From brochures to AI copilots: the evolution of destination management organisations

Imagine you’re planning a trip in the 1990s.

You walk into a tourist office, leaf through glossy brochures, maybe grab a paper map, or check a recommendation in a guidebook. Destinations competed through trade shows, PR campaigns, and printed materials. That was the world of DMO 1.0 – analogue promotion at its finest. Success meant one thing: more visitor arrivals, more media coverage, bigger numbers. Measurement was limited, and the focus was volume over value.

Then came the 2000s. The internet changed everything.

Tourism boards launched official websites, optimized for SEO, and began running paid search campaigns. Facebook pages and early social media channels became new front doors to destinations. User-generated reviews on TripAdvisor started influencing choices more than glossy ads ever could. DMO 2.0 was born, powered by Web 2.0. Destinations began tracking website sessions, conversion rates, email open rates, and campaign ROI. Marketing became more digital and measurable, but still largely one-directional.

Fast-forward to today. Travelers have moved on again.

They no longer want to scroll endless websites or sift through generic offers. They expect tailored recommendations that fit their lifestyle. They want instant updates in their own language, and stress-free, on-the-go support when things change. They want destinations to know them – not just market to them.

Welcome to DMO 3.0.

This isn’t just about adding AI on top of old systems. It’s a new mindset: destinations becoming living ecosystems, orchestrating value for everyone – visitors, residents, and local businesses.

The beauty of DMO 3.0 is that it’s not just about growth – it’s about balance:

• A great experience for visitors;

• Fair opportunities for businesses;

• Less stress on residents and ecosystems;

• More productivity with fewer resources.

We’ve gone from brochures → websites → AI copilots.

Each wave reshaped tourism. The first wave was about visibility. The second was about digital reach. The third is about intelligence, personalization, and resilience.

DMO 3.0 – Evolution model

The question is no longer if destinations will adopt this shift — but who will lead the way.

At HiGem, we believe this transformation is already underway. Those who embrace it today will define the destinations of tomorrow.

Konstantin Kolotov,
Founder of Higem.AI