DMOs Shift Toward Destination-as-a-Service Model in AI Era

As AI transforms travel planning, destination marketing organizations (DMOs) are shifting from marketing entities to structured travel information providers. Phocuswright reports 56% of travelers use AI for planning. Simpleview and Granicus analysis shows ChatGPT made nearly 2 million requests to DMO sites in eight days. DMOs need to optimize data architecture, establish authoritative sources, and explore 'destination-as-a-service' (DaaS) models, providing verified structured data to AI systems via APIs or MCP.