Destinations often find themselves with leftover budgets that need to be spent by the end of the year before the clock resets. Whether through last-minute visitor campaigns or community-focused events, there are plenty of ways to capitalize on that remaining budget while making a real impact. 

We connected with a few destinations and asked how they’ve made an end-of-the-year budget surplus go the extra mile—from boosting local pride and increasing visitor traffic to showing appreciation for the partners who make it all happen. Read on to see if any of these ideas spark inspiration for your destination.

Give Back to the Locals: Santa Monica Travel & Tourism (SMTT)

“The winter season in Santa Monica is typically a slower time for our hotels and with a dip in holiday visitation. To strengthen our engagement with our residents—the very people who make Santa Monica the vibrant destination it is - we invited them to explore their own backyard. Additional funding allowed us to launch a year-end pilot initiative called I Wish I had an Extra Bedroom Program. A revived concept from a travel agent program years ago inspired a new, simple idea: offer discounted hotel rooms and amenities to locals—many of whom are apartment dwellers—so they could host out-of-town guests or enjoy a holiday staycation themselves. Not only did this help our residents get to know their hotel neighbors, but it also helped drive business to our hotels during a slower time of the year. Now, 20 years later, the program is still thriving, and we’ve dedicated a set budget each year to promote it through radio, print, local distribution at key locations, and digital advertising.”

“It’s been a win-win, helping both locals and our hotel partners stay connected during the holiday season and build future relationships.” ~ Misti Kerns, CEO & President, SMTT

Drive Winter Visitation with a Festive Push: Experience Olympia & Beyond

“With some remaining funds left at the end of the year, we decided to boost our campaign targeting drive markets to encourage a few additional winter visits. We wanted to make the most of the festive season by showcasing our local events, shopping, and cozy stays. The response has been great—it’s extra exposure for our local businesses and a perfect way to keep Thurston County top-of-mind for nearby visitors.” ~ Annette Pitts, CEO, Experience Olympia & Beyond

Test New Markets & Tactics: Datafy

“After years of working with so many DMOs, I’ve learned that leftover budget is a real hidden gem for destinations. I usually recommend putting it toward exploring a new market they’re curious about for next year. Or, if they’re feeling adventurous, it’s a great chance to try something fresh, like CTV. That extra budget is perfect for testing out new ideas without the usual pressure, giving destinations room to grow and set themselves up for success down the line.” ~ Kari Hoffman, Senior Director of Strategy & Insights, Datafy

So, as we all take a last look at budgets and plan for 2025, gather your team and ask: what’s most important, and where can we make an impact? Encourage some of that outside-of-the-box thinking—it might just be the perfect time to try something new and have a little fun.

Check out these links to find out more about any of the above, I Wish I had an Extra Bedroom with Santa Monica Travel & Tourism, seasonal inspiration with Experience Olympia & Beyond, and Three Things to Know about CTV with Datafy.