Most DMOs don’t struggle because they lack digital maturity.

They struggle because they don’t have a clear baseline to measure it.

And without a baseline, every budget cycle turns into:
• opinions instead of evidence
• too many priorities
• low operator participation
• programmes that look busy but don’t move the needle

That’s exactly what I’m covering next week with Karl Llewellyn (Wheresight) on AI Tourism Talks.

Thursday 29 Jan, 5:00 PM UK / 6:00 PM CET

👉 Attend the Live here: https://www.linkedin.com/events/7418978698713890817/

Not a long report. Not theory.

A baseline is a clear snapshot of where tourism businesses are today, so the DMO can prioritise what matters.

If it’s too complex, businesses won’t participate.

If they don’t participate, the data becomes useless.

So the goal is simple: measure what matters, keep it readable, and make it actionable.

This is the real bottleneck.

The best approach lowers effort for operators and gives them something useful back, fast.

That’s how you get buy-in and momentum.

A baseline is only step one. The point is prioritisation.

You take what you learn and turn it into a realistic plan that the destination and businesses can actually execute.

DMOs get judged on outcomes.

But outcomes depend on what happens at the tourism business level.

A baseline helps you stop guessing and start focusing time and budget on what will actually move performance.

👉 Attend the Live here: https://www.linkedin.com/events/7418978698713890817/

Kind regards,
Ivan Ivanovic
https://www.linkedin.com/in/ivan-ivanovic-marketing/