Sojern releases 2025 Destination Marketing report

San Francisco-based Sojern has released its 2025 State of Destination Marketing report, offering insights into how destination marketing organizations (DMOs) adapt to the changing digital advertising landscape. The report, compiled in partnership with Benchmark Research Partners and supported by industry leaders such as Brand USA and Destination Canada, reflects emerging trends in AI integration, traveler engagement, and data-driven strategies. The study found that 85% of DMOs have maintained or increased their digital advertising budgets compared to last year.

Programmatic advertising remains a key tool, with 83% of DMOs using it for its precision and cost-effectiveness. Display ads (97%), social media advertising (90%), and search engine marketing (80%) are the dominant channels in paid media strategies. However, DMOs face challenges in demonstrating return on investment (ROI) and managing complex multichannel campaigns.

54% struggle with ROI tracking and 37% find tracking…