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DMAI Study Reveals DMOs Drive 39 Million Group Room Nights a Year

Tuesday, July 16, 2013
Destination Marketing Association International (DMAI) just updated its significant study quantifying the number of bookings, definite room nights and events confirmed by destination marketing organizations (DMOs).

In 2012, DMOs collectively influenced 39 million room nights for future events, growing by 4.9% from the previous year and representing 20.1% of all group room demand, while 38.3 million group room nights actually occurred in 2012 as a result of DMO sales and marketing efforts.

“Approximately 283 cities and towns across the United States rely upon DMO sales and marketing efforts to attract events to their destination,” said Michael Gehrisch, President and CEO of DMAI. “DMOs play a significant role in the group meetings business, and our industry has long needed to support our value with facts about our influence. Individually, DMOs know how important it is to quantify their impact locally for their stakeholders, and it is just as important for us to quantify DMO impact collectively on a national level to quantify our industry impact as a whole.”

Driven by the DMAI Sales and Marketing Committee, this study was conducted by Tourism Economics, an Oxford Economics company, in collaboration with DMOs’ customer relationship management (CRM) solution providers. The report quantifies the impact of the DMO sales and marketing channel from 2009 through 2012 based on booked room nights for future events, occurred event room, and the number of events that occurred and were booked. The analysis is based on a massive collection of data from 116 DMOs representing over 40% of DMOs with sales professionals dedicated to promoting their destinations, and over 70% of the total rooms booked and occurred. An econometric model was developed to project this sample to the remaining markets.

Encouragingly, DMO group room bookings continue to exceed the levels of group room demand from prior DMO sales efforts in each year of the analysis. This indicates that the group room nights trajectory for future years, due to DMO sales and marketing efforts, will increase in the coming years.

With this anticipated growth, DMOs continue to be a significant driver and have the opportunity to expand their influence and relevance in the meetings market in the future.


Destination Marketing Association International (DMAI) protects and advances the success of destination marketing worldwide. DMAI's influential membership includes nearly 600 official destination marketing organizations (DMOs), also known as tourism boards or Convention and Visitor Bureaus, from nearly 20 countries that command $2.1 billion in annual budgets. As the world's largest and most reliable resource for DMOs, it provides more than 3,700 individual members - professionals, industry partners, educators and students - the most innovative and relevant educational resources, networking opportunities and marketing intelligence worldwide. 


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