Fifty percent of destination marketing organizations expect
to return to paid promotional advertising within the next 60 days, according to
a survey of DMOs by MMGY Travel Intelligence in partnership with the Destinations
More than half also expect to resume email and social media
campaigns as well as paid search.
Ninety-five percent of DMOs reduced or postponed paid
promotional advertising because of the Covid-19 pandemic and 80% shifted sales,
marketing or messaging strategies.
“Covid-19 has had a substantial financial impact on the
tourism industry, and destination organizations have responded quickly by
deferring marketing funds in a responsible manner,” said Craig Compagnone, MMGY
Global’s chief operating officer.
“However, search data is telling us that there is still a
strong desire to travel, and we believe this pent-up demand will result in a
high volume of shorter booking window trips when bans are lifted and consumers
believe it is safe to get out and explore again.”