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.

Last week, McDonald’s surprised people by announcing the return of Changeables—those late-’80s and early-’90s Happy Meal toys that transformed menu items into characters. For a lot of people, it was pure nostalgia. For marketers, it was a signal. What caught my attention wasn’t just the toys. It was the language. McDonald’s teased the return with a line about something coming “from [...]

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.