WASHINGTON, D.C.—Destinations International (DI) reports key global challenges and shifts facing destination marketing organizations (DMO) as part of its 2025 DestinationNEXT Futures Study, released at its annual convention, held July 9–11 at McCormick Place in Chicago.
Conducted biennially in partnership with MMGY NextFactor, the study draws on input from a global advisory council, five industry panels, and 537 professionals across 36 countries. It outlines major trends impacting the sector, such as rising community expectations, political uncertainty, and AI-driven transformation.
According to the report, 42 percent of convention and visitor bureaus (CVBs) say their funding is at risk of reduction or elimination in the next three years—up from 37 percent in 2023. Meanwhile, 84 percent of destination organizations report active involvement in local development, as their mandates shift beyond tourism promotion to include community impact and sustainability.
The study also outlines eight strategic focus areas for DMOs:
- Securing investment through advocacy and demonstrating impact
- Navigating economic and geopolitical uncertainty
- Scaling organizational capacity
- Shaping destinations for residents and long-term prosperity
- Reimagining marketing in an AI-driven environment
- Developing event strategies with clear intent
- Advancing regeneration and resilience
- Preparing future-ready teams and workforce models
“The 2025 DestinationNEXT Futures Study reflects a pivotal moment for destination organizations—one defined by complexity, but also by opportunity,” said Cassandra McAuley, managing director at MMGY NextFactor. “This year’s findings offer a clear call to action: Destination leaders must embrace innovation, advocate boldly, and redefine success in broader, more inclusive terms. We’re proud to partner with Destinations International in delivering insights that will help chart a resilient and future-ready path for our industry.”
DI president and CEO Don Welsh emphasized the strategic importance of the findings. “This year’s study underscores the transformative period destination organizations are navigating, shaped by rapid technological advancements, geopolitical uncertainties, evolving traveler preferences, and growing community expectations.”
The full report positions the industry for a foundational shift, urging leaders to rethink traditional metrics and build stronger alignment with community needs and long-term sustainability goals.
