The Three Essential Reports Every Destination Marketing Organization Needs

Destination Marketing Organizations (DMOs) are pivotal in promoting and attracting visitors to a particular destination. To make informed decisions and develop effective strategies, DMOs require comprehensive data and insights. In this article, we will explore the three essential reports that every DMO should have: the Visitor Profile Study, Resident Opinion Study, and Economic Impact Study. These reports provide crucial information about visitors, community engagement, and economic benefits, enabling DMOs to enhance their marketing efforts and drive sustainable growth.

According to Joseph St. Germain at Downs & St. Germain Research, “The Visitor Profile Study, Resident Opinion Study, and Economic Impact Study allow DMOs to understand their visitors better and manage the destination with residents and visitors in mind. As destinations shift from solely focusing on Destination Marketing to Destination Management, these studies allow DMOs to market the destination to visitors with a shared interest in keeping the destination beautiful and help tell their story to residents vital to the overall tourism experience.”

Visitor Profile Study:

Understanding the profile of visitors is essential for DMOs to tailor their marketing campaigns, optimize resources, and create personalized experiences. A Visitor Profile Study delves deep into visitors' characteristics, behaviors, preferences, and motivations. This study typically includes:

  1. Demographic information: It covers age, gender, nationality, and other relevant demographic factors, allowing DMOs to target specific audience segments effectively.

  2. Travel patterns: It examines how visitors plan their trips, including the duration of stay, the purpose of the visit, and preferred activities. This information helps in designing suitable itineraries and crafting compelling offers.

  3. Spending habits: By analyzing visitor expenditures on accommodations, dining, shopping, and entertainment, DMOs can identify key revenue streams and allocate resources accordingly.

  4. Satisfaction levels: Assessing visitor satisfaction helps DMOs gauge their services' effectiveness and identify improvement areas.

The Visitor Profile Study provides invaluable insights into who the visitors are and what they desire, enabling DMOs to create targeted marketing campaigns that resonate with their target audience.

Resident Opinion Study:

A DMO's success relies on attracting visitors and fostering positive relationships with the local community. A Resident Opinion Study helps DMOs gauge resident sentiment, identify concerns, and ensure sustainable development. This study includes:

  1. Stakeholder engagement: It assesses the opinions and perceptions of residents, businesses, and community leaders regarding tourism impacts. Understanding these perspectives enables DMOs to address concerns and build collaborative relationships.

  2. Infrastructure and resource management: Examining the impact of tourism on local infrastructure, resources, and services help DMOs work proactively with the community to develop sustainable strategies that minimize adverse effects.

  3. Resident & Community Involvement: This study assesses community involvement in tourism initiatives, providing insights into opportunities for local businesses and residents to participate and benefit from the tourism industry.

A Resident Opinion Study facilitates effective communication, promotes a harmonious relationship between the destination and its residents, and ensures that tourism development aligns with the community's interests and values.

Economic Impact Study:

One of the key objectives of any DMO is to drive economic growth and generate revenue for the destination. An Economic Impact Study quantifies the financial contributions of tourism, providing a comprehensive analysis of its economic benefits. This study includes:

  1. Employment and business impact: It assesses the direct and indirect employment generated by tourism-related businesses, highlighting the industry's role in job creation. Additionally, it evaluates the revenue generated by local businesses due to visitor spending.

  2. Tax revenue: An Economic Impact Study examines the tax revenue generated through tourism-related activities, including accommodations, sales taxes, and other applicable taxes. This information is crucial for local governments to allocate resources effectively.

  3. Investment opportunities: By highlighting the economic impact of tourism, this study attracts potential investors interested in supporting and expanding tourism infrastructure and services, thereby boosting the local economy.

An Economic Impact Study provides DMOs with concrete data to showcase the economic significance of tourism, enabling them to advocate for favorable policies, secure funding, and foster collaboration with local businesses and government entities.


In the dynamic world of destination marketing, DMOs need to rely on accurate and up-to-date information to thrive. The Visitor Profile Study, Community Relations Study, and Economic Impact Study are three essential reports that equip DMOs with the insights to make informed decisions, develop effective strategies, and drive sustainable growth. By understanding their visitors, engaging with the community, and quantifying the economic benefits, DMOs can navigate the complex landscape of destination marketing, ensuring a prosperous and mutually beneficial relationship between visitors, locals, and the destination itself.


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