Shaping the future of destination marketing is about DMO CEOs and team members using their knowledge and skills to inform, innovate and influence.

DMA West is here to support and provide resources to western DMOs as they enhance initiatives and technologies associated with interactions with visitors, clients, partners/stakeholders, board members and elected leaders, as well as interactions with colleagues and industry peers.

The Destination Marketing Association of the West (DMA West) is a regional membership organization of more than 145 destination marketing organizations (DMOs). The CEOs and staff members of these member-organizations are committed to improving organizational effectiveness, implementing engaging marketing and communications strategies, successfully representing their stakeholders and advancing the destination-marketing profession.

With support of the DMA West Education and Research Foundation, a separate nonprofit entity, DMA West is a valuable source of learning, knowledge and future-oriented research for the destination marketing profession, and provides resources, education and ideas to enhance the performance and influence of destination marketing organizations in the West.

Learn more about what DMA West offers for destination marketers in the western United States and western provinces of Canada who want to enhance their destination-marketing skills.


Industry Research

DMO Website User and Conversion Study
The Impact of DMO Websites

Executive Summary of Yearlong Study Released April 2017

In 2016, the DMA West Education & Research Foundation partnered with Destination Analysts to conduct a year-long Website User & Conversion Study on DMO websites. The Foundation’s overarching goal for commissioning this study was to examine travelers who use DMO websites in order to develop a profile of these users, and to measure the extent that this marketing asset converts its users to actual visitors of the destination it promotes. DMA West member DMOs were invited to participate in this cooperative research project. In total, thirteen (13) DMOs undertook this research.

While each participating DMO received a custom report on its own website user profile and ROI estimates, the executive summary presents the aggregate findings from data collected from all thirteen (13) participating DMOs.

In addition to the support of the DMA West Education & Research Foundation, further insights about DMO website user behaviors through implementing an integration of survey data and site analytics was made possible by a generous sponsorship from Miles Partnership.

The executive summary of the study was released in late April 2017 and is available to destination marketers on a complimentary basis.

Download the summary and discover the value of official DMO websites.

Executive Summary

National Geographic, New York Times Best-Selling Author Dan Buettner and Gallup Announce The 25 Happiest Cities in the United States

National Geographic, Gallup and New York Times best-selling author and National Geographic Explorer Dan Buettner have announced The 25 Happiest Cities in the United States based on The National Geographic/Blue Zones® Index. The Index was specifically developed to measure a population’s happiness based on 15 metrics including civic engagement, walkability and healthful food options. Boulder, Colorado, tops the list with walkability, access to nature and sense of community as contributing factors to its residents’ happiness. Buettner mentions, “if you want to get happy, don’t try and change your belief system. Change your environment.” Pulling from years of experience studying the world’s most-thriving populations, Buettner, National Geographic and Gallup developed a methodology for measuring where Americans are living their happiest lives.

The full list of the 25 Happiest Cities, in order by National Geographic/Blue Zones® Index score, is below, and the full story is available here.
1.           Boulder, CO
2.           Santa Cruz-Watsonville, CA
3.           Charlottesville, VA
4.           Fort Collins, CO
5.           San Luis Obispo-Paso Robles-Arroyo Grande, CA
6.           San Jose-Sunnyvale-Santa Clara, CA
7.           Provo-Orem, UT
8.           Bridgeport-Stamford, CT
9.           Barnstable Town, MA
10.        Anchorage, AK
11.        Naples-Immokalee-Marco Island, FL
12.        Santa Maria-Santa Barbara, CA
13.        Salinas, CA
14.        North Port-Sarasota-Bradenton, FL
15.        Urban Honolulu, HI
16.        Ann Arbor, MI
17.        San Francisco-Oakland-Hayward, CA
18.        Colorado Springs, CO
19.        Manchester-Nashua, NH
20.        Oxnard-Thousand Oaks-Ventura, CA
21.        Washington-Arlington-Alexandria, DC-VA-MD-WV
22.        Minneapolis-St. Paul-Bloomington, MN-WI
23.        San Diego-Carlsbad, CA
24.        Portland-South Portland, ME
25.        Austin-Round Rock, TX




Newsnotes - March 2018