2026 Trends for DMOs to Keep on Their Radar
As 2025 winds down, destination marketing organizations (DMOs) are already looking ahead to what will define success in 2026. The coming year will be shaped by a mix of technological advancements, shifting traveler perceptions, and evolving budget realities. Here are the trends that should be top of mind as you prepare your strategies.
AI’s Expanding Role
Artificial intelligence is no longer an experiment; it has become a core part of how DMOs operate and how travelers discover destinations. From AI-generated itineraries to chatbots answering visitor questions, AI is changing expectations around personalization and speed. For DMOs, this means preparing content that AI systems can surface, training staff on new tools, and piloting AI-driven solutions that help stretch resources. The organizations that lean in early will be better equipped to reach travelers who are already relying on AI for trip planning.
U.S. Travel Perception
Political instability, tariff disputes, and visa changes created significant headwinds for international visitation in 2025. Reports showed inbound travel declining in key markets, with some travelers perceiving the U.S. as less welcoming. DMOs cannot afford to overlook global sentiment. Going into 2026, clear messaging, reputation management, and reassurance campaigns will be essential for rebuilding trust with international audiences.
Budgets and Long-Term Planning
Financial uncertainty remains a recurring theme. While travel budgets have largely held steady, risks tied to inflation and recession continue to loom. Industry forecasts, such as CWT’s 2026 Global Business Travel Forecast, suggest that costs may stabilize but not necessarily decline. For DMOs, this means making every dollar count. Budgeting must be flexible, with scenario planning that accounts for best- and worst-case outcomes. Because some organizations operate on a calendar year and others on a fiscal year, it is also important to align marketing timelines with funding cycles and give campaigns the runway they need to succeed.
The Data Audit Imperative
With so much data available, it is easy to default to surface-level numbers like impressions and clicks. But vanity metrics don’t always translate into meaningful traveler engagement. In 2026, the winners will be the DMOs that look deeper—tracking conversions such as itinerary downloads, tour guide requests, event ticket sales, or newsletter sign-ups. As outlined in Simpleview’s Future of Tourism Report, organizations that use data strategically are able to make stronger, faster decisions that drive measurable impact. A year-end audit can help DMOs identify what they are tracking well, what’s missing, and how to align KPIs more directly with long-term goals.
Purpose-Driven and Sustainable Travel
Travelers are increasingly seeking experiences that align with their values. Sustainability, inclusivity, and authentic storytelling have moved from being “nice to haves” to essential parts of destination branding. According to Simpleview’s research, DEI and sustainability are now central to tourism strategies worldwide. For DMOs, that means highlighting community voices, showcasing sustainable practices, and creating hyper-local narratives that resonate with today’s conscious traveler.
Mega-Events and Off-Peak Opportunities
Large-scale events will be major drivers of travel in 2026. With FIFA 2026 and the America 250 celebrations on the horizon, host cities and surrounding regions will see unprecedented demand. At the same time, more travelers are turning to off-season and shoulder-season trips to avoid crowds. Reports from Bandwango highlight both mega-events and hyper-local storytelling as levers that DMOs should leverage. Preparing early with campaigns that extend beyond the event itself, and offering value-driven packages for off-peak seasons, can ensure a steady flow of visitors throughout the year.
Building Resilience
Finally, resilience remains a critical priority. DMOs face uncertainty from political changes, economic pressures, and global events that can shift traveler sentiment overnight. The destinations that thrive will be those with strong crisis communication plans, proactive monitoring of traveler perceptions, and the agility to adjust messaging quickly. Transparency and authenticity will continue to be essential tools for building and maintaining trust.
Looking Ahead
The year ahead is filled with both challenges and opportunities. AI, traveler sentiment, budget realities, and purpose-driven tourism will all play defining roles in shaping how DMOs operate. At Red Sage, we believe the key to success is turning these insights into action, through smart planning, authentic storytelling, and adaptable strategies that help destinations shine no matter the circumstances.
If your organization is ready to align with these 2026 trends and take a proactive approach to the year ahead, our team at Red Sage is here to help.