3 Takeaways From the Best DMO Websites
These destination marketing organization websites deploy strategic imagery, AI and more to attract potential visitors.
By Katie Bridges
As the traveler’s journey continues to evolve, the fight for website traffic is fiercer than ever. In an age of social media influencers, algorithms and AI, destination marketing organizations need to offer compelling reasons to visit their site.
To stand out, incorporate these ideas from some of the best DMO websites.
Showcase What Makes You Special
If your site doesn’t clearly answer what makes your destination unique, users aren’t going to just lose interest — they’re going to forget about you entirely. Sites that boldly proclaim their destination’s identity see much better engagement.
- Visitors to Explore Cabarrus County are greeted by scenes of smiling faces waving checkered flags and racecars zooming around the track. Even users who aren’t familiar with Cabarrus County will immediately understand this is motorsports country. That strong sense of place helps potential visitors know they’re in the right place, right from the start.
Leverage AI To Personalize the User Experience
When done strategically, AI can be a strong addition to your destination’s website, underscoring your brand’s positioning.
- Grand Rapids was twice named a Top 10 city for people with disabilities by WalletHub. Experience Grand Rapids takes that designation to heart by prominently featuring a chat screen with “Will, the Accessibility AI Agent,” so users can ask for recommendations on anything from which hotels have roll-in showers to where to find accessible dinner options. The tool can also put together entire itineraries with accessibility in mind.
- The rotating prompts on Destination Vancouver’s AI concierge encourage users to engage so they can “Visit Vancouver Your Way.” Request a family-friendly itinerary for this weekend and it returns a mix of attractions, restaurants and real-time events. It also recommends relevant content and anticipates follow-up prompts like “family activities this month.”
Design Your Site To Encourage Engagement
Attention is currency in the age of algorithms, so design your website accordingly. The right balance of dynamic and responsive elements will keep users scrolling, even when attention spans are shorter than ever.
- The Travel Nevada homepage encourages users to scroll thanks to star icons that spin in the background, pictures that shift when hovered over and a map that zooms in and out. This not only helps keep users’ attention, but also directs them to important information.
- Discover Puerto Rico’s interactive map features custom illustrations of major landmarks such as petroglyphs, waterfalls and coffee farms, offering users a whimsical overview of each region. The result? A fun-to-explore map that encourages users to learn more about the island’s most treasured points of interest.
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Katie has almost a decade of editorial experience, spending most of those years as an editor at regional magazines. A Georgetown University grad, she helps guide digital and print content programs from concept to completion for C/A clients such as Vanderbilt Health, Niagara Falls USA and Phoenix Children’s Hospital Foundation. She has written for Garden & Gun, Washingtonian and Arkansas Life, among others.
The mother of two young girls, Katie can most often be found on a hiking trail with her family (Sedona’s a favorite). She’s a Southerner through and through, and the only member of the C/A team who uses the word “y’all” with abandon.