B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
25%
25% -- awareness campaign priority share for DMOs (destination marketing organisations) (2026)
In 2026, awareness-focused campaigns accounted for 25% of DMO priorities, dropping from 59% in 2025.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
25%
Unit
Percentage
Data Vintage
2026
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
Share of DMO priorities that are awareness-focused campaigns; down from 59% in 2025. Sojern 2026 State of Destination Marketing report (350+ DMO survey), cited via secondary source.
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2025 | 59% | |
| 2026 (current) | 25% | -57.6% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
DMOs (destination marketing organisations): 25% awareness campaign priority share. Source: Sojern (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dmo-awareness-campaign-priority-share-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/dmo-awareness-campaign-priority-share-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>25%</strong> -- awareness campaign priority share for DMOs (destination marketing organisations)<br><small>Source: Sojern (2026) · <a href="https://lighthousedata.io/data/dmo-awareness-campaign-priority-share-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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