In 2026, co-op dollars aren’t just about shared spend. They’re about shared storytelling. Our data shows nearly every DMO still participates in co-op programs, but the most effective ones are moving beyond logos toward narrative alignment.

The loudest voices in travel marketing aren’t always the biggest anymore. In 2026, mid-city DMOs are shaping the conversation — not by outspending major metros, but by out-strategizing them.

AI-powered search is changing how travelers discover destinations. Rather than responding to a single query, AI expands each search into multiple related intents tied to real trip-planning behavior.

The 2026 Travel Marketing Whitepaper captures what destination marketers are experiencing right now—what worked in 2025, where familiar metrics are starting to fall short, and how leading DMOs are adjusting their strategies to stay relevant, competitive, and effective.

We’re proud to celebrate Clay County Tourism for earning “Destination Verified” status from Wheel the World - a meaningful recognition of their commitment to creating welcoming, inclusive travel experiences.

We’re excited to welcome Paula Vann to Advance Travel & Tourism as a Senior Account Executive. With more than a decade of experience across destination leadership and visitor intelligence, Paula brings a strong understanding of how tourism supports both travelers and the communities they visit.

Google recently pulled back the curtain on its Universal Commerce Protocol (UCP) — a new open framework designed to help AI agents discover, compare, and complete purchases seamlessly. While the announcement focused largely on retail, the implications for travel and tourism are worth paying attention to.

Tired of chasing immediate bookings? Sustainable success in travel marketing starts at the Upper Funnel, where you build long-term brand awareness and affinity. This means focusing on SEO, compelling content, and visibility on major search platforms.

The most critical question for every travel marketer is often the hardest: How should you split your budget between awareness and conversion? There's no magic number—the answer must be driven by your destination's unique strengths and goals.