As AI becomes infrastructure, the brands that stand out won’t be the ones producing the most content, but the ones using AI to amplify humanity, clarity, and trust.

As AI answers questions without sending users to websites, traffic alone no longer reflects impact. Yet websites still matter as the fuel for AI discovery. In 2026, DMOs must rethink what success looks like — and how they measure it.

This year, content strategy has to do more than perform in feeds. AI-driven discovery favors modular, plain-language blogs and video ecosystems that can be repurposed across platforms. The future isn’t short or long form. It’s intentional content systems.

In 2026, performance isn’t about channel loyalty. It’s about meeting travelers where discovery actually happens.

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.