Why Invest in Travel and Tourism

agenda for today

why we are here?

• Industry Update • Research

Findings• Why Invest?

1

Protect and advance the success of destination marketing worldwide

2

FOUNDATIONAL TENANTS

Elevate the leadership role of DMAI, being responsive to member needs, as well as anticipating and exceeding them. Extend communication outreach to embrace, inform and benefit the industry at large

Address the evolving role and demands of the DMO (destination marketing as well as destination management) throughout the association’s initiatives

Expand and enhance education, research and resources scaled to DMO size and levels – from newly formed or smaller organizations to larger and more mature markets

3

600 DMO MemberOrganizations

Within 16 Countries

5

$2B+Annual Budgets

Sources:1.DMO Marketing Activities Study, DMAI2.2013 DMO Organizational & Financial Profile Study, DMAI

6

A multibillion

dollar industryWith a Positive

Outlook

$3MAvg. local

DMO budget

Sources:1.DMO Marketing Activities Study, DMAI2.Survey of U.S. State Tourism Budgets, US Travel3.Budgets of National Tourism Organizations, UNWTO

1 in 5 Group hotel room nights in the U.S. influenced by DMOs

Growth of 4.9% from last year7

39Mroom nights

(booked)

Source:1.. 2013 DMAI DMO Group Sales Channel Impact Study, DMAI

79% receive hotel tax dollar investment

DMOs at a glance

Average Staff = 13

46% of DMOs are membership based; average of 100 members

Sources:1. 2013 North American DMO Organizational & Financial Profile Study, DMAI

74% are independent, not-for profits Of that 63% are 501(c)(6)s 14.6% are government agencies 4.6% are Chamber of Commerce 4.0% are authorities

38%

22%

19%

18%

9%

23%

16%

Market & Sell To Visitors Inform &

Advise Visitors

Develop Destinatio

n Deliver Visitor

Services

8

9

Digital & Mobile

Marketing Toolkit 74% of affluent travelers inspired by video

Leisure, business and affluent traveler s have been promoted to book travel as a result of online video1

83% of leisure travelers use the internet

The internet is used by over three quarters of leisure travelers to plan travel1

52% of users were influenced by social media

Over fifty percent of users have changed their original travel plans based on social media2

2. Social Media’s Influence on the Travel Industry. 25 July, 2012.

1. Traveler’s Road to Decision. Google, July 2012.

10

New Research Release

Description

2013 DMO Organizational & Financial Profile Study

What we learned

2013 average DMO budget increased 3% breaking $3M

1 in 7 destinations increase investment through TID / MDA / Voluntary marketing fee

38% of DMO’s have partnership programs

218 participating DMOs’ revenue and expenses, funding sources, visitor taxes break downs, allocations, financial policies, visitor center information and online marketing efforts

Source:1.2013 DMO Organizational & Financial Profile Study, DMAI

11

New Research

Release

Description

2013 DMO Group Sales Channel Impact Study

What we learned

Collectively drove 39 million group room nights for future events, growing by 4.9% from last year

Over 280 U.S. destinations rely on DMO sales and marketing efforts to attract events to their respective communities.

Quantifies the impact of DMO group sales channel from 2009 to 2012 based on booked room nights for future events, occurred event room, and the number of events that occurred and were booked

Sources:1.DMO Marketing Activities Study, DMAI2.2013 DMO Organizational & Financial Profile Study, DMAI

12

2013 DMO Visitor Information Center Study

Description

What we learned

Despite recessionary conditions, 1 in 3 DMOs opened a center in the last 5 years

New Research

Release

500+ 500+ Visitor Information Centers in U.S. aloneVisitor Information Centers in U.S. alone

284 participating U.S. and Canadian DMOs’ visitor information center activities, budgets, and strategies to guide future planning and spur performance measurement and benchmarking

Source:2013 Visitor Information Centers Study, DMAI

A Strategic Roadmap

Global Destination Marketing

for the Next Generation

To Include:•A comprehensive definition of the current state of affairs •A view of the future, identifying emerging social, economic and competitive trends and SWOT for the DMO model •Recommendations on how DMOs should respond•Toolkit to assist DMOs in their response

Futures Study: Destination Next

Destination Next

13

A Mature Industry with a Progressive Attitude

100100Years of accomplishments

14

15

Upcoming MeetingsTechnology, Operations

& Finance Forum

10.08 - 10.11, 2013Toronto, Canada

Membership Shirtsleeves

Visitor Services Shirtsleeves

09.29 - 10.01, 2013Ft. Wayne, IN

10.20 - 10.23, 2013Niagara Falls, NY

02.11, 2014Washington, DC

Destination & Travel Foundation Dinner

Annual Convention

100 Year Celebration

07.21-23, 2014 Las Vegas, NV

02.12, 2014Washington, DC

Destinations Showcase

CMO Innovation Summit

Feb 2014

CEO Forum

04.27 – 04.30, 2014 Hilton Head, SC

16

don’t hesitate to contact us

Thank you

address:2025 M Street NW

Washington, DC

phone:202.296.7888