B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
64%
64% -- share running coop to increase marketing investment for DMOs globally (2026)
64% of DMOs running co-op campaigns do so to increase total marketing investment.
- Applies specifically as a objective among DMOs that run co-op campaigns
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
64%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
350
Geography
Global
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sojern
Primary
Tier B
https://atlasperk.com/guides/content-strategy-for-travel/destination-marketing-dmos/ ↗
Source Article
Destination Marketing for DMOs: Content Strategy Guide
Destination Marketing for DMOs: Content Strategy Guide
Market Verdict: Destination Marketing in 2026
Awareness-first campaigns collapsed from 59% to 25% of DMO priorities in a single year, replaced by a mandate to prove economic impact. 72% of DMOs now prioritise conversion and ROI metrics, yet attr…
Original Research
Sojern
· Original study ↗
Methodology
Sojern State of Destination Marketing 2026 survey
Methodology documented
Segmentation
IndustryTravel
RegionGlobal
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
DMOs globally: 64% share running coop to increase marketing investment. Source: Sojern (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dmo-coop-increase-investment-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/dmo-coop-increase-investment-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>64%</strong> -- share running coop to increase marketing investment for DMOs globally<br><small>Source: Sojern (2026) · <a href="https://lighthousedata.io/data/dmo-coop-increase-investment-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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