B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
59%
59% -- awareness campaign priority share for DMOs (destination marketing organisations) (2025)
59% of DMO priorities were awareness-focused campaigns in 2025.
- Secondary source citing Sojern report
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
59%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
350
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sojern
Primary
Tier C
https://atlasperk.com/guides/content-strategy-for-travel/destination-marketing-dmos/destination-mark… ↗
Source Article
Destination Marketing Agency for DMOs, CVBs & Tourism Boards
Original Research
Sojern
· Original study ↗
Methodology
Baseline share of DMO priorities that were awareness-focused campaigns prior to dropping to 25% in 2026 (Sojern 2026 report, cited via secondary source).
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2025 (current) | 59% | |
| 2026 | 25% | -57.6% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
DMOs (destination marketing organisations): 59% awareness campaign priority share. Source: Sojern (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dmo-awareness-campaign-priority-share-2025
HTML Embed
<blockquote cite="https://lighthousedata.io/data/dmo-awareness-campaign-priority-share-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>59%</strong> -- awareness campaign priority share for DMOs (destination marketing organisations)<br><small>Source: Sojern (2025) · <a href="https://lighthousedata.io/data/dmo-awareness-campaign-priority-share-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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