Sojern study: destinations grapple with marketing in the age of AI

The report puts measurement of economic impact at the top of the agenda in a market disrupted by AI

Sojern publishes its State of Destination Marketing 2026 report (https://web.sojern.com/reports/state-of-destination-marketing-2026). The study, conducted with more than 350 destination marketing organisations (DMOs), puts measurement of economic impact at the top of the agenda in a market disrupted by AI.

In its State of Destination Marketing 2026 report , Sojern, recently acquired by RateGain, highlights the strategic shift triggered by the rise of AI for destination marketing organisations. Ninety‑three per cent of DMOs say they are concerned or preparing for it and perceive a profound change in how travellers discover and compare options. Adoption is moving quickly: two‑thirds report using AI to produce content, while use for data analysis has climbed from 28% to 51% in a year. Yet 16% still do not use it, a figure that has paradoxically risen (13% in the 2025 study).

As discovery pathways are reconfigured, the strategic role of the website is evolving after years in which social platforms were sometimes prioritised. Whilst 20% of respondents believe the importance of this asset is set to collapse, 31% of DMOs say it will become their “source of truth” to properly feed AI‑generated answers. Only 19% of DMOs consider their website central to trip planning.

Answering the questions people ask AI

This change in the website’s role goes hand in hand with new strategies to meet what is perceived as a requirement of Generative Engine Optimisation (GEO). Sixty‑four per cent are already writing content specifically formatted for these engines: responding to precise questions, publishing lists, and continuously updating information. Thirty‑four per cent of DMOs say they monitor the presence of their content in AI tool results.

“We prioritise content that is not only attractive, but also easy to find,” explains Janine Rupf, Head of Marketing at Zürich Tourism. “If a traveller asks AI what is the best time to visit a destination, we want our answer to appear first.”

AI is also being used to identify and reach the segments most likely to engage with destination‑related content. Professionals note, for example, that gastronomy and the outdoors particularly resonate. “People know Bermuda, they just don’t necessarily know what about Bermuda,” says Jamari Douglas of the Bermuda Tourism Authority. “We use AI to tailor content to interests: food‑loving travellers discover culinary anecdotes; adventure fans find soft‑adventure experiences. It’s all about relevance.”

The advent of AI is changing the rules — from SEO to GEO — without altering best practice. Clear, structured content (already recommended by Google for optimal search visibility) and the pursuit of engagement remain decisive objectives in destination promotion.