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

MeetingSource Picks for Best Large Convention Cities in the USA

Using a six-point rating system, ranked 163 convention cities across the United States by Affordability of Hotel Rooms, Ease of Access, Safety, Walkability. Promotional Appeal and Weather to uncover its top 25 picks. Congratulations to the DMA West member-destinations highlighted below.

  • Large: Las Vegas, Miami, San Francisco, Phoenix, Denver, New York City, San Antonio, Orlando, Dallas and Boston
  • Medium: Charlotte, Austin, Providence, Norfolk, Cincinnati, St. Paul, and Salt Lake City
  • Small: Tacoma, Silicon Valley, Chattanooga, El Paso, Madison, Tempe, Portland (ME), and Raleigh

Las Vegas easily claimed the top spot for the second year in a row, as weather was a new measured destination attribute for 2018. Chattanooga, Raleigh, El Paso, and Tempe joined Tacoma andPortland, ME, as top cities for smaller conventions for the same reason.




Industry Event

National Travel and Tourism Week (May 6-12) The annual salute to travel.

Upcoming Webinars

As part of the DMA West Foundation’s mission to promote educational opportunities for destination marketers, the DMA West Foundation periodically recommends webinars for your participation.

Upcoming webinars in The State of the American Traveler webinar series. Please see content descriptions and links to register for each webinar.

Technology Edition
Wednesday, May 16, 2018 - 12:00 p.m. Pacific Time

From Artificial Intelligence (AI) and Chatbots to live streaming and new types of VR/AR and 360 video – there is a wide range of new technologies available to travelers. The Technology Edition of Destination Analysts’ The State of the American Traveler research will share the use of new technology and media by U.S. travelers.

Register Today

Traveler Segments & Personas Edition
Wednesday, August 1, 2018 - 12:00 p.m. Pacific Time 

This quarterly edition of The State of the American Traveler from Destination Analysts will take a look at different age groups and expand what defines different segments of U.S. travelers. From generational attributes and travel interests to activities and behaviors, this webinar will share how different groups of U.S. leisure travelers plan, book and experience travel.

Register Today

Mobile Edition
Thursday, November 1, 2018 - 12:00 p.m. Pacific Time  

The State of the American Traveler, Mobile Edition, will share invaluable insights from Destination Analysts’ latest research. We will explore mobile behavior, highlight how U.S. travelers plan and execute trips using mobile devices and discuss what their preferences are in planning a trip.

Register Today


Newsnotes - March 2018