Destination marketing organizations (DMOs) are increasingly aware of the importance of technology, particularly artificial intelligence (AI). However, their responsibilities extend beyond their internal operations; they also play a crucial role in educating local businesses and partners on how to leverage these technologies effectively.

How much responsibility do DMOs have in educating their members about new technologies like AI, especially as AI-driven tools become more prevalent in trip planning?

“The more savvy the destination is as a whole when it comes to both technology and marketing, the better we have at maintaining market share and driving the tourism economy,” said Kara Franker, CEO of Visit Estes Park.

DMOs as Technology Educators

Education is a fundamental aspect of a DMO’s role. Janette Roush, executive vice president of New York City Tourism + Conventions, emphasized the importance of member education, stating:

As the landscape evolves, DMOs must ensure their members keep pace with technological advancements.

Budgeting for Education versus Marketing

There is an ongoing debate about whether DMOs should allocate more funds towards technology training rather than traditional marketing. Tony Carne, author of Travel Daily Media, highlighted common questions from suppliers regarding the value DMOs provide.

However, both Roush and Franker argue for a balanced approach, emphasizing that marketing remains essential.

Should DMOs Drive Direct Bookings?

Another point raised is whether DMOs should assist suppliers in achieving direct bookings. Franker suggested that by utilizing AI tools, DMOs could help suppliers enhance their visibility and reduce reliance on online travel agencies.

Conversely, Roush believes that the method of booking is less important than the overall promotion of the destination.

“We would frame it as, ‘how are we driving business for our 1,700 members of New York City Tourism?’” she stated.

Ultimately, as DMOs navigate the complexities of AI and technology, they have the opportunity to foster collaboration and share knowledge within their communities.