6 Destination Marketing Trends to Watch in 2026

After a downturn in leisure travel in 2026, destination markets are bound for a rebound this year.

Two major events are likely to spur significant visitation: The 2026 FIFA World Cup and the 250th anniversary of the Declaration of Independence. With competition stiff to capture interest in the two unique factors, destination marketing organizations are hard at work trying to stand out.

While the summer is poised for peak performance, there is a whole calendar to fill for family vacations, senior trips, and other enjoyable getaways.

Here, we talked to chief marketing officers about how DMOs will reach potential visitors in 2026.

The Rise of AI

As consumers increasingly incorporate artificial intelligence into their daily lives, it’s only natural that AI will become a major research tool for vacation planners. “The win will go to destinations that package their info in AI-friendly formats,” predicts Emily Zertuche, CMO at Visit Corpus Christi (Texas). She suggests DMOs and agencies build easy-to-read modules, including FAQs, itineraries, best times to go, and more so that AI-powered tools can quickly locate the information. Relying on travelers to visit your destination website isn’t enough, she says.

Authentic Storytelling

Part of the popularity of the World Cup and history-based events like the 250th anniversary are the stories that capture people’s imagination. DMOs should take travelers on a journey prior to booking that hooks audiences on sites they will want to see in-person, says Ryan Callison, CMO at the Little Rock (Arkansas) CVB (Arkansas). “Rather than just promoting things to do, we’re focused on showing why Little Rock matters and how visiting here connects travelers to something meaningful,” notes Callison.

Data-Driven Marketing

Callison adds that marketers need to harness analytics to intentionally target audiences with the information most likely to draw their interest when they are likely to book a trip.

“We’re moving beyond broad, mass messaging and using visitor data and insights to better understand traveler intent allowing us to deliver more relevant content, trip inspiration, and experiences to the right audiences at the right time,” says Callison.

Harnessing Social Media

Your destination can’t be something for everyone all the time. Savvy DMOs are finding success by breaking out campaigns into niches that provide big dividends. Mark Galvin, CMO at Discover Dunwoody (Georgia), says the urban suburb has done well using Instagram to promote weekend getaways for locals and visitors interested in exploring the entire Atlanta region. “Travelers discover our restaurants, trails, and events through social content, then realize they can stay in a quality hotel just north of Atlanta—with easy MARTA access to everything the city offers,” says Galvin.

Going Local

Tourism marketing keeps shifting from “one big message to everyone” to lots of small, high-trust moments told by micro-influencers who tend to be community members, says Zertuche. User-generated content, local stories, and interactive activities and challenges pull visitors into the essence of the destination. “Think fewer hero ads, more consistent relationship-building with specific traveler niches,” Zertuche says.

Keeping It Simple

Many travelers are yearning for a break from their devices when heading on vacation. Brunswick Islands, N.C., pitched simplicity and sensory experiences in its “Return to Your Senses” campaign. The results speak for themselves: a 162% increase in digital vacation guide downloads and a 125% increase in printed guide requests, according to the Crawford Agency, which represents the beach destination.