Smaller destination marketing organizations (DMOs) often face the challenge of doing more with less. The good news is our latest research reveals that even modest budgets can drive meaningful results.

Based on a global study of 11,000 travelers across 11 markets, the 2025 Traveler Value Index explains how values, motivations, and expectations are shifting — and what actions small and mid-sized DMOs can take to capture demand in today’s evolving travel climate.

Travelers are more engaged — and more intentional — than ever before. Today’s travelers are combining purchases, seeking value through loyalty programs, and placing a higher priority on travel overall.

These insights underscore the importance of being visible across multiple touchpoints with messaging that meets travelers where they are. We’ve distilled the findings into actionable advice specific to your needs as destination marketers. Take a look.

With limited resources, it’s crucial to focus on what works. These ten strategies are designed to help small and mid-sized DMOs increase awareness, engagement, and bookings without breaking the bank. From smarter ad placements to AI-powered insights, each lever is built to maximize impact and minimize waste.

Look beyond the obvious in-funnel tactics and extend your reach to where travelers spend their time online. By tapping into offsite and programmatic exchanges, you can stay top of mind for potential visitors at every stage of their journey. And with strategic programmatic and direct display advertising buys, you can focus your spend on high-intent audiences who’ve already shown interest in your destination — so you’re not just saving money, you’re investing it where it counts most.

Striking the right mix between strategic programmatic and direct display advertising buys is essential to making the most of your marketing budget. Programmatic retargeting, in particular, allows you to efficiently reach high-intent travelers — those who’ve already shown interest in your destination. By focusing your spend on this audience, you’re not just saving money — you’re investing it where it counts most.

Prioritize KPIs that directly reflect your goals — whether that’s room nights booked, return on ad spend (ROAS), or another core performance indicator. When you zero in on what truly moves the needle, you can optimize campaigns more effectively and demonstrate real value. Consider what matters most to travelers and to your destination at large, and hyperfocus on attaining those results.

Inspiration: Read our case study to learn how French DMOs achieved an increase in winter visits by 20% YoY with onsite and offsite advertising. They wanted more bookings in their off season — and they got it.

Your budget should follow traveler intent. Channels — like social media — that consistently show high conversion potential deserve more of your spend. On the flip side, don’t hesitate to scale back on platforms where travel intent is low. This kind of disciplined allocation ensures every dollar is working hard for you.

Markets with the strongest international travel intent

Here’s where international travel demand is hottest. To capture your fair share, direct marketing efforts to the audience closest to your destination. 

Not sure where to start? Expedia Group Advertising can deliver data on travelers who have searched for your specific destination in the past — as well as other valuable data like where they’re traveling from and where they’ve traveled in the past.

Video doesn’t have to be overly polished to be effective. Focus on authenticity to build trust and engagement with your audience.

You can encourage user-generated social content (UGC) by creating a branded hashtag for visitors to share their experiences, then feature the best submissions in your campaigns. Or consider collaborating with local residents or passionate tourists to create insider guides or behind-the-scenes looks at your destination, offering genuine perspectives you can share across social media.

These approaches showcase real experiences that potential visitors can relate to while maximizing your resources.

Stretch your content further by repurposing it — a single blog post can become a short-form video, a carousel on social, or an infographic. You can also resurface old winners by reposting social or blog posts that performed well in the past or resending high-performing emails to new audiences. This multiplies your reach without multiplying your workload or budget.

Lean into your strengths by targeting known niche audiences — whether they’re outdoor adventurers, foodies, or history buffs. At the same time, don’t be afraid to test new markets. Use a tight feedback loop to quickly assess performance and adjust your strategy in real time.

Not sure how to determine your niche? Our travel intent and booking data eliminates any guesswork and helps you target the right audience for your destination. 

Co-op marketing is a smart way to extend your reach without stretching your budget. Partner with local businesses or regional organizations to pool resources and share exposure. It’s a win-win that amplifies your message and builds community.

Interested in starting or joining a co-op campaign in your destination? Contact us to get started.

Seasonal events and trends are powerful levers. From sports tourism to holiday travel and even retail moments like Black Friday or Cyber Monday, these windows offer timely ways to connect with travelers. Align your messaging with what’s top of mind for your audience.

AI can help you identify emerging trends, speed up content creation, and even personalize messaging at scale. Here are just a few examples of potential uses for AI:

• Accelerate content creation: Use AI to quickly produce high-impact seasonal campaigns and timely assets that resonate with travelers during peak moments or trends.


• Supercharge segmentation: Leverage AI to break down your ideal audience into sub-groups and create tailored creative for each segment.


• Remix top performers: Identify your best-performing ads and use AI to generate fresh, testable variations for future campaigns.

Though the idea of using AI may feel intimidating — especially for smaller teams worried about losing their unique voice — AI becomes a powerful tool when used thoughtfully. The key is to use AI to amplify your voice, not replace it.

You don’t have to go it alone. Our experienced Expedia Group advisors are here to help you navigate the complexities of travel marketing. From data insights to strategic planning, we’re your partners in driving results for your destination.