Report Finds US Destination Marketers Not Focused on Addressing Climate Change

by Mia Taylor
Last updated: 6:25 PM ET, Mon November 20, 2023

With the consequences of climate change becoming increasingly more visible and oftentimes dire around the world, there has been growing conversation in the tourism industry about how to respond and help protect the planet.

A new report from Sojern, a travel marketing platform, focused on the state of destination marketing however, finds that while destination marketing organizations (DMOs) representing nations around the world have made it a priority to address the global crisis, for U.S. DMOs climate change and the accompanying need to reduce greenhouse gas emission is less of a focus at the moment.

The report shows that just 8 percent of U.S. DMOs are prioritizing climate change and the goal to reach net zero compared to 29 percent of Canadian DMOs and 62 percent of European DMOs.

The United States has announced its intention to reduce carbon emissions by 2030, but has made no real progress because the plan lacks a financing strategy and there's been no real commitment toward progress, according to Sojern.

The focus on preserving the environment and and protecting the planet’s biodiversity fared better, with 22 percent of U.S. DMOs considering this a priority, compared to 24 percent of Canadian DMOs, and 56 percent of European DMOs.

The data was revealed as part of Sojern’s State of Destination Marketing 2024 report. The insights contained within the report were gathered between April and September 2023 via a globally distributed survey that included responses from more than 300 DMOs, government departments, and chambers of commerce worldwide. The report also involved conducing case studies and collecting the views of experts.

The goal of the report, according to its authors, is to provide “critical insights into the strategic decision-making of destination marketing teams.”

The information is also designed to highlight the new priorities and shifting market trends that are reshaping the tourism landscape.

Global DMO Outlook on Addressing Climate Change

When it comes to the future of the planet and environmental concerns, the report points out that “the tourism industry is increasingly prioritizing the long-term sustainability needs of destinations over short-term growth and volume.”

This effort is often driven by domestic and international agendas including the United Nation’s 2030 Agenda for Sustainable Development. Many DMOs, says the report, “are striving to play their part in shaping a better world through tourism.”

That effort often includes strategies designed to drive beneficial impacts for local communities and the natural world and efforts on this front in many cases encompass brand positioning, awareness, and marketing.

However, as the report goes on to note, there are vast regional differences when it comes to being proactive about climate change issues, more so than in any other area of this year’s report.

DMO priorities however, are often set by their funding partners, says Sojern. And with limited resources and competing priorities, DMOs will follow the guidance as set forth by the elected officials that secure their funding.

"According to the UN’s Sustainable Development Goals report, the United States has announced its intention to reduce carbon emissions by 2030, and we have a long way to go to achieve that," Noreen Henry, chief revenue officer at Sojern, told TravelPulse. "We find that most often, DMO priorities are set by their funding partners and will follow the guidance as set forth by the elected officials that secure their funding. More broadly, we see that sustainability or rather ESG (environmental, social, and corporate governance) with DMOs is looked at holistically, and includes climate change and net zero commitments, biodiversity and natural environment, diversity, equity and inclusion, and so on.”

In at least one area, the priorities of DMOs are a little bit closer aligned: Regenerative tourism. On that front, 47 percent of Canadian, 41 percent of European, and 28 percent of U.S. respondents said regenerative tourism is a “strong strategic focus.”

The report also points out that when looking at sustainability, it's also important to not only look at environmental impact, but also societal well being.

“Many DMOs today are committed to demonstrating a positive impact through tourism for local residents, while marketers have become increasingly conscious of the importance of representation in marketing,” says the report. "This ensures that their image reflects the cultural, religious, ethnic, sexual, and gender diversity of both the destination and its visitors.”

On this front, the U.S. fared far better. Social diversity is strongly prioritized by 51 percent of U.S. DMOs, 71 percent of Canadian DMOs, and 45 percent of European DMOs.

What’s more, the report notes that many destinations worldwide have been very aggressively embracing progressive attitudes when it comes to diversity. For instance, 35 percent of respondents said that LGBTQ-specific strategies were strongly prioritized.

Similarly, the promotion of social and economic diversity was an important priority for 34 percent of respondents. And nearly half, about 42 percent, said addressing gender equality is also a major priority.

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