The 2024 Travel Outlook Survey Results: Slicing Up the Paid Media Pie
Reaching repeat visitors and driving the right prospects requires having multiple paths from engagement to conversion. Based on our recent findings and given all the options at their disposal — both digital and traditional — how are DMO marketers planning to allocate paid media resources in 2024?
When asked about directing American Rescue Plan Act (ARPA) funds toward marketing efforts, a significant number (18%) indicated they would be spending more on paid media in 2024. To support these campaigns, a good number of DMOs (21%) said they planned to invest more money in creative.
Survey respondents indicate that social media (heavily favoring Meta brands Facebook and Instagram) gets the biggest share of the budget’s pie. Generous portions of the pie are shared by six additional strategies in different combinations, including video, SEM, broadcast, OOH, email, and print collateral.
SOCIAL MEDIA
Year after year, DMOs are allocating a larger slice of the paid media pie (35.0%) to social channels. Because younger travelers are using social media at every stage of the sales funnel — including before, during, and after a trip — it’s a meaningful two-way street for communicating and engaging all year round.
Of the social media platforms DMOs find to be the most effective at promoting travel and tourism, Facebook/Meta is the clear front runner, ranked #1 by nearly half (47.2%) of the survey respondents. Instagram is rated as the most effective channel by less than one quarter (22.2%), followed by TikTok (14.4%). Other social media platforms that rank low as being most effective for DMOs include Twitter/X, Snap, YouTube, and Pinterest. The least effective platform for DMOs is Pinterest, according to a significant number (71.3%) of respondents.
Among the metrics for measuring success, social media engagement and followers is mentioned by 58 percent of the survey respondents, making it the top answer.
Fill Out the Form Below to Download this Free Resource
"*" indicates required fields
Learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts.
Share This Story
August 20, 2025
At Advance Travel & Tourism, the people behind the work are just as important as the campaigns we create. This month, we’re excited to introduce Melanie Arnold-Muse, who brings more than two decades of travel experience—and a genuine passion for connecting people with unforgettable places.
August 19, 2025
In a fast-moving AI world, fluency isn’t enough. Tools change. Models update. Interfaces shift. Success doesn’t come from reading every guide—it comes from jumping in, tinkering, testing, and learning as you go. The best AI marketers aren't scholars...they're the ones that keep moving, keep trying new things and keep adapting.
August 15, 2025
SOME ARE CALLING THIS THE "SUMMER OF AI," and in our latest episode of Field Notes, Eric Hultgren gave a quick, no-nonsense primer on what you need to know about the launch of ChatGPT-5.Now we’re putting that insight into action with a set of high-impact prompts your Destination Marketing Organization (DMO) can plug in today, either directly in GPT-5 or side-by-side in [...]
Ad Choices