Co-Op Marketing: Still a Powerhouse Strategy

Co-op marketing didn’t lose relevance — it gained responsibility.

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 future of co-op is creative, strategic, and deeply local.

Over 60% of respondents allocate

of total marketing budget to co-op

DMOs nationwide that participate in some form of co-op marketing

Explore how co-op is evolving in the full 2026 Travel Marketing Whitepaper.

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Learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts.

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