100 Years of Advancing Destinations

2013 Convention Sales & Marketing Activities Study


Official destination marketing organizations (DMOs) are responsible for increasing the economic benefits of tourism and meetings to their respective destinations. They do this, in close collaboration with their local industry partners, by influencing organizations to hold their meetings and conventions in their destinations and ensuring a successful experience. The DMO group sales channel is significant; in 2012, it influenced one in five of all group room night demand in the US alone, representing 38 million group room nights occurred.

The meetings and conventions industry generates approximately one trillion US dollars in economic impact in North America. More than one billion US dollars in tax revenues is realized and almost seven million much-needed jobs are supported by the industry.

The Convention Sales & Marketing Activities Study is the most comprehensive study on destination meetings and convention (M&C) sales, marketing and services practices, capturing the changing dynamic of sales in an increasingly complex marketplace.

For example, 47% of DMOs see services as the new sales, using support activities to edge out competing destinations. [Tweet This]

This research focuses on the evolving strategies and efforts of DMO sales teams (convention centers were also invited to participate).

The goal of this study is to provide DMOs with a unique and invaluable informational resource to guide their M&C sales, marketing and services programs, budgeting and planning.

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