Why the Future of DMOs Depends on Purpose, Perception—and Planners
At IMEX America in Las Vegas this week, Destinations International (DI) delivered a wake-up call to the global meetings industry: destination organizations are no longer just the logistical backdrop to events—they’re becoming co-architects of experience and community impact.
Unveiling three major studies—the 2025 DestinationNEXT Futures Study, the Destination Reputation Study, and a new Destination Guide to Food Recovery and Redistribution at Events—DI made it clear that the modern DMO (Destination Marketing Organization) has evolved from a “provider” to a “partner.”
“Destinations are no longer just the stage—they’re part of the story,” said Gretchen Hall, CDME, Chief Operating Officer of Destinations International. “When destination organizations and planners collaborate, they create more resilient events that drive business results, deepen attendee engagement, and leave a measurable legacy for the community.”
The Eight Forces Shaping the Future of Destination Organizations
The 2025 DestinationNEXT Futures Study identifies eight key forces defining the next decade of destination leadership. The study shows that 84% of DMOs are now actively engaged in destination development, signaling a dramatic pivot toward stewardship and shared purpose.
Community Alignment: DMOs must build bridges between residents, government, and industry to ensure tourism benefits everyone.
Sustainability & Climate Action: Environmental responsibility is now table stakes—carbon, water, and waste metrics are part of every conversation.
Crisis Resilience: The ability to respond to disruptions—natural, political, or reputational—has become a competitive advantage.
Inclusive Storytelling: Authentic representation of local culture and people fosters trust, belonging, and traveler confidence.
Talent & Workforce Innovation: The sector’s future depends on attracting and retaining skilled, mission-driven professionals.
Data & Technology Integration: AI, predictive analytics, and visitor-flow modeling will shape smarter, more equitable destination strategies.
Public Trust & Transparency: As taxpayer funding faces scrutiny, clear communication and demonstrated impact are essential.
Placemaking Partnerships: The most successful DMOs now see themselves as curators of place—co-creating neighborhoods, not just promoting them.
These forces combine to push DMOs toward a model that prioritizes shared value over visitor volume—a theme echoed across DI’s research portfolio.
Why Reputation Has Become a Business Metric
If the Futures Study focuses on the forces shaping strategy, the Destination Reputation Study zeroes in on perception—the fragile currency that determines whether people show up.
According to the findings, a city’s reputation can make or break attendance. The study identifies several key factors influencing a city’s reputation:
Safety and Political Stability — Still the top concern for planners and attendees alike.
Sustainability and Environmental Action — Demonstrated commitment to carbon reduction and resource management drives confidence.
Transparency and Trust — Stakeholders expect openness around governance, funding, and social priorities.
Social Impact and Equity — Destinations are judged on how well they reflect community values and inclusivity.
Cultural Authenticity — Planners want cities that celebrate, not commodify, their identity.
Economic Vitality and Innovation — A dynamic local economy signals readiness to host ambitious, future-focused events.
Together, these factors shape what the study calls a city’s “Reputation Equity”—a measurement that can sway site selection, sponsorship, and even attendee engagement.
Turning Insights Into Action
DI’s third release, the Destination Guide to Food Recovery and Redistribution at Events, brings these values to life. With events responsible for nearly 40% of food waste, the guide offers a practical roadmap for DMOs and planners to partner on measurable impact—reducing waste, redistributing surplus food, and reinforcing a destination’s social and environmental commitments.
For meeting planners, the takeaway is clear: the success of future events will hinge not only on space and service, but on story and stewardship.
A New Kind of Partnership
The message from DI’s IMEX press conference was unmistakable: the next era of meetings will be defined by destinations that align purpose with performance. As Hall put it, “When destinations and planners work hand in hand, they create experiences that matter—to attendees, to businesses, and to the communities that host them.”
In other words, the real ROI of a meeting may soon be measured not just in leads and learning, but in legacy.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
