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.
Last week, McDonald’s surprised people by announcing the return [...]
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.
Reid Hoffman has a LinkedIn newsletter called “Long Reads,” [...]
Travel has always been collectible. We just don't tend [...]
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.
Instagram’s leadership made headlines this week with a clear [...]
Your Content Goes Here Netflix and Stranger Things ended the [...]
The Zero-Click Era Is Here — And Your Brand’s [...]
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