“Do more with less.” It’s a phrase that resurfaces every time the economy faces uncertainty, and 2026 is no exception. For destination marketing organizations (DMOs), this mantra often translates to squeezing maximum results from limited resources—whether that’s staff, software, vendors, or budgets. The challenge is finding ways to maintain or even grow your impact without burning out your team or undermining your goals.
While the idea of doing more with less sounds appealing, it often leads to exhaustion and diminishing returns if not approached strategically. Let’s explore actionable ways to streamline your operations, adapt to today’s tourism trends, and achieve measurable success, even in uncertain times.
Tip #1: Skill-Up Your Team
Your team is your greatest asset, and investing in their professional development can dramatically increase efficiency and effectiveness. In 2025, there are more flexible training options than ever before to fit your budget.
Option 1: Robust Training Budget
If your DMO has the resources, look into premium programs like Southeast Tourism Society’s Marketing College or Destinations International’s PDM program. Additionally, consider local colleges offering specialized courses in digital marketing, data analytics, or business strategy.
Option 2: Limited Training Budget
For tighter budgets, online learning platforms like Skillshare, Coursera, or Google’s Digital Garage offer affordable and targeted courses. Free certifications from platforms like HubSpot, Mailchimp, and LinkedIn Learning can also help your team sharpen their skills without breaking the bank.
The goal is to ensure your team is equipped to handle modern challenges and optimize their output.
Tip #2: Optimize the Visitor Journey
A well-mapped visitor journey is key to making the most of your marketing efforts. This journey—from awareness to post-visit reflection—should be supported by specific tools and measurable KPIs at each stage.
Key Stages in the Visitor Journey
- Awareness: Use programmatic display ads, influencer marketing, and social media campaigns to attract attention.
- Consideration: Engage visitors with compelling email campaigns, well-designed landing pages, and targeted digital ads.
- Conversion: Streamline the booking process with intuitive platforms and clear calls to action.
- Experience: Provide personalized itineraries, interactive maps, and excellent customer service.
- Reflection: Encourage post-visit reviews and social sharing to keep your destination top of mind.
By analyzing the performance of each stage, you can identify underperforming areas and redirect resources to where they’ll have the most impact.
Tip #3: Explore Alternative Revenue Streams
In 2025, diversifying your revenue sources is more critical than ever. Depending solely on lodging taxes is risky, so consider these options:
- Host Local Events: Farmer’s markets, seasonal festivals, or pop-up events can generate revenue while drawing visitors.
- Online Gift Shops: Platforms like Shopify and WooCommerce make it easy to sell destination-branded merchandise, reconnecting with former residents and virtual tourists.
- Sponsorship Programs: Partner with local businesses to monetize your email newsletters, social media posts, or event promotions.
These efforts not only bring in additional revenue but also strengthen ties with your community and local businesses.
Tip #4: Build Strategic Partnerships
Collaboration is essential for maximizing limited resources. Partnering with local chambers of commerce, economic development authorities, or neighboring CVBs can unlock grant opportunities and reduce redundancies.
For example, if a neighboring DMO excels in one area of marketing, collaborate to complement each other’s strengths. Shared goals and resources can amplify your impact while saving time and money.
Tip #5: Automate and Repurpose Content
Automation tools are more advanced and accessible than ever in 2025, allowing you to streamline operations and repurpose content effectively:
- Use tools like Mailchimp or ActiveCampaign to create automated email sequences tailored to visitor interests.
- Employ dynamic website personalization to customize greetings or content based on user behavior.
- Repurpose existing blog posts, social media updates, and past campaigns for seasonal or event-specific promotions.
The goal is to reduce repetitive tasks while maintaining consistent and engaging communication with your audience.
Final Thoughts: Doing More with Less in 2026
Achieving more with less doesn’t mean overburdening your team or cutting corners. It’s about working smarter—investing in your team, optimizing your processes, diversifying your income, and leveraging partnerships. These strategies can help your DMO navigate uncertainty with confidence and resilience.
At Imagine, we specialize in crafting tailored strategies to help destinations thrive, even in challenging times. Schedule a discovery call today, and let’s create a plan that sets your destination apart in 2025 and beyond.
