How DMOs Can Win Travelers in 2026

Destination marketing organizations are facing a new era in travel: empowered by technology, influenced by AI, and shaped by fast-evolving consumer expectations. On this episode of Field Notes, Eric Hultgren hosts Ben Knapp of Saffron Consultants to dissect the latest City Brand Barometer and share what DMOs should prioritize to rise above the competition and attract more visitors in 2026.

Why City Branding Matters More Than Ever

Cities have traditionally relied on their reputation, sometimes deserved, sometimes outdated, to draw both leisure and business travelers. Saffron’s annual City Brand Barometer ranks cities for their ability to deliver a compelling brand experience, but Ben argues that effective city branding is no longer just a matter of running eye-catching ad campaigns. “A brand for a city is a promise of an experience delivered,” he says, emphasizing the need for authenticity and consistency when promoting what makes a destination special

The Perception-Reality Gap: Fix It Fast

What do locals think of their city? What impression do visitors have after a trip? Ben calls out the “perception-reality gap” as a common challenge for DMOs. Sometimes a place coasts on yesterday’s glory; sometimes it suffers from unfair negative bias. The key is for marketers to actively close that gap, aligning local pride with travelers’ expectations by targeting the factors that shape public sentiment. And in today’s digital world, online opinions travel fast and far.

Actionable Advice: Invest in Placemaking

Ben’s advice for DMOs: find budget in order to do “placemaking.” Tourists are after real experiences: unique restaurants, engaging galleries, vibrant historic districts actual places to explore and enjoy, not just glossy brochures. When cities invest in on-the-ground attractions and local experiences, they generate authentic buzz, earning coverage organically instead of paying for reach. Building something worth talking about beats shouting about it

Smaller Cities: The Big Winners for 2026

Travelers are seeking out lesser-known destinations, hungry for authentic, sustainable experiences off the beaten path. The digital “level playing field” means smaller and mid-sized cities can promote themselves just as effectively as major capitals. They often provide direct community impact and unforgettable local experiences, making them attractive in a landscape that values sustainable tourism and unique discoveries.

Quick Wins for DMOs: Small Changes, Massive Impact

Not every effort requires a complete overhaul. Ben recommends using the Pareto principle: change just 20% of your touchpoints and you can influence 80% of your reputation. Even tweaks like improving what taxi drivers tell arriving guests can revolutionize travelers’ perceptions and ripple globally thanks to digital sharing.

Download the full episode here.