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This inaugural research focuses on the budgets, strategies and initiatives of 284 U.S. and Canadian DMOs which reported welcoming over 10 million walk-ins to their VICs in 2012. The participating DMOs operating budgets ranged from under $500,000 to over $10,000,000, allowing specific comparisons to your peer organizations. The goal of this study is to provide DMOs with a unique and invaluable informational resource to guide their VIC marketing, budgeting and planning. The study will also provide your organizations with a basic framework for measuring the ROI of the your VIC, something that fewer than one in five DMOs are currently assessing.
The study was funded by a grant from the Destination & Travel Foundation.