Sojern：2025年旅游胜地营销报告：全球旅游胜地数字营销概览（英文原版+译版）（52页）.pdf_三个皮匠报告

State ofDestinationMarketing2025 A global overview of the state of digitalmarketing for destinations in 2025. Table of Contents C H A P T E RO N E The State of Destination Marketing Today. . . .3 C H A P T E RT W O What Our Research Revealed. . . . . . . . . . . .9 C H A P T E RT H R E E Challenges in Digital Marketing. . . . . . . . . .13 Opportunities Today & in the Future. . . . . . .22C H A P T E RF O U R C H A P T E RF I V E The Road Ahead. . . . . . . . . . . . . . . . . .44 A P P E N D I X About the Study. . . . . . . . . . . . . . . . . .46 C H A P T E R1 The State of DestinationMarketing Today In this chapter, we’ll uncover the excitingtransformation happening in destinationmarketing. Today, it’s no longer justabout promoting attractions—it’s aboutreimagining how destinations engagewith travelers and contribute to theircommunities. Leading destinationmarketing organizations (DMOs) areembracing bold strategies to balancevisitor satisfaction, economic growth,and local well-being. Tourism withPurpose Destination marketing is undergoinga major transformation. Traditionalapproaches of widely promoting topattractions are being replaced by moresophisticated strategies as DMOs take onthe role of destination stewards. This shiftcreates new opportunities to shape visitorexperiences and contribute to the civic andeconomic health of destinations globally. D M OP E R S P E C T I V E Marketing Director at the NetherlandsBoard of Tourism & ConventionsCharel van Dam At its core, destination marketing is abouttelling the right story—one that bothaligns with local priorities and resonateswith visitors—to drive long-term impact. Astrong destination brand attracts travelerswhile fostering pride and purpose amongresidents, businesses, and stakeholders.By reshaping perceptions and addressingoutdated narratives, destination marketerslay the groundwork for economic growthand a better quality of life for all. “By 2030, UNWTO predicts the Netherlands will see 60million domestic and international visits. For a countryof just 18 million people, that’s overwhelming. Howdo we manage this? This realization shifted our focusfrom quantity to quality. And while many destinationstalk about quality tourism, for us, it means asking whattourism needs to do to truly benefit our country. Ourultimate goal is simple: by 2030, tourism should benefitevery Dutch citizen.” Start withGood Storytelling Jennifer Walker, CMO at Visit Dallas, shared how strategic storytelling has shaped her work,including the inspiration behind Dallas’ bold new branding: Dallas – A Maverick, Can-Do Spirit. "When I joined Visit Dallas threeyears ago, one of our top priorities inour strategic plan was to establish aunified destination brand. In 2024, welaunched that brand, and it’s somethingI’m incredibly proud of. This is muchmore than a logo, tagline, or campaign.Our goal was to address the outdatedperceptions of Dallas. So, we set out to create a brand thatwould resonate far beyond tourism.This unified destination brand issomething the entire city can adopt—not just Visit Dallas but also economicdevelopment teams, residents, andothers—to build lasting equity andestablish Dallas as a premier destinationfor years to come. generate state and local tax revenue.Ultimately, our role at Visit Dallas is tobe an economic engine—one that notonly drives tourism but also enhancesthe quality of life for everyone who lives,works, and plays here." Destination marketing has a profoundimpact on the entire community.There’s a concept often referred to asthe 'Community Vitality Wheel,'which all starts with a visit. Mostpeople don’t move to a destinationthey haven’t visited first. By creatinginterest and bringing visitors here, westimulate commerce, create jobs, and When people think of Dallas, theytypically think of three things: thesoap opera from the 1980s, the DallasCowboys, and maybe JFK. But beyondthat, we’ve heard time and again, 'Wedon’t know why we’d visit Dallas forleisure or a meeting.' Many people see itas a big city without much else beyondcowboy stereotypes. Destination MarketingBrings Communities Together Danielle Hollander, CMO at Visit Orlando, highlights how tourism serves as a powerfulcatalyst for both community growth and unforgettable visitor experiences. "What we do as destination marketersgoes beyond promoting a place—we’recreating opportunities for people tofocus on their families, connect withcolleagues, take a break from dailylife, and simply have fun while makingmemories. That’s what motivates meand my team every day—the joy we helpbring to people’s lives. demand while proudly sharing his culturethrough food. Or the Black Bee Honeyprogram teaching entrepreneurship tokids, now shipping to 29 states. Tourism touches everyone, from thepeople working in hotels to the floristswho serve them. Visitors generate 50%of our sales tax revenue, supportinglivelihoods across the community.While our mission is to create economicwell-being