destination_miles.jpgThe Value of DMO Visitor Guides

Executive Summary

In our digital world, printed visitor guides - particularly those published by DMOs - continue to be an important resource for travel inspiration and planning. The study was conducted for the DMA West Education & Research Foundation by Destination Analysts with support from Miles Partnership. In addition to the research, impact and influence of visitor guides, insights from this cooperative study of 12 DMOs cover who uses official DMO visitor guides and why, the specific content they seek, and how this marketing asset is essential to DMO communications. 

The DMA West Education & Research Foundation partnered with Destination Analysts to assist DMOs in developing a profile of travelers who use DMO-published official Visitor Guides and estimate the Return on Investment these official Visitor Guides bring to their respective communities. 

These important findings on the usage and impact of DMO Visitor Guides were made possible by the DMA West Education & Research Foundation as well as the 12 DMO participants. We thank Destination Analysts for presenting the webinar The Value of DMO Visitor Guides—Insights from a cooperative Readership & Conversion Study, with Visitor Guide Best Practices presented by Miles Partnership. 

  • You can view the webinar recording here
  • The research presentation deck can be downloaded here (including Miles Partnership content)
  • Bonus from Destination Analysts: A whitepaper on The Importance of DMOs in a Crisis can be downloaded here

Professional meetings and events? They're SAFER than your average trip to the grocery store-and they're happening NOW. Explore the Data. Learn More #LetsMeetThere


COVID-19 | Resources and Research for DMA West Members and Your Local Partners

In addition to working with your respective city/county agencies and State Office of Tourism, look to these organizations and firms for information as we address issues associated with the coronavirus crisis.

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How to Reach DMA West Staff 

DMA West’s staff office is located in California. Staff members are currently working remotely. During this time, we will not have access to live telephone answering. The best way to reach us is via email at You may leave us a voice message at 916-443-9012. Messages may take up to 24 hours to receive a response. Thank you.


Ask it or answer it!

We are excited to introduce DMA West's newest member service -- EXCHANGE -- the online community for western destination marketers.

EXCHANGE is the best space to participate in in-depth discussions and receive feedback and resources from your professional peers. Employees who work for DMA West member DMOs are encouraged to participate in DMA West's EXCHANGE.

Join the exchange
Ask or answer a question.
Share strategies and best practices with your DMO industry colleagues.
Active participants create a thriving online community.

Let's Get Started

  • Employees from DMA West-member DMOs are welcome to access the EXCHANGE discussionsite.
  • Are you an employee from a DMA West-member DMO ready to join this online community?
  • When you create your account, please use your real name in the "Username" field (First name Last name). Also, you must use a valid DMO email address.

Create Your EXCHANGE Account

Once your account is created and approved by DMA West staff, you will receive an approval notification for your EXCHANGE participation. At that time, log in and click on your name above the "New Discussion" button (left panel). Then, click on the arrow next to the head silhouette icon (far right - across from your name) which will bring up the "Edit Profile" option. In this section, you may add your profile image and set your "Notification Preferences" and "Category Notifications."

If you need assistance at any step in the process, contact DMA West staff at 916.443.9012 or Welcome to EXCHANGE.


Visit Salt Lake Unveils New Brand for the Destination

In June, Visit Salt Lake (VSL), in partnership with Salt Lake County Mayor Jenny Wilson, launched a new brand that will serve all of Salt Lake. This new brand, much more than just a logo change for VSL, will serve the entire destination. It is being launched to build a stronger recovery for the visitor economy and to dramatically increase tourism and convention attendance. Extensive research showed that perceptions of potential visitors to Salt Lake lag way behind the reality of the destination. Salt Lake is more modern, progressive, inclusive and vibrant than travelers realize and VSL intends to showcase the story of its fresh, creative energy.
Visit Salt Lake recognizes this new brand is a key piece to its recovery. The “new visitor economy” is upon us and VSL is taking strategic steps to secure our place in it. Recently, Salt Lake has experienced a dramatic increase in leisure travel and business travel is picking up right behind it. There is a distinct opportunity to change misperceptions about Salt Lake and showcase Salt Lake’s incredible modern, fresh, vibrant destination that is truly inclusive and genuine.
“Together we’re building a stronger visitor economy that’s more resilient and more relevant to everyone,” said Kaitlin Eskelson, President & CEO of Visit Salt Lake. “We just launched a compelling new brand for our entire destination that will serve us as we rebuild and move toward a very bright future. We are passionate about our place and excited to educate would-be travelers about our secret gems.”
The new “West of Conventional” brand platform recognizes that Salt Lake is the intersection of many facets, where unconventional ideas make for a better world. Here in the modern mountain hub of the west, things that wouldn’t ordinarily go together blend effortlessly, creating an eclectic and creative spirit that brings better thinking and fresh ideas to the world. The destination’s diverse cultures, pastimes and landscapes come together in Salt Lake. The new salt crystal design of the logo recognizes that there are many facets of life in Salt Lake and VSL will use this visually to tell the story. The new “intersection” ad campaign will run nationally.

Renew Today

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September 2021

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West Coast Travel Facts aims to provide travelers with the most current information for California, Oregon and Washington so they can make informed decisions when planning trips to those states. The West Coast Tourism Recovery Coalition aims to raise public awareness about hundreds of communities that rely on tourism. Following disasters, the coalition will provide the latest resources and information to encourage travelers to return to these communities and aid recovery.

Learn More