increasing focus on sustainability impacting decisions? What is the role of horizon technologies in facilitating innovation in destination strategies?Emerging Trends4SOJERN X DIGITAL TOURISM THINK TANK4SNAPSHOT VIEWThis study has been carried out with the insights provided by destination marketers from more than 300 DMOs, government departments, and chambers of commerce from across the world. While this study mainly spotlights North America and Europe, responses from Central and South America, Africa, the Middle East, Asia, and Oceania have also been collected and analyzed to provide global insights.It is interesting to note that more than 40% of these organizations have 10 or fewer employees, in contrast with only 7% having more than 150. This shows a tendency for DMOs to be smaller-sized organizations— a consequence of changing requirements of the skills needed or the widespread decline in budgets over the past few years.State of the IndustryBreakdown of Respondents by Organization*This includes Chambers of Commerce, Agencies, and Development Organizations.City Tourism OrganizationRegional OrganizationLocal or Municipal OrganizationNational Tourism OrganizationState Tourism OrganizationOther*City Tourism OrganizationRegional OrganizationLocal or Municipal OrganizationNational Tourism OrganizationState Tourism OrganizationOther*SOJERN