DMAI Foundation Studies Destination Marketing Trends, Strategies

The Destination Marketing Association International (DMAI) Foundation has completed a study of destination marketing "super-trends," it recently announced. Released last month at DMAI's annual convention in Las Vegas, the study is intended to help destination marketing organizations (DMOs) identify and isolate business opportunities within their evolving industry.

"Our goal was to provide a study that identifies the most important trends and developments as perceived by destination marketing experts," Richard Green, chair of the DMAI Foundation Board of Trustees and president of association business development and strategic partnerships for Marriott International, said in a statement. "The study provides a strategic framework for all destination marketing organizations, their staffs and stakeholders to plan for the future of their destinations."

Titled, "The Future of Destination Marketing: Tradition, Transition and Transformation," the DMAI Foundation study identifies three major themes that are emerging within the destination marketing industry. Those themes—relevance, visibility and value propositions—along with eight super-trends—detailed in eight chapters of the report, "Proliferating Preferences," "The Battle for Attention," "Dodging Asteroids," "Smart and Friendly Web Sites," "The Electronic Society," "The Quest for Relevance," "Mixed Signals From Government," and "Going Green"—are designed to give DMOs a strategic map by which to grow their business and attract visitors.

"The 2008 Futures Study provides a foundation that we can use to redefine our relevance in the eyes of our stakeholders," Maura Allen Gast, executive director of the Irving Texas CVB, chair of DMAI's Futures Study Taskforce and DMAI board chair, said in a statement. "The trends and themes discussed in the report may be global, but the opportunities are mostly local."

For more information about DMAI's 84-page report, visit