it's time - A Global Report on Destination Marketing and Communications - Report - Page 9
Forward investment in marketing activities is going to be crucial for those destinations
looking to recover quickly post pandemic, and also in support of their own local event
infrastructure and supply chain. It also has the potential to change the entire order and
dynamic of the leading destinations, particularly those who are slower to emerge from
national and international travel restrictions.
We asked if destinations felt they would be investing more, less or about the same in their
marketing activities over the coming 12 months.
Lower Than Currently
About The Same
Higher Than Currently
The smallest percentage, 28%, said that their investment in marketing would be higher than
currently. 37% felt their overall marketing spend this year would be reduced, whereas 35%
indicated it would be the same as in previous years.
To put some balance to this; given many governments, both national and city wide, are still
working through the significant financial challenges they are facing, and agreeing their budget
priorities for the coming year, it may be slightly premature to project this accurately, and may
well be needed to revisit later in the year.