Digital advertising spend among DMOs remain strong: new Sojern report

Sojern’s latest edition of the State of Destination Marketing 2025 report finds that DMOs are maintaining or increasing digital advertising budgets compared to last year and adopting more sophisticated strategies.

The report, produced through a partnership between Sojern and Benchmark Research Partners – and supported by Brand USA, Destination Canada, the European Travel Commission, and the Caribbean Tourism Organization – builds off the 2024 report and highlights current destination marketing trends.

“A striking 85 per cent of DMOs are maintaining or increasing digital advertising budgets compared to last year,” said Noreen Henry, chief revenue officer at Sojern.

“As DMOs invest more into their budgets and adopt more sophisticated strategies, they must continue to demonstrate return on that investment, which requires them to…