Why Most DMOs Are Flying Blind (And How to Fix It)

Most destination marketers spend their days reacting instead of leading.

You see a competitor's campaign blow up on social media and scramble to figure out what they did. You hear about a new partnership at a conference and wish you'd thought of it first. You watch another DMO launch something innovative and wonder how they got budget approval.

By the time you notice, it's already too late to be first.

The Intelligence Gap

Here's what I've learned running marketing for Visit Detroit: the DMOs that win aren't necessarily the ones with the biggest budgets. They're the ones who see what's coming before everyone else does.

When Michigan launched their outdoor recreation campaign, we didn't find out from a press release. We caught it early through systematic monitoring and had our counter-positioning ready before they went live. When Chicago piloted a new sports tourism partnership model, we studied it, adapted what worked, and had our own version in market within weeks.

That's not luck. It's infrastructure.

What You Should Be Tracking

Competitive intelligence isn't about obsessing over your rivals. It's about pattern recognition across the industry. Here's what actually matters:

• Funding and budget announcements — When a competitor gets new money, you'll see innovation within 90 days. Watch for it.

• Partnership deals — Who's working with whom tells you where the industry is headed.

• Technology adoption — The DMO testing AI-powered trip planning today will be eating your lunch tomorrow.

• Campaign launches — Not to copy, but to understand what messaging is saturating the market.

• Leadership changes — New executives bring new strategies. Track the moves.

How to Actually Do This

You don't need a research team. You need a system.

Start with your top 5 competitive markets. Set up alerts for their organization names, key executives, and major initiatives. Dedicate 30 minutes each morning to scanning. When something interesting hits, document it with three questions:

1. What did they do?

2. Why does it matter?

3. What's our response?

Do this consistently for 90 days and you'll spot patterns nobody else sees. You'll stop being surprised by what your competitors launch. You'll start leading instead of reacting.

The Payoff

The best marketing opportunities don't come from brainstorming sessions. They come from noticing what's working elsewhere and being fast enough to adapt it before it becomes obvious.

Stop flying blind. Build the system. Watch what happens.

— Stan Smith
VP of Marketing & Communications, Visit Detroit