DMO Visitor Information Center Study

Understand how U.S. and Canadian destination organizations allocated budgets and deployed strategies to engage visitors through official Visitor Information Centers.

The DMO Visitor Information Center (VIC) Study focuses on the budgets, strategies and initiatives of U.S. and Canadian destination organizations which reported welcoming over 10 million walk-ins to their VICs in 2012.

The participating organization operating budgets ranged from under US$ 500,000 to over US$ 10,000,000, allowing for budget specific benchmarking.

The goal of the study is to provide destination organizations with a unique and invaluable informational resource to guide their VIC marketing, budgeting and planning. Also, gain a basic framework for measuring the Visitor Information Centers’ ROI something that fewer than one in five destination organizations are currently assessing. 

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About the Study

The 284 participating organizations from the U.S. and Canada reported operating budgets ranged from under US$ 500,000 to over US$ 10,000,000, allowing for budget specific benchmarking.