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graph1.jpgDMO Visitor Guide Readership & Conversion Study

Study Findings Available Fall 2021

The findings from the 2020-21 DMO Visitor Guide Readership & Conversion Study will be presented at the 2021 Education Summit at the Hilton Vancouver Washington, September 29 - October 1.

In addition, the Executive Summary of the study will be available to the travel industry, on a complimentary basis, in October 2021.  The Foundation and Destination Analysts will host a free webinar to share the findings; webinar date to be announced.

The DMA West Education & Research Foundation retained 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.

Special thanks to these DMOs that participated in the study: Casper, Fairbanks, Grand Junction, Lubbock, Olympic Peninsula, Seattle Southside, Tempe, Tucson, Tuolumne County, Washington County (OR), Yosemite Madera County and Greater Zion.

Sincere appreciation to Miles Partnership as the study’s Signature Sponsor in helping to underwrite the study with a $15,000 sponsorship.

The Foundation Board of Trustees previously approved Foundation grants for the western DMO participants in the 2020-21 Visitor Guide Readership & Conversion Study as follows:

  • DMO with budget of less than $1 million | Foundation Grant: $5,000
  • DMO with budget of $1 million to $5 million | Foundation Grant: $2,500
  • DMO with budget of more than $5 million | No Foundation Grant